Elance Marketing Analysis Fundamentals Test Answers 2015

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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

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