AMA Digital Marketing Professional
Exam
A/B Testing - CORRECT ANSWER-comparing two versions of a web page to see
which one performs better
Acquisition - CORRECT ANSWER-channels that site visits come through to get to
your site.
How your visits are acquired
Attribution - CORRECT ANSWER-assigning values to touch points within a users
journey to conversion
Attribution Analysis - CORRECT ANSWER-Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to
complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - CORRECT ANSWER-the process of measuring a business's
performance against competitors and industry standards
Bounce Rate - CORRECT ANSWER-the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
Click Through Rate (CTR) - CORRECT ANSWER-# of users who clicked an ad / by
# of impressions (times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
Common Key Performance Indicators (KPI) - CORRECT ANSWER-Tie KPI's to
marketing objectives, align them to business goals, make them measurable and
easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning
visitors
, -Landing page: create a bounce rate KPI
Content Marketing - CORRECT ANSWER-a strategic marketing approach that
focuses on creating and distributing content that is valuable, relevant and
consistent
Conversion Rate Optimization (CRO) - CORRECT ANSWER-improving the
commercial returns from a transactional site through increasing conversion to
key goals such as sales, quotes, bookings or leads. Combines customer and
competitor research with evaluation of customer behavior using web analytics
and AB/multivariate testing.
Cost per conversion - CORRECT ANSWER-Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing - CORRECT ANSWER-sending highly targeted, highly
personalized, relationship-building marketing messages via email
Engagement Rate - CORRECT ANSWER-Percentage of people who see a brand
post and then interact with it on social media
Exit Pages - CORRECT ANSWER-Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - CORRECT ANSWER-Tracking user interaction on your FB
page
Google Adwords - CORRECT ANSWER-Pay to have links and/or ads placed on
relevant Web pages and in search results
Google Analytics - CORRECT ANSWER-Tracks website visits (sessions), where
they came from, what search queries (or keywords) they used, how long they
stayed, how many pages they viewed and what sort of activity they engaged in
while on site.
Impressions - CORRECT ANSWER-the number of times an ad is displayed to the
user
New/Unique Visitor - CORRECT ANSWER-Unique: # of unduplicated visitors to
your website over the course of a specified time period
New: Users that have had at least 1 session within the selected date range.
Includes both new and returning users
Exam
A/B Testing - CORRECT ANSWER-comparing two versions of a web page to see
which one performs better
Acquisition - CORRECT ANSWER-channels that site visits come through to get to
your site.
How your visits are acquired
Attribution - CORRECT ANSWER-assigning values to touch points within a users
journey to conversion
Attribution Analysis - CORRECT ANSWER-Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to
complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - CORRECT ANSWER-the process of measuring a business's
performance against competitors and industry standards
Bounce Rate - CORRECT ANSWER-the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
Click Through Rate (CTR) - CORRECT ANSWER-# of users who clicked an ad / by
# of impressions (times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
Common Key Performance Indicators (KPI) - CORRECT ANSWER-Tie KPI's to
marketing objectives, align them to business goals, make them measurable and
easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning
visitors
, -Landing page: create a bounce rate KPI
Content Marketing - CORRECT ANSWER-a strategic marketing approach that
focuses on creating and distributing content that is valuable, relevant and
consistent
Conversion Rate Optimization (CRO) - CORRECT ANSWER-improving the
commercial returns from a transactional site through increasing conversion to
key goals such as sales, quotes, bookings or leads. Combines customer and
competitor research with evaluation of customer behavior using web analytics
and AB/multivariate testing.
Cost per conversion - CORRECT ANSWER-Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing - CORRECT ANSWER-sending highly targeted, highly
personalized, relationship-building marketing messages via email
Engagement Rate - CORRECT ANSWER-Percentage of people who see a brand
post and then interact with it on social media
Exit Pages - CORRECT ANSWER-Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - CORRECT ANSWER-Tracking user interaction on your FB
page
Google Adwords - CORRECT ANSWER-Pay to have links and/or ads placed on
relevant Web pages and in search results
Google Analytics - CORRECT ANSWER-Tracks website visits (sessions), where
they came from, what search queries (or keywords) they used, how long they
stayed, how many pages they viewed and what sort of activity they engaged in
while on site.
Impressions - CORRECT ANSWER-the number of times an ad is displayed to the
user
New/Unique Visitor - CORRECT ANSWER-Unique: # of unduplicated visitors to
your website over the course of a specified time period
New: Users that have had at least 1 session within the selected date range.
Includes both new and returning users
