Welcome to your complete guide for Digital Marketing Analytics in Theory quiz answers! Whether you’re completing practice quizzes to refine your skills or preparing for graded quizzes to assess your knowledge, this guide is here to help.
Covering all course modules, this resource will introduce you to key concepts in digital marketing analytics, including data collection, measurement techniques, and how to leverage insights for optimizing marketing campaigns and improving ROI.
Digital Marketing Analytics in Theory Quiz Answers for All Modules
Table of Contents
Digital Marketing Analytics in Theory Week 01 Quiz Answers
Q1. Strong marketing strategy capabilities, high data affinity, and the ability to bridge between the analytical, hard-core geek and the rest of the world are all skills necessary for a successful data strategist.
Answer: True
Explanation: Data strategists need these skills to effectively connect data analytics with business objectives and communicate insights to non-technical stakeholders.
Q2. In order to be successful in this field, there are three attitudes a successful analyst should adopt. They are:
Answer: Optimism, Swagger (aka “boldness”), Curiosity
Explanation: Successful analysts are optimistic, bold enough to present new ideas, and curious to explore and uncover valuable insights from data.
Q3. Data analytics is insular and has not played a major role in any other fields.
Answer: False
Explanation: Data analytics has played a major role across various fields, including marketing, healthcare, finance, and more.
Q4. In the Golden Age of Analytics, Epoch V, visuals stated taking on tremendous complexity and works included the first instances of mapping diseases and Minard’s visualization of Napoleon’s 1812 March.
Answer: True
Explanation: During this period, data visualizations like Minard’s map were groundbreaking and significantly advanced the use of visuals to understand complex data.
Q5. The advent of digital data occurred during the Modern Dark Age of Data Analytics which lasted from 1900-1949.
Answer: False
Explanation: The advent of digital data occurred much later than this period, as it emerged with the rise of computers and digital technologies in the mid-to-late 20th century.
Q6. The contemporary history of data analytics is a twenty-year period that began with the introduction of __________.
Answer: .com Businesses
Explanation: The introduction of .com businesses marked the beginning of modern data analytics, driven by the growth of the internet and digital data generation.
Q7. “The Seeds of Prosperity” (2003-2010) saw the creation of Facebook, Twitter, LinkedIn, and Groupon.
Answer: True
Explanation: During this period, these major social media and tech platforms were created, laying the foundation for data-driven marketing and business strategies.
Q8. Several events occurred in 2014 exemplifying the ability for social media platforms to connect people in the name of social change. Choose all that apply.
Answer: ALS ice bucket challenge, #ferguson retweeted
Explanation: Both the ALS ice bucket challenge and the #ferguson retweet demonstrated the power of social media in mobilizing people and raising awareness for social causes.
Q9. The three steps to the P&G marketing model are “stimulus,” “zero moment of truth,” “first moment of truth,” and “second moment of truth.”
Answer: True
Explanation: These steps outline how consumers engage with a product, from initial awareness (stimulus) to post-purchase evaluations (second moment of truth).
Q10. The top concern of FAGMA is selling advertisements.
Answer: True
Explanation: FAGMA (Facebook, Amazon, Google, Microsoft, Apple) primarily generates revenue through digital advertising, making it a key concern for these companies.
Digital Marketing Analytics in Theory Week 02 Quiz Answers
Q1. Social Feed Videos place brand messages directly in consumer’s social media feeds.
Answer: True
Explanation: Social feed videos, such as those seen on platforms like Instagram, Facebook, and TikTok, often feature brand messages integrated into the feed as consumers scroll.
Q2. Consumers who query a search engine receive their initial search results from a page described as _______________.
Answer: Search Engine Results Page or SERP.
Explanation: The Search Engine Results Page (SERP) is where users see the results of their queries, including organic results, paid ads, and other relevant content.
Q3. Shopping Ads differ from Paid Text Results because Shopping ads are ____________.
Answer: Visual based ads that display products, usually at top of page.
Explanation: Shopping ads feature product images and are usually placed at the top of search engine result pages, unlike text-based ads.
Q4. Once a consumer navigates to an internet page that shows ads, they activate an electronic digital ad buying process that includes _______________.
Answer: A Digital Ad Exchange connecting to a DSP.
Explanation: Digital Ad Exchanges facilitate the auction process for ads, connecting to Demand Side Platforms (DSP) to purchase ad space in real time.
Q5. A real-time ad marketplace that provides dynamic and transparent pricing is ___________.
Answer: Digital Ad Exchange.
Explanation: Digital Ad Exchanges provide a marketplace for buying and selling ad space with real-time dynamic pricing based on demand and supply.
Q6. Paid texts ads are the most common ads purchased on Social Media Platform.
Answer: False
Explanation: On social media platforms, the most common ad formats tend to be visual (e.g., image or video ads), not just text-based ads.
Q7. Measuring sales is the most common measure used by brands to calculate the ROI of their Social Media advertising.
Answer: True
Explanation: Brands often measure the direct sales generated through social media ads to calculate the return on investment (ROI).
Q8. The Consumer Decision Journey was created by McKinsey as a framework that helps advertisers understand consumers’ research and purchase methods.
Answer: True
Explanation: The Consumer Decision Journey (CDJ) model helps brands understand how consumers make decisions, from awareness to post-purchase behavior.
Q9. Consideration is the first step along the CDJ that follows the trigger.
Answer: True
Explanation: In the Consumer Decision Journey, consideration comes after the trigger (e.g., a problem or need that prompts research).
Q10. As a brand, the loyalty loop is embraced because consumers will skip Step 1 and Step 2 of CDJ, thereby reducing the need for brands to reach and influence these consumers.
Answer: False
Explanation: The loyalty loop involves retaining and engaging existing customers. However, it doesn’t eliminate the need for brands to influence new consumers in the earlier stages of the CDJ.
Digital Marketing Analytics in Theory Week 03 Quiz Answers
Q1. Which of the following is an example of how verification is used?
Answer: Calling a cable company to make sure that your ads are being run.
Explanation: Verification in advertising can include checking whether ads are running as planned, such as calling a cable company to confirm the airing of ads.
Q2. Which of the following best defines brand lift?
Answer: How an ad has affected perception of a brand.
Explanation: Brand lift refers to the impact an ad has on changing or improving consumer perceptions of a brand.
Q3. In terms of digital marketing, what is a cookie?
Answer: A text file that a corporation’s website downloads onto a user’s computer.
Explanation: A cookie is a small text file that is stored on a user’s computer to track their activity on websites.
Q4. Which of the following companies will LEAST likely have the most complete information on customer digital behavior, location, and purchasing habits concerning their product?
Answer: Big Red Gum
Explanation: Companies like Uber and Comcast gather extensive customer data based on location and usage. Big Red Gum, being a simpler product, is less likely to gather such detailed information.
Q5. Enron was famously guilty of serious financial crimes and fraud. Most people know of this case and hold a negative view of the former company and its executives. In 2001, during its scandal, Enron had:
Answer: High brand awareness and low brand favorability
Explanation: Enron had high brand awareness due to its size, but the scandal significantly damaged its reputation, leading to low brand favorability.
Q6. Which of the following is NOT likely a high value customer for a firm which sells wholesale food products?
Answer: A billionaire who buys samples of wine monthly for personal consumption
Explanation: A billionaire buying wine for personal consumption would not be a high-value customer for a wholesale food firm compared to large-scale buyers like McDonald’s or a national supermarket chain.
Q7. Sales data tends to be more reliably objective than attribution data.
Answer: True
Explanation: Sales data is directly measured and often more objective than attribution data, which involves interpreting the contributions of various marketing channels.
Q8. If 80% of your customers buy item A, and generate 30% of your revenue, and 50% of your customers buy item B and generate 60% of your revenue (meaning that an undetermined proportion buy BOTH)…
Answer: It is likely wise to develop a product mix that includes more items like Product B
Explanation: Since Product B generates a larger portion of the revenue and is bought by a significant portion of customers, developing similar items would likely increase revenue.
Q9. Probabilistic models are used mostly in situations where we have all possible data for a situation
Answer: False
Explanation: Probabilistic models are used in situations where we don’t have all data, and they help estimate outcomes based on available data.
Q10. Companies that do not advertise cannot benefit from DMA
Answer: False
Explanation: Companies that do not advertise can still benefit from Data-Driven Marketing (DMA) by leveraging existing customer data and analytics for other purposes.
Digital Marketing Analytics in Theory Week 04 Quiz Answers
Q1. Ease of use is an example of what kind of metric?
Answer: Personal
Explanation: Ease of use is considered a personal metric because it pertains to individual user experience and how easily they can interact with a tool.
Q2. What is the name of Kaushik’s rule which centers the importance of analysts rather than analytic tools?
Answer: The 10/90
Explanation: Kaushik’s 10/90 rule suggests that 10% of a company’s success comes from the tools, while 90% comes from the analysts who use them effectively.
Q3. What is the highest level of digital marketing maturity a company can achieve according to BCG?
Answer: Multi-Moment
Explanation: Multi-Moment is the highest level of digital marketing maturity in BCG’s model, representing advanced integration and optimization of multiple customer touchpoints.
Q4. Revenue growth and reduction of costs are benefits of digital marketing maturity. They are examples of:
Answer: Both A & C
Explanation: Revenue growth (effectiveness) and cost reduction (efficiency) are both benefits related to the improved performance of marketing activities.
Q5. How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?
Answer: It blocks and eliminates cookies
Explanation: ITP is designed to block and eliminate cookies to enhance user privacy and prevent cross-site tracking.
Q6. Which of the following can analysis gadgets not help provide due to their inability to handle large quantities of data?
Answer: Attribution Modeling
Explanation: Analysis gadgets generally cannot process the large datasets required for complex processes like attribution modeling, which involves determining the impact of different marketing channels.
Q7. Which statement regarding data density of analytic tools is most accurate?
Answer: Analysis gadgets can handle the least data, point solutions can handle a good amount, and enterprise platforms can handle a great amount.
Explanation: Analysis gadgets are designed for handling small amounts of data, point solutions handle moderate amounts, and enterprise platforms are built to process large datasets.
Q8. What two variables are used to create the framework analysts can use to evaluate the analytics and data visualization tool market?
Answer: Ease of use and data density
Explanation: These two variables—ease of use and data density—are key factors analysts use to evaluate the market for analytics and data visualization tools.
Q9. It is more valuable to adopt a framework for how to think about the analytics market than it is to know about top rated analytics tools.
Answer: True
Explanation: Understanding the framework and evaluating tools based on their fit to business needs is more important than simply knowing which tools are top-rated.
Q10. The analytics tool Tableau is easy to use and can handle a great deal of data. Many may say that it is their “go-to” tool which can handle most of their visualization needs. Based on this statement, which quadrant of the data visualization tool market chart would Tableau be found?
Answer: Upper right
Explanation: Tableau is in the upper right quadrant of the data visualization market because it is easy to use and can handle large amounts of data.
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