(Wu D378) Mktg 6010 Digital Marketing Science A+ Graded
Exam with correct answers for year 2025
Unique Visitors CORRECT ANSWER - This is a uniquely identified visitor that is
generating page views or hits* in a specified period of time. The visitor is a combination
of the machine and browser that a visitor is using to access a webpage, along with the
cookie* that has been placed on the visitor's computer. A visitor can access the same
website or webpage using a different computer and a different browser, and these
actions will be counted as different visitors. This is because most programs cannot
verify that it is the same person every time, they access a site.
Click Path CORRECT ANSWER - During a visit or session*, this is the sequence of
webpage views in chronological order.
Segments CORRECT ANSWER - These are the subgroups of a list. Members of a
segment can be those people who share certain demographic, attitudinal, or behavioral
characteristics. Segments can also refer to site traffic filtered by a marketing campaign
or the type of visitor. Segments are available as default categories in all web analytics
platforms. However, organizations can use customized segments to better define
categories of visitors according to their value to the organization. This is the key
difference between a segment and a dimension.
Event CORRECT ANSWER - Any logged or recorded action that has a specific date
and time assigned to it by either the browser or server.
Dimensions CORRECT ANSWER - These are categories or components of a data set;
dimensions are attributes of a visitor and his or her activity on a website. The source a
visitor came from to arrive at your website is also a dimension, as is a referring URL and
the country where a visitor is located. Dimensions are labeled in rows in web analytics
reports.
Metrics CORRECT ANSWER - These are used to measure things like conversions,
number of visitors, etc. Metrics are either a count or a ratio. Metrics can apply to
aggregates, segments, or individuals. Not every metric used by vendors has been
standardized, however. You should check with your web analytics provider about how
they define their metrics. Metrics are "measured" across dimensions.
Co-promotion/Piggyback Marketing CORRECT ANSWER - Co-promotion* occurs when
Company X promotes Company Y's product in its marketing materials. In return,
Company Y might offer some favorable mentions on its website of Company X or in its
social media. (If Company Y reciprocates by promoting Company X's product in its own
marketing materials, the arrangement is known as piggyback marketing*.)
,USPCORRECT ANSWER - The unique selling proposition* tells the visitor what unique
quality or benefit he will get if he chooses your product. Some famous USPs include the
following: "When it absolutely, positively has to be there overnight" (Federal Express);
"Clinically proven to reduce dandruff" (Head & Shoulders); and "You get fresh, hot pizza
delivered to your door in 30 minutes or less—or it's free" (Domino's Pizza).
Hero Shot CORRECT ANSWER - The hero shot is a photo or a video that shows your
product and provides context for how it is used
Platform Testing CORRECT ANSWER - Platform testing is used to determine whether a
solution, such as marketing automation software, is functioning accordingly and syncing
properly with a CRM* system. Technical issues may arise in platform testing that can
affect the accuracy of marketing metrics, though we will not get deeper into those issues
here. Just know that some technical issues can lead to false conclusions about a
campaign or test and that these issues are platform-related.
Pros of A/B Testing: CORRECT ANSWER - Fast and relatively easy to perform
Does not require advanced tools or analytics
Allows testing of dramatically different elements
Can result in dramatic increases in conversion rates
Cons of A/B Testing CORRECT ANSWER - Can only test one idea at a time
Test results cannot be used in future tests
Inefficient for testing multiple ideas
Pros of Multivariate Testing: CORRECT ANSWER - Lets you test the impact of small,
subtle changes
Let’s you see how each element affects all others
Allows a better understanding of how your campaigns are working overall
Helpful in adjusting and refining a campaign that's already underway
Cons of Multivariate Testing CORRECT ANSWER - Multivariate testing takes more time
to conduct than A/B testing
Requires more traffic and conversions to generate the required data
Not appropriate for a campaign that doesn't already generate a great deal of traffic
Data Sampling CORRECT ANSWER - Data sampling* is used in web analytics
programs, as it is inexpensive and provides valuable insight into how well a website is
performing.
Variety of Mobile Device Reports CORRECT ANSWER - Screen Size
Cooke Support
Video format
Audio format
Image support
, Location
First Touch Attribution CORRECT ANSWER - First-touch attribution gives credit to the
first channel a lead or visitor engaged with and is useful in determining the level of
awareness a campaign has generated.
Last Touch Attribution CORRECT ANSWER - Last-touch attribution credits the last
channel a visitor engaged with. It attributes 100% of credit to the last channel, using the
logic that this is the channel closest to where actual conversions take place. Many
marketers will use the last-touch model as a baseline to compare against other models.
Linear Attribution CORRECT ANSWER - The linear model evenly distributes credit to
each channel in a campaign. It is useful for campaigns that continuously contact leads
through each channel and that attempt to raise awareness through those channels.
Position Based Attribution CORRECT ANSWER - The position-based attribution model
assigns a value to the first channel, say 35%, and a value for the last channel. We will
use 35% in our example, and the rest is spread out among the middle channels (10%,
10%, and 10%). The idea is that credit should be distributed to first-touch awareness
activities and last-touch activities that lead directly to sales. The middle channels have
the remainder of credit spread out evenly among them, although this may still
overestimate or underestimate a channel's contribution to sales.
Time Decay Attribution CORRECT ANSWER - Digging a little deeper still into multi-
touch attribution is the time-decay model. This model attributes more value to later
touchpoints—the touchpoints closest to conversion. In other words, earlier and older
touchpoints have less value because their value has decayed over time. Newer
touchpoints occur closer to conversion, so they get a larger share of credit. This model
is commonly used in short-lived promotional campaigns.
Omni Channel Marketing CORRECT ANSWER - The use of many channels to reach
and sell to customers has led to what is called omnichannel marketing*, where
customers are provided a seamless experience with a company when they make
contact online, in person, over the phone, or a mix of these.
Multichannel Marketing CORRECT ANSWER - with more coordination among the
various selling channels. The two terms are used interchangeably, though some
marketers argue that omnichannel is a more integrated marketing approach than
multichannel marketing.
Steps in Consideration (Buyers Journey) CORRECT ANSWER - Search, Email, Social
Media Ads, Paid Content, Blogs, Video
Steps in Purchase (Buyers Journey) CORRECT ANSWER - App Purchase, Store
Purchase, Online Purchase
Exam with correct answers for year 2025
Unique Visitors CORRECT ANSWER - This is a uniquely identified visitor that is
generating page views or hits* in a specified period of time. The visitor is a combination
of the machine and browser that a visitor is using to access a webpage, along with the
cookie* that has been placed on the visitor's computer. A visitor can access the same
website or webpage using a different computer and a different browser, and these
actions will be counted as different visitors. This is because most programs cannot
verify that it is the same person every time, they access a site.
Click Path CORRECT ANSWER - During a visit or session*, this is the sequence of
webpage views in chronological order.
Segments CORRECT ANSWER - These are the subgroups of a list. Members of a
segment can be those people who share certain demographic, attitudinal, or behavioral
characteristics. Segments can also refer to site traffic filtered by a marketing campaign
or the type of visitor. Segments are available as default categories in all web analytics
platforms. However, organizations can use customized segments to better define
categories of visitors according to their value to the organization. This is the key
difference between a segment and a dimension.
Event CORRECT ANSWER - Any logged or recorded action that has a specific date
and time assigned to it by either the browser or server.
Dimensions CORRECT ANSWER - These are categories or components of a data set;
dimensions are attributes of a visitor and his or her activity on a website. The source a
visitor came from to arrive at your website is also a dimension, as is a referring URL and
the country where a visitor is located. Dimensions are labeled in rows in web analytics
reports.
Metrics CORRECT ANSWER - These are used to measure things like conversions,
number of visitors, etc. Metrics are either a count or a ratio. Metrics can apply to
aggregates, segments, or individuals. Not every metric used by vendors has been
standardized, however. You should check with your web analytics provider about how
they define their metrics. Metrics are "measured" across dimensions.
Co-promotion/Piggyback Marketing CORRECT ANSWER - Co-promotion* occurs when
Company X promotes Company Y's product in its marketing materials. In return,
Company Y might offer some favorable mentions on its website of Company X or in its
social media. (If Company Y reciprocates by promoting Company X's product in its own
marketing materials, the arrangement is known as piggyback marketing*.)
,USPCORRECT ANSWER - The unique selling proposition* tells the visitor what unique
quality or benefit he will get if he chooses your product. Some famous USPs include the
following: "When it absolutely, positively has to be there overnight" (Federal Express);
"Clinically proven to reduce dandruff" (Head & Shoulders); and "You get fresh, hot pizza
delivered to your door in 30 minutes or less—or it's free" (Domino's Pizza).
Hero Shot CORRECT ANSWER - The hero shot is a photo or a video that shows your
product and provides context for how it is used
Platform Testing CORRECT ANSWER - Platform testing is used to determine whether a
solution, such as marketing automation software, is functioning accordingly and syncing
properly with a CRM* system. Technical issues may arise in platform testing that can
affect the accuracy of marketing metrics, though we will not get deeper into those issues
here. Just know that some technical issues can lead to false conclusions about a
campaign or test and that these issues are platform-related.
Pros of A/B Testing: CORRECT ANSWER - Fast and relatively easy to perform
Does not require advanced tools or analytics
Allows testing of dramatically different elements
Can result in dramatic increases in conversion rates
Cons of A/B Testing CORRECT ANSWER - Can only test one idea at a time
Test results cannot be used in future tests
Inefficient for testing multiple ideas
Pros of Multivariate Testing: CORRECT ANSWER - Lets you test the impact of small,
subtle changes
Let’s you see how each element affects all others
Allows a better understanding of how your campaigns are working overall
Helpful in adjusting and refining a campaign that's already underway
Cons of Multivariate Testing CORRECT ANSWER - Multivariate testing takes more time
to conduct than A/B testing
Requires more traffic and conversions to generate the required data
Not appropriate for a campaign that doesn't already generate a great deal of traffic
Data Sampling CORRECT ANSWER - Data sampling* is used in web analytics
programs, as it is inexpensive and provides valuable insight into how well a website is
performing.
Variety of Mobile Device Reports CORRECT ANSWER - Screen Size
Cooke Support
Video format
Audio format
Image support
, Location
First Touch Attribution CORRECT ANSWER - First-touch attribution gives credit to the
first channel a lead or visitor engaged with and is useful in determining the level of
awareness a campaign has generated.
Last Touch Attribution CORRECT ANSWER - Last-touch attribution credits the last
channel a visitor engaged with. It attributes 100% of credit to the last channel, using the
logic that this is the channel closest to where actual conversions take place. Many
marketers will use the last-touch model as a baseline to compare against other models.
Linear Attribution CORRECT ANSWER - The linear model evenly distributes credit to
each channel in a campaign. It is useful for campaigns that continuously contact leads
through each channel and that attempt to raise awareness through those channels.
Position Based Attribution CORRECT ANSWER - The position-based attribution model
assigns a value to the first channel, say 35%, and a value for the last channel. We will
use 35% in our example, and the rest is spread out among the middle channels (10%,
10%, and 10%). The idea is that credit should be distributed to first-touch awareness
activities and last-touch activities that lead directly to sales. The middle channels have
the remainder of credit spread out evenly among them, although this may still
overestimate or underestimate a channel's contribution to sales.
Time Decay Attribution CORRECT ANSWER - Digging a little deeper still into multi-
touch attribution is the time-decay model. This model attributes more value to later
touchpoints—the touchpoints closest to conversion. In other words, earlier and older
touchpoints have less value because their value has decayed over time. Newer
touchpoints occur closer to conversion, so they get a larger share of credit. This model
is commonly used in short-lived promotional campaigns.
Omni Channel Marketing CORRECT ANSWER - The use of many channels to reach
and sell to customers has led to what is called omnichannel marketing*, where
customers are provided a seamless experience with a company when they make
contact online, in person, over the phone, or a mix of these.
Multichannel Marketing CORRECT ANSWER - with more coordination among the
various selling channels. The two terms are used interchangeably, though some
marketers argue that omnichannel is a more integrated marketing approach than
multichannel marketing.
Steps in Consideration (Buyers Journey) CORRECT ANSWER - Search, Email, Social
Media Ads, Paid Content, Blogs, Video
Steps in Purchase (Buyers Journey) CORRECT ANSWER - App Purchase, Store
Purchase, Online Purchase
