Foundations of Digital Marketing and E-commerce Coursera Quiz Answers

Get All Weeks Foundations of Digital Marketing and E-commerce Coursera Quiz Answers

This is the first of seven courses in the Google Digital Marketing & E-commerce Certificate, which will equip you with the skills you need to apply to entry-level roles in these fields. People who work in digital marketing and e-commerce help their organizations attract new customers, engage customers through various digital channels, and drive transactions like purchases and customer loyalty.

In this course, you’ll explore entry-level jobs in digital marketing and e-commerce and identify the roles and functions that those jobs play within an organization. You’ll also learn about the marketing funnel and how it shapes the customer journey.

Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, and helping you build your skills and prepare for the job.

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Foundations of Digital Marketing and E-commerce Coursera Quiz Answers

Week 1 Quiz Answers

Quiz 1: Test your knowledge: Careers in digital marketing and e-commerce

Q1. Fill in the blank: By the end of this program, learners will have _ that can help them demonstrate their experience to potential employers.

  • templates of work products
  • paid offers for jobs
  • ideas for new projects
  • concrete examples of work

Q2. How can someone in this program put what they have learned into action?

  • By building a personal brand
  • By choosing a bid strategy
  • By scoping a marketing budget
  • By leaving comments on digital marketers’ social media pages

Q3. Fill in the blank: Some marketing roles are _ positions, meaning a marketer works for a single company to market and sell their products.

  • in-house
  • third-party
  • contract
  • agency

Q4. What are the benefits of an in-house marketing role? Select all that apply.

  • Gain deep knowledge and expertise in a specific industry.
  • Get a clear path to promotion.
  • Receive a structured schedule.
  • Develop broad and flexible expertise.

Q5. What are the benefits of an agency role? Select all that apply.

  • Collaborate on a variety of initiatives in multiple industries.
  • Work longer hours.
  • Get to know certain skill sets very well.
  • Receive unexpected requests.

Quiz 2: Weekly challenge 1

Q1. What is the term for any communication method or platform a business can use to reach their target audience online?

  • E-commerce
  • Digital channel
  • Target strategy
  • Online sales

Q2. What is the practice of reaching consumers online through digital channels with the aim of turning them into customers?

  • Face-to-face marketing
  • Online sales
  • E-commerce
  • Digital marketing

Q3. With digital marketing, you can provide customers personalized communication directly through channels such as email and social media. Which advantage of digital marketing does this represent?

  • You get faster results.
  • You can reach more people.
  • Your results are easy to measure.
  • You can build relationships with customers

Q4. Which of the following statements regarding working in a marketing career is generally true?

  • It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
  • You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.
  • A digital marketing coordinator and e-commerce analyst have exactly the same roles.
  • Marketing coordinators’ tasks at a company are often disconnected and unrelated.

Q5. Which of the following best describes the skill of storytelling as a digital marketer or e-commerce analyst?

  • Collect and organize information to spot patterns, uncover trends, and solve problems.
  • Seek out answers about people—what they want, how they think, and what motivates them to take action.
  • Use data insights to adapt to new situations. (This isn’t a answer)
  • Communicate data insights effectively to engage an audience.

Q6. Fill in the blank: A _ contains your samples of past work and demonstrates relevant work experience.

  • Selection
  • Report
  • Portfolio

Index

Q7. Fill in the blank: _ role is when you work for a single company to market and sell their products.

  • A staffing firm
  • An in-house
  • An internship
  • An agency

Q8. Which of the following are benefits of working in a marketing agency role? Select all that apply.

  • Collaborate on a variety of initiatives in multiple industries.
  • Gain deep knowledge and expertise in a specific industry.
  • Learn certain skill sets very well.
  • Develop broad and flexible expertise.

Q9. Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

  • Product manager-level roles
  • Strategist-level roles
  • Associate-level roles
  • Account manager-level roles

Q10. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

  • Draft social media copy and obtain approvals.
  • Analyze data from marketing campaigns.
  • Follow SEO best practices.
  • Approve and disburse funds for marketing activities.

Q11. Digital marketing helps businesses do what? Select all that apply. 

  • Process online transactions 
  • inspire loyalty 
  • Build trust 
  • Better serve customers 

Q12.With digital marketing, you can reduce expenses by being very specific about serving ads to the 

right audiences at the right moments. Which advantage of digital marketing does this represent? 

  • You get faster results. 
  • You can build relationships with customers. 
  • It is more cost-effective. 
  • You can reach more people. 

Q13. Fill in the blank: _____ role is when you partner with companies to fill their digital marketing and advertising needs. 

  • An in-house 
  • An agency 
  • An internship 
  • A full-time employment 

Q14. Optimizing paid advertising campaigns, managing an online marketing presence, and monitoring website analytics are tasks typical for which e-commerce role level? 

  • Strategist-level roles 
  • Product manager-level roles 
  • Associate-level roles 
  • Account manager-level roles 

Week 2

Quiz 1: Test your knowledge: The marketing (and sales) funnel

Q1. Fill in the blank: The path a customer takes from learning about a product to getting their questions answered to making a purchase, is _.

  • the customer journey
  • the customer pain point
  • the retailer’s revenue map
  • the touchpoint

Q2. What is a customer journey map?

  • A visualization of the touchpoints a typical customer encounters along their purchase journey.
  • A marketing effort that encourages potential customers to make purchases.
  • A record of each customer who abandoned their cart to shop at another brand.
  • A specific problem customers and potential customers want to solve.

Q3. Fill in the blank: A _ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers.

  • touchpoint
  • customer map
  • marketing funnel
  • purchase journey

Q4. Why is a marketing funnel wide at the top and narrow toward the bottom?

  • Because all customers intend to continue to be loyal and committed to a specific brand at the top of the funnel, but only a few actually convert to become repeat customers by the time they reach the bottom.
  • Because a lot of potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.
  • Because most customers are familiar with a company’s brand, but only a handful of customers are actually knowledgeable about the products once they reach the bottom.
  • Because customers have a lot of pain points that need to be resolved at the beginning of the funnel, but only some problems remain once they reach the bottom of the funnel.

Q5. What are the stages of a marketing funnel? Select four.

  • Consideration
  • Loyalty
  • Awareness
  • Promotion
  • Conversion

Quiz 2: Test your knowledge: The marketing funnel

Q1. What is the awareness stage of the marketing funnel?

  • When potential customers start exploring your business and finding out what makes you different from the competition
  • When potential customers become leads
  • When potential customers encounter your brand for the first time
  • When potential customers use the rewards program your company has to offer them

Q2. What is the first step in making sure that your brand reaches the right audience?

  • Conducting research
  • Forming promotional partnerships with other brands
  • Optimizing website content around specific keywords
  • Getting a potential customer to remember your company

Q3. Which is an awareness tactic that businesses can use to reach customers?

  • Offer free trials, promotions, or trial memberships
  • Follow customer purchasing patterns
  • Read online reviews and actively browse websites
  • Create ads for websites, social media, email, or video platforms

Q4. What is the goal of the consideration stage of the marketing funnel?

  • To increase the chances that a potential customer will make a purchase
  • To grow sales by creating brand awareness and customer loyalty
  • To diversify your brand’s social media presence in order to reach potential customers
  • To improve awareness of a brand and its products or services

Q5. Which is a consideration tactic aimed to educate potential customers about a company’s offerings?

  • Form promotional partnerships with other brands or influencers
  • Pay to place digital ads in higher traffic sites
  • Improve potential customer rankings in search engine results
  • Offer engaging, useful content like blog posts, newsletters, or webinars

Q6. Imagine that a business builds a strong top-of-funnel marketing strategy. They take advantage of multiple channels and create a consistent experience across all of them. What outcomes will this strategy boost? Select two.

  • Awareness
  • Marketing success
  • Customer referrals
  • Customer engagement
  • Sales

Quiz 3: Test your knowledge: Drive sales and build brand loyalty

Q1. What is the goal of the conversion stage?

  • To improve the quality and value of the product
  • To turn potential customers into buyers
  • To balance customer acquisition with retention
  • To nurture relationships with customers on an ongoing basis

Q2. What tactics should a company use to set themselves apart at the conversion stage? Select all that apply.

  • Provide accurate product descriptions
  • Offer a clear returns policy
  • Send follow-up emails
  • Ensure a smooth checkout process

Q3. How can a company build customer loyalty? Select all that apply.

  • Use social media engagement to nurture relationships
  • Offer a rewards program
  • Provide a great experience during and after a purchase
  • Market product-focused ads

Q4. What information should a digital marketer track in order to measure conversion? Select all that apply.

  • Average order size
  • Number of abandoned carts
  • Time to conversion
  • Cost per conversion

Q5. Why should a company measure loyalty? Select all that apply.

  • It allows them to save money.
  • It shows how many customers will make repeat purchases.
  • It reveals where they can manage customer relationships more effectively.
  • It helps them to assess and refine strategies to keep customers.

Quiz 4 : Weekly challenge 2

Q1. Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

  • By increasing sales for the bakery
  • By helping the bakery reach potential customers
  • By intercepting spam to the bakery’s email inbox
  • By expanding the marketing budget for the bakery

Q2. Fill in the blank: A successful digital marketing strategy helps to build _.

  • customer confidence in a competitor’s products
  • customer trust in a company’s brand
  • more sales among one-time customers
  • sales of a brand’s worst-performing products

Q3. Why is the customer journey important for digital marketing?

  • Because once the journey creates customer trust in the brand, it can never be lost
  • Because understanding and improving the journey can transform a potential customer into a loyal customer
  • Because the journey can be marketed and sold to increase company revenue
  • Because the journey can establish a customer purchase baseline to keep product inventory up-to-date

Q4. Fill in the blank: Digital marketers use each interaction a customer has had with their brand along their purchase experience to create a _, which helps companies understand how and why customers are interacting with their business.

  • customer impact collage
  • product impact graph
  • product marketing summary
  • customer journey map

Q5. What is a marketing funnel?

  • A visual representation of the process through which people go from first learning about a brand to becoming loyal customers
  • An advertising strategy aimed at narrowing people’s experience with the company’s product
  • A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
  • A reverse examination of people who leave the brand after a poor experience in their customer journey

Q6. Fill in the blank: The top of the funnel is the _ stage, which is when a potential customer encounters a brand for the first time.

  • consideration
  • awareness
  • communication
  • conversion

Q7. Which outcomes does the top of the marketing funnel increase? Select two.

  • Awareness
  • Brand loyalty
  • Customer engagement
  • Customer conversion

Q8. Consider the following scenario:

  • Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?
  • The objective is to get customers to spend as much time as possible on a company website, so it might mean that longer time spent on a page will increase the chances that they will make more purchases.
  • The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
  • The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
  • The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

Q9. Which are conversion tactics? Select all that apply.

  • Rewards programs
  • A clear returns policy
  • A smooth checkout process
  • Product-focused ads
  • Follow-up emails

Q10. Consider the following scenario:

  • Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?
  • Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
  • Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
  • Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
  • Losing conversions count against the company, resulting in loss of trust among potential customers.

Q11. How can a digital marketing strategy build customer trust and loyalty in a company’s brand?

  • By offering customers free promotions and membership trials after each purchase 
  • By asking customers to complete surveys during their shopping experience 
  • By reaching customers through digital channels before, during, and after a purchase 
  • By using social media outlets to market discounts before customers make a purchase 

Q12. Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a  company to find out what they are doing right, what they are doing wrong, and where they could improve. 

  • outline 
  • communicate 
  • measure 
  • highlight 

Q13.Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely. 

  • consideration 
  • awareness 
  • conversion 
  • loyalty 

Q14. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers? 

  • Consideration 
  • Loyalty 
  • Conversion 
  • Awareness 

Week 3

Quiz 1: Test your knowledge: The value of brands for digital marketing

Q1. Which of the following describes a brand?

  • The services a business provides its customers
  • The people that work for a business or organization
  • The perception the public has about a business or organization
  • The things a business sells, like clothing, software, or entertainment

Q2. Which of the following are examples of factors that can influence a brand? Select all that apply.

  • Values
  • Design elements
  • Products sold
  • Culture

Q3. Which of the following statements are true about the relationship between branding and marketing? Select all that apply.

  • A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of a brand.
  • A brand is the only thing needed to drive sales and sell products and services to customers, but many companies use digital marketing when it is unnecessary.
  • A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales.
  • A company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable.

Q4. Which of the following is the value consumers attribute to one brand’s offerings when compared with similar products from another brand?

  • Brand equity
  • Brand positioning
  • Brand personality
  • Brand identity

Q5. Which of the following describes the concept of brand equity?

  • How much customers are willing to pay for a brand they do not already know to try something new
  • How much customers are willing to pay for a new brand with interesting packaging over a brand they know and trust
  • How much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product
  • How much customers are willing to pay for a brand that is on sale over a brand they know and trust

Quiz 2: The difference between business and marketing goals

Q1. In this exercise, you will read through the example goals below and decide if they are business goals or marketing goals. Then you will explain your reasoning.

As a marketing and e-commerce professional, it is important to understand the difference between business goals and marketing goals. To recap: Business goals are desired aims, achievements, or outcomes for a business. They are typically big, long-term, and have the potential to affect an entire company. Marketing goals tend to be smaller, more targeted, and related to marketing activities. They are specific objectives in a marketing plan or strategy that should support a business’s larger aims.

If you want a refresher on these concepts before you get started, refer to the video on Defining your marketing goals.

Are you ready?

  • I’m ready!

Q2. Consider the following goal made by a software company:

“Grow our number of active customers by 15% over the next year by adding three frequently-requested features to our software.”

Is this a business goal or marketing goal? Explain your reasoning in 2–3 sentences.

What do you think?

Your answer cannot be more than 10000 characters.

Q3. Consider the following goal made by a software company:

“Increase our lead generation by 35% in the next year by running upper-funnel ads that highlight our new features and increase our mid-funnel budget by 20%.”

Is this a business goal or marketing goal? Explain your reasoning in 2-3 sentences.

What do you think?

Your answer cannot be more than 10000 characters.

Q4. Consider the following goal made by a software company:

“Increase our website traffic by 30% this year by using paid search and social media advertising.”

Is this a business goal or marketing goal? Explain your reasoning in 2–3 sentences.

What do you think?

Your answer cannot be more than 10000 characters.

Quiz 3: Test your knowledge: Build a digital marketing and e-commerce strategy

Q1. What is a digital marketing strategy?

  • A research framework for answering questions about customers
  • A social media post that reaches new customers
  • A method for prioritizing a brand’s overall business objectives
  • A plan for achieving specific goals through online channels

Q2. What step comes after there is a digital marketing strategy in place?

  • Create customer personas
  • Conduct research about competitors
  • Set marketing-specific goals
  • Create content to run campaigns

Q3. How does a marketing goal compare to a business goal?

  • A marketing goal is bigger and long-term.
  • A marketing goal defines a brand’s business goals.
  • A marketing goal is smaller and more targeted.
  • A marketing goal affects an entire company.

Q4. Which of the following are examples of marketing goals? Select two.

  • Increasing email conversions
  • Raising productivity
  • Improving customer service
  • Enhancing brand awareness

Q5. To connect marketing goals to business goals, what qualities must the goals share? Select two.

  • They are both long-term.
  • They are both specific.
  • They are both measurable.
  • They are both short-term.

Quiz 4: Test your knowledge: Reach customers online

Q1. What is earned media?

  • Positive digital exposure generated through personal or public recommendations
  • Digital content that a brand fully controls
  • Digital promotion that a brand pays to put online
  • Promoted links that appear at the top of a search page

Q2. Which of the following factors does a search engine use to rank results? Select all that apply.

  • Relevance
  • Computer type
  • Internet speed
  • Quality

Q3. What search engine optimization (SEO) practice includes identifying common search terms and phrases consumers use to find products or services online?

  • Conducting keyword research
  • Creating quality content
  • Adopting a user-friendly website structure
  • Purchasing paid media ads

Q4. What is search engine marketing (SEM)?

  • The set of practices designed to keep content useful and usable for customers
  • The process of generating traffic to a website through paid ads that appear in search engine results
  • The set of practices designed to increase the quantity and quality of traffic to a website
  • The process of generating traffic to a website from results that users receive when they perform a search

Q5. Which paid advertising model charges a business every time someone clicks on their ad?

  • Maximum-bid ads
  • Third-party ads
  • Pay-per-click ads
  • Minimum-bid ads

Q6. Fill in the blank: Remarketing is an important part of digital marketing because it allows a brand to _.

  • encourage website visitors to make a purchase before they leave the website
  • drive website traffic to the brand’s social media channels
  • be more visible to potential customers through search engine listings
  • recapture the attention of people who are already interested in the brand

Quiz 5: Test your knowledge: Engage customers through social media and email marketing

Q1. Tracking and analyzing social media conversations and mentions related to a brand is an example of which pillar of social media marketing?

  • Analytics and reporting
  • Paid social media
  • Planning and publishing
  • Social listening and engagement

Q2. Which of the following are advantages of using paid social media ads? Select all that apply.

  • Expanding a brand’s reach
  • Serving ads to highly specific customer groups
  • Customizing email content for individual subscribers
  • Remarketing products

Q3. What is email marketing?

  • Sending messages to a list of existing subscribers to share information, drive sales, or create community
  • Focusing on a company’s brand or reputation to increase credibility and loyalty
  • Creating and publishing content for platforms like Instagram or Twitter to drive engagement and promote a brand or product
  • Making a plan for achieving specific goals through online channels to support and advance business objectives

Q4. Fill in the blank: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called _.

  • paid social media
  • email personalization
  • email segmentation
  • spam

Q5. Which of the following are examples of email personalization? Select all that apply.

  • Following up on previous interactions
  • Sending messages that match where customers are in the marketing funnel
  • Sending unwanted emails out in bulk to a mass recipient list
  • Addressing each recipient directly

Quiz 6: Weekly challenge 3

Q1. Which of the following best describes a brand?

  • How a company communicates its values and culture
  • How much customers are willing to pay for a company’s products
  • How a company markets its primary asset, like a product or service
  • How a company is perceived by the public

Q2. Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

  • A company’s marketing strategy can help a business build its brand.
  • A company’s marketing strategy defines its brand identity.
  • A company’s brand identity changes with its marketing strategy.
  • A company’s brand is the foundation for its marketing strategy.

Q3. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

  • Decide how to allocate the budget
  • Review existing media to identify gaps
  • Figure out which channels to focus on and what content to run
  • Identify who they are trying to reach

Q4. Imagine that a fashion company wants to reach new customers. They write the following goal:

“We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.”

What type of goal is this?

  • Business goal
  • Customer goal
  • Marketing goal
  • Revenue goal

Q5. A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

  • We want to increase our company profits.
  • We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.
  • We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud.
  • We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.

Q6. Which of the following are examples of earned media? Select all that apply.

  • Social media accounts
  • Paid search ads
  • Written reviews
  • Positive press coverage

Q7. Fill in the blank: Organic exposure from search engine optimization (SEO) _.

  • lasts longer than paid search
  • lasts for less time than paid search
  • promotes a website at the top of a search results page
  • produces results more quickly than paid search

Q8. Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?

  • Strategy
  • Planning and publishing
  • Paid social media
  • Analytics and reporting
  • Listening and engagement

Q9. A brand wants to build and maintain relationships with potential and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

  • Social media marketing
  • Keyword research
  • Email marketing
  • Paid search

Q10. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

  • Social listening
  • Segmentation
  • Brand building
  • Personalization

Q11. To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

  • Serve ads to highly specific customer groups
  • Follow up on previous interactions
  • Send messages that match where customers are in the marketing funnel
  • Address each recipient directly
  • Send promotions for special events

Q12. Imagine two identical products: one is a name brand and the other is a store brand. Which term describes how much more customers are willing to pay for the name brand than the store brand?

  • Brand equity 
  • Financial worth 
  • Asset value 
  • Company worth 

Q13.Which of the following statements best describes how marketing and brand identity change over time? 

  • Marketing efforts and brand identity are both likely to change. 
  • Marketing efforts and brand identity are both permanent.  
  • Marketing efforts are permanent; brand identity changes.  
  • Marketing efforts change; brand identity is permanent.  

Q14.

What should a marketer understand before they establish a digital marketing strategy? Select all that apply. 

  • How to allocate the budget 
  • How to set their company apart from competitors 
  • What they want to accomplish 
  • Who they are trying to reach

Q15. What is a marketing goal? 

  • A small, targeted objective that is specific to marketing activities 
  • A big, long-term aim that has the potential to affect an entire company  
  • A set of objectives that remain consistent in the long term 
  • A tactic that results in increased productivity for a business  

Q16. An independent food truck vendor wants to grow their customer base. Which of the following is a  specific business goal for this company?  

  • We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk
  • We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders. 
  • We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.  
  • We want to increase the number of meals we sell.  

Q17. Which of the following are examples of paid media? Select all that apply. 

  • Video ads 
  • Website content 
  • Shopping ads 
  • Blog content 

Q18. What are the disadvantages of paid search? Select two. 

  • Paid search results take a long time to create an impact. 
  • Paid search can have higher entry costs to start. 
  • Paid search does not work well with organic search. 
  • Paid search results disappear when a business stops paying for them.  

Q19. As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent? 

  • Paid social media 
  • Analytics and reporting 
  • Planning and publishing
  • Listening and engagement 
  • Strategy 

Q20. Which of the following best describes email marketing? 

  • Sending emails to a list of existing subscribers with relevant, helpful content 
  • Sending emails with claims that are too good to be true 
  • Sending emails to many recipients regardless of their interests  
  • Sending unwanted emails out in bulk to a mass recipient list 

Q20.Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?  

  • Personalization 
  • Social listening 
  • Segmentation 
  • Brand building

Q21. A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply. 

  • Analyze performance 
  • Drive sales 
  • Share information 
  • Create community 

Week 4

Quiz 1: Test your knowledge: Measure marketing performance success

Q1. Which of the following describes performance marketing?

  • The process of identifying common search terms and phrases consumers use to find products or services online
  • The process of generating traffic to a website through paid ads that appear on search engine results pages
  • A set of practices designed to increase the quantity and quality of traffic to a website
  • The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

Q2. Which of the following are metrics used to measure marketing performance? Select all that apply.

  • Return on ad spend (ROAS)
  • Customer lifetime value
  • Brand equity
  • Marketing funnel

Q3. What is data analytics?

  • The process of understanding how well a marketing strategy is meeting its goals
  • The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups
  • The process of monitoring and evaluating data to gain actionable insights
  • The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

Q4. Which of the following can be done with the data produced by performance marketing to better understand how well a marketing strategy is meeting its goals? Select all that apply.

  • Pulling
  • Withholding
  • Reporting
  • Analyzing

Quiz 2: Test your knowledge: Use data insights to improve a strategy

Q1. What is the purpose of attribution?

  • To shape customer-brand interaction
  • To collect and organize data
  • To determine which touchpoints result in customer action
  • To convey data insights to a stakeholder audience

Q2. When determining specific touchpoints responsible for conversion, which attribution model is most accurate?

  • Linear attribution
  • Last-click attribution
  • First-click attribution
  • Data-driven attribution

Q3. What are the main components of data storytelling? Select three.

  • Data
  • Narrative
  • Visualizations
  • Touchpoints

Q4. Fill in the blank: In data storytelling, _ context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them.

  • narrative
  • touchpoint
  • data
  • visualization

Quiz 3: Weekly challenge 4

Q1. Fill in the blank: Information about a company’s total number of social media followers is an example of _.

  • data
  • visualization
  • marketing touchpoints
  • Key performance indicators (KPIs)

Q2. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _.

  • data storytelling
  • narrative context
  • brand marketing
  • performance marketing

Q3. As an entry-level digital marketer, which of the following data analytics tasks might you be responsible for? Select all that apply.

  • Analysis
  • Reporting
  • Modeling
  • Pulling

Q4. What refers to the average revenue generated by customers over a certain period of time?

  • Customer lifetime value
  • Budget attribution
  • Return on ad spend (ROAS)
  • Linear attribution

Q5. How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?

  • Attribution measures how successful a business is in its effort to reach a marketing goal.
  • Attribution uses touchpoints to convince customers to take action right before purchase.
  • Attribution establishes strong relationships with customers.
  • Attribution determines which touchpoints are responsible for generating the leads, conversions, or sign-ups.

Q6. Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

  • Data-driven attribution
  • First-click attribution
  • Click attribution
  • Linear attribution

Q7. How does a digital marketer use data storytelling?

  • To explain data, engage an audience, and inform stakeholders on how to take action
  • To present stakeholders with a new marketing strategy
  • To provide stakeholders with year-end sales revenue
  • To introduce stakeholders to a new line of products designed to increase sales

Q8. Which of the following statements are true about data storytelling? Select all that apply.

  • Data storytelling debuts new marketing strategies.
  • Data storytelling details how to take action.
  • Data storytelling explains data using graphical representations.
  • Data storytelling describes data.

Q9. 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
  • Visualizations
  • Brand marketing
  • Key performance indicators

Q10. Which of the following are examples of data visualizations? Select all that apply.

  • Graphs and charts
  • Data points
  • Infographics
  • Illustrations
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2 Comments

  1. Greetings,

    In the weekly challenge of Foundations of Digital Marketing and E-commerce, the answers do not appear, could you please help me.

    Thanks

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