Week 4 – Measure performance success – Shuffle Q/A 2

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

Shuffle Q/A 3

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

Devendra Kumar

Project Management Apprentice at Google

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