Definition

Benefits of Measurement

Cookies

Tags

Categogy of measurement
Note

1) Set source of Truth: give that brand a place that it can look to for
understanding, for security as it tries to make sense of the world and the
environment around it.

2) Derive insights: data that is collected for measurement to give insights and
how they can improve marketing efforts and learning what works and what
doesn't work.

3) Put insights to use: to optimize over time, to create better programs and
better marketing campaigns based on the insights that they've derived from
their source of truth

Unique idetifier stored in browser files that allows the site to recognize a
visitor and adapt content;
Usually has an expiration date does NOT include personal information

Small set of javascript code that sends a record to the web log; include page,
user, and action information and can be programmed to draw out custom
information as well

* Brand Impact: How well does marketing improve the way consumers interact
with and perceive your brand?
* Consumer Outcomes: How well does marketing drive value for you across
each/ all sale channels
* Customer Value: How well does marketing help you maximize value from
your consumer?
* Attribution: How well does marketing help you measure and value the
impact of your media

TRP: Target Rating Point

AI is the process of taking a computer and shoving it full of all information,
making that computer smarter by the data, the knowledge that you’ve
imported into

When creating a good visualization narrative, analyst should to rely upon

frameworks such as:
- the 4-Step Analytic Planning Process
- McCandless’s framework Successful Visualization framework
- Wong's 3 elements of Good Visual Form

A/B Test is an online test of two variants to determine the better performing
option

A comma-separated values (.csv) file describes a file format in which a comma

is placed between each data value in the file
Contrived Contrast
Key brand metrics
- Viewability
- Unique Reach
- Cross Device
- Audience & TRPs
- Fraud monitoring
- Verification
- Brand Lift

Consumer Outcomes Lift Measurement

- Geography/Store Behavioral: Geo-based study
- Household/Shopper:
Claimed: Customer Surveys
Behavioral: Visitor Tracking/ 3rd lift studies
API is just a URL and works like the way your browser
makes a call

The estimated amount of lost revenue due to ad fraud in

2022 is projected to be $44.0 billion compared to 2017
which was $14.2 billion

* Macro conversion is a completed purchase

transaction.
* Micro conversion is a completed response that
indicates a potential customer is moving towards a macro
conversion

Return on investment (ROI) A measure of the profit

generated from a marketing campaign
Brand Lift Measure
- Brand Awareness
- Ad recall
- Consideration
- Favorability
- Purchase Intent

TO REMEMBE
API = Application program interface

Performance Goal is a target that has a measurable,

numeric value

Big Data is a field in analytics that systematically mines

and extracts information from very large datasets for
insights

Measure ROAS is important because it uses to evaluate the

performance and success of a campaign

Exploratoty is category of Marketing Data Analysis that

seeks to discover connections and patterns in data
Other Approaches to brand value
- Assessing Attributes (LEAST quantifiable, LEAST objective)
- Brand Equity
- Brand Valuation
- Algorithmic
- Royalty Relief
- NPS (Net Promotor Score)

TO REMEMBER
Traffic bot can be used to:
- Increase followers
- Improve video view
- Increase website visitor

ROAS (Return on Ad Spend) = The ratio of revenue

generated to the amount spent on advertising

In Google Analytics, events cause data collection

to occur

Stakeholder is someone with an interest in or a concern

for a project and its results

Bounce rate is the number of bounce sessions divided

by total sessions
Digital Ad Fraud expected to rise 214% by 2022

Media Plan includes:

- Media mix
- Performance goals
- Key performance indicators (KPI)
- Target audience

Metrics you monitor in the awareness stage of the

marketing funnel:
- Clicks
- Impressions

A stakeholder map is used to keep track of the

influence and needs of stakeholders and the level of
communication required to work with them.
Most large brands are using reactive strategies to
identify and manage digital ad fraud

Conversion volume is the total number of conversions

or total monetary value of conversions over a period of
time.

To set up a new Google Ads account, you first need to

determine a campaign goal that is the primary objective for
the campaign

MTA - Multi Touch Attribution

Consumers will continue to lead the way in which devices and soical
media platforms are used in the market.

Cost per acquisition (CPA) is the average cost paid for each conversion.

To link a Google Ads account to Google Analytics, we need:

-The same Google account used on both platforms
- The editor role for the Google Analytics property
- An administrative account on Google Ads

Dimensions in Google Analytics are attributes or characteristics of

an event that determine the metrics collected
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Which of the following can NOT legally be used as a source of digital data collection?
Mentions of products over phone conversations between private citizens.
Sign-ins on websites
Site visits without sign-ins
Cookies

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.

Which of the following is true of tags and cookies?

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

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

Which of the following measurement categories involves differentiating individual customers from
based on buying patterns and predicted buying patterns?
Customer outcomes
Attribution
Brand impact
Consumer value
Reaching a consumer on one device works well enough; it is not important to reach consumers acr
devices.

What does TRP stand for?

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

Of the online video measures discussed in this course, what measure is most like the Nielsen rating
measured number of TV viewers)?
Audibility
Verification
Thomson Monitoring Protocol (TMP)
Viewability

Which of the following is the LEAST quantifiable, LEAST objective approach measuring Brand Value
Algorithmic brand assessment
Brand Valuation
Royalty Relief
Assessing Attributes

A net promoter score can look at the proportion of people who would be in favor of advocate your
CPGs (consumer packaged goods) have historically had great ease in measuring customer behavior

Which is not a reasonable way that a CPG can measure customer outcomes?
Intrapersonal level
Customer surveys
Household surveys
Geographic level

Which consistently is the easiest and most reliably objective (though not necessarily the best on its
collect concerning customer behavior?
Brand perception
Ad engagement
Sales
Brand awareness

Which of the following is a “claim” measure?

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

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

App signals
Cell tower pings
Wi-Fi network accession
None of the above
Which of the following lists, in INCREASING level of hierarchy (i.e., from bottom to top), contain cat
objectives in the correct order?
Media, Campaign, Marketing, Business
Campaign, Media, Marketing, Business
Business, Media, Marketing, Campaign
Campaign, Media, Business, Marketing

What is a primary reason that consumer value measurements are important and helpful to compan
They can predict likely changes in customers’ income.
They can help them increase the value of most customers.
They help identify customers who provide more revenue, allowing companies to build differentiate
strategies.
They aid in brand perception measurements by giving data on customers perceived value of the co
products or services.

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

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

Advertising to low-value customers…

Can create value but should not be prioritized over bids for potential high value customers.
Is only possible for non-specialty brands
Should be generally avoided
Does not generally happen in mass media advertising
If 80% of your customers buy item A, and generate 30% of your revenue, and 50% of your custome
and generate 60% of your revenue (meaning that an undetermined proportion buy BOTH) …
It can be inferred that people who buy item A tend to be high value
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 only people who buy both A and B tend to be high value.

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

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

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

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
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

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

Which category of analytics tool can do one or two functions very effectively while processing a me
of data?
Analysis gadgets
Enterprise platforms
Data density
Point solutions

Which statement about the data analytics and visualization tool market is true?
It is more important to know about top rated analytic tools than it is to adopt a framework for how
the market.
It is more important to adopt a framework for how to think about the market than it is to know abo
analytic tools.

Which of the following can analysis gadgets help provide. Select all that apply.
Clickstream analysis
Competitive intelligence
Outcome analysis
Experimentation/testing
All of the above
The data analytics market is evaluated on availability and ease of use.

Based on Kaushik’s rule, what percentage of a company’s analytics budget should be spent on anal
10%
80%
50%
90%

What type of data analysis tools would be found in the upper left quadrant of a data visualization t
chart?
Enterprise platforms
Point solutions
Analysis gadgets

Using a data visualization tool market framework, which quadrant would an analyst most-likely find
tool?
Lower-right
Lower-left
Upper-right
Top-left

Which statement is true?

A great analyst with a poor tool is more valuable than a poor analyst with a great tool .
A great tool with a poor analyst is more valuable than a great analyst with poor tool.
Which of the following is a personally determined, subjective metric?
Capability
Data density
Ease of use

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

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

In what ways can a company see benefits from digital marketing maturity?
Effectiveness
Efficiency
Neither effectiveness or efficiency
Both effectiveness and efficiency

Which company utilized primary and secondary research along with interviews and surveys to deve
levels of digital marketing maturity?
Boston Consulting Group
Bain
Deloitte

Ease of use is an example of what kind of metric

Efficient
Consistent
Conditional
Personal

Kaushik’s 10/90 rule states 90% of a company’s analytics budget should be spent on what?
Point Solutions
Enterprise Platforms
Analytic Tools
Analysts

What is the first, most entry level of digital marketing maturity according to BCG?
Nascent
Emerging
Connected
Multi-Moment

Revenue growth and reduction of costs are benefits of digital marketing maturity. They are exampl
Effectiveness
Organizational Collaboration
Efficiency
Both A & C

How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?
It blocks and eliminates cookies
It is responsible for expanding the definition of personal data
It is responsible for pop-ups that request permission to use cookies
Which of the following can analysis gadgets not help provide due to their inability to handle large q
data?
Competitive intelligence
Outcome analysis
Attribution Modeling
Experimentation/testing

Which statement regarding data density of analytic tools is most accurate?

Analysis gadgets can handle the least data, enterprise platforms can handle a good amount and po
can handle a great amount.
Enterprise platforms can handle the least data, analysis gadgets can handle a good amount, and po
can handle a great amount.
Enterprise platforms can handle the least data, point solutions can handle a good amount, and ana
can handle a great amount.
Analysis gadgets can handle the least data, point solutions can handle a good amount, and enterpr
can handle a great amount.

Ease of use and data density are utilized on the data visualization tool market chart to help analyst
What analytic tools to use (and not use)
What computer to use
Where to work

It is more valuable to know about top rated analytics tools than it is to adopt a framework for how
the analytics market.
The analytics tool Tableau is easy to use and can handle a great deal of data. Many may say that it i
tool which can handle most of their visualization needs. Based on this statement, which quadrant o
visualization tool market chart would Tableau be found?
Upper left
Lower right
Lower left
Upper right

Getting to a Big Idea is simple and only requires the analyst to collect and organize data.

Analysts should be rigid with their plans and only utilize data that fits their original directive.

Which of the following can analysis gadgets not help provide due to their inability to handle large q
data?
Competitive intelligence
Outcome analysis
Attribution Modeling
Experimentation/testing

Which company utilized primary and secondary research along with interviews and surveys to deve
levels of digital marketing maturity?
Boston Consulting Group (BCG)
Bain
Deloitte
Both BCG and Deloitte
During step four of the analysis process (Report), the analyst should include all relevant data and b
visual reflects the data in complexity.

Ease of use and data density are utilized on the data visualization tool market chart to help analyst

What computer to use

What analytic tools to use (and not use)
Where to work
None of these above

What is the second step of a successful data analysis plan?

Hypothesis
Analyze
Collect
Report

During step four of the analysis process (Report), the analyst should …
Produce "tidy", analysis-ready datasets to ensure your analysis is error-free
Ensure that the recommendations are as clear and concise as possible
Ensure the effectiveness of future analysis by limiting bias in the data
Identify the type of analysis you will be conducting and the resultant data you will need

Which software can be utilized in the exploratory method of marketing data analysis
Excel
R
Neither A nor B
Either A or B

Which category of Marketing Data Analysis that seeks to discover connections and patterns in data

Predictive
Causual
Exploratory
Inferential

According to Wong's framework, the 3 essential elements of Good Visual Form are: a) clear meanin
sophisticated use of contrast, and c) refined execution?

Descriptive analysis is typically the first method of marketing data analysis applied to a dataset.

Clustering is an analysis technique that reveals collections of data points with similar or dissimilar v

We are gaining great insight into consumers by collecting … data

Structured
Unstructured
Micro-decision
Raw

Bubble, Distribution, Candlestick are types of graphs that display

Clustering
Correlation
Relativity
Change

Fake profiles have become more present on the internet. Which mass media company uncovered t
profiles used to promote propaganda and fake news?
Wall Street Journal
Chicago Tribune
New York Times
Washington Post

This leader has been quoted as stating “We stopped the dumb criminals. Now we need to be able t
smart criminals.”
Elon Musk
Steve Jobs
Mark Zuckerberg
Mike Zaneis

Consumers interest in data privacy has increased due to data hacks and breaches to consumer data
following platforms
Facebook
Twitter
You Tube
All of them

The analyst’s job is to present the data they find as is, with no inference as to its meaning.
Analysts should include as much information as possible in their stories in order to engage audienc
activity.

Visual form serves a purpose in the presentation of information aside from creating a “pretty pictu

Individuals seeking to influence or to make decisions regarding a subject matter will need this valua
accomplish their task?
Regulations
Data
Legislation
Social norms

Imagine that a business develops a digital marketing campaign to gain new customers. What is the
term for this process?
Customer journey
Performance goal
Customer acquisition
Business goal

What performance information did they review that is cumulative for all campaigns?
Campaign score
Budget score
Impact score
Optimization score
What technique did the marketer select that visualizes the steps users take towards a conversion?
Segment overlap
Cohort exploration
Funnel exploration
Free form

What action should a digital marketer NOT take if ROAS targets are not met?
Lengthen the campaign duration
Set ROAS targets by product groups.
Review how the ROAS target was set.
Stop the ROAS bidding strategy.

What is the relationship between internal stakeholders and external stakeholders?

Internal stakeholders are people who fund a project and are in charge of the financial aspects of a m
campaign. External stakeholders are members of a marketing team who are interested in being inv
project.

Internal stakeholders are people who have contractual agreements and limitations to working on a
External stakeholders work on the marketing team and are the closest stakeholders on a day-to-da

Internal stakeholders are people from the same company but outside of your team who support a
project or campaign, or benefit from its results. External stakeholders normally result from partner
when a company partners with an external ad agency for a campaign.

Internal stakeholders normally result from partnerships, such as when a company partners with an
agency for a campaign. External stakeholders are people outside your team who support a marketi
campaign, or benefit from its results.
In Google Analytics 4, which type of exploration will we use if we want to figure out what users jou

Path exploration
Cohort exploration
User lifetime exploration
Funnel exploration

Which of the following are important to understand when working with stakeholders on a project?

Stakeholder needs
When to inform stakeholders
How to communicate with stakeholders
All of them

Which of the following rules is FALSE when displaying a dashboard?

Keep it short enough

Do not display the dashboard that are a collection of numbers, dials and graphs
Should use fewer than 5 metrics
Keep your metrics with updated change in business and competitive environment

Which of the following is true about Webscraping data access point?

It is about set of commands that meet data host’s vernacular required to access data
Data exchange is not facilitated by data host
Download limits, user-based access can be enforced by data owners as well

Data tables are accessed through a GUI built by data owner that directs query parameters

Of the online video measures discussed in course “Digital Marketing Analytics in Theory”, what me
like the Nielsen rating system (which measured number of TV viewers)
Audibility
Verification
Thompson Monitoring Protocol (TMP)
Viewability

Which of the following is a “claim” measure?

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

Which of the following lists, in DECREASING level of hierarchy (i.e., from top to bottom), contain ca
objectives in the correct order?
Campaign, Media, Marketing, Business
Campaign, Marketing, Business, Media
Business, Marketing, Media, Campaign
Business, Media, Campaign, Marketing

Which is not a reasonable way that a CPG can measure customer outcomes?
Customer surveys
Intrapersonal level
Household surveys
Geographic level

Which type of measurement category allows marketers to gauge the return of investment across d
channels?
brand impact
customer value
consumer outcomes
attribution
Which of the following brand metrics allows marketers to assess whether their ads were seen by ac
and not bots?
viewability
unique reach
fraud monitoring
verification

Which one of the following brand metrics allows marketers to assess whether their ads were seen
context?
viewability
fraud monitoring
verification
cross device

What is a primary reason that consumer value measurements are important and helpful to compan

They can predict likely changes in customers’ income.

They can help them increase the value of most customers.
They help identify customers who provide more revenue, allowing companies to build differentiate
strategies
They aid in brand perception measurements by giving data on customers perceived value of the co
products or services.

If 80% of your customers buy item A, and generate 30% of your revenue, and 50% of your custome
and generate 60% of your revenue (meaning that an undetermined proportion buy BOTH) …

It can be inferred that people who buy item A tend to be high value
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 only people who buy both A and B tend to be high value
In digital marketing, interaction with an ad tends to be far more important than whether the ad is s

True, but only for digital-only products such as downloadable software

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

Probabilistic models are...

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

Using a data visualization tool market framework, which quadrant would an analyst most-likely find
tool?
Upper-right
Lower-right
Upper-left
Lower-left

Which of the following is a personal metric when deciding a suitable dataviz tool?
Data Density
Ease of user
Capability

In what ways can a company see benefits from digital marketing maturity?
Effectiveness
Efficiency
Neither effectiveness nor efficiency
Both effectiveness and efficiency
How does Intelligent Tracking Prevention (ITP) operate on both browsers and mobile devices?

It blocks and eliminates cookies

It is responsible for expanding the definition of personal data
It is responsible for pop-ups that request permission to use cookies
It automatically adds Google Analytics tag on website

Which of the following can analysis gadgets not help provide due to their inability to handle large q
data?
Competitive intelligence
Outcome analysis
Attribution Modeling
Experimentation/testing

Which statement regarding data density of analytic tools is most accurate?

Analysis gadgets can handle the least data, enterprise platforms can handle a good amount and po
can handle a great amount.
Analysis gadgets can handle the least data, point solutions can handle a good amount, and enterpr
can handle a great amount.
Enterprise platforms can handle the least data, point solutions can handle a good amount, and ana
can handle a great amount.
Analysis gadgets can handle the least data, point solutions can handle a good amount, and enterpr
can handle a great amount.

Revenue growth and reduction of costs are benefits of digital marketing maturity. They are exampl

Effectiveness
Organizational Collaboration
Efficiency
Both A&C
What is the second step of a successful data analysis plan?
Hypothesis
Analyze
Collect
Report

From “You” to “Big Idea”, which factors include?

Pain
Tension
Stimuli
All of these above

Which of the following statements is not true?

Nearly all consumer action is measurable.
Targeting, bidding, and attribution can benefit from measuring customer value.
All customers are equally valuable to a company.
None of the others.

What is the purpose of UTM tags in URLs?

To track the number of page views
To collect demographic information
To monitor advertising effectiveness
To measure session duration

What is autonomous marketing?

Marketing campaigns that require human intervention at every step
Marketing activities that are automated using real-time analytics
Marketing campaigns run without any data analysis
Marketing efforts focused solely on predictive analytics
How does AI contribute to multi-channel marketing campaigns?
By eliminating the need for multi-channel marketing
By reducing the number of channels used in marketing campaigns
By creating personalized content for each channel
By increasing the complexity of marketing campaigns

How does real-time analytics benefit marketers?

By predicting future trends
By automating content creation
By adjusting marketing campaigns immediately based on immediate data insights
By optimizing supply chains

Why is it important to understand the capabilities of the tools used in marketing analytics?

To avoid using any tools altogether

To choose metrics that work best for the project
To discourage team members from asking questions
To complicate the reporting process unnecessarily