Welcome to your ultimate guide for Digital Marketing Analytics in Practice quiz answers! Whether you’re completing practice quizzes to reinforce your understanding or preparing for graded quizzes to assess your knowledge, this guide has you covered.
Spanning all course modules, this resource will teach you how to practically apply digital marketing analytics concepts, including how to track metrics, evaluate campaign performance, and use data to make actionable marketing decisions that improve ROI.
Digital Marketing Analytics in Practice Quiz Answers for All Modules
Table of Contents
Digital Marketing Analytics in Practice Module 01 Quiz Answers
Q1. The first step in the four-step Marketing Analytics Planning process is collecting data.
Answer: False
Explanation: The first step in the process is defining objectives or goals. Collecting data comes after the objectives are established.
Q2. All the following concepts apply to the David McCandless framework except:
Answer: Risk
Explanation: The McCandless framework includes Information, Visual Form, and Story, but Risk is not typically a part of the framework.
Q3. Growing revenues, increasing volume, and increasing profits are results and not objectives used in analytics planning.
Answer: True
Explanation: Growing revenues, increasing volume, and increasing profits are outcomes or results, while objectives focus on the actions or goals that lead to these outcomes.
Q4. The objective of stimulating demand should be the primary focus of any analytics project.
Answer: False
Explanation: While stimulating demand is an important objective for some projects, not all analytics projects focus solely on that; other objectives like improving efficiency or customer retention can be equally important.
Q5. “How often do you purchase toilet paper?” is an example of a market research question.
Answer: True
Explanation: This is a direct question used in market research to gather insights into customer behavior and purchasing habits.
Q6. Which of the following is NOT indicative of unstructured data?
Answer: Has a pre-defined data model
Explanation: Unstructured data does not have a pre-defined data model, whereas structured data is organized according to a specific model.
Q7. When utilizing Sophie Chow’s web scraping decision tree, more often than not the decision will lead to “yes.”
Answer: True
Explanation: Sophie Chow’s web scraping decision tree often leads to a “yes” due to the increasing use and value of web scraping in gathering data.
Q8. Which method of marketing data analysis is considered to be the “gold standard” of data analysis?
Answer: Causal
Explanation: Causal analysis is considered the gold standard because it establishes cause-and-effect relationships, offering the most accurate insights into how actions impact outcomes.
Q9. One way to visually show relativity in data is through a tree map.
Answer: True
Explanation: A tree map is a visualization technique that shows hierarchical data as a set of nested rectangles, which can effectively display relative values or proportions.
Q10. In the Door Study, the “subject” usually realized the two researchers switched places, because his prefrontal cortex was already engaged from studying the map.
Answer: False
Explanation: In the Door Study, the subject usually did not notice the change because their attention was focused elsewhere, demonstrating the concept of selective attention rather than prefrontal cortex engagement.
Digital Marketing Analytics in Practice Module 02 Quiz Answers
Q1. Clear Meaning, Sophisticated use of Contrast, and Refined Execution are characteristics of Good Visual Form conceived by whom?
Answer: David McCandless
Explanation: These characteristics are part of McCandless’s framework for effective data visualization.
Q2. The elements of a Successful Visualization, according to McCandless, include:
Answer: Information, Story, Goal, and Visual Form
Explanation: McCandless’s framework focuses on the importance of clear information, telling a story, having a clear goal, and presenting it through effective visual form.
Q3. McCandless’s and Wong’s frameworks are thought to be basic starting points when designing an effective and successful data viz.
Answer: True
Explanation: Both McCandless’s and Wong’s frameworks serve as foundational approaches for creating data visualizations that effectively communicate insights.
Q4. An example of a good chart headline would be written as: “Comm w/Data”.
Answer: False
Explanation: A good chart headline should clearly communicate the key insight or message without abbreviations like “Comm w/Data.”
Q5. Adding insights into subtitles gives analysts an opportunity to maintain control over data collection and, consequently, the presentation.
Answer: True
Explanation: Subtitles can guide the interpretation of the data, offering additional context and insights for better comprehension.
Q6. Introducing Sophisticated Contrast as an analyst requires the understanding of:
Answer: Size, Color, Shape, and Contrived Contrast
Explanation: Sophisticated contrast in data visualization relies on manipulating elements like size, color, and shape to highlight important differences or insights.
Q7. As an analyst, choosing only contrived contrast and shape contrast will ensure effective communication to an audience.
Answer: False
Explanation: Effective communication requires a broader approach, including context, clarity, and not just reliance on contrast and shape.
Q8. Careful attention to details was characterized as Visual Polish in Coursera Lesson 4.
Answer: True
Explanation: “Visual Polish” refers to the attention to small details that make a data visualization clean, clear, and visually appealing.
Q9. Isolating a few key metrics and including insights are steps to consider when creating an effective dashboard.
Answer: True
Explanation: Focusing on key metrics and providing actionable insights are essential for creating dashboards that effectively guide decision-making.
Q10. Kaushik’s Action Dashboard is an effective tool, but only if these 5 corresponding rules are applied:
Answer: Benchmark & Segment, Isolating Critical Metrics, Include Insights Not Only Metrics, 1 Single Page, and Churn
Explanation: Kaushik’s Action Dashboard focuses on clear, actionable insights, concise presentation, and focusing on critical metrics.
Digital Marketing Analytics in Practice Module 03 Quiz Answers
Q1. Which is NOT a potential benefit of a loyalty loop?
Answer: Improved product quality
Explanation: While loyalty loops can improve brand awareness and perception, they typically do not directly affect product quality.
Q2. True or false: there is nothing that can be done to make qualitative data presentable graphically.
Answer: False
Explanation: Qualitative data can be presented graphically through techniques like word clouds, thematic maps, or other visual storytelling tools.
Q3. Which of the following is characteristic of a well-functioning “loyalty loop?”
Answer: Customers advocate my product
Explanation: A well-functioning loyalty loop results in customers becoming advocates, promoting the brand or product to others.
Q4. The increase in available data has generally made marketing analysis:
Answer: Harder
Explanation: While more data can be helpful, it also makes marketing analysis more complex and harder to manage due to the need for better tools and strategies to process and interpret it.
Q5. It is important for your first draft of a visual representation of data to look very close to what you expect your final version to look like.
Answer: False
Explanation: The first draft of a data visualization is often a rough prototype that helps explore options. It doesn’t need to be perfect at the start.
Q6. Which of the following is NOT a goal that can be accomplished by presenting a figure in a meeting?
Answer: Data Collection
Explanation: Presenting a figure is about communicating insights, not collecting data, which typically happens before the meeting.
Q7. X is correlated positively with Y. Thus, with this information, it can be determined that…
Answer: None of the above
Explanation: Correlation does not imply causation, so we cannot definitively determine that X causes Y, or vice versa.
Q8. Bill is conducting an analysis for a client in the service industry. After he collects his data, he decides to exclude data involving restaurants and restaurant workers because he thinks his client’s situation will be unaffected by this industry. Bill’s actions are…
Answer: Honest, but not mathematically justifiable
Explanation: Excluding data without proper justification can introduce bias, even if Bill believes it is not relevant.
Q9. Which of the following would NOT be useful in a digital marketing analysis effort involving the sales of electronic devices:
Answer: Consumer location data
Explanation: Consumer location data may not directly influence the analysis for sales of electronic devices unless it is relevant to geographical trends or distribution.
Q10. Fill in the blanks: omitting data is ____, while altering data is ____
Answer: Sometimes justified; never justified
Explanation: Omitting data may sometimes be justified based on relevance, but altering data is never justified as it compromises the integrity of the analysis.
Digital Marketing Analytics in Practice Module 04 Quiz Answers
Q1. Micro conversion data is not collected by individuals’ devices for marketers to determine daily behaviors?
Answer: False
Explanation: Micro conversion data is often collected by marketers using tools like cookies or tracking pixels, which track user behavior on devices.
Q2. Marketers use the following active measures to gain insight to better understand how consumers react to certain stimuli, EXCEPT:
Answer: DNA measures
Explanation: DNA measures are not typically used by marketers to analyze consumer behavior. They might use biometrics, facial coding, or verbal expression.
Q3. Marketers avoid using machine learning to capture mass amounts of data to review information that may not have been captured in previous studies.
Answer: False
Explanation: Marketers often use machine learning to analyze vast amounts of data, including information not captured in previous studies, to uncover trends and insights.
Q4. This form of technology allows computers to mimic human intelligence is intelligence known as ____.
Answer: Artificial intelligence
Explanation: Artificial intelligence refers to technologies that allow computers to simulate human intelligence, such as machine learning, natural language processing, and decision-making.
Q5. Bad actors use propaganda to influence political elections.
Answer: True
Explanation: Bad actors have been known to use propaganda, especially through digital platforms, to influence political opinions and elections.
Q6. Which of the following dark side components of digital platforms has impacted companies such as Coca-Cola’s Dasani water?
Answer: Fake News
Explanation: Fake news and misinformation can significantly harm brand reputation, as seen with Coca-Cola’s Dasani water when fake rumors were spread about its quality.
Q7. The estimated amount of lost revenue due to ad fraud in 2022 is projected to be $44.0 billion. What was the amount in 2017?
Answer: $14.2 billion
Explanation: The amount lost to ad fraud in 2017 was $14.2 billion, with projections showing a significant increase by 2022.
Q8. Bad actors are an element of the dark side of digital platforms that impact the flow of money on the web.
Answer: True
Explanation: Bad actors, such as fraudsters and cybercriminals, are a significant part of the dark side of digital platforms and can impact financial transactions and the flow of money online.
Q9. The growth and evolution of technology has resulted in a decline in consumer privacy.
Answer: True
Explanation: With the rapid advancement of technology, the collection and use of personal data have led to increasing concerns over consumer privacy.
Q10. What is the most valuable asset for an individual seeking to influence or to make decisions regarding a topic or matter?
Answer: Data
Explanation: Data is a powerful asset in influencing decisions, as it provides actionable insights and can be used to shape opinions, behaviors, and strategies.
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