Digital Marketing Analytics in Theory Coursera Quiz Answers

Q1. This course includes _ modules.

Q2. Which of the following activities is NOT required in each module?

Completing the module quizzes
Completing the practice quizzes
Completing the required peer assessment in module 4.

Watching the lecture videos

Q3. he following tools will help me use the discussion forums:

All of the other options are correct.

Up voting posts
Following a thread
Reporting inappropriate posts

Q4. If I have a problem in the course, I should:

Drop the class
Report it to Learner Help Center or post in the forum.

Call the instructor
Email the instructor

Quiz 2

Q1. In business, data analytics only affects business strategy

True
False

Q2. In today’s business climate, opportunities for data analysts are very limited.

True
False

Q3. Analysts need a broad skill set and a particular mindset in order to be successful.

True
False

Q4. Analysts in this field should focus on skill development in three important roles. The roles are Data Strategist, Techie, and…

Operations Manager
Security Specialist
Data Designer

Technical Lead

Q5. Curiosity is one of the three attitudes analysts should adopt to be successful in the field.

True

False

Quiz 3

Q1. Analytics has a relatively short history beginning with the invention of the Mark I computer in 1944.

True

False

Q2. The early history of data analytics is divided into 4 episodes, each with a series of points that moved the practice forward.

True

False

Q3. During Epoch VI, the Modern Dark Age of Data Analytics, enthusiasm was supplanted by the rise of formality.

True

False

Q4. Epoch II, __, includes the first representation of statistical data and the use of tools to collect data.

New Graphic Forms

Measurement and Theory
Beginning of Modern Graphics
The Golden Age of Data Analysis

Q5. High Definition, or Epoch VIII, ended with the adventof digital data.

True
False

Quiz 4

Q1. The contemporary history of analytics spans the ten-year period from 1994 to 2004.

True
False

Q2. When the .com bubble burst, the NASDAQ Index lost $2.6 trillion of value.

True
False

Q3. During the “seeds of prosperity” from 2003-2010, the new wave of .com companies used the data they were collecting to create value.

True
False

Q4. A private company that has a $1 billion or more market valuation is known as a __.

Dark Horse
Unicorn

Power Player
Trail Blazer

Q5. The ALS ice bucket challenge raised $100 million dollars in July 2014.

True
False

Quiz 5

Q1. Data is rarely a valuable input to decision making.

True
False

Q2. Digital ad spend does not significantly affect consumers’ free use of internet platforms such as YouTube, Facebook, and Twitter.

True
False

Q3. The way brands interact with consumers has not changed significantly in the last thirty years.

True
False

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.”

True
False

Q5. Google introduced the “Zero Moment of Truth.”

True
False

Quiz 6

Q1. The __ must have strong marketing strategy capabilities and high data affinity.

Data Strategist
Statistician Specialist
Techie

Data Designer

Q2. In order to be successful in this field, there are three attitudes a successful analyst should adopt. They are:

Optimism

Swagger(aka “boldness”)
Curiosity
Indifference

Q3. Throughout history, data analytics has affected many fields including statistics, medicine, and politics.

True
False

Q4. The first dot mapping of diseasetook place during which epoch?

Early Maps and Diagrams
The Rebirth of Data Analysis

The Golden Age of Analytics
The Modern Dark Age of Data Analytics

Q5. The advent of digital data occurred during the Modern Dark Age of Data Analytics which lasted from 1900-1949.

True
False

Q6. The contemporary history of data analytics is a twenty-year period that began with the introduction of __.

Laptops
Chat Sites
Banner Ads

.com Businesses

Q7. Linkedin, Facebook, and Twitter were launched during which epoch?

Digital Chapter 3 “The Seeds of Prosperity”

Digital Chapter 2 “The Bubble and the Burst”
Digital Chapter 4 “The Age of Unicorns”
Digital Chapter 1 “When Anything was Possible”

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.

ALS ice bucket challenge
Creation of Facebook

Advent of Smart Phones
ferguson retweeted

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.”

True
False

Q10. The topconcern for FAMGA is __.

Consumer Satisfaction
Dissemination of Information
Privacy and Security

Ad Sales

Week 2: Digital Marketing Analytics in Theory

Quiz 1: Lesson 1 Practice Quiz

Q1. Online video is a digital platform which blends sight, sound and motion as a means of creating an end user experience.

True

False

Q2. According to Nielsen, in 2018 teens and young millennials have reduced their traditional tv viewing by more than 100% over past 5 years.

True

False

Q3. Leading formats of OLV advertising are include skippable ads, cushions, and social feed video.

True

False

Q4. An important distinction between Skippables and Bumpers are a consumer’s ability to control which ads they watch.

True

False

Q5. Advertising videos distributed in social media feeds are considered Facebook Ads.

True

False

Quiz 2: Lesson 2 Practice Quiz

Q1. SERP is the anacronym for Search Engine Results Page.

True

False

Q2. The growing use of mobile devices by consumers has influenced Google’s development of “near me” search results.

True

False

Q3. Brand management’s most important job concerning online advertising is the creation of organic content.

True

False

Q4. Eye-tracking studies consistently reveal that consumers who query search engines concentrate their attention on the top results.

True

False

Q5. Search result position, also known as Page Rank, is critical to advertisers because this positioning dictates near me results.

True
False

Quiz 3: Lesson 3 Practice Quiz

Q1. Programmatic display media buying is defined as the data intensive algorithmic purchase and sale of ad space in real time.

True
False

Q2. There are a limited number of programmatic media formats available to brands.

True
False

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.

True
False

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.

True
False

Q5. Digital display advertisers have their own unique tools which measure success and, consequently, using online search measurement practices isn’t recommended.

True
False

Quiz 4: Lesson 4 Practice Quiz

Q1. Six social media platforms which tend to be the most dominant: Pinterest, Twitter, Instagram, Facebook, Snapchat, and What’s App.

True
False

Q2. Social Media usage tends to be similar across generations.

True
False

Q3. 10% of social media users who shop online tend to have their buying decisions influenced by friend’s social media posts.

True
False

Q4. A Sponsored Post is the dominant ad product sold through social media platforms.

True
False

Q5. Engagement tends to be the leading indicator of ROI when firms analyze their success following the adoption of a social media advertising strategy.

True
False

Quiz 5: Lesson 5 Practice Quiz

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.

True
False

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.

True
False

Q3. The beginning of the consumer purchasing processes may be identified as a “trigger.”

True
False

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.

True
False

Q5. The importance of the CDJ (Consumer Decision Journey) has increased as brands’ ability to ask questions and collect data from consumers has grown.

True
False

Quiz 6: Module 2 Quiz

Q1. Social Feed Videos place brand messages directly in consumer’s social media feeds.

True
False

Q2. SERP is the anacronym for _.

Search Engine Review Page.
Seek Engine Return Page.
Search Engine Results Page.
Shopping Ads and Paid Text Results.

Q3. Shopping Ads differ from Paid Text Results because Shopping ads are __.

Visual based ads that display products, usually at top of page.
Blue text-based ad with links denoted as symbols.
Free to advertisers.
Organic content.

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?

True
False

Q5. A real-time ad marketplace that provides dynamic and transparent pricing is _.

Digital Ad Exchange.
Digital Ad Network.
Demand Side Platform.

Q6. Paid texts ads are the most common ads purchased on Social Media Platform.

True
False

Q7. The leading measure of a brand’s Return on Investment (ROI) from their social media advertising is __.

Engagement.
Leads.
Sales.
Traffic.

Q8. The Consumer Decision Journey was created by McKinsey as a framework that helps advertisers understand consumers’ research and purchase methods.

True
False

Q9. Consideration is the first step along the CDJ that follows the trigger.

True
False

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.

True
False

Week 3: Digital Marketing Analytics in Theory

Quiz 1: Lesson 1 Practice Quiz

Q1. Which of the following can NOT legally be used as a source of digital data collection?

Cookies
Sign-ins on websites
Site visits without sign-ins
Mentions of products over phone conversations between private citizens.

Q2. Which of the following is NOT a benefit of measurement?

Measurement, done well, can pave the way to insights that may otherwise be missed.
Insights into the effects of things by the virtue of measuring them.
Measurement is always a source of objective truth.
The efficacy of new policies based on insights can be judged, advising future strategic decisions.

Q3. Which of the following is true of tags and cookies?

Cookies are stored on a customer’s computer or device, while tags are lines of code that are executed upon accession.
Cookies are never stored on a customer’s computer, while tags are.
Tags and cookies are effectively interchangeable terms for the same thing.
Tags never work on mobile devices, while cookies always do.

Q4. Which of the following measurement categories involves differentiating individual customers from each other based on buying patterns and predicted buying patterns?

Consumer value
Customer outcomes
Attribution
Brand impact

Q5. Companies today tend to have near-complete data on customer’s online behavior.

True
False

Quiz 2: Lesson 2 Practice Quiz

Q1. Reaching a consumer on one device works well enough; it is not important to reach consumers across multiple devices.

True
False

Q2. What does TRP stand for?

Target Rating Point
Total Response Point
Tertiary Rating Protocol
Tertiary Response Protocol

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)?

Thomson Monitoring Protocol (TMP)
Audibility
Verification
Viewability

Q4. Which of the following is the LEAST quantifiable, LEAST objective approach measuring Brand Value?

Royalty Relief
Assessing Attributes
Brand Valuation
Algorithmic brand assessment

Q5. A net promoter score can look at the proportion of people who would be in favor of advocate your brand.

True
False

Quiz 3: Lesson 3 Practice Quiz

Q1. CPGs (consumer packaged goods) have historically had great ease in measuring customer behavior.

True
False

Q2. Which is not a reasonable way that a CPG can measure customer outcomes?

Geographic level
Customer surveys
Intrapersonal level
Household surveys

Q3. Which consistently is the easiest and most reliably objective (though not necessarily the best on its own) data to collect concerning customer behavior?

Sales
Ad engagement
Brand awareness
Brand perception

Q4. Which of the following is a “claim” measure?

Sales numbers
Customer surveys
Geographic measurement
Returns and “claims” of refunds on defective or disliked products.

Q5. Which of the following CANNOT be utilized to obtain location data?

App signals
Cell tower pings
Wi-Fi network accession
None of the above

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?

Business, Media, Marketing, Campaign
Media, Campaign, Marketing, Business
Campaign, Media, Business, Marketing
Campaign, Media, Marketing, Business

Quiz 4: Lesson 4 Practice Quiz

Q1. What is a primary reason that consumer value measurements are important and helpful to companies?

They help identify customers who provide more revenue, allowing companies to build differentiated marketing strategies.
They can help them increase the value of most customers.
They can predict likely changes in customers’ income.
They aid in brand perception measurements by giving data on customers perceived value of the company’s products or services.

Q2. Which of the following is most likely a high value customer to a hardware store?

A billionaire who buys balsa wood to make small sculptures.
A construction foreman who is responsible for purchases for several commercial worksites.
A self-employed mechanic and handyman
A hobbyist in woodworking

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….

A warning sign that advertising campaigns are not currently effective.
Relatively common
A sign that current advertising is effective.
Very rare

Q4. Advertising to low-value customers…

Can create value but should not be prioritized over bids for potential high value customers.
Does not generally happen in mass media advertising
Is only possible for non-specialty brands
Should be generally avoided

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) …

Nothing can be inferred from this incomplete data.
It can be inferred that people who buy item B tend to be high value
It can be inferred that people who buy item A tend to be high value
It can be inferred that only people who buy both A and B tend to be high value.

Quiz 5: Lesson 5 Practice Quiz

Q1. Multi-touch attribution data is the easiest and most straightforward data to collect and interpret.

True
False

Q2. Which of the following is a question that primarily concerns attribution?

Do customers think of good things when they think of my brand?
Which of my customers should I target with my advertising?
Are my increased sales due to my newspaper ads and/or my TV ads?
None of the above

Q3. In digital marketing, interaction with an ad tends to be far more important than whether the ad is seen.

Generally True
Generally False
True, but only for digital-only products such as downloadable software.
True, EXCEPT for digital-only products such as downloadable software.

Q4. Which of the following is an attribution model commonly used?

Single media attribution model
Marketing attribution model
Psychoanalytic attribution model
A and B are both commonly used models

Q5. Probabalistic models are…

Models which rely on incomplete data, drawing inferences.
The most likely models to be used, hence being “probable”.
Very old and are becoming obsolete in the face of newly developed models.
None of the above

Quiz 6: Module 3 Quiz

Q1. Which of the following is an example of how verification is used?

YouTube demonetizing (removing ads) from some videos that advertisers find offensive
Confirming statistics on viewability
Calling a cable company to make sure that your ads are being run
None of the Above

Q2. Which of the following best defines brand lift?

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

Q3. In terms of digital marketing, what is a cookie?

A text file that a corporation’s website downloads onto a user’s computer
A baked good
A piece of code that a customer’s computer uploads to a corporation’s website
An automatic text log generated by a website and stored on that website’s registry

Q4. Which of the following CANNOT be used by most firms for location signal data?

Wi-fi accession from a laptop to a hotspot
Private automobile GPS signals
Cell phone tower pings
App signals from and Android or iPhone

Q5. A consumer outcome is always considered a macroconversion.

True
False

Q6. Which of the following is NOT likely a high value customer for a firm which sells wholesale food products?

McDonald’s
A national supermarket chain
The military of India
A billionaire who buys samples of wine monthly for personal consumption

Q7. Which of the following firms would be the most likely to rely on a small number of high value customers?

A specialty watch company, like Rolex
A cable and internet provider such as Comcast
A general goods retailer such as Walmart
A fast food restaurant such as Arby’s

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)…

It is likely wise to develop a product mix that includes more items likeProduct B
It is likely wise to discontinue product A altogether
No further DMA work is needed here –you have all the information thatcould potentially be useful
None of the above

Q9. 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
I only
I and II only
II and III only
I, II, and III

Q10. If a company stops all spend on newspaper ads, and finds that their sales revenue drops significantly…

They should start TV advertising
Attribution data would be useless
Many of their sales were likely attributable to their newspaper ad campaign
It is impossible to gauge with any certainty the effect that newspaper ads had on sales

Week 4: Digital Marketing Analytics in Theory

Quiz 1: Lesson 1 Practice Quiz

Q1. Analytic point solutions can handle high-density data and are utilized by companies such as Google, Adobe, and IBM.

True
False

Q2. Which of the following can analysis gadgets help provide. Select all that apply.

Clickstream analysis
Competitive intelligence
Outcome analysis
Experimentation/testing

Q3. Which category of analytics tool can do one or two functions very effectively while processing a medium amount of data?

Point solutions
Data density
Enterprise platforms
Analysis gadgets

Q4. Which statement about the data analytics and visualization tool market is true?

It is more important to adopt a framework for how to think about the market than it is to know about top rated analytic tools.
It is more important to know about top rated analytic tools than it is to adopt a framework for how to think about the market.

Q5. The data analytics market is evaluated on availability and ease of use.

True
False

Quiz 2: Lesson 2 Practice Quiz

Q1. Based on Kaushik’s rule, what percentage of a company’s analytics budget should be spent on analysts?

50%
80%
10%
90%

Q2. What type of data analysis tools would be found in the upper left quadrant of a data visualization tool market chart?

Point solutions
Enterprise platforms
Analysis gadgets

Q3. Using a data visualization tool market framework, which quadrant would an analyst most-likely find their “go-to” tool?

Lower-right
Lower-left
Top-left
Upper-right

Q4. Which statement is true?

A great tool with a poor analyst is more valuable than a great analyst with poor tool.
A great analyst with a poor tool is more valuable than a poor analyst with a great tool .

Q5. Which of the following is a personally determined, subjective metric?

Data density
Capability
Ease of use

Quiz 3: Lesson 3 Practice Quiz

Q1. Most companies are currently in the nascent level of digital marketing maturity.

True
False

Q2. According to BCG, digital marketing maturity levels move from least to most mature in what order?

Emerging, Multi-Moment, Connected, Nascent
Nascent, Emerging, Connected, Multi-Moment
Nascent, Connected, Emerging, Multi-Moment
Connected, Nascent, Emerging, Multi-Moment

Q3. In what ways can a company see benefits from digital marketing maturity?

Effectiveness
Both effectiveness and efficiency
Efficiency
Neither effectiveness or efficiency

Q4. In order to achieve marketing maturity, companies should utilize which of the following tools from the maturity framework? Select all that apply.

Data-driven targeting
Automated activation
Measurement and attribution
Organizational collaboration

Q5. Which company utilized primary and secondary research along with interviews and surveys to develop the four levels of digital marketing maturity?

Boston Consulting Group
Bain
Deloitte

Quiz 4: Lesson 4 Practice Quiz

Q1. Ease of use is an example of what kind of metric

Conditional
Consistent
Efficient
Personal

Q2. What is the name of Kaushik’s rule which centers the importance of analysts rather than analytic tools?

The 15/85
The 10/90
The 20/80
The 30/70

Q3. What is the highest level of digital marketing maturity a company can achieve according to BCG?

Multi-Moment
Connected
Nascent
Emerging

Q4. How might a company see benefits of digital marketing maturity?

Revenue growth
Reduction of costs
Both A & B
None of above

Q5. How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?

It blocks and eliminates cookies
It is responsible for pop-ups that request permission to use cookies
It is responsible for expanding the definition of personal data

Q6. Which of the following can analysis gadgets not help provide due to their inability to handle large quantities to data?

Competitive intelligence
Outcome analysis
Attribution Modeling
Experimentation/testing

Q7. Which analytic tool can handle the highest amount of data?

Analysis Gadgets
Enterprise Platforms
Point Solutions
Data Density

Q8. What two variables are used to create the framework analysts can use to evaluate the analytics and data visualization tool market?

Ease of use and efficiency
Effectiveness and data density
Effectiveness & efficiency
Ease of use and data density

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.

True
False

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?

Upper left
Lower right
Upper right
Lower left

Quiz 5: Module 4 Quiz

Q1. Ease of use is an example of what kind of metric

Conditional
Consistent
Efficient
Personal

Q2. What is the name of Kaushik’s rule which centers the importance of analysts rather than analytic tools?

The 15/85
The 10/90
The 20/80
The 30/70

Q3. What is the highest level of digital marketing maturity a company can achieve according to BCG?

Multi-Moment
Connected
Nascent
Emerging

Q4. How might a company see benefits of digital marketing maturity?

Revenue growth
Reduction of costs
Both A & B
None of above

Q5. How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?

It blocks and eliminates cookies
It is responsible for pop-ups that request permission to use cookies
It is responsible for expanding the definition of personal data

Q6. Which of the following can analysis gadgets not help provide due to their inability to handle large quantities to data?

Competitive intelligence
Outcome analysis
Attribution Modeling
Experimentation/testing

Q7. Which analytic tool can handle the highest amount of data?

Analysis Gadgets
Enterprise Platforms
Point Solutions
Data Density

Q8. What two variables are used to create the framework analysts can use to evaluate the analytics and data visualization tool market?

Ease of use and efficiency
Effectiveness and data density
Effectiveness & efficiency
Ease of use and data density

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.

True
False

Upper left
Lower right
Upper right
Lower left

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