Marketing Analytics Fundamentals MCQs

Marketing Analytics Fundamentals MCQs

Our experts have gathered these Marketing Analytics Fundamentals MCQs through research, and we hope that you will be able to see how much knowledge base you have for the subject of Marketing Analytics Fundamentals by answering these 60+ multiple-choice questions.
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1: What is the most important thing to consider in defining a marketing campaign?

A.   your target audience and goals

B.   the campaign ad size

C.   the attribution model of the campaign

D.   the projected cost of the campaign

2: How is email click-to-deliver rate measured?

A.   # of clicks / # of emails delivered

B.   # emails delivered / # of clicks

C.   # of clicks / # bounces

3: If Metric A increases as Metric B decreases, what type of relationship do these metrics share?

A.   Exponential

B.   Direct

C.   Derivative

D.   Causal

E.   Inverse

4: You can’t make the best decisions on what marketing improvements to make without ________ everything within your company.

A.   measuring

B.   doing

C.   searching

D.   building

5: Email, Direct Mail and PPC are examples of:

A.   Marketing Channels

B.   Funnel Starters

C.   Message Delivery

6: Which of the following statements are true about pageviews and visits?

A.   None of the above.

B.   Pageviews and site visits are the same thing

C.   A pageview is a visit to a page on your site. One site visit will always have at least one pageview.

D.   The number of site visits will always be higher than the number of pageviews in your analytics

7: Which of the following is the most cost-efficient website traffic?

A.   Display

B.   Organic

C.   Affiliate

D.   PPC

8: TOFU is a common abbreviation for which marketing term?

A.   turn of the funnel

B.   top of the feed

C.   top of the funnel

9: What is a bounce rate?

A.   Percentage of people who landed on your site, purchased, and left

B.   Percentage of people who click your ad but close the browser window before landing on your site

C.   Percentage of people who landed on a page and immediately left

10: What is one reason unsubscribe rate isn't an accurate measure of the health of your email list?

A.   most people who unsubscribe do so on accident

B.   many users who unsubscribe actually intend to mark your email as spam

C.   many users who are fatigued by your mailings won't go to the trouble to unsubscribe

11: What does ROAS typically stand for?

A.   Return on Analytic Statistics

B.   Repeat Organic Active Search

C.   Return on Ad Spend

D.   Ratio of Accounts Served

12: What does a Conversion Rate measure?

A.   % of users who took desired action

B.   % of returning visitors to your site

C.   % of users who hit your site and leave immediately

D.   % of visit your site < 1 time

13: DAU stands for:

A.   Daily Analytical Users

B.   Daily Active Users

C.   Direct Active Users

D.   Dedicated Annual Users

14: What does ROAS measure?

A.   relationship of ad strategy

B.   return on ad strategy

C.   recency of ad spend

D.   return on ad spend

15: What are marketing analytics industry benchmarks?

A.   industry standard marketing metrics that allow you to track your performance compared to others

B.   measurements that indicate M/M changes in your campaign performance

C.   the practice of comparing metrics from two companies during a co-marketing campaign

D.   blue lines that appear in Google Analytis when you are comparing two time periods

16: The ability to track ____________ will give your marketing efforts more credibility.

A.   marketing CEOs

B.   marketing competitors

C.   marketing spendings

D.   marketing ROI

17: What is CPI?

A.   Cost Per Impression

B.   Costly Personal Impression

C.   Conversion Per Initiative

D.   Calculated Personal Interest

18: 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?


B.   SME

C.   VBA

D.   BRB

E.   ROI

19: What is multi-channel attribution?

A.   the practice of attributing 50% of successful marketing outcomes to firs- touch and 50% to last-touch

B.   the practice of attributing all successful marketing outcomes to two touchpoints

C.   the attempt to attribute successful outcomes across multiple marketing touchpoints

20: How is email delivery rate measured?

A.   # of soft bounces / # emails sent

B.   # of hard bounces / # emails sent

C.   (# of emails sent – # of bounce backs) / # of emails sent

21: How is Twitter amplification measured?

A.   number of favorites per tweet

B.   number of retweets per tweet

C.   number of impressions per tweet

A.   A computer virus

B.   A subliminal message on a website

C.   A marker that tracks a user over time.

23: Weak subject lines, irrelevant creative and the absence of a call to action can all cause:

A.   High engagement

B.   Increased conversions

C.   Funnel fallout

24: Which of the following tools are utilized by marketing analytics professionals?

A.   All of these

B.   Spreadsheet software

C.   marketing analytics software

D.   Web analytics software

E.   CRM software

25: What does visit loyalty measure?

A.   how good you are at getting the same person to come back to your site

B.   the percent of users who like your Facebook page

C.   how good you are at getting people to share your site

D.   the percent of users who purchase during a visit to your site

26: What are you trying to find out by measuring ROI?

A.   How much to charge your customers

B.   Which marketing channels produce maximum return

C.   Which organic search keywords you should target

27: True or False? Social media is measurable.

A.   True

B.   False

28: What does KPI stand for?

A.   Key Prospect of Interest

B.   Key Performance Indicator

C.   Key Purchase Interest

29: Which of the following metrics can you use to assess your influence on revenue?

A.   Number of prospective new names

B.   Number of losses

C.   All of these

D.   Number of new names

30: Testing two different CTA designs to see which one performs the bests is known as:

A.   A/B testing

B.   Apples to Oranges testing

C.   This/That testing

D.   Top down testing

31: How can new monthly visitors from a branding campaign be estimated?

A.   perform searches on twitter for the number of people who have mentioned your brand

B.   this cannot be measured

C.   compare new visitors month-over-month for the same time period, segmenting out users who were referred from other known campaigns.

32: In Google Adwords, what does CPC stand for?

A.   Cost per click

B.   Cost per conversion

C.   Cost per cookie

D.   Cost per characteristic

33: 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:

A.   CTR

B.   Brand Perception

C.   Reach

D.   Mentions

34: What is causality?

A.   implies that one action is related to the occurrence of another

B.   implies that one action explicitly drove the occurrence of another

C.   implies a marketing relationship between two companies

35: What does GRP stand for?

A.   Great Rating Points

B.   Gross Rating Points

C.   Gross Return Points

D.   Gross Rating Problems

36: The delivery rate for an email is calculated by _____ the number of emails __ number of emails sent.

A.   subtracting, from

B.   multiplying, by

C.   dividing, by

D.   adding, to

37: An email that was caught in a spam filter will typically be recorded as a(n):

A.   Undeliverable address

B.   Unsubscribe

C.   Soft bounce

D.   Hard bounce

38: How is Facebook amplification measured?

A.   number of comments per post

B.   number of shares per post

C.   number of likes per post

39: What should you do if the majority of your traffic is coming from branded search terms?

A.   bid on your brand name on adwords

B.   write guest posts about your brand on third party blogs

C.   spend more time on SEO to target traffic from non-branded terms

D.   use display ads to increase your brand awareness

40: How is email bounce rate calculated?

A.   viewers who clicked your email without purchasing divided by total emails sent

B.   viewers who opened your email without clicking divided by total emails sent

C.   undelivered emails divided by total emails sent

41: Which would NOT be considered a soft metric?

A.   Brand Awareness

B.   Revenue

C.   GRP

D.   Impressions

42: CPI stands for "cost per initiative."

A.   False

B.   True

43: What is a Net Promoter score?

A.   How many promotions you've run in a certain amount of time versus how many you planned to run

B.   How many different outlets you're currently promoting your product or service on

C.   How likely a customer or client is to refer a product or service to a friend

D.   How much free PR you've been getting

44: Which of the following is NOT a Key Performance Indicator (KPI)?

A.   Departed Users

B.   Total Users

C.   New Users

D.   Revenue

45: What does website bounce rate measure?

A.   # single page visits to your site / # conversions

B.   # single page visits to your site / # visits

C.   # single page visits to your site / # unique vistors

D.   # single page visits to your site / # purchases

46: How is email list growth rate calculated?

A.   new monthly email subscribers - opt outs and hard bounce divided by original list size

B.   new email subscribers this month divided by total email subscribers last month

C.   total subscribers this month divided by total subscribers last month

47: "Unique Opens Rate" on an email campaign is calculated by:

A.   Dividing the number of unique opens by the number of emails delivered

B.   Dividing the number of emails sent by the number of unique opens

C.   Dividing the number of unique opens by the number of emails sent

D.   Dividing the number of emails delivered by the number of unique opens

48: "Click through rate" on an email campaign is calculated by:

A.   Dividing the number of emails delivered by the number of unique clicks

B.   Dividing the number of emails sent by the number of unique clicks

C.   Dividing the number of unique clicks by the number of emails sent

D.   Dividing the number of unique clicks by the number of emails delivered

49: How is email subscriber-retention-rate measured?

A.   (# of subscribers this month - # subscribers last month) - bounce backs

B.   # of subscribers this month / # subscribers last month

C.   # subscribers – bounce backs – unsubscribes / # subscribers

D.   # of subscribers this month - # subscribers last month

50: What symbol should be used to add multiple campaigns to one url?

A.   &

B.   *

C.   %

D.   +

E.   ^