What does GRP stand for?
Gross Return Points
Great Rating Points
Gross Rating
Points
Gross Rating Problems
Email, Direct Mail and PPC are examples of:
Funnel Starters
Marketing
Channels
Message Delivery
What is one reason unsubscribe rate isn't an accurate measure of the health of your email list?
most people who unsubscribe do so on accident
many users who
are fatigued by your mailings won't go to the trouble to unsubscribe
many users who unsubscribe actually intend to mark
your email as spam
What is causality?
implies that one
action explicitly drove the occurrence of another
implies that one action is related to the
occurrence of another
implies a marketing relationship between two
companies
An email that was caught in a spam filter will typically be recorded as a(n):
Unsubscribe
Hard bounce
Undeliverable address
Soft bounce
How is email bounce rate calculated?
viewers who clicked your email without purchasing
divided by total emails sent
viewers who opened your email without clicking
divided by total emails sent
undelivered
emails divided by total emails sent
The delivery rate for an email is calculated by _____ the number of emails __ number of emails sent.
dividing, by
adding, to
subtracting, from
multiplying, by
How is email click-to-deliver rate measured?
# of clicks / # bounces
# of clicks / #
of emails delivered
# emails delivered / # of clicks
What does website bounce rate measure?
# single page visits to your site / # conversions
# single page
visits to your site / # visits
# single page visits to your site / # unique
vistors
# single page visits to your site / # purchases
How is Facebook amplification measured?
number of likes per post
number of comments per post
number of shares
per post
What should you do if the majority of your traffic is coming from branded search terms?
spend more time
on SEO to target traffic from non-branded terms
use display ads to increase your brand awareness
bid on your brand name on adwords
write guest posts about your brand on third party
blogs
Which would NOT be considered a soft metric?
Impressions
Brand Awareness
GRP
Revenue
How is email list growth rate calculated?
total subscribers this month divided by total
subscribers last month
new email subscribers this month divided by total
email subscribers last month
new monthly
email subscribers - opt outs and hard bounce divided by original list size
CPI stands for "cost per initiative."
True
False
Which of the following is NOT a Key Performance Indicator (KPI)?
Departed Users
Revenue
Total Users
New Users
How is email subscriber-retention-rate measured?
# subscribers –
bounce backs – unsubscribes / # subscribers
# of subscribers this month - # subscribers last
month
(# of subscribers this month - # subscribers last
month) - bounce backs
# of subscribers this month / # subscribers last
month
What is a Net Promoter score?
How much free PR you've been getting
How many different outlets you're currently
promoting your product or service on
How many promotions you've run in a certain amount
of time versus how many you planned to run
How likely a
customer or client is to refer a product or service to a friend
Which of the following are monetization models for display ads?
CPA, CPC, CRA
CPA, CPC, CPF
CPM, CPC, CPP
CPM, CPC, CPA
"Click through rate" on an email campaign is calculated by:
Dividing the number of emails sent by the number of
unique clicks
Dividing the number of emails delivered by the
number of unique clicks
Dividing the number of unique clicks by the number
of emails sent
Dividing the
number of unique clicks by the number of emails delivered
Which of the following is the most cost-efficient website traffic?
Organic
PPC
Display
Affiliate
What does ROAS typically stand for?
Return on Analytic Statistics
Return on Ad
Spend
Ratio of Accounts Served
Repeat Organic Active Search
"Unique Opens Rate" on an email campaign is calculated by:
Dividing the
number of unique opens by the number of emails delivered
Dividing the number of emails sent by the number of
unique opens
Dividing the number of unique opens by the number
of emails sent
Dividing the number of emails delivered by the
number of unique opens
What does the term indexed pages refer to?
number of pages
on your site that have received at least one visit from organic search
number of pages on your site that have generated at
least one conversion
number of pages on your site that are included in
your sitemap
Let CS be the number of customers at the start of a period, CE the number at the end of the period, and CN the number of new customers. Which formula represents retention rate?
(CE - CS) / CN * 100
(CE - CN) / CS *
100
(CS - CN) / CE * 100
(CN - CE) / CS * 100
Which of the following statements are true about pageviews and visits?
A pageview is a
visit to a page on your site. One site visit will always have at least one
pageview.
Pageviews and site visits are the same thing
None of the above.
The number of site visits will always be higher
than the number of pageviews in your analytics
TOFU is a common abbreviation for which marketing term?
top of the feed
turn of the funnel
top of the
funnel
What is a bounce rate?
Percentage of people who click your ad but close
the browser window before landing on your site
Percentage of people who landed on your site,
purchased, and left
Percentage of
people who landed on a page and immediately left
What is first-touch attribution?
the process of attributing successful outcomes to
the first sales call a user opens
the process of attributing successful outcomes to
the first email a user opens
the process of
attributing successful outcomes to the first marketing touchpoint a user
encounters
What does a Conversion Rate measure?
% of users who
took desired action
% of visit your site < 1 time
% of users who hit your site and leave immediately
% of returning visitors to your site
Testing two different CTA designs to see which one performs the bests is known as:
This/That testing
A/B testing
Apples to Oranges testing
Top down testing
The number of people who could have seen a story about your page, such as each person who loads the story about your page while browsing Facebook, is an example of your:
CTR
Brand Perception
Reach
Mentions
If Metric A increases as Metric B decreases, what type of relationship do these metrics share?
Inverse
Direct
Causal
Derivative
Exponential
How is Twitter amplification measured?
number of
retweets per tweet
number of favorites per tweet
number of impressions per tweet
What is CPI?
Cost Per
Impression
Conversion Per Initiative
Costly Personal Impression
Calculated Personal Interest
What does ROAS measure?
relationship of ad strategy
return on ad
spend
recency of ad spend
return on ad strategy
What are marketing analytics industry benchmarks?
measurements that indicate M/M changes in your
campaign performance
the practice of comparing metrics from two
companies during a co-marketing campaign
industry
standard marketing metrics that allow you to track your performance compared to
others
blue lines that appear in Google Analytis when you
are comparing two time periods
What is last-touch attribution?
the process of
attributing successful outcomes to the last marketing touchpoint a user
encounters
the process of attributing successful outcomes to
the last sales call a user opens
the process of attributing successful outcomes to
the last email a user opens
The ability to track ____________ will give your marketing efforts more credibility.
marketing CEOs
marketing spendings
marketing competitors
marketing ROI
DAU stands for:
Dedicated Annual Users
Daily Active
Users
Direct Active Users
Daily Analytical Users
Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance using important business metrics, such as?
VBA
ROHS
ROI
SME
BRB
You can’t make the best decisions on what marketing improvements to make without ________ everything within your company.
doing
building
searching
measuring
How is email delivery rate measured?
# of hard bounces / # emails sent
# of soft bounces / # emails sent
(# of emails
sent – # of bounce backs) / # of emails sent
Which of the following tools are utilized by marketing analytics professionals?
CRM software
Web analytics software
All of these
Spreadsheet software
marketing analytics software
What is multi-channel attribution?
the practice of attributing all successful
marketing outcomes to two touchpoints
the attempt to
attribute successful outcomes across multiple marketing touchpoints
the practice of attributing 50% of successful
marketing outcomes to firs- touch and 50% to last-touch
What is a "cookie"?
A computer virus
A marker that
tracks a user over time.
A subliminal message on a website
Weak subject lines, irrelevant creative and the absence of a call to action can all cause:
High engagement
Increased conversions
Funnel fallout
What does KPI stand for?
Key Purchase Interest
Key Prospect of Interest
Key Performance
Indicator
What does visit loyalty measure?
the percent of users who like your Facebook page
the percent of users who purchase during a visit to
your site
how good you are
at getting the same person to come back to your site
how good you are at getting people to share your
site
What are you trying to find out by measuring ROI?
How much to charge your customers
Which marketing
channels produce maximum return
Which organic search keywords you should target
True or False? Social media is measurable.
False
True
Which of the following metrics can you use to assess your influence on revenue?
All of these
Number of new names
Number of losses
Number of prospective new names
In Google Adwords, what does CPC stand for?
Cost per cookie
Cost per characteristic
Cost per click
Cost per conversion
How can new monthly visitors from a branding campaign be estimated?
perform searches on twitter for the number of
people who have mentioned your brand
this cannot be measured
compare new
visitors month-over-month for the same time period, segmenting out users who
were referred from other known campaigns.
What does ROI stand for?
Neither
Return on
Investment
Both
Rate of Investments
What symbol should be used to add multiple campaigns to one url?
+
&
^
*
%
What is the proper parameter to add when tagging a URL with a specific marketing campaign?
utm_campaign_google
campaign_utm
utm_campaign
_utmcampaign
google_utm_campaign
What is one reason open rates are often considered unreliable?
users may read the subject line and never open the
email
an email is only
counted as open if a user receives the images in your email
users may open your email on more than one device
What are the four categories Klout measures?
enagement, voice, power and velocity
reach, demand,
engagement and velocity
reach, voice, power and engagement
reach, voice, demand and engagement
Which of the following is NOT a goal of marketing analytics?
Generating High
Quality Conversion Prospects
Generating High Quality Prospects
Generating Leads
Converting Leads
Which of the following is NOT a URL tag in Google Analytics?
Campaign
Source
Content
Type
Term
Which Google Analytics URL tag is not mandatory?
Campaign
Source
Medium
Content
What does Return on Engagement track?
People engaging with the product or client directly
How frequently the product or client is written
about in the media
Buzz generated
through online social media
Buzz generated by thought influencers
What do Facebook interactions measure?
total number of
comments, likes and wall posts a page had
total number of comments, likes and shares a page
had
total number of comments, wall posts and
impressions a page had
