Test Bank
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd Edition
By Chuck Hemann, Ken Burbary.
(All Chapters Covered, Verified Answers with Rationales)
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TLE
BES
BESTLEC
, Table of Content
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TLE
BES
BESTLEC
, Chapter 1: Understanding the Synergetic Digital Ecosystem
1. Companies have access to an enormous amount of data today. At the 2018 Consumer
Electronics Show in Las Vegas, Intel shared projections for data growth trends. Intel projects that
by 2020, the average consumer will generate 1.5 Gigabytes of data per day from their associated
internet activities. Please select whether this statement is true or false below.
a. True
b. False
Answer: The correct answer is A. Intel outlined several key data points at the Consumer
Electronics Show, including the amount of data created by consumers on a daily basis.
2. There are four ways that companies are using data to fuel strategic initiatives across the
enterprise. Please select the answer below that most closely reflects these four initiatives.
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a. Business strategy, data strategy, communications strategy and media strategy
TLE
b. Selling more products, improving customer service, improving sentiment and generating
more marketing qualified leads
c. Improving employee engagement, generating shareholder value, breaking down
organizational siloes, and generating more sales qualified leads
d. Improving social media engagement, generating more traffic to the website, distributing
BES
media to the proper channels and improving search engine rankings
Answer: The correct answer is A. While letters B through D could be tactical outcomes of using
data, the important thing to keep in mind is that a proper data strategy advances the business, the
communications and the media at a macro level.
3. Organizations are collecting a vast amount of data about their customers from a number
of different tools. According to data from Chiefmartec.com, how many different marketing
technology vendors are there for companies to engage?
a. 10,000
b. 7,000
c. 5,000
d. 2,000
Answer: The correct answer is C. The latest study by Scott Brinker indicates that there are over
5,000 different vendors in 50 unique categories.
BESTLEC
, 4. There are two dominant forms of media that we discuss throughout the course of this
chapter. Please select the answer below that most accurately reflects those two media types.
a. Earned and shared media
b. Paid and owned media
c. Converged and shared media
d. Social and digital media
Answer: The correct answer is B. While earned and shared media are important, an increasing
amount of emphasis is being placed in owned digital properties and the paid media used to send
customers to those owned properties.
5. Keeping an eye on competitors using digital data is a growing use case for many
organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor website
C
and audience profile data. What sorts of questions can these data sources answer? Select the
response that is most accurate below.
TLE
a. Which audience segments are competitors reaching that you are not?
b. What are people saying in social media about your competitors?
c. What is the sentiment toward your competitors in social media?
BES
d. What types of content are people engaging with on your competitors owned properties?
Answer: The correct answer is A. In this section of the book we also talk about the top referring
sources to your competitor’s website, the top keywords that are most successful for your
competitors and the sources driving traffic.
6. Unfortunately, there are not very many tools available to companies who want to track
the performance of their competitors in social media. Please select whether this statement is true
or false.
a. True
b. False
Answer: The correct answer is B. Facebook, Instagram, Twitter and YouTube all provide some
level of competitive insight. There are also a number of paid tools available to companies.
BESTLEC
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd Edition
By Chuck Hemann, Ken Burbary.
(All Chapters Covered, Verified Answers with Rationales)
C
TLE
BES
BESTLEC
, Table of Content
C
TLE
BES
BESTLEC
, Chapter 1: Understanding the Synergetic Digital Ecosystem
1. Companies have access to an enormous amount of data today. At the 2018 Consumer
Electronics Show in Las Vegas, Intel shared projections for data growth trends. Intel projects that
by 2020, the average consumer will generate 1.5 Gigabytes of data per day from their associated
internet activities. Please select whether this statement is true or false below.
a. True
b. False
Answer: The correct answer is A. Intel outlined several key data points at the Consumer
Electronics Show, including the amount of data created by consumers on a daily basis.
2. There are four ways that companies are using data to fuel strategic initiatives across the
enterprise. Please select the answer below that most closely reflects these four initiatives.
C
a. Business strategy, data strategy, communications strategy and media strategy
TLE
b. Selling more products, improving customer service, improving sentiment and generating
more marketing qualified leads
c. Improving employee engagement, generating shareholder value, breaking down
organizational siloes, and generating more sales qualified leads
d. Improving social media engagement, generating more traffic to the website, distributing
BES
media to the proper channels and improving search engine rankings
Answer: The correct answer is A. While letters B through D could be tactical outcomes of using
data, the important thing to keep in mind is that a proper data strategy advances the business, the
communications and the media at a macro level.
3. Organizations are collecting a vast amount of data about their customers from a number
of different tools. According to data from Chiefmartec.com, how many different marketing
technology vendors are there for companies to engage?
a. 10,000
b. 7,000
c. 5,000
d. 2,000
Answer: The correct answer is C. The latest study by Scott Brinker indicates that there are over
5,000 different vendors in 50 unique categories.
BESTLEC
, 4. There are two dominant forms of media that we discuss throughout the course of this
chapter. Please select the answer below that most accurately reflects those two media types.
a. Earned and shared media
b. Paid and owned media
c. Converged and shared media
d. Social and digital media
Answer: The correct answer is B. While earned and shared media are important, an increasing
amount of emphasis is being placed in owned digital properties and the paid media used to send
customers to those owned properties.
5. Keeping an eye on competitors using digital data is a growing use case for many
organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor website
C
and audience profile data. What sorts of questions can these data sources answer? Select the
response that is most accurate below.
TLE
a. Which audience segments are competitors reaching that you are not?
b. What are people saying in social media about your competitors?
c. What is the sentiment toward your competitors in social media?
BES
d. What types of content are people engaging with on your competitors owned properties?
Answer: The correct answer is A. In this section of the book we also talk about the top referring
sources to your competitor’s website, the top keywords that are most successful for your
competitors and the sources driving traffic.
6. Unfortunately, there are not very many tools available to companies who want to track
the performance of their competitors in social media. Please select whether this statement is true
or false.
a. True
b. False
Answer: The correct answer is B. Facebook, Instagram, Twitter and YouTube all provide some
level of competitive insight. There are also a number of paid tools available to companies.
BESTLEC
