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Q1. This course includes _ modules.
Q2. Which of the following activities is NOT required in each module?
Q3. he following tools will help me use the discussion forums:
Q4. If I have a problem in the course, I should:
Q1. In business, data analytics only affects business strategy
Q2. In today’s business climate, opportunities for data analysts are very limited.
Q3. Analysts need a broad skill set and a particular mindset in order to be successful.
Q4. Analysts in this field should focus on skill development in three important roles. The roles are Data Strategist, Techie, and…
Q5. Curiosity is one of the three attitudes analysts should adopt to be successful in the field.
Q1. Analytics has a relatively short history beginning with the invention of the Mark I computer in 1944.
Q2. The early history of data analytics is divided into 4 episodes, each with a series of points that moved the practice forward.
Q3. During Epoch VI, the Modern Dark Age of Data Analytics, enthusiasm was supplanted by the rise of formality.
Q4. Epoch II, __, includes the first representation of statistical data and the use of tools to collect data.
Q5. High Definition, or Epoch VIII, ended with the adventof digital data.
Q1. The contemporary history of analytics spans the ten-year period from 1994 to 2004.
Q2. When the .com bubble burst, the NASDAQ Index lost $2.6 trillion of value.
Q3. During the “seeds of prosperity” from 2003-2010, the new wave of .com companies used the data they were collecting to create value.
Q4. A private company that has a $1 billion or more market valuation is known as a __.
Q5. The ALS ice bucket challenge raised $100 million dollars in July 2014.
Q1. Data is rarely a valuable input to decision making.
Q2. Digital ad spend does not significantly affect consumers’ free use of internet platforms such as YouTube, Facebook, and Twitter.
Q3. The way brands interact with consumers has not changed significantly in the last thirty years.
Q4. P&G contends consumers make up their minds about a product in 3-7 seconds. The 3-7 second time lapse is called the “First Moment of Truth.”
Q5. Google introduced the “Zero Moment of Truth.”
Q1. The __ must have strong marketing strategy capabilities and high data affinity.
Q2. In order to be successful in this field, there are three attitudes a successful analyst should adopt. They are:
Q3. Throughout history, data analytics has affected many fields including statistics, medicine, and politics.
Q4. The first dot mapping of diseasetook place during which epoch?
Q5. The advent of digital data occurred during the Modern Dark Age of Data Analytics which lasted from 1900-1949.
Q6. The contemporary history of data analytics is a twenty-year period that began with the introduction of __.
Q7. Linkedin, Facebook, and Twitter were launched during which epoch?
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.
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.”
Q10. The topconcern for FAMGA is __.
Q1. Online video is a digital platform which blends sight, sound and motion as a means of creating an end user experience.
Q2. According to Nielsen, in 2018 teens and young millennials have reduced their traditional tv viewing by more than 100% over past 5 years.
Q3. Leading formats of OLV advertising are include skippable ads, cushions, and social feed video.
Q4. An important distinction between Skippables and Bumpers are a consumer’s ability to control which ads they watch.
Q5. Advertising videos distributed in social media feeds are considered Facebook Ads.
Q1. SERP is the anacronym for Search Engine Results Page.
Q2. The growing use of mobile devices by consumers has influenced Google’s development of “near me” search results.
Q3. Brand management’s most important job concerning online advertising is the creation of organic content.
Q4. Eye-tracking studies consistently reveal that consumers who query search engines concentrate their attention on the top results.
Q5. Search result position, also known as Page Rank, is critical to advertisers because this positioning dictates near me results.
Q1. Programmatic display media buying is defined as the data intensive algorithmic purchase and sale of ad space in real time.
Q2. There are a limited number of programmatic media formats available to brands.
Q3. Buying Digital Display Ads is a primitive process and, as a result, it’s easy for a brand manager to call their counterpart and purchase a display ad over the phone.
Q4. The function of a digital ad exchanges can more or less be understood as 1) getting the right ad, 2) getting that ad to the right person and 3) getting that ad to the right person, at the right time.
Q5. Digital display advertisers have their own unique tools which measure success and, consequently, using online search measurement practices isn’t recommended.
Q1. Six social media platforms which tend to be the most dominant: Pinterest, Twitter, Instagram, Facebook, Snapchat, and What’s App.
Q2. Social Media usage tends to be similar across generations.
Q3. 10% of social media users who shop online tend to have their buying decisions influenced by friend’s social media posts.
Q4. A Sponsored Post is the dominant ad product sold through social media platforms.
Q5. Engagement tends to be the leading indicator of ROI when firms analyze their success following the adoption of a social media advertising strategy.
Q1. The Consumer Decision Journey (or CDJ) is a framework created for brands which identifies a 5-step process consumers experience during their product research and buying process.
Q2. McKinsey’s CDJ (Consumer Decision Journey) transformed consumer purchasing models which were typically designed as a funnel-like, top-down approach before the introduction of the CDJ.
Q3. The beginning of the consumer purchasing processes may be identified as a “trigger.”
Q4. Following the trigger, these steps outline the CDJ (Consumer Decision Journey);
consideration, 2) evaluation, 3) moment of purchase (exchange of funds ), 4) the return and 5) and decision to skip the purchase.
Q5. The importance of the CDJ (Consumer Decision Journey) has increased as brands’ ability to ask questions and collect data from consumers has grown.
Q1. Social Feed Videos place brand messages directly in consumer’s social media feeds.
Q2. SERP is the anacronym for _.
Q3. Shopping Ads differ from Paid Text Results because Shopping ads are __.
Q4. After a consumer navigates to an internet page that shows ads, a Digital Ad Exchange connects to a Demand Side Platform, resulting in adjudication of ad pricing and placement?
Q5. A real-time ad marketplace that provides dynamic and transparent pricing is _.
Q6. Paid texts ads are the most common ads purchased on Social Media Platform.
Q7. The leading measure of a brand’s Return on Investment (ROI) from their social media advertising is __.
Q8. The Consumer Decision Journey was created by McKinsey as a framework that helps advertisers understand consumers’ research and purchase methods.
Q9. Consideration is the first step along the CDJ that follows the trigger.
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.
Q1. Which of the following can NOT legally be used as a source of digital data collection?
Q2. Which of the following is NOT a benefit of measurement?
Q3. Which of the following is true of tags and cookies?
Q4. Which of the following measurement categories involves differentiating individual customers from each other based on buying patterns and predicted buying patterns?
Q5. Companies today tend to have near-complete data on customer’s online behavior.
Q1. Reaching a consumer on one device works well enough; it is not important to reach consumers across multiple devices.
Q2. What does TRP stand for?
Q3. Of the online video measures discussed in this course, what measure is most like the Nielsen rating system (which measured number of TV viewers)?
Q4. Which of the following is the LEAST quantifiable, LEAST objective approach measuring Brand Value?
Q5. A net promoter score can look at the proportion of people who would be in favor of advocate your brand.
Q1. CPGs (consumer packaged goods) have historically had great ease in measuring customer behavior.
Q2. Which is not a reasonable way that a CPG can measure customer outcomes?
Q3. Which consistently is the easiest and most reliably objective (though not necessarily the best on its own) data to collect concerning customer behavior?
Q4. Which of the following is a “claim” measure?
Q5. Which of the following CANNOT be utilized to obtain location data?
Q6. Which of the following lists, in INCREASING level of hierarchy (i.e., from bottom to top), contain categories of objectives in the correct order?
Q1. What is a primary reason that consumer value measurements are important and helpful to companies?
Q2. Which of the following is most likely a high value customer to a hardware store?
Q3. American Airlines’ ex CEO let slip that most of its customers were low value, once-a-year flyers. Having a large proportion of revenue come from many low value customers is….
Q4. Advertising to low-value customers…
Q5. 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) …
Q1. Multi-touch attribution data is the easiest and most straightforward data to collect and interpret.
Q2. Which of the following is a question that primarily concerns attribution?
Q3. In digital marketing, interaction with an ad tends to be far more important than whether the ad is seen.
Q4. Which of the following is an attribution model commonly used?
Q5. Probabalistic models are…
Q1. Which of the following is an example of how verification is used?
Q2. Which of the following best defines brand lift?
Q3. In terms of digital marketing, what is a cookie?
Q4. Which of the following CANNOT be used by most firms for location signal data?
Q5. A consumer outcome is always considered a macroconversion.
Q6. Which of the following is NOT likely a high value customer for a firm which sells wholesale food products?
Q7. Which of the following firms would be the most likely to rely on a small number of high value customers?
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)…
Q9. Probabilistic models…
Q10. If a company stops all spend on newspaper ads, and finds that their sales revenue drops significantly…
Q1. Analytic point solutions can handle high-density data and are utilized by companies such as Google, Adobe, and IBM.
Q2. Which of the following can analysis gadgets help provide. Select all that apply.
Q3. Which category of analytics tool can do one or two functions very effectively while processing a medium amount of data?
Q4. Which statement about the data analytics and visualization tool market is true?
Q5. The data analytics market is evaluated on availability and ease of use.
Q1. Based on Kaushik’s rule, what percentage of a company’s analytics budget should be spent on analysts?
Q2. What type of data analysis tools would be found in the upper left quadrant of a data visualization tool market chart?
Q3. Using a data visualization tool market framework, which quadrant would an analyst most-likely find their “go-to” tool?
Q4. Which statement is true?
Q5. Which of the following is a personally determined, subjective metric?
Q1. Most companies are currently in the nascent level of digital marketing maturity.
Q2. According to BCG, digital marketing maturity levels move from least to most mature in what order?
Q3. In what ways can a company see benefits from digital marketing maturity?
Q4. In order to achieve marketing maturity, companies should utilize which of the following tools from the maturity framework? Select all that apply.
Q5. Which company utilized primary and secondary research along with interviews and surveys to develop the four levels of digital marketing maturity?
Q1. Ease of use is an example of what kind of metric
Q2. What is the name of Kaushik’s rule which centers the importance of analysts rather than analytic tools?
Q3. What is the highest level of digital marketing maturity a company can achieve according to BCG?
Q4. How might a company see benefits of digital marketing maturity?
Q5. How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?
Q6. Which of the following can analysis gadgets not help provide due to their inability to handle large quantities to data?
Q7. Which analytic tool can handle the highest amount of data?
Q8. What two variables are used to create the framework analysts can use to evaluate the analytics and data visualization tool market?
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.
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?
Q1. Ease of use is an example of what kind of metric
Q2. What is the name of Kaushik’s rule which centers the importance of analysts rather than analytic tools?
Q3. What is the highest level of digital marketing maturity a company can achieve according to BCG?
Q4. How might a company see benefits of digital marketing maturity?
Q5. How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?
Q6. Which of the following can analysis gadgets not help provide due to their inability to handle large quantities to data?
Q7. Which analytic tool can handle the highest amount of data?
Q8. What two variables are used to create the framework analysts can use to evaluate the analytics and data visualization tool market?
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.
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?
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This course is intended for audiences of all experiences who are interested in learning about new skills in a business context; there are no prerequisite courses.
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