QUESTION 1

1. Which is FALSE about marketing analytics metrics?

   		they help bring meaning to data
   		metrics are quantifiable measures
   		they are used to track the status of a marketing process
   		it is easy to track the important metrics

10 points

QUESTION 2

1. Which is not necessarily a part of analyzing metrics?

   		tracking data
   		benchmarking
   		running statistical analyses
   		analyzing performance

10 points

QUESTION 3

1. Which step requires marketers to analyze web traffic patterns and to study ways to optimize websites to drive more conversions?

   		implementation
   		design
   		evaluation
   		analysis

10 points

QUESTION 4

1. Which is not performed during the evaluation phase?

   		evaluation of whether a campaign has met its goals
   		regular monitoring of the results
   		resource assessment
   		benchmarking

10 points

QUESTION 5

1. What is return on marketing investment?

   		revenue from marketing multiplied by marketing spending divided by contribution margin
   		revenue from marketing multiplied by the contribution margin divided by marketing spending
   		difference of revenue from marketing and marketing spending
   		difference of revenue from marketing and marketing spending divided by marketing spending

10 points

QUESTION 6

1. What should be measured for market entry and exit?

   		market size and market growth
   		support metric
   		innovation metric
   		brand metric

10 points

QUESTION 7

1. Return on marketing investment is what type of marketing analytics metric?

   		support
   		strategic
   		development
   		quality

10 points

QUESTION 8

1. Brands use which type of metrics for campaign performance?

   		strategic metrics
   		support metrics
   		development metrics
   		STP metrics

10 points

QUESTION 9

1. Which is NOT a support metric?

   		market growth rate
   		customer lifetime value
   		brand recall
   		conversion rate

10 points

QUESTION 10

1. Food4Less is a known brand, but many people do not visit its stores because they don't see it as a viable option for some types of food items that are readily available at Trader Joes. What does this infer about the brand metrics for Food4Less?

   		good breadth but less depth
   		good depth but less breadth
   		good recall but less depth
   		good breadth, recall and depth

10 points

QUESTION 11

1. Customer lifetime value is NOT dependent on which parameter?

   		revenue generated by the customer
   		cost of capital for the organization
   		customer costs
   		customer retention rate

10 points

QUESTION 12

1. Which measures the company's ability to leverage competitive advantage and product or service progress?

   		strategic metrics
   		support metrics
   		development metrics
   		digital marketing metrics

10 points

QUESTION 13

1. Just-in-time inventory measures is which type of metric?

   		quality metrics
   		innovation metrics
   		responsiveness metrics
   		customization metrics

10 points

QUESTION 14

1. Which one of the following is not measured by innovation metrics?

   		next generation products
   		corrections
   		development speed
   		major and minor enhancements

10 points

QUESTION 15

1. Which type of metrics are used to fulfill important operational and financial functions in an organization?

   		innovation metrics
   		quality metrics
   		strategic metrics*
   		responsive metrics

10 points

QUESTION 16

1. What is termed as the revenue generated by the customer less the cost it takes to service the customer?

   		discount rate
   		customer profit
   		metrics
   		margin

10 points

QUESTION 17

1. Zynga creates new software versions and builds every day to ensure that their customers are always playing the latest and greatest games. This will result in high scores on which metric type?

   		brand metrics
   		customer metrics
   		development metrics
   		strategic metrics

10 points

QUESTION 18

1. What is the ability to retrieve the brand from memory?

   		brand recognition
   		depth
   		brand recall
   		breadth

10 points

QUESTION 19

1. Which is considered the most difficult step in the marketing analytics strategy process?

   		using R to analyze metrics
   		identifying the metrics
   		analyzing the metrics
   		taking improvement actions

10 points

QUESTION 20

1. Which type of development metrics does Instagram most improve when it releases an update in the App Store to fix errors its customers reported?

   		customization
   		version control
   		responsiveness
   		innovation