Measure Performance Success INTRODUCTION

TEST YOUR KNOWLEDGE: MEASURE MARKETING PERFORMANCE SUCCESS

1. Which of the following describes performance marketing?

2. Which of the following are metrics used to measure marketing performance? Select all that apply.

3. What is data analytics?

4. Which of the following can be done with the data produced by performance marketing to better understand how well a marketing strategy is meeting its goals? Select all that apply.

TEST YOUR KNOWLEDGE: USE DATA INSIGHTS TO IMPROVE A STRATEGY

1. What is the purpose of attribution?

2. When determining specific touchpoints responsible for conversion, which attribution model is most accurate?

3. What are the main components of data storytelling? Select three.

4. Fill in the blank: In data storytelling, _____ context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them.

Google Digital Marketing & E-commerce Professional Certificate

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FOUNDATION OF DIGITAL MARKETING & E-COMMERCE Weekly Challenge 4

1. What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?

2. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.

3. An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?

4. What refers to the average revenue generated per customer over a certain period of time?

5. How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?

6. Which of the following are examples of attribution models? Select all that apply.

7. Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.

8. Which of the following are the main components of a data story? Select three.

9. What are the three main components of narrative context? Select all that apply.

10. What is the relationship between visualizations and the narrative in data storytelling?

11. Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.

12. As an entry-level digital marketer, which of the following data analytics tasks might you be responsible for? Select all that apply.

13.  What refers to how much revenue is gained versus how much was spent?

14. Which of the following are characteristics of attribution? Select all that apply.

15. Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.

16. When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.

17. Fill in the blank: Information about a company’s total number of social media followers is an example of _.

18.  When implemented, which of the following strategies would provide information about customer behaviors that could lead to an effective launch of a new product?

19. What can performance marketing help a business do? Select all that apply.

20. Consider the following scenario: 

 digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action. 

What might the digital marketing team do to convince their stakeholders?

21.  In data storytelling, how do visualizations help an audience understand what is happening in the narrative?

22. Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy?

23. What are the three characteristics of a well-structured narrative? Select all that apply.

24. Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

25. Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them. 

26. Which of the following are examples of data visualizations? Select all that apply.

27. Which of the following statements are true about data storytelling? Select all that apply.

28. In what ways do digital marketers gain insights from data? Select three.

29. Which of the following are examples of data? Select all that apply.

30. Imagine that a company wants to successfully launch a new product. Which of the following processes would provide useful information about customer behaviors from measurable outcomes of marketing campaigns that could help the company plan and refine an effective sales strategy?

31. A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?

32. Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn't always straightforward.

33. Which of the following statements is true about data storytelling?

34. Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?

35. What do some of the best data stories allow?

36. What are data visualizations?

37. What do businesses use marketing data for?

38. What is customer lifetime value?

39. Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.

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

41. What does attribution help businesses do?

42. A marketer gives equal credit to each touchpoint along a customer’s journey. Which attribution model did they use?

43. Which of the following statements is true about data storytelling?

44. Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.

45. What is performance marketing?

46. What is data pulling?

47.  What is attribution?

48. What do marketers use to convey insights to an audience through a clear and compelling narrative?

49. A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?

50. Which of the following are examples of performance marketing metrics that help marketers to measure and reach their goals?

51. Which of the following are the main components of a data story? Select three answers.

52. A marketer creates graphs and illustrations to clarify trends and express relationships between data points. What is this part of a data story called?

53. Which of the following refers to performance marketing? Select all that apply.

54. What is data analysis?

55. How does a digital marketer use data storytelling?

56. What will help you decide which data points to use in your data story?

57. A marketer creates charts and infographics as part of their data story. What is this component called?

58. A marketer puts together a list of sales that resulted from a touchpoint. What is this list an example of?

59. Which of the following processes provides information about customer behaviors from measurable results of marketing campaigns that could lead to an effective launch of a new product?

Measure Performance success conclusion