Course 1 - Module 4

Question 1

Attribution:

Answer 1

Determining which content and channels are responsible for generating leads, conversions, or sign-ups

Question 2

Change management:

Answer 2

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

Question 3

Customer lifetime value (LTV or CLV):

Answer 3

The average revenue generated per customer over a certain period of time

Question 4

Data:

Answer 4

A collection of facts or information

Question 5

Data analysis:

Answer 5

Examining data to draw conclusions, make predictions, and drive informed decision-making

Question 6

Data analytics:

Answer 6

Monitoring and evaluating data to gain actionable insights

Question 7

Data anonymization

Answer 7

echniques to mask or remove personal information from data to protect the identities of people

Question 8

Data bias:

Answer 8

Human error that skews data collection or interpretation of data in a certain direction

Question 9

Data-driven attribution:

Answer 9

Measures customer engagement with marketing content across channels to understand what is motivating them to take action

Question 10

Data ethics:

Answer 10

The study and evaluation of moral challenges related to data collection and analysis

Question 11

Data privacy:

Answer 11

Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted

Question 12

Data pulling:

Answer 12

Collecting data from analytics tools and putting it in a spreadsheet or database

Question 13

Data reporting:

Answer 13

Organizing and summarizing data to track performance across marketing and sales efforts

Question 14

Data storytelling:

Answer 14

Conveying data insights to a specific audience using a clear and compelling narrative

Question 15

Data visualizations:

Answer 15

Graphical representations of data that convey information

Question 16

First click attribution:

Answer 16

Assigns all the credit to the first touchpoint that eventually leads to a conversion

Question 17

Key performance indicator (KPI):

Answer 17

A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal

Question 18

Last click attribution:

Answer 18

Assigns all the credit to the last known touchpoint before conversion

Question 19

Linear attribution:

Answer 19

Assigns equal credit to each touchpoint along the customer journey

Question 20

Performance marketing:

Answer 20

The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

Question 21

Performance reporting:

Answer 21

(refer to data reporting)

Question 22

Personally identifiable information (PII):

Answer 22

Information that could be used to directly identify, contact, or locate an individual

Question 23

Return on ad spend (ROAS):

Answer 23

How much revenue is gained versus how much was spent