Unit 2 - Getting Started

Question 1

Complete the definition of “digital analytics” by choosing the best option to fill in the blanks for the statement below.

“Digital analytics” is the analysis of qualitative and (a) ___________________ data from your business and the competition to drive a (b) ___________________ of the online experience that your (c) ___________________ and potential customers have which translates to your desired (d) ___________________.

Answer 1

(a) quantitative, (b) continual improvement, (c) customers, (d) outcomes

Question 2

Which of the following platforms is Google Analytics capable of tracking?

Answer 2

User activity on a website
 User activity on a mobile website
 User activity on a mobile application
 User activity on a gaming console
 User activity on any digitally connected device

Question 3

select the objective that you would most likely track as a desired outcome. (Content Publishing)

Answer 3

Encourage frequent visitation

Question 4

select the objective that you would most likely track as a desired outcome. (branding)

Answer 4

Encourage engagement and awareness

Question 5

select the objective that you would most likely track as a desired outcome. (Online Information/ Support)

Answer 5

Provide info quickly

Question 6

select the objective that you would most likely track as a desired outcome. (Lead Generation)

Answer 6

Drive contact forms submissions

Question 7

select the objective that you would most likely track as a desired outcome. (Ecommerce)

Answer 7

Drive product sales

Question 8

Which of the following are true about segmentation?

Answer 8

Segmentation allows you to isolate and analyze subsets of your data.

Segmentation can help you find the underlying causes of changes to your aggregate data.

Question 9

Which of the following is an example of adding internal context to your data?

Answer 9

Using your site’s historical monthly visits data to set a future monthly visits target.

Question 10

Your business’ objective is to maximize the number of sales through your website. Which of the following metrics would most directly help you measure performance against this objective?

Answer 10

Ecommerce conversion rate

Question 11

You run a heavy-machinery business and use your website to generate sales leads for high-priced items. Which of the following actions below would you consider the main “macro conversion” for your site?

Answer 11

A potential customer fills out and submits a lead form.

Question 12

A customer visits your site four times in a month before making a $100 purchase on your site. She first comes to your site by clicking on a search ad, then a social media ad, then another search ad, and finally a display ad. If you’re using a linear attribution model, how much conversion credit could be assigned to the last display ad?

Answer 12

$25

Question 13

Which of the following should be the first step you complete during the analytics planning process?

Answer 13

Define your overall measurement plan and business objectives

Question 14

Which of the following would be the best strategies to define in your measurement plan to support the business objective above? (“Help residential home buyers easily discover, finance and purchase the home of their dreams.”)

Answer 14

Enable users to contact local realtors for their favorite properties through an online form.

Connect users to mortgage estimation tools and financing options through an online portal.

Provide users with search tools to narrow the listing options to match their specific criteria.

Question 15

Which of the following would be the best KPIs to define in your measurement plan to support the strategies above?

Answer 15

Percentage of users who complete a realtor contact form
Percentage of users who use the search tools on your site
Percentage of users who engage with the mortgage estimation tool

Question 16

Which of the following segments would be useful to define in your measurement plan to support the business objective above?

Answer 16

First-time home buyers vs. experienced buyers
First-time site users vs. returning site users
Users who tried the mortgage estimation tool vs. those who didn’t
Users who used search specification tools vs. users who completed a general listing search

Question 17

Which of the following could you use to set targets for your measurement plan?

Answer 17

Your historical site performance
Third-party industry benchmark data
Internal expectations from your business leadership