Course 1, Week 1

Question 1

Attribution

Answer 1

Attribution: Determining which content and channels are responsible for generating leads, conversions, or sign-ups

Question 2

Brand equity

Answer 2

Brand equity: The value consumers attribute to one brand’s offerings when compared with similar products from another brand

Question 3

Change management

Answer 3

Change management: Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

Question 4

Content marketing

Answer 4

Content marketing: A marketing technique that focuses on creating and distributing valuable content to a specific audience

Question 5

Customer Journey/Map

Answer 5

Customer journey: The path customers take from learning about a product, to getting questions answered, to making a purchase

Customer journey map: A visualization of the touchpoints a typical customer encounters along their purchase journey

Question 6

Customer lifetime value

Answer 6

Customer lifetime value (LTV or CLV): The average revenue generated per customer over a certain period of time, as defined. (mo, day, year etc)

Question 7

Data-driven attribution

Answer 7

Data-driven attribution: Measures customer engagement with marketing content across channels to understand what is motivating them to take action

Question 8

Data Pulling

Answer 8

Data pulling: Collecting data from analytics tools and putting it in a spreadsheet or database

Question 9

Data Reporting

Answer 9

Data reporting: Organizing and summarizing data to track performance across marketing and sales efforts

Question 10

Data Storytelling

Answer 10

Data storytelling: Conveying data insights to a specific audience using a clear and compelling narrative

Question 11

Data Visualizations

Answer 11

Data visualizations: Graphical representations of data that convey information

Question 12

Ad Frequency vs. Impressions

Answer 12

Frequency: How many times an individual encounters an ad vs Impressions: The total number of times an ad appears on people’s screens

Question 13

Lead

Answer 13

Lead: A potential customer who has interacted with a brand and shared personal information, like an email address (have not purchased)

Question 14

Linear Attribution

Answer 14

Linear attribution: Assigns equal credit to each touchpoint along the customer journey

Question 15

Media Mix

Answer 15

Media mix: A combination of digital channels marketers use to reach their goals and how they divide their budget among them

Question 16

Omnichannel

Answer 16

Omnichannel: The integration or synchronization of content on multiple channels