Week 4 – Measure performance success

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.


Shuffle Q/A 1

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

Devendra Kumar

Project Management Apprentice at Google

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