foundations of digital marketing and e-commerce weekly challenge 4 answers
1. Which of the following are examples of data? Select all that apply.
- A list of sales that resulted from a touchpoint
- Year-end sales revenue
- A recommendation for images to use in social media posts
- A company’s total number of social media followers
2. Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy?
- Performance marketing
- Brand marketing
- Data storytelling
- Narrative context
3. An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?
- Data analyzing
- Data reporting
- Data modeling
- Data pulling
4. What can performance marketing help a business do? Select all that apply.
- Support brand recognition
- Enhance brand credibility
- Determine if specific marketing goals have been achieved
- Refine marketing and sales strategies
5. How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?
- Attribution establishes strong relationships with customers.
- Attribution measures how successful a business is in its effort to reach a marketing goal.
- Attribution determines which touchpoints are responsible for generating the leads, conversions, or sign-ups.
- Attribution uses touchpoints to convince customers to take action right before purchase.
6. Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?
- Click attribution
- First-click attribution
- Data-driven attribution
- Linear attribution
7. How does a digital marketer use data storytelling?
- To present stakeholders with a new marketing strategy
- To introduce stakeholders to a new line of products designed to increase sales
- To explain data, engage an audience, and inform stakeholders on how to take action
- To provide stakeholders with year-end sales revenue
8. When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.
- Stakeholders are unsure what action steps can be taken.
- Stakeholders remain engaged in the narrative.
- Stakeholders understand what actions can be taken from the data presented.
- Stakeholders make connections between the data presented and the visualizations that represent the data.
9. Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them.
What aspect of data storytelling does this describe?
- Narrative context
- Key performance indicators
- Visualizations
- Brand marketing
10. In data storytelling, how do visualizations help an audience understand what is happening in the narrative?
- Visualizations clarify trends and express relationships between data points.
- Visualizations describe why specific insights should matter to an audience.
- Visualizations detail the story of data.
- Visualizations detail what actions an audience can take regarding insights.
11. Fill in the blank: Information about a company’s total number of social media followers is an example of _____.
- marketing touchpoints
- Key performance indicators (KPIs)
- data
- visualization
12. Which of the following refers to performance marketing? Select all that apply.
- It includes performance metrics like number of impressions or cost per click on paid ads
- There are very few ways to measure performance
- It focuses on measurable results like clicks and conversions
- Customer behavior is not important
13. What is customer lifetime value?
- How much revenue is gained versus how much was spent
- A business’s total number of customers
- The process a customer follows to purchase
- The average revenue generated by customers over a certain period
14. Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.
- posts
- promotions
- touchpoints
- rules
15. Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.
- length
- one component
- three main components
- speed
16. Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.
- case study
- call to action
- narrative
- graph
17. Which of the following are examples of data visualizations? Select all that apply.
- Illustrations
- Data points
- Graphs and charts
- Infographics
18. What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?
- Marketing strategies
- Marketing data
- Marketing impressions
- Marketing touchpoints
19. A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?
- Data pulling
- Data reporting
- Data storage
- ROAS
20. What refers to the average revenue generated by customers over a certain period of time?
- Linear attribution
- Budget attribution
- Customer lifetime value
- Return on ad spend (ROAS)
21. What do some of the best data stories allow?
- Complex concepts
- One perspective
- Multiple interpretations
- A space for discussion
22. What are data visualizations?
- Data points
- Pictures from a campaign
- A narrative that conveys the insights effectively
- A graphic representation of data that conveys information
23. What is data pulling?
- The process of examining data in order to draw conclusions, make predictions, and drive informed decision-making.
- The process of collecting data from analytics tools and putting it into a spreadsheet or database, making it easy to access and work with.
- A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
- Organizing and summarizing data to track performance across marketing and sales efforts.
24. A software company spends $100 on an ad. They make $150 as a result of that ad. The revenue they gained is 150%. What is this performance metric called?
- Targets
- Clicks
- Customer lifetime value
- ROAS (return on ad spend)
25. Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.
- KPI
- data analytics
- data reporting
- attribution
26. Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.
- Data-driven attribution
- Linear attribution
- Data attribution
- First-click attribution
27. Consider the following scenario:
A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action.
What might the digital marketing team do to convince their stakeholders?
- Continue to monitor data, then provide stakeholders with year-end sales revenue
- Present stakeholders with a new marketing strategy
- Present stakeholders with a new line of products designed to increase sales
- Use data storytelling to share insights with stakeholders
28. A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?
- Select which numbers to highlight
- Understand which questions to answer
- Create data visualizations
- Build a narrative that conveys the insights effectively
29. In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.
- Visualizations focus the audience’s attention to the data presented by the narrative
- Visualizations clarify trends and express relationships between data points
- Visualizations add extra detail and complexity to the story of data
- Visualizations detail what actions an audience can take regarding insights
30. What is performance marketing?
- Calculating how much revenue is gained versus how much was spent on potential customers.
- Using digital marketing and sales tactics, campaigns, and strategies to affect customer behavior.
- Using concrete information about customer behaviors to plan and refine marketing and sales strategies.
- Calculating the average revenue generated by customers over a certain period of time.
31. What refers to how much revenue is gained versus how much was spent?
- Budget touchpoints
- Customer lifetime value
- Return on ad spend (ROAS)
- Linear budgeting
32. What does attribution help businesses do?
- Help businesses create better products for current, new, and potential customers
- Identify the last touchpoint in a customer journey to save time, money, and effort
- Increase the number of leads at the start, middle, and end of the campaign
- Make informed decisions about where to invest time, budget, and resources
33. Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn't always straightforward.
- six touchpoints
- no distractions
- few options
- one touchpoint
34. What do marketers use to convey insights to an audience through a clear and compelling narrative?
- Data storytelling
- Costumes and lighting
- Social media graphics
- Graphs
35. What will help you decide which data points to use in your data story?
- Understanding the questions you want to answer
- Creating a narrative first
- Creating a complex goal
- Knowing the number of people who will see your data story
36. What do businesses use marketing data for?
- To run campaigns on different platforms
- To measure how successful a business is in its effort to reach a business or marketing goal
- To provide a clear picture of the raw numbers
- To answer questions clearly by drawing on real customer behaviors and interactions
37. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.
- narrative context
- data storytelling
- brand marketing
performance marketing
38. Which of the following are examples of attribution models? Select all that apply.
- First-click attribution
- Linear attribution
- Data-driven attribution
- Channel attribution
39. Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?
- ROAS
- Data visualizations
- The three main components of a data story
- A social media campaign
40. What are the three characteristics of a well-structured narrative? Select all that apply.
- Intense
- Engaging
- Memorable
- Persuasive
41. A marketer creates charts and infographics as part of their data story. What is this component called?
- Data
- Story design
- Narrative
- Data visualization
42. A marketer puts together a list of sales that resulted from a touchpoint. What is this list an example of?
- ROAS
- Visuals
- Marketing data
- KPIs
43. What is ROAS (return on ad spend)?
- The average revenue generated by customers over a certain period of time
- How much revenue is gained versus how much was spent
- The process of using concrete information about customer behaviors
- The number of ads created by a business
44. Which of the following statements is true about data storytelling?
- All data storytelling conveys the same perspectives, experiences, and biases
- A data story has one main component that marketers highlight
- A marketer should highlight all numbers in the story to provide a clear overview of the results
- Everyone brings their own perspectives, experiences, and biases to data storytelling
45. Which of the following statements are true about data storytelling? Select all that apply.
- Data storytelling describes data.
- Data storytelling explains data using graphical representations.
- Data storytelling details how to take action.
- Data storytelling debuts new marketing strategies.
46. Fill in the blank: _____ is a collection of facts or information.
- Social media
- KPIs
- Data
- Reporting
47. What is attribution?
- Setting marketing and business goals that increase brand awareness
- Determining which content and channels generate leads, conversions, or sign-ups
- The last touchpoint in the marketing funnel that eventually leads to a conversion
- The first touchpoint in the marketing funnel that eventually leads to a conversion
48. Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.
- key performance indicators
- brand marketing
- performance marketing
- data storytelling
49. A marketer creates graphs and illustrations to clarify trends and express relationships between data points. What is this part of a data story called?
- Narrative
- Story design
- Data visualization
- Data
