E-commerce and Marketing Analytics -
D381
1. What is an example of a key performance indicator (KPI) operating within a business performance
campaign?: Growth in product sales
2. What is cost per acquisition (CPA)?: The average cost paid for each conversion
3. What is an example of advertising effectively through a media channel if a person is advertising for a
store?: Creating ads that will be published in a newspaper
4. A marketing executive has been running an email marketing campaign for a client company for over a month.
The executive must now analyze the effec- tiveness of the campaign and create a performance report for the
stakeholders of the company.
Which strategy should the executive develop to evaluate the campaign's success in this case?: Determine the
percentage of email recipients who clicked on the link in the email and made a purchase
5. Jaunty Coffee Co. is a 75-year-old institution situated in the center of Boston. In keeping with modern
times, a strategy was devised to make the brand wittier and more relatable. This strategy was very successful,
as ev- idenced by additional purchases made by the same customers since the initiation of the campaign.
What is the importance of additional purchases made by customers in the con- text of a marketing and campaign
strategy?: They demonstrate the effectiveness of the marketing strategy that was applied and improve the accuracy of the
predicted lifetime value
6. What is the importance of an exploration as it relates to analyzing campaign performance goals?: It enables the
assessment of data predictions to better help individuals determine how they should go about marketing their product
7. Each enabled event in Google Analytics has dimensions associated with it.
What is the importance of these dimensions?: They help determine the type of metrics that are collected such as how
users reach an app or website or the devices that are used to visit a website
8. Enabled Events in Google Analytics:
9. A company decides to launch its new advertising campaign in three parts so that each part is aligned with one
stage of the marketing funnel. While creating campaign strategies for the consideration stage, the marketing team
provides users who are interested in the company with information that sets the company apart from its
competitors and helps influence user decisions.
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8
, E-commerce and Marketing Analytics -
D381
Which metric should the company monitor at this stage to measure the campaign's success?: Clickthrough
rate
10.A marketing specialist is tasked by their manager to analyze the effective- ness of all the ways customers
interact with a client's brand—from how they become aware of the brand to how they make a purchase.
What is the importance of this approach in understanding customer behavior with regard to campaign
performance?: It enables the brand to view all touch- points of a user from the first to the last before conversion
11.An e-commerce start-up is working with Google to help build the business through web analytics
measurement and data insights. The start-up noticed that it had a lot of traffic coming from Google, but it was
not reflected in the conversions, which were still low. The start-up asked a data analyst to do a website evaluation
to better understand the problems in the conversion funnel and increase the conversion rate.
What is a recommendation that the data analyst should make in this case?: -
Make the "Call-to-Action" button on the product page prominent and clear
12.The marketing analyst for a company is preparing a custom report that assesses the data regarding the
company's latest marketing campaign. In the report, the analyst wants to visually depict the steps that a customer
takes to progress from one stage of the customer journey to the next.
Which exploration technique should the analyst use in this scenario?: Path exploration
- helps visualize the steps taken by users to go through the various stages of their customer journey.
13.Exploration Techniques: - Path exploration: detailed and complex
- Funnel exploration: overview of steps
- User lifetime exploration: helps marketers see how users behave and interact with their websites over an extended
period
- Cohort exploration: allows you to identify the factors that led to better user retention
- behaviors of groups over time
14.The financial particulars of four different web campaigns are as follows:
Campaign 1: sales growth, $100,000; marketing cost, $15,000 Campaign 2: sales growth,
$500,000; marketing cost, $70,000 Campaign 3: sales growth, $50,000; marketing cost,
$8,000
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8
D381
1. What is an example of a key performance indicator (KPI) operating within a business performance
campaign?: Growth in product sales
2. What is cost per acquisition (CPA)?: The average cost paid for each conversion
3. What is an example of advertising effectively through a media channel if a person is advertising for a
store?: Creating ads that will be published in a newspaper
4. A marketing executive has been running an email marketing campaign for a client company for over a month.
The executive must now analyze the effec- tiveness of the campaign and create a performance report for the
stakeholders of the company.
Which strategy should the executive develop to evaluate the campaign's success in this case?: Determine the
percentage of email recipients who clicked on the link in the email and made a purchase
5. Jaunty Coffee Co. is a 75-year-old institution situated in the center of Boston. In keeping with modern
times, a strategy was devised to make the brand wittier and more relatable. This strategy was very successful,
as ev- idenced by additional purchases made by the same customers since the initiation of the campaign.
What is the importance of additional purchases made by customers in the con- text of a marketing and campaign
strategy?: They demonstrate the effectiveness of the marketing strategy that was applied and improve the accuracy of the
predicted lifetime value
6. What is the importance of an exploration as it relates to analyzing campaign performance goals?: It enables the
assessment of data predictions to better help individuals determine how they should go about marketing their product
7. Each enabled event in Google Analytics has dimensions associated with it.
What is the importance of these dimensions?: They help determine the type of metrics that are collected such as how
users reach an app or website or the devices that are used to visit a website
8. Enabled Events in Google Analytics:
9. A company decides to launch its new advertising campaign in three parts so that each part is aligned with one
stage of the marketing funnel. While creating campaign strategies for the consideration stage, the marketing team
provides users who are interested in the company with information that sets the company apart from its
competitors and helps influence user decisions.
1/
8
, E-commerce and Marketing Analytics -
D381
Which metric should the company monitor at this stage to measure the campaign's success?: Clickthrough
rate
10.A marketing specialist is tasked by their manager to analyze the effective- ness of all the ways customers
interact with a client's brand—from how they become aware of the brand to how they make a purchase.
What is the importance of this approach in understanding customer behavior with regard to campaign
performance?: It enables the brand to view all touch- points of a user from the first to the last before conversion
11.An e-commerce start-up is working with Google to help build the business through web analytics
measurement and data insights. The start-up noticed that it had a lot of traffic coming from Google, but it was
not reflected in the conversions, which were still low. The start-up asked a data analyst to do a website evaluation
to better understand the problems in the conversion funnel and increase the conversion rate.
What is a recommendation that the data analyst should make in this case?: -
Make the "Call-to-Action" button on the product page prominent and clear
12.The marketing analyst for a company is preparing a custom report that assesses the data regarding the
company's latest marketing campaign. In the report, the analyst wants to visually depict the steps that a customer
takes to progress from one stage of the customer journey to the next.
Which exploration technique should the analyst use in this scenario?: Path exploration
- helps visualize the steps taken by users to go through the various stages of their customer journey.
13.Exploration Techniques: - Path exploration: detailed and complex
- Funnel exploration: overview of steps
- User lifetime exploration: helps marketers see how users behave and interact with their websites over an extended
period
- Cohort exploration: allows you to identify the factors that led to better user retention
- behaviors of groups over time
14.The financial particulars of four different web campaigns are as follows:
Campaign 1: sales growth, $100,000; marketing cost, $15,000 Campaign 2: sales growth,
$500,000; marketing cost, $70,000 Campaign 3: sales growth, $50,000; marketing cost,
$8,000
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