Looking at metrics for a social media marketing campaign will generally show that:
a. Most platforms perform at about the same level for a given campaign.
b. Quantitative metrics outperform qualitative metrics.
c. Some platforms may perform significantly better than others in a given campaign.
d. Some platforms should be eliminated from the campaign.
Question 2Metrics for mobile apps:
a. Are based on the stages of mobile app installation and retention.
b. The CLV of a mobile app user is an important measure of app success.
c. Show that most apps are successful in generating retention.
d. All of these are correct.
Question 3Which of the following are true statements about the importance of Google Analytics?
a. It is not the largest analytics platform, but it is the best.
b. Its cost is low compared to other analytics platforms.
c. It is the platform on which other analytics like those for social media platforms are based.
d. All of these are correct.
Question 4The key job of marketing analytics is to:
a. Provide reassurance to investors.
b. Measure progress toward business goals.
c. Explain to top management how marketing is working.
d. All of these are correct.
Question 5Marketers need to be able to demonstrate the effectiveness of their marketing programs in order to:
a. Obtain budgets for future marketing programs.
b. Satisfy the objectives they have set.
c. Improve their search rankings.
d. All of these are correct.
Question 6When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:
a. confident they are measuring ROI effectively.
b. working to improve their measurement capabilities.
c. not satisfied with the commercial metrics platforms.
d. None of these is correct.
Question 7The best description of Key Performance Indicators (KPIs) is:
a. metrics that measure how the business is performing against objectives.
b. KPIs are collected using a special type of web bot.
c. KPIs are focused only on sales objectives.
d. All of these are correct.
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