Question 1

Digital analytics involves AB and multivariate testing

Accepted Answer

False

Question 2

A model for calculating long-term returns on digital media investment?&#10;A)Customer Lifetime value&#10;B)Bounce rate&#10;C)Campaign ROI&#10;D)Gap analysis

Accepted Answer

Customer Lifetime value is the best model for calculating long-term returns on digital media investment as it takes into account the total value a customer brings to a business over their entire relationship, including repeat purchases and referrals. It helps businesses identify the most profitable customers and allocate resources accordingly. Bounce rate and Campaign ROI are short-term metrics and Gap analysis is a tool for identifying areas of improvement, not a ROI model.

Question 3

A KPI for reviewing site visitor engagement with a page?&#10;A)Customer Lifetime value&#10;B)Bounce rate&#10;C)Campaign ROI&#10;D)Gap analysis

Accepted Answer

Bounce rate measures the percentage of visitors leaving a website after only viewing one page. It can be used to review site visitor engagement with a page, as a high bounce rate may indicate that visitors are not finding what they're looking for or are not interested in the content on the page. A low bounce rate indicates that visitors are engaging with the page and are more likely to explore further pages on the website. Customer lifetime value, campaign ROI, and gap analysis are not specifically related to site visitor engagement with a page.

Question 4

A KPI for reviewing profitability of a short-term marketing activity&#10;A)Customer Lifetime value&#10;B)Bounce rate&#10;C)Campaign ROI&#10;D)Gap analysis

Accepted Answer

Campaign ROI (return on investment) is the most appropriate KPI for reviewing the profitability of a short-term marketing activity. It measures the net revenue generated by the campaign compared to the amount of money invested to execute it. A positive ROI indicates the campaign was profitable, while a negative ROI signals a loss. Customer lifetime value is more suited for analyzing long-term customer relationships, while bounce rate and gap analysis are metrics that measure website performance and the discrepancy between expected and actual results, respectively.

Question 5

A technique for implementing &#34;Sense and Resond Marketing&#10;A)Social Business&#10;B)ECRM&#10;C)Ebusiness&#10;D)Marketing automation

Accepted Answer

Marketing automation refers to the use of software and technology to streamline and automate repetitive marketing tasks, such as email campaigns, social media posting, and lead scoring. With marketing automation, businesses can collect and analyze customer data to customize their marketing efforts and respond to customer needs and preferences in real-time. This makes it an effective tool for implementing Sense and Respond marketing, which emphasizes a customer-centric approach to marketing and focuses on providing personalized experiences based on customer behavior and feedback.

Question 6

A strategy for facilitating customer feedback and sharing&#10;A)Social Business&#10;B)ECRM&#10;C)Ebusiness&#10;D)Marketing automation

Accepted Answer

Social Business involves using social media platforms and tools to engage with customers, gather feedback, and facilitate communication and collaboration.

Question 7

Three elements of social design&#10;A)Community&#10;B)Conversation&#10;C)Identity

Accepted Answer

The answer of Three elements of social design&#10;A)Community&#10;B)Conversation&#10;C)Identity...

Deck 9: Managing Digital Marketing