Week-4 Learning Objectives

Question 1

What will you learn?

Answer 1

1) Performance Marketing
2) Working with data
3) How data can help you find out what’s working well.
4) How to adapt to necessary change.
5) Data storytelling

Question 2

Performance Marketing

Answer 2

The process of using concrete information about customer behaviours to plan and refine marketing and sales strategies.

Question 3

Customer lifetime value

Answer 3

The average revenue generated per customer over a certain period of time.

Question 4

ROAS (return on ad spend)

Answer 4

How much revenue was gained versus how much was spent?

Question 5

Data

Answer 5

A collection of facts or information

Question 6

Key Performance Indicator (KPI)

Answer 6

Measurement is used to gauge how successful a business is in reaching a business or marketing goal.

Question 7

Data Analytics

Answer 7

Monitoring and evaluating data to gain actionable insights.

Question 8

Ways of working with data

Answer 8

1) Pulling
2) Reporting
3) Analyzing

Question 9

Data pulling

Answer 9

Collecting data from analytics tools and putting it in a spreadsheet or database.

Question 10

Data reporting (Performance reporting)

Answer 10

Organizing and summarizing data to track performance across marketing and sales efforts.

Question 11

Data analysis

Answer 11

Examining data to draw conclusions, make predictions, and drive informed decision-making.

Question 12

Attribution

Answer 12

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

Question 13

Attribution Models

Answer 13

1) Data-driven
2) First click
3) Last click
4) Linear

Question 14

Data-driven attribution

Answer 14

Measures customer engagement with marketing content across channels to understand what’s motivating them to take action.

Question 15

First click attribution

Answer 15

Assigns all the credit to the first touchpoint that eventually leads to a conversion.

Question 16

Last click attribution

Answer 16

Assigns all the credit to the last known touchpoint before conversion.

Question 17

Linear attribution

Answer 17

Assigns equal credit to each touchpoint along the customer journey.

Question 18

Data storytelling

Answer 18

Conveying data insights to a specific audience using a clear and compelling narrative.

Question 19

Narrative context

Answer 19

1) What do your insights mean?
2) Why do they matter to your audience?
3) What can they do about them?

Question 20

Data Visualizations

Answer 20

Graphical representations of data that convey information.

Question 21

What we covered

Answer 21

1) How performance marketing can help businesses succeed.
2) Collecting, organizing and interpreting data.
3) How conveying insights through stories can help businesses make informed, data-driven decisions.

Question 22

Change Management

Answer 22

Organizations use methods, practices, approaches, and processes to ensure changes are implemented smoothly.

Question 23

Personally identifiable information (PII)

Answer 23

Information that could be used to directly identify, contact, or locate an individual.