Two ways can a digital marketer calculate ROI

COURSE 5 – ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT QUIZ ANSWERS

Week 3: Measure the Success of Marketing Campaigns

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table of CONTENT

Measure the Success of Marketing Campaigns INTRODUCTION

Are you interested in learning how to measure the success of Coursera’s marketing campaigns? If so, then Google Digital Marketing & E-commerce Professional Certificate can help. This course will explore different metrics that help determine the ROI or ROAS of a Coursera marketing project, as well as how to plan for and conduct an A/B test to optimize a Coursera campaign.

Finally, it will examine what makes a successful Coursera marketing campaign and what key elements contribute to its success. By completing this course, you will understand the necessary steps toward creating and implementing successful Coursera campaigns.

Learning Objectives

  • Describe how to determine the ROI or ROAS of a marketing project.
  • Prepare, conduct, and analyze the results from an A/B test to optimize a marketing campaign.
  • Evaluate metrics against performance goals to make adjustments to a marketing budget or strategy.
  • Describe what defines a successful marketing campaign.

TEST YOUR KNOWLEDGE: ADJUST A MEDIA MIX AND PERFORMANCE GOALS

1. What is Return on investment (ROI)?

  • A measure of revenue generated by the amount spent on advertising
  • A measure of revenue lost by customers over a certain period of time
  • A measure of the profit generated from a marketing campaign (Correct)
  • A measure of sales growth by multiplying the marketing cost

Correct: ROI, or return on investment, is a measure of the profit generated from a marketing campaign. More specifically, it is the ratio of net income–or money made–to investment, or money spent. It is not a measure of revenue generated by the amount spent on advertising.

2. What two ways can a digital marketer calculate ROI? Select two.

  • Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost. (Correct)
  • Multiply the sales growth when the net income equals the marketing cost.
  • Measure the average revenue generated by customers over a certain period of time. (Correct)
  • Calculate the amount of changes in the market by adding the number of conversions during the campaign duration.

Correct: The ROI can be calculated two different ways. In the first method, to calculate the ROI, subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost. In the second method, use customer lifetime value by measuring the average revenue generated by customers over a certain period of time.

3. What is return on ad spend (ROAS)?

  • A ratio of net income to advertising investment during the campaign period
  • A target for digital channels that usually sets the amount spent on the campaign
  • A number calculated as the revenue generated divided by the amount spent on advertising (Correct)
  • An average revenue generated by customers over a certain period of time

Correct: ROAS is a number calculated as the revenue generated divided by the amount spent on advertising.

4. What action should a digital marketer take if ROAS targets are not met? Select all that apply.

  • Lengthen the campaign duration (Correct)
  • Set ROAS targets by product groups. (Correct)
  • Review how the ROAS target was set. (Correct)
  • Stop the ROAS bidding strategy.

Correct: For automated campaigns, a digital marketer can adjust the automated bidding strategy to see if that helps them meet the target ROAS, but they would not stop it. Instead, a digital marketer can consider lengthening the campaign duration, setting ROAS targets by product groups, and reviewing how the ROAS target was set if the ROAS targets were not met.

5. Consider the following scenario:

A florist sells fresh-cut bouquets, house plants, pottery, and picture frames. They want a 4 to 1 overall ROAS, but they are not able to achieve this goal initially. Instead of sticking with the ROAS as an overall target, what should the florist do instead?

  • Split out the targets by product groups like greenery and home decor. (Correct)
  • Eliminate product groups and scale back their overall production.
  • Change the goal to focus on the best selling target group.
  • Adjust their overall ROAS target to one that is more realistic.

Correct: Instead of sticking with the ROAS as an overall target, the florist can split out the targets by product groups like greenery and home decor. ROAS by product groups may provide a more accurate measurement for the campaign’s success. It is not necessary to change the overall goal or to only focus on one target group.

6. As a digital marketer, why is it important to measure ROAS?

  • To measure fluctuations in target analysis
  • To avoid relying on an automated bidding strategy
  • To evaluate the performance and success of a campaign (Correct)
  • To understand the impact of budget setting on the amount owed from a campaign

Correct: Measuring ROAS helps a digital marketer evaluate the performance and success of a campaign. It does not help a digital marketer measure fluctuations in target analysis.

TEST YOUR KNOWLEDGE: PERFORM A/B TESTS

1. An A/B test is an online experiment with what objective?

  • Determine the better performing option with a random 25% split of users between four variants
  • Determine the worst performing option with a random 10% split of users between ten variants
  • Determine the better performing option with a random 50% split of users between two variants (Correct)
  • Determine the better performing option with a random 20% split of users between five variants

Correct: An A/B test is an online experiment with two variants, and a random 50% split of users between the variants, to determine the better performing option.

2. Which of the following are important to document when planning for an A/B test? Select all that apply.

  • Outcome
  • Relevant metrics (Correct)
  • Past performance (Correct)
  • Desired improvement (Correct)

Correct: When planning for an A/B test, it is important to document past performance, desired improvement, and the relevant performance metrics used for the test.

3. Which of the following metrics are the statistical tests used during an A/B test dependent on? Select all that apply.

  • Connected metrics
  • Discrete metrics (Correct)
  • Continuous metrics (Correct)
  • Sporadic metrics

Correct: Statistical tests used during an A/B test depend on whether discrete or continuous metrics are used for comparison.

4. Which of the following are best practices for A/B test alternate bidding strategies? Select all that apply.

  • Choose a hypothetical campaign that is not yet live
  • Choose a campaign that has a large enough audience for a statistical comparison of the results (Correct)
  • Choose a campaign that can be experimented with (Correct)
  • Choose a campaign that has an adequate budget to split between the variations (Correct)

Correct: When A/B testing alternate bidding strategies, it is best practice to choose an existing, live campaign for comparison. Additionally it is best practice to choose a campaign that has a large enough audience for a statistical comparison of the results, and an adequate budget to split between the variations. Choosing a campaign that can be experimented with is important because the experiment may impact the performance of the existing campaign.

5. When monitoring the results of A/B test experiments, which of the following statistical terms are important to know? Select all that apply.

  • Confidence interval (Correct)
  • Statistical unimportance
  • Statistical significance (Correct)
  • Confidence level (Correct)

Correct: When monitoring the results of A/B test experiments, it is important to be familiar with the terms confidence level, confidence interval, and statistical significance. These terms provide meaningful information about the success of an experiment.

6. Which of the following determines whether an A/B test result could be due to random chance or not?

  • Statistical significance (Correct)
  • Discrete metrics
  • Confidence level
  • Continuous metrics

Correct: Statistical significance is the determination of whether an A/B test result could be due to random chance or not. The greater the significance, the less due to chance. Discrete metrics are metrics used in A/B tests and have specific values, can be counted, or are binary—like on/off or true/false settings.

7. What is an online experiment with two variants—and a random 50% split of users between the variants—to determine the better performing option?

  • Variant test
  • Performance test
  • User test
  • A/B test (Correct)

Correct: An A/B test is an online experiment with two variants—and a random 50% split of users between the variants—to determine the better performing option. 

TEST YOUR KNOWLEDGE: EVALUATE CAMPAIGN SUCCESS

1. What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on? Select all that apply.

  • Performance goals (Correct)
  • How much revenue a competitor lost
  • What the campaign was trying to address (Correct)
  • Marketing goals (Correct)

Correct: A digital marketer will evaluate the success of a marketing campaign based on the marketing goal(s), what the campaign was trying to address specifically, and whether or not they met the performance goals that were set.

2. Which of the following are examples of overall marketing goals that a digital marketer will evaluate to determine the success of a marketing campaign? Select all that apply.

  • Decrease unwanted consumer traffic
  • Increase online sales (Correct)
  • Increase lead generation (Correct)
  • Decrease daily conversions

Correct: Increase lead generation and increase online sales are two examples of overall marketing goals. A digital marketer will evaluate these goals to determine the success of a marketing campaign.

3. Consider the following scenario:

A digital marketer sets a marketing goal to increase online sales by doubling the average order value. The average order value is 50 dollars, and the goal is to increase it to 100 dollars. Their digital marketing campaign includes direct responses, so customers can click to view additional products before and during their checkout, as well as a promotional ad for customers to spend 100 dollars and receive free shipping.

What metrics should a digital marketer monitor in order to evaluate the success of this marketing goal? Select all that apply.

  • Chatbot conversions
  • Online sales revenue (Correct)
  • Number of orders (Correct)
  • Average order value (Correct)

Correct: The metrics a digital marketer should monitor include: online sales, revenue, number of orders, and average order value. These help the marketer to evaluate the success of the marketing goal.

4. Consider the following scenario:

A marketing campaign results showed increased email signups by 30%, but had no effect on completed purchases. For chatbot conversations, both micro and macro conversion goals were met or exceeded, but for the blog page, both micro and macro conversion goals were missed by quite a lot.

Based on these results, what two actions should a digital marketer take for a future campaign? Select two.

  • Continue chatbot engagement (Correct)
  • Discontinue email signups
  • Review and modify email messages (Correct)
  • Invest more time and energy in the blog page

Correct: Based on the results, a digital marketer should continue chatbot engagement because of the conversion pull through, as well as review and modify email messages to increase conversions for a future campaign. A digital marketer should not discontinue email signups because there was a 30% increase.

5. What is the benefit of using marketing analysis tools?

  • The understanding of which product groups to eliminate provides insights on how a digital marketer can scale back their overall campaign budget.
  • The usage of these tools will determine the overall success of a marketing campaign.
  • The ability to view metrics and gather insights will help a digital marketer evaluate and define the success of a campaign (Correct)
  • The opportunity to try a variety of marketing analysis tools will help a digital marketer determine which ones to rely on for future campaigns.

Correct: The benefit of using marketing analytics tools is the ability to view metrics and gather insights, which will help a digital marketer to evaluate and define the success of any campaign. Campaign success will vary, but the insights gained always have current or future value

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ASSESS FOR SUCCESS: MARKETING ANALYTICS AND MEASUREMENT WEEKLY CHALLENGE 3

1. Consider the following scenario:

A campaign’s sales growth was $200,000 USD and the marketing cost was $55,000 USD. A digital marketer does a calculation by taking the growth, which is $200,000, and subtracts the cost: $55,000 to get a result of $145,000. Then, they divide $145,000 by the cost, $55,000.

Based on this equation, what is the digital marketer trying to calculate?

  • Net income
  • Losses
  • Return on ad spend (ROAS)
  • Return on investment (ROI) (Correct)

2. Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.

  • Return on investment (ROI)
  • Sales growth
  • Net loss
  • Return on ad spend (ROAS) (Correct)

3. Why would a digital marketer prepare an A/B test?

  • To determine when metrics will be needed in determining possible touch points
  • To analyze if past performance will guide future marketing goals
  • To assess if a new version will improve a metric compared to the original version (Correct)
  • To understand when to calculate ROI compared to ROAS during the campaign

4. What will a digital marketer use to conduct an A/B test?

  • Software tools (Correct)
  • Editable documents
  • Customer surveys
  • Spreadsheets

5. Fill in the blank: Conducting _____ can increase the number of conversions.

  • tool analysis
  • lead generations
  • A/B tests (Correct)
  • customer surveys

6. Consider the following scenario:

A company is considering changing their headline. They want to test how changing the headline from “Act now while supplies last” to “Huge savings, limited offer” will impact sales.

What type of test should they run?

  • An ad variation (Correct)
  • A marketing analysis
  • A mixed media evaluation
  • An influencer-generated report

7. Consider the following scenario:

A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline: “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready.

What type of A/B test did they set up?

  • Headline analysis
  • Ad variation (Correct)
  • Macro conversion
  • Campaign efficacy

8. What does a digital marketer need to pay attention to when reviewing results in the ad variations table?

  • The percentages with blue stars next to them (Correct)
  • The amount of clicks a variation received
  • The number of impressions each variation recorded
  • The variation that had the most negative feedback

9. Consider the following scenario:

A digital marketer finished running a marketing campaign. It is now time to assess if it was successful or not.

What will the digital marketer need to evaluate to determine if the campaign was a success?

  • If it improved the company’s ranking among competitors
  • Whether or not it met the company’s performance goals (Correct)
  • Whether or not it stayed within the company’s budget
  • If it increased job creation and retention

10. Which are examples of marketing success indicators for a campaign? Select two.

  • If it increased job creation and retention
  • Grow private consumer accounts
  • Improve online sales by doubling the average order value (Correct)
  • Decrease the amount of traffic to the website
  • Increase the number of leads (Correct)

11. What can digital marketers measure by using customer lifetime value?

  • Net income
  • Return on investment (ROI) (Correct)
  • Total sales growth
  • Return on ad spent (ROAS)

12. How does a digital marketer calculate ROAS?

  • Add the total net income to the sales revenue, divided by the amount lost on marketing.
  • Subtract the marketing cost from the total sales growth and then divide the result by the net income.
  • Divide the revenue generated by customers over a certain period of time by the revenue generated by the campaign.
  • Calculate the revenue generated, divided by the amount spent on advertising. (Correct)

13. What should a digital marketer document in order to prepare for an A/B test? Select all that apply.

  • Loss predictions
  • Performance metric that will be used (Correct)
  • Desired improvement (Correct)
  • Past performance (Correct)

14. What are the benefits of conducting A/B tests? Select all that apply.

  • Greater confidence in meeting performance goals (Correct)
  • Guaranteed increase in sales growth
  • Increased number of conversions (Correct)
  • Improved customer experiences through redesigned web pages (Correct)

15. Fill in the blank: Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.

  • need user data upfront
  • require multiple variations
  • produce minimal results
  • take time and budget (Correct)

16. Consider the following scenario:

A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them and show positive improvements.

What action should the digital marketer take based on these results?

  • Run the ad variation test again and compare results.
  • Test a different headline in another ad variation.
  • Make the new headline variation a permanent ad change. (Correct)
  • Default back to the original headline.

17. What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?

  • The enrollment in loyalty programs
  • The marketing goals (Correct)
  • The customer metrics
  • The new consumer surveys

18. Consider the following scenario:

A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.

  • Online sales revenue (Correct)
  • Number of orders (Correct)
  • Amount of cart abandonments
  • Average order value (Correct)

19. What are the different ways to calculate return on investment (ROI)? Select two.

  • Calculate the revenue generated, divided by the amount spent on advertising during the campaign.
  • Use customer lifetime value, which is the average revenue generated per customer over a certain period of time. (Correct)
  • Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.
  • Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost. (Correct)

20. What determines ROAS targets in a marketing campaign? Select all that apply.

  • Cost-effectiveness goals
  • Customer-based goals
  • Performance goals (Correct)
  • Marketing goals (Correct)

21. Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.

  • A customer-based survey
  • A digital marketing campaign
  • An email blast
  • An ad variation (Correct)

22. Consider the following scenario:

A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases.

Based on this data, what action should the digital marketer take for a future campaign? 

  • They should create a new performance goal for increasing leads.
  • They should review and modify email messages to increase conversions. (Correct)
  • They should set a different micro conversion goal that does not involve email signups.
  • They should measure leads as macro conversions instead of micro conversions.

23. What can software tools test for when conducting an A/B test? Select all that apply.

  • Redesign options for the home page
  • Touch points in the customer journey (CORRECT)
  • Email messages and landing pages (CORRECT)
  • Pages with the best performance (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

24. Which is a positive outcome of conducting A/B tests?

  • Improved customer experiences through redesigned web pages that have been tested (CORRECT)
  • Added online applications that determine the best software variants 
  • Reduced ad spend by minimizing return on investment
  • Measured web traffic that generates leads and guarantees repeat customers

Correct: Correct

25. What does an ad variation test changes to? Select all that apply.

  • Email
  • Call to action (CORRECT)
  • URL (CORRECT)
  • Headline (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

26. Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.

  • A/B tests (CORRECT)
  • metric analysis
  • budget forecasting
  • marketing assessments

Correct: Correct

27.  Consider the following scenario:

A digital marketer just ran an A/B ad variation test for a new headline. The results were favorable, but the digital marketer has six additional headline variations they want to test. Their manager cautioned them about running more A/B tests, and instead urged the digital marketer to be strategic and selective about testing multiple variations.

Why would the manager be concerned about running A/B tests for every headline variation?

  • They do not provide the most reliable test results
  • A/B tests do not take user demographics into account
  • A/B tests take time and budget (CORRECT)
  • They require multiple perspectives for analyzing the data

Correct: Correct

28. Fill in the blank: A marketing campaign’s success is mainly determined by whether or not it met the company’s __.

  • performance goals (CORRECT)
  • employment goals
  • metric goals
  • process goals

Correct: Correct

29. Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _.

  • metrics-oriented A/B testing
  • one-time A/B testing
  • continuous A/B testing (CORRECT)
  • customer-based A/B testing

Correct: Correct

30. A marketer uses the customer lifetime value, or LTV, to calculate the ROI for a campaign. What does an upward LTV trend indicate?

  • An increasing ROAS
  • A decreasing ROI
  • A decreasing ROAS
  • An increasing ROI (CORRECT)

31. A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?

  • Revenue generated / amount spent on advertising (CORRECT)
  • Number of sales / business revenue
  • (customer LTV – sales growth) / marketing cost
  • (sales growth – marketing cost) / marketing cost

32. Which of the following is true about A/B tests? Select all that apply.

  • An A/B test is typically performed on websites that are not live if the audience is small enough to track.
  • An A/B test cannot be performed on email messages and direct response ads.
  • An A/B test identifies which version is more effective using a sample population tested during a short period of time. (CORRECT)
  • An A/B test is an online experiment with two variants and a random 50% split of users between the variants. (CORRECT)

33. Which of the following is true about A/B testing?

  • A/B tests use a specific sample population tested over a long period of time to produce statistically meaningful results.
  • A/B tests can only be performed on live websites with over 1000 users to test.
  • A/B tests can be performed on websites that are not live if there are enough users to produce statistically meaningful results. (CORRECT)
  • A/B tests often send 40% of users to one variant and 60% of users to the other variant.

34. A digital marketer changes an ad’s call to action from “Order online” to “Save 15% now”. They test the ad’s performance to determine if the change improved sales across their campaigns. What test did they use to determine the ad’s performance?

  • A comparison test
  • A campaign variation test
  • An ad variation test (CORRECT)
  • A customer-based test

35. A digital marketer changes the call to action on an ad and plans to run an ad variation test to compare the two versions. How would they create this test?

  • Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Ads in the navigation panel.
  • Navigate to the Ads page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.
  • Navigate to the Experiments page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.
  • Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Experiments in the navigation panel. (CORRECT)

36. When reviewing the results of an A/B test, you notice many metrics appear with blue stars. What should you consider at this stage?

  • Removing the ad completely
  • Making the new variation a permanent ad change (CORRECT)
  • Creating a new ad variations test
  • Using the first variation of the ad

37. At the end of a campaign, you evaluate whether or not the campaign was successful. What key factor indicates a successful marketing campaign?

  • A successful campaign achieves mixed performance results
  • A successful campaign achieves the performance goals that were set (CORRECT)
  • A successful campaign increases revenue by a minimum of 25%
  • A successful campaign outperforms its competitors

38. A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?

  • Return on ad spend (ROAS) (CORRECT)
  • Sales growth
  • Return on investment (ROI)
  • Profit loss

39. A marketer measures the ratio of money made to money spent for a campaign. Which calculation for the campaign’s return on investment will help them determine this?

  • (customer LTV – sales growth) / marketing cost
  • (sales growth – marketing cost) / marketing cost (CORRECT)
  • (sales growth – marketing cost) / customer LTV
  • (customer LTV – marketing cost) / sales growth

40. Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.

  • Return on ad spend (ROAS) (CORRECT)
  • Sales growth
  • Net loss
  • Return on investment (ROI)

41. Why would a digital marketer prepare an A/B test?

  • To analyze if past performance will guide future marketing goals
  • To understand when to calculate ROI compared to ROAS during the campaign
  • To assess if a new version will improve a metric compared to the original version (CORRECT)
  • To determine when metrics will be needed in determining possible touch points

42. A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?

  • Test website content to understand what works best for the visitors
  • Identify what content is in the best interest of the company
  • Create generic web pages with machine learning
  • Test for only a single touch point in the customer journey (CORRECT)

43. Fill in the blank: Conducting _____ can increase the number of conversions.

  • A/B tests (CORRECT)
  • lead generations
  • customer surveys
  • tool analysis

44. A digital marketer compares two ad variations to test changes to a holiday ad. What can you test with ad variations?

  • Changes to the brand’s mission and vision
  • Changes to ads, like a URL, headline, or a call to action (CORRECT)
  • Changes to ads, like budget, duration, and goals
  • Changes to the customer journey

45. What will the digital marketer need to evaluate to determine if the campaign was a success?

  • Whether or not it stayed within the company’s budget
  • If it improved the company’s ranking among competitors
  • If it increased job creation and retention
  • Whether or not it met the company’s performance goals (CORRECT)

46. A digital marketer’s campaign set a micro performance goal of increasing email signups by 40% and increasing purchases by 15%. The campaign increased email signups by 40%, as planned. However, the campaign did not increase the number of purchases.

What action should the digital marketer consider for a future campaign?

  • Review and modify email messages to increase conversions (CORRECT)
  • Set a different micro conversion goal that does not involve email signups
  • Measure leads as macro conversions instead of micro conversions
  • Create a new performance goal for increasing leads

47. Which of the following is true about return on ad spend (ROAS)? Select all that apply.

  • Fluctuations in the marketplace do not affect the ROAS.
  • ROAS is the ratio of net income, or money made, to investment, or money9 spent.
  • Measuring ROAS helps you evaluate the performance and success of a campaign. (CORRECT)
  • Per channel ROAS results contribute to the overall ROAS across all media. (CORRECT)

48. Consider the following scenario:

A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them.

What action should the digital marketer take based on these results?

  • Gmail
  • Google Ads (CORRECT)
  • Optimizely (CORRECT)
  • Hubspot (CORRECT)

49. Consider the following scenario:

A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them.

What action should the digital marketer take based on these results?

  • Make the new headline variation a permanent ad change. (CORRECT)
  • Default back to the original headline.
  • Run the ad variation test again and compare results.
  • Test a different headline in another ad variation.

50. Fill in the blank: The insights you use to evaluate the success of a campaign depend on the _____ and what the campaign was trying to address.

  • marketing goals (CORRECT)
  • future goals
  • engagement goals
  • employee goals

51. A digital marketer needs to determine the best content for a web page. They note the website’s past performance, the page they would like to improve, and what performance metric they will use. What online experiment did the marketer perform?

  • A/B test (CORRECT)
  • Metric analysis
  • Marketing forecast
  • Split theory

52. A digital marketer views the results of an A/B test in a table. The table contains clicks and impressions as either a positive or negative percentage. What do these metrics indicate?

  • The amount of budget spent on each variation
  • That the second variation should be used permanently
  • The amount of change there was between the two variations tested (CORRECT)
  • That the first variation should be used permanently

53. What are the different ways to calculate return on investment (ROI)? Select all that apply.

  • Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.
  • Calculate the revenue generated, divided by the amount spent on advertising during the campaign.
  • Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost. (CORRECT)
  • Use customer lifetime value, which is the average revenue generated per customer over a certain period of time. (CORRECT)

54. What can software tools test for when conducting an A/B test? Select all that apply.

  • Email messages and landing pages
  • The same two versions of a web page
  • Pages with the best performance (CORRECT)
  • Touch points in the customer journey (CORRECT)

55. A digital marketer uses an A/B test to determine which version of a web page performs better with customers. Why is A/B testing an effective way to decide what content to use?

  • A/B tests offer guaranteed sales growth, which makes it a profitable way to inform content decisions.
  • A/B tests are effective because the audiences are carefully considered to produce favorable results.
  • A/B tests offer data to support the results, which makes it a reliable way to inform content decisions. (CORRECT)
  • A/B tests are practical because they test sample populations over a long period to deliver accurate results.

56. What does a digital marketer need to pay attention to when reviewing results in the ad variations table?

  • The percentages with blue stars next to them (CORRECT)
  • The variation that had the most negative feedback
  • The number of impressions for only one of the variations
  • The headline text

Measure the Success of Marketing Campaigns CONCLUSION

Understanding how to measure marketing campaign success is essential for any marketer. In this course, you’ve investigated the different metrics that can be used to determine the ROI or ROAS of a project. You’ve also learned how to conduct an A/B test in order to optimize a marketing campaign.

By understanding what makes a successful marketing campaign, you can apply these learnings to your own work and see real results. Join Coursera today and take your marketing career to the next level.

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