Module 3 Quiz Digital Marketing Analytics in Theory

ByAdmin July 5, 2021July 5, 2021

Module 3 Quiz Digital Marketing Analytics in Theory

1. YouTube has de-monetized (removed ads) from some videos that advertisers find offensive. Which brand metric was acted on here?

1 point

Verification

Brand Censoring

Unique Reach

Algorithmic Evaluation

2. At its core, brand lift can be seen as an evaluation of how an ad has affected perception of a brand.

1 point

True

False

2. Which of the following best defines brand lift?

1 point

How much an ad is estimated to increase sales

How much a brand’s equity contributes to sales

How an ad has affected perception of a brand

None of the above

3. If an ad for a brand is widely seen and talked about, but is received poorly, which of the following metrics will likely NOT be high?

1 point

Communication

Brand awareness

Ad recall

Favorability

3. A cookie is code placed on a firm’s website which originates from a customer

1 point

True

False

4. Which of the following companies will likely have the most complete information on customer digital behavior, location, and purchasing habits concerning their product?

1 point

Uber

Mattel

Kellogg’s

Toyota

5. A consumer outcome is always considered a macroconversion.

1 point

True

False

6. Which of the following is NOT likely a high value customer for a firm which sells wholesale food products?

1 point

McDonald’s

A national supermarket chain

A billionaire who buys samples of wine monthly for personal consumption

The military of India

6. For a company which sells paper, which customer would likely hold the most value to them?

1 point

A billionaire writer

A statewide restaurant chain.

A small law firm

A large company which sends coupons for other client firms to prospective customers by mail nationally

7. Which of the following firms would be the most likely to rely on a small number of high value customers?

1 point

A fast food restaurant such as Arby’s

A specialty watch company, like Rolex

A general goods retailer such as Walmart

A cable and internet provider such as Comcast

7. Which of the following is a potential use for customer value data?

1 point

Helping to make inferences about brand loyalty in conjunction with other data such as claim data.

Informing decisions about ad targeting

Informing decisions about product mix, and which new products should be considered for development based on likely profitability.

All of the above

7. Sales data tends to be more reliably objective than attribution data.

1 point

True

False

8. Media mix models….

1 point

Are most effective for small numbers of low value customers.

Are very new, only coming into existence around 2015.

Are a traditional means of attribution, now being complemented by new tools.

Are particularly effective in the digital advertising space

8. Fundamentally, attribution:

1 point

Is the easiest to measure

Means correlation implies causality

Is data intensive and relies heavily on models

None of the above

Question 9

Probabilistic models…

I. Rely on statistical inference

II. Most often are used in situations where outcome data is incomplete

III. Can be useful in answering attribution questions

1 point

I only

I and II only

II and III only

I, II, and III

10. If a company stops all spend on newspaper ads, and finds that their sales revenue drops significantly…

1 point

They should start TV advertising

It is impossible to gauge with any certainty the effect that newspaper ads had on sales

Many of their sales were likely attributable to their newspaper ad campaign

Attribution data would be useless

10. Companies that do not advertise cannot benefit from DMA

1 point

True

False

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