# assess for success marketing analytics and measurement weekly challenge 1

#### 1. Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe?

• A performance goal
• A business goal
• A marketing goal
• A media mix

#### 2. A key performance indicator can serve as a performance target for which of the following?

• Marketing goal
• Business goal
• Individual marketing campaign
• Marketing campaign budget

#### 3. What is the formula for the return on ad spend (ROAS)?

• (number of units sold x ad spend) / cost per unit
• (number of units sold x cost per unit) / ad spend
• (total revenue x ad spend) / number of units sold
• (ad spend x cost per unit) / number of ad clicks

#### 4. Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe?

• Media mix
• Target audience
• Campaign duration
• Performance goals
• Key performance indicators

#### 5. Consider the following scenario: Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs \$250 USD in advertising to sell 7 units of a \$100 USD product. They apply the formula to calculate return on ad spend (ROAS).What is this marketer’s ROAS?

• (7 x 7) / 250 = .20
• (7 x 100) / 250 = 2.8
• (100 x 100) / 250 = 40
• (7 x 7) / 100 = 0.49

#### 6. After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?

• A/B test
• Click volume test
• Outcome test
• Drop rate test

#### 7. What is the difference between a micro conversion and a macro conversion?

• A macro conversion collects metrics from both websites and mobile apps. A micro conversion collects metrics from websites only.
• A macro conversion is typically a completed purchase transaction. A micro conversion is a completed response that indicates a customer is moving towards a macro conversion.
• A macro conversion is the act of assigning credit for conversions. A micro conversion is typically a completed purchase transaction.
• A macro conversion is a series of actions that indicate a customer will likely make a purchase. A micro conversion is the act of assigning credit for conversions.

#### 8. How can real-time analytics help marketing teams?

• Marketers can create models based on browsing histories to find the right audience for a campaign.
• Marketers can respond to underperforming aspects of a campaign immediately.
• Marketers can choose an optimal page or ad without performing an A/B test.
• Marketers can use historical data to predict what might happen in the future.

#### 9. Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select two.

• The industry-average CPA value from a relevant industry.
• The total cost per click, divided by the industry-average CPA.
• The total daily spend, divided by the cost per click.
• The average CPA based on comparative data from historical campaigns.

#### 10. A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.

• Define the campaign goals.
• Determine and document all media plan items.
• Shorten the expected campaign duration.
• Select the media channels.

# Shuffle Q/A 1

#### 11. Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?

• A KPI is a process used to establish business goals and marketing goals.
• A KPI is a measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
• A KPI is a specific objective in a marketing plan that informs marketing and business goals.
• A KPI is an aim, achievement, or outcome for a business that informs marketing and business goals.

#### 12. A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine?

• Number of units returned
• Yearly budget
• Total sales
• Return on ad spend (ROAS)

### Devendra Kumar

Project Management Apprentice at Google