Introduction to Assess for Success: Marketing Analytics and Measurement INTRODUCTION

TEMPLATE FOR A DIGITAL MEDIA PLAN

Marketing Goals	Budget	Duration	Target Audience	Media Channels	Media Mix	KPIs	Performance Goals and Metrics
Grow brand awareness of target audiences	$75,000	3 months	Adults 50-65 years old	Display	60%	CTR	5% increase in page views CTR > 2%
			All adults	Search	30%	CTR	10% increase in page views CTR > 2%
			Adults 18-49 years old	Social Media	10%	Audience growth rate	20% or greater audience growth rate

TEST YOUR KNOWLEDGE: MEDIA PLANS

1. In marketing, what is a performance goal?

2. Imagine that a marketer runs an ad campaign, and they want to determine the return on ad spend (ROAS). Which of the following ratios should they use?

3. Beyond details on budget and duration, what does a media plan include? Select all that apply.

4. Fill in the blank: Because key performance indicators (KPIs) are not specific enough for individual marketing campaigns, you need to create _____.

5. Consider the following scenario:

ROAS = (Number of Units Sold x Cost Per Unit) / Ad Spend

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $100 USD in advertising to sell 5 units of a $50 USD product. They apply the formula to calculate return on ad spend (ROAS): (number of units sold x cost per unit) / ad spend.

What is this marketer’s ROAS?

6. Which of the following are a part of a media plan? Select all that apply.

TEST YOUR KNOWLEDGE: PERFORMANCE GOALS FOR DIGITAL MARKETING

1. Imagine that a business develops a digital marketing campaign to gain new customers. What is the marketing term for this process?

2. Consider the following scenario:

Imagine that a company sets a business goal: They will increase customer acquisition by 25% in six months. Their performance goal is to increase website traffic by 25% in the same time period.

If they meet the performance goal, do they satisfy the business goal?

3. Consider the following scenario:

Imagine that a company sets a business goal: They will increase incremental sales by a set amount over a specific time period. To do that, they need to increase their marketing budget.

Which formula should they use to calculate how much additional budget to allocate?

4. What is conversion volume?

5. Which of the following best describes cost per acquisition (CPA)?

6. Which of the following is a marketing term for the process of gaining new customers?

TEST YOUR KNOWLEDGE: PERFORMANCE GOALS

1. Which of the following is an online test of two variants to determine the better performing option?

2. What is the purpose of attribution?

3. What is the relationship between a macro conversion and a micro conversion?

4. Consider the following scenario:

A marketer is working in Google Ads. They want to know how their advertising is performing, so they navigate to the Recommendations page. They review a percentage score that is cumulative for all campaigns.

What performance information did they review?

5. What is big data?

6. Which of the following assigns credit for conversions from ads, last clicks, or other touch points along a user’s path to conversion completion?

7. What can be found within the overview page of Google Ads?

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ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT WEEKLY CHALLENGE 1

1. How does a marketer set a performance goal for a marketing campaign?

2. A key performance indicator can serve as a performance target for which of the following?

3. Which of the following are required to calculate return on ad spend (ROAS)? Select all that apply.

4. Imagine that a marketer is developing a digital media plan, and they ask: “Whom do I need to reach with my campaign?” What part of a marketing plan does this describe?

5. Consider the following scenario:

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $150 USD in advertising to sell 5 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

6. What is an A/B test?

7. What do attribution projects organize? Select all that apply.

8. How can real-time analytics help marketing teams?

9. Fill in the blank: To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.

10. A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.

11. Which of the following describes the relationship between a marketing goal and a business goal?

12. What is the formula for the return on ad spend (ROAS)?

13. Imagine that a marketer is developing a digital media plan, and they ask: “Which channels will get the most out of my budget?” What part of a marketing plan does this describe?

14. Consider the following scenario:

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $250 USD in advertising to sell 7 units of a $100 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

15. How can predictive analytics help marketing teams? Select all that apply.

16. Imagine that a marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?

17. After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?

18. What is the difference between a micro conversion and a macro conversion?

19. Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?

20. Fill in the blank: In marketing, the return on ad spend (ROAS) is the ratio of _____.

21. A business decides to create a digital media plan. As part of the process, they clarify what the campaign should achieve and align this with higher-level marketing and business objectives. What media planning step does this describe?

22. Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe? 

23. Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe?

24. Consider the following scenario: 

Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on. 

25. Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select two.

26. Consider the following scenario: 

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS).

What is this marketer’s ROAS?

27. A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?

28. Consider the following scenario:

Imagine that you want to learn which of two direct response pages performs better based on the number of clicks. You set up a test that randomly directs half of the web traffic to one page, and half to the other. After a set time period, you tally the total clicks on each page. 

What is this test called?

29. As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $200 to sell 10 units of a $115 product. How would you calculate the campaign’s return on ad spend (ROAS)? 

30. A marketer assigns credit for conversions to the last click in a user’s journey. What Google Analytics process does this refer to? 

31. A marketer uses detailed data to gain insights and quickly respond to events. Which big data trend allows them to do this? 

32. A marketer identifies the average cost paid for each conversion. What is this metric? 

33. As a marketer, you plan to raise brand awareness as part of your social media strategy. What is this goal an example of? 

34. Which of the following describes the relationship between a marketing goal and a business goal? 

35. A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine? 

36. When creating a media plan, you should consider the key performance indicators (KPIs). Why is this important? 

37. A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better.

What test did they use? 

38. A marketer uses attribution to assign credit to micro conversions in the customer journey. What are micro conversions? 

39.  Fill in the blank: One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.

40. When creating a media plan, why should you clearly identify your target audience? 

41. A marketer creates a new campaign. They determine how many times each ad is displayed and how many responses it receives. What are these targets an example of? 

42. When creating a media plan, you should consider the budget. Why is this important? 

43. As a marketer, you create a campaign to promote a new product. You learn that advertising costs $450 to sell 30 units of a $310 product. At the end of the campaign, you are interested in the ratio of revenue generated to the amount spent on advertising.

How would you calculate the campaign’s return on ad spend (ROAS)? 

44. A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use? 

45. Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select all that apply. 

46. When creating a media plan, why should you identify the media mix? 

47. As a marketer, you plan to raise brand awareness as part of your social media strategy. What is this goal an example of? 

48. A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs? 

49. Imagine that a marketer is developing a digital media plan, and they ask: “How long will the campaign run?” What part of a marketing plan does this describe? 

50. As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $320 to sell 15 units of a $210 product. What is the campaign’s return on ad spend (ROAS)? 

51. When creating a media plan, why should you allocate a fixed budget? 

52. A marketer aims to increase a company’s yearly revenue. They create a marketing goal to increase the number of website visits. What is the connection between these two goals? 

53. A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to? 

54. How can real-time analytics help marketing teams? 

55. A marketer uses return on ad spend (ROAS) as the performance goal for an ad campaign. What does ROAS indicate? 

56. A marketer identifies the average CPA based on comparative data from historical campaigns.

What does this enable them to do? 

Introduction to Assess for Success: Marketing Analytics and Measurement CONCLUSION