Course 1 – Marketing Analytics Foundation

Week 2: Marketing Data Sources

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In week 2 you will gain an understanding of how data is collected and used in digital marketing. You will learn the difference between first, second and third party data and will get an overview of the Facebook pixel and its use.

Learning Objectives

  • Describe how data is collected related to digital marketing
  • Describe the distinction between first, second and third party data and explain why data ownership matters
  • Explain what cookies are and how they are used in digital marketing
  • Describe the Facebook Pixel and how it is created on the Facebook platform
  • Describe how information is recorded on mobile devices (IDs on iOS and Android)
  • Explain what an SDK is and what it is used for
  • Explain the use of APIs to record actions and why this method matters
  • Explain how data captured offline can be connected to an online platform through the use of an API


1. Offline data is…

  • Data that you, the marketer keep in physical notebooks
  • Data that is too sensitive to go on the internet
  • Data that is gathered from an offline source (CORRECT)

Correct: That’s right! There are many places and instances where this can be gathered.

2. Online data can be gathered from (Choose all that apply)

  • POS data
  • Internal, website sales data (CORRECT)
  • Social media platforms (CORRECT)
  • Analytics dashboards (CORRECT)

Correct: That’s right! This data is gathered exclusively online.

3. If your data is sampled, that means…

  • It’s a placeholder version of the data you hope to eventually get.
  • It’s a small part of the larger set, meant to represent the whole group. (CORRECT)
  • It’s been pre-checked to ensure that it’s of good quality.

Correct: That’s right! Sampled data saves time and effort by focusing on a a representative subset of a larger group.

4. First and second party data is…

  • Information that a customer knowingly offered to a company or one of their partners (CORRECT)
  • Information that a customer doesn’t know they’ve given
  • Made up data about a potential customer
  • Information that is gathered about browsing habits

Correct: That’s right. That also means it’s some of the most trustworthy data a marketer has access to.

5. Third party data is just as good as first party data.

  • True
  • False (CORRECT)

Correct: That’s right. Generally, this type of data is less complete, less accurate, and less personalized.

6. True Online data can only be gathered from your own website.

  • False (CORRECT)
  • True

Correct: That’s right! Online data comes from the web, but it can come from a variety of sources like analytics companies and social media platforms.

7. Random sampling helps to…

  • Protect the privacy of the people in the dataset.
  • Keep stakeholders informed and engaged by showing them the unexpected.
  • Make sure the sampled data is accurately representing the entire dataset. (CORRECT)

Correct: That’s right! Random sampling makes sure a dataset isn’t weighted towards one group.


1. A content management system or CMS allows a content publisher to…

  • Pick which ads are going to be shown to specific users.
  • Update and edit the content on a website easily. (CORRECT)
  • Design and code a new website.

Correct: That’s right! Content management systems are designed to make it simple for anyone to add new or update existing content.

2. A web server log generally includes what? (Choose all that apply)

  • First name and last name
  • Home address
  • Unique identifier (CORRECT)
  • IP address (CORRECT)
  • Time and date (CORRECT)

Correct: That’s right! This is part of the code that is stored on a web server log.

3. A browser cookie is…

  • A small transparent image that tracks behavior on a webpage.
  • A text identifier that lives on a server.
  • A website-specific piece of formatted text stored in the browser. (CORRECT)

Correct: That’s right! This little piece of text makes your repeated visits to a site more convenient and allows for some behavior tracking across sites as well.

4. Cookies are helpful for a marketing analyst, but they aren’t perfect. Some challenges include:

  • Cookies can be manually deleted or blocked.
  • People don’t use only one browser
  • All of the above (CORRECT)
  • Cookies do not work in mobile apps

Correct: That’s right! These are all challenges that make cookies an imperfect data gathering tool.

5. A tag or a pixel is a…

  • A text string that is stored in a browser to make a browsing experience more convenient
  • Small piece of code that loads when a visitor lands on a site and can track some actions taken on that page. (CORRECT)
  • A personalized logo that can be attached to your username
  • A hash key used to decrypt PII

Correct: That’s right! Generally, it’s a small transparent pixel (hence the name) that loads with the rest of the page content.

6. True or false: an SDK is a piece of code that can be installed in an application to make certain functions easier.

  • False
  • True (CORRECT)

Correct: That’s right! An SDK (or Software Developer Kit) can do many different things, but generally, they are used by developers to incorporate functionality from other applications into their own.

7. An API or Application Programming Interface allows a piece of software to…

  • Talk to another piece of software. (CORRECT)
  • Take control of another piece of software.
  • Borrow code from another piece of software.

Correct: That’s right! An API is a tool that let’s to unrelated softwares share information, requests, etc.


1. Taylor runs a website that includes a forum. Taylor is interested in seeing what time of day most people are visiting the forum. To do this, they can…

  • Check the SDK
  • Check the browser cookies
  • Check the server logs (CORRECT)

Correct: That’s right! Given these options, the server logs are the best option to consistently gather timestamp information.

2. Taylor is thinking of including a browser cookie on their website, but they know it will have certain limitations, such as: (Choose all that apply)

  • The cookie will need to be updated often
  • The cookie will not work in apps on mobile devices (CORRECT)
  • The cookie will not work across different browsers and devices (CORRECT)
  • The cookie can be manually deleted by a user (CORRECT)

Correct: That’s right! This is a potential weakness of a browser cookie.

3. Taylor is thinking of including a pixel or tag on their website, some of the most common available options are: (Choose all that apply)

  • The Universal Understanding and Gathering tag
  • The Google Ads Remarketing tag (CORRECT)
  • The Google Analytics tag (CORRECT)
  • The Facebook Pixel (CORRECT)

Correct: That’s right! This is one of the most common tags or pixels available.

4. Taylor would like to incorporate another company’s cart and checkout flow into the mobile app they are working on. To do this, they can…

  • Add another tag or pixel
  • Add a SDK with the company’s code (CORRECT)
  • Store information about checkout in browser cookies

Correct: That’s right! A SDK allows developers of mobile apps to copy and paste code from other companies to quickly add functionality.

5. Taylor is thinking of using an API to add more features to their website, some good uses for APIs include: (Choose all that apply)

  • Tracking a user’s behaviors across multiple sites
  • Connecting email address to an email marketing platform (CORRECT)
  • Syncing in-store availability with online availability (CORRECT)
  • Sharing purchase information from both in-store and website customers (CORRECT)

Correct: That’s right! This is a way that an API can connect to different sites or services.

6. Taylor wants to make it simpler for people to complete a process on their website when they return a second time. To do this, they can…

  • Change the server logs
  • Use a browser cookie (CORRECT)
  • Implement a pixel

Correct: That’s right! Cookies are stored in a browser and make it easier to pick up where you left off when returning to a site.

7. Taylor is trying to find a way for people to post content from their website onto social media without leaving their site. To do this, they can…

  • Encourage users to log in with their social media accounts
  • Mirror the server logs and send them out
  • Incorporate an Application Programming Interface (CORRECT)

Correct: That’s right! An API is a means of communication for the two websites and can allow data to move back and forth.

8. What’s an example of offline data? (Choose all that apply.)

  • Name, address, and email collected through a form on the website
  • Products purchased tracked through an ecommerce site
  • Products purchased tracked through the store’s POS system (CORRECT)
  • Name, address, and email collected through a sign-up form at the store counter (CORRECT)

Correct: Correct! This is data you would collect offline.

9. What’s an example of online data? (Choose all that apply.)

  • Feedback collected through a focus group
  • Number of visitors to the physical store
  • Feedback collected through an online survey (CORRECT)
  • Number of visitors to the website purchase page (CORRECT)

Correct: Correct! This is an example of online data.

10. What is NOT an example of sampled data?

  • An Excel with one million raw data entries for each of the one million visitors to a website (CORRECT)
  • Seeing a pop-up that says “You’ve been randomly chosen to take a survey.”
  • Generating a stratified report based on 100,000 data points
  • Inviting 10 people from a 100 person pilot to give feedback in a focus group

Correct: Correct! This is an example of un-sampled data.

11. What’s an example of first-party data? (Choose all that apply.)

  • A list of emails from another store’s newsletter sign-up
  • A list of addresses a business paid for
  • A list of emails from your newsletter sign-up (CORRECT)
  • Customer purchase data from your website store (CORRECT)

Correct: Correct! This is an example of first-party data.

12. How are Ad Servers and CMS’s different?

  • The CMS always delivers the same content and the Ad server adjusts the ads based on the person that accesses the web site
  • The CMS picks the ads that the ad server delivers
  • The CMS delivers the publisher’s content to a webpage and the ad server fills in the advertising spaces on the page with ads. (CORRECT)

Correct: Correct!

13. Which of the following is made possible through the use of cookies?

  • Keep you signed in on a website
  • All of the above (CORRECT)
  • Give you locally relevant content
  • Adjust the content you see on a site based on your preferences

Correct: Yes, that is right!  Since cookies can help store information on preferences and previous activity on a site, cookies enable all these experiences.

14. Which of the following is an example of a third-party cookie?

  • A cookie from an advertisers network that the publisher uses to deliver ads (CORRECT)
  • A cookie Facebook stores in the browser when I am visiting my Facebook page.
  • A cookie from the publisher of the site you are visiting

Correct: That is right!. If the advertiser network puts a cookie in the browser of the visitor of the website, that is considered a third-party cookie since you, as the user, don’t have a direct relationship with the advertiser network.

15. How does a pixel differ from a cookie?

  • A pixel collects data about user behavior on a website and a cookie doesn’t
  • A cookie lives in the browser, a pixel is code that is added to a website by the publisher of that website (CORRECT)
  • A cookie is stored in your browser by the website you are visiting and the pixel is added to a site by a third party

Correct: That is correct!  The publisher of a website can add a pixel by adding a few lines of code provided by the third party to whom the publisher wants to send data.

16. Which of the following might you use an API for?

  • To connect sales data and email addresses of your customers with an email marketing platform
  • To provide information on users who abandoned their checkout cart on your website to an advertising platform
  • To send information about the products in your store catalogue to an online shopping platform
  • All of the above (CORRECT)

Correct: That is right.  All of these are things you can accomplish by using an API

17. Which of the following is an example of the way in which an API could be used?

  • All of these examples describe uses of an API (CORRECT)
  • An API can help make it possible to let users use their Google profile to log in to your website.
  • An API can be used to send data on online conversions (like online sales) to a platform like Facebook.
  • An API can help to integrate a payment mechanism like PayPal into your website.

Correct: That is right.  All of these are examples of connecting two different software systems together, and APIs let you do that and they make it possible to pass data back and forth between systems.

18. True or false: If Taylor is using a browser cookie on their site, they can expect that cookie to follow users regardless of the device or browser they are using.

  • False (CORRECT)
  • True

Correct: That’s right! Cookies are stored in a browser and will only be retrievable from that specific browser.

19. True or false: If Taylor adds a Javascript pixel to their website, it will load on that page every time someone visits it.

  • False
  • True (CORRECT)

Correct: That’s right! A pixel or tag loads with the rest of the page code and sends information to a third party.

20. Taylor is thinking of using a software developer kit in their app, some possibly added functionalities are: (Choose all that apply)

  • Free customer service support
  • Seamless shopping bag and checkout (CORRECT)
  • Additional photo or video filters (CORRECT)
  • Logging in with another company’s credentials (CORRECT)

Correct: That’s right! This is a potential benefit of using a SDK.

21. True or false: An application programming interface allows a user to block ads and trackers.

  • True
  • False (CORRECT)

Correct: That’s right! Cookies are stored in a browser and will only be retrievable from that specific browser.

22. The server logs for Taylor’s website will include what pieces of information? (Choose all that apply)

  • Country of Origin
  • Requested Content (CORRECT)
  • IP Address (CORRECT)
  • Unique Identifier (CORRECT)

Correct: That’s right! Server logs will have this information.

23. True or false: If Taylor is looking for the first and last names of people who visit their site they can check the server logs.

  • True
  • False (CORRECT)

Correct: That’s right! Server logs will not have personally identifiable information like first name and last name.

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