Deck 7: Analytics in Digital Marketing

Question 1

Due to digital media, sport organizations can now implement one-sided marketing where the message is framed by marketers.

Answer 1

False

Question 2

Email marketing provides several advantages to a sport organization except:

A) it is less costly than traditional mailing
B) emails can be tailored to the customers
C) it is very effective
D) it is easy to measure the performance of email marketing

Answer 2

C

Question 3

Click-through rate presents the percentage of unique opens to emails.

Answer 3

False

Question 4

Day and time of opens should be tracked to identify the ideal timing (day of the week and time of the day) for sending email campaigns.

Question 5

Churn rate identifies the number of potential customers converted into sales.

Question 6

Sport organizations implement email marketing with the aim of:

A) enhancing relationship with current and former customers,
B) acquiring new customers
C) increasing current consumer consumption
D) all of the above
E) none of the above

Question 7

Some of the most commonly measured social media concepts are all the following except?

A) reach
B) engagement
C) brand sentiments
D) visual appeal
E) traffic from social media

Question 8

The reach metrics only shows the potential size of your audience, and does not guarantee that your audience read the post or paid attention to it.

Question 9

The number of page views is a good metric to measure the size of the unique audience of a page.

Question 10

From marketing perspective, it doesn't matter how a viewer reaches your web page as long as they reach it and the page is effective.

Question 11

Conversion rate is the percentage of site visitors completing a targeted action.

Question 12

To be data effective you need all the following except:

A) a quantitative attitude
B) demand a high standard of evidence
C) a high level of math training
D) a desire to question
E) none of the above

Question 13

What is the hallmark of a good quantitative analyst?

Question 14

Randomness is not a critical point to understand in quantitative reasoning.

Question 15

The plural of anecdote is data.

Question 16

If someone has extensive knowledge of math, then you still should not take at face value any numbers they give you.

Question 17

The plus/minus statistic examines how a team performs with a particular player in a game versus the team's performance when the player is on the bench.

Question 18

According to Aristotle, our _______ makes us what we are and become our destiny.

A) heritage
B) thoughts
C) traditions
D) habits
E) none of the above