1. Which of the following are examples of data? Select all that apply.
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· A list of sales that resulted from a touchpoint
· Year-end sales revenue
· A recommendation for images to use in social media posts
· A company’s total number of social media followers
2. Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy?
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· Performance marketing
· Brand marketing
· Data storytelling
· Narrative context
3. An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe?
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· Data analyzing
· Data reporting
· Data modeling
· Data pulling
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· Support brand recognition
· Enhance brand credibility
· Determine if specific marketing goals have been achieved
· Refine marketing and sales strategies
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· Attribution establishes strong relationships with customers.
· Attribution measures how successful a business is in its effort to reach a marketing goal.
· Attribution determines which touchpoints are responsible for generating the leads, conversions, or sign-ups.
· Attribution uses touchpoints to convince customers to take action right before purchase.
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· Click attribution
· First-click attribution
· Data-driven attribution
· Linear attribution
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· To present stakeholders with a new marketing strategy
· To introduce stakeholders to a new line of products designed to increase sales
· To explain data, engage an audience, and inform stakeholders on how to take action
· To provide stakeholders with year-end sales revenue
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· Stakeholders are unsure what action steps can be taken.
· Stakeholders remain engaged in the narrative.
· Stakeholders understand what actions can be taken from the data presented.
· Stakeholders make connections between the data presented and the visualizations that represent the data.
What aspect of data storytelling does this describe?
Answers
· Narrative context
· Key performance indicators
· Visualizations
· Brand Marketing
Explanation: The digital marketer guarantees that the narrative will not only be informational but also actionable by arranging the data story in this manner and ensuring that the report will be both. Stakeholders get a comprehensive grasp of the data, develop an appreciation for its importance, and are given the authority to take concrete actions to capitalize on the insights for the company's benefit. This strategy encourages more participation and fosters a decision-making process that is both more effective and better informed.
10. In data storytelling, how do visualizations help an audience understand what is happening in the narrative?
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· Visualizations clarify trends and express relationships between data points.
· Visualizations describe why specific insights should matter to an audience.
· Visualizations detail the story of data.
· Visualizations detail what actions an audience can take regarding insights.
Shuffle Q/A 1
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· marketing touchpoints
· Key performance indicators (KPIs)
· data
· visualization
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· It includes performance metrics like number of impressions or cost per click on paid ads
· There are very few ways to measure performance
· It focuses on measurable results like clicks and conversions
· Customer behavior is not important
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· How much revenue is gained versus how much was spent
· A business’s total number of customers
· The process a customer follows to purchase
· The average revenue generated by customers over a certain period
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· posts
· promotions
· touchpoints
· rules
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· length
· one component
· three main components
· speed
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· case study
· call to action
· narrative
· graph
17. Which of the following are examples of data visualizations? Select all that apply.
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· Illustrations
· Data points
· Graphs and charts
· Infographics
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· Marketing strategies
· Marketing data
· Marketing impressions
· Marketing touchpoints
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· Data pulling
· Data reporting
· Data storage
· ROAS
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· Linear attribution
· Budget attribution
· Customer lifetime value
· Return on ad spend (ROAS)
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· Complex concepts
· One perspective
· Multiple interpretations
· A space for discussion
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· Data points
· Pictures from a campaign
· A narrative that conveys the insights effectively
· A graphic representation of data that conveys information
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· The process of examining data in order to draw conclusions, make predictions, and drive informed decision-making.
· The process of collecting data from analytics tools and putting it into a spreadsheet or database, making it easy to access and work with.
· A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.
· Organizing and summarizing data to track performance across marketing and sales efforts.
24. A software company spends $100 on an ad. They make $150 as a result of that ad. The revenue they gained is 150%. What is this performance metric called?
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· Targets
· Clicks
· Customer lifetime value
· ROAS (return on ad spend)
25. Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.
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· KPI
· data analytics
· data reporting
· attribution
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· Data-driven attribution
· Linear attribution
· Data attribution
· First-click attribution
A digital marketing team is analyzing recent sales data. They notice that customers are frequently engaging with a specific ad, but sales are low. They want to convince stakeholders to use a data-driven attribution model to understand why customers are not taking action.
What might the digital marketing team do to convince their stakeholders?
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· Continue to monitor data, then provide stakeholders with year-end sales revenue
· Present stakeholders with a new marketing strategy
· Present stakeholders with a new line of products designed to increase sales
· Use data storytelling to share insights with stakeholders
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· Select which numbers to highlight
· Understand which questions to answer
· Create data visualizations
· Build a narrative that conveys the insights effectively
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· Visualizations focus the audience’s attention to the data presented by the narrative
· Visualizations clarify trends and express relationships between data points
· Visualizations add extra detail and complexity to the story of data
· Visualizations detail what actions an audience can take regarding insights
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· Calculating how much revenue is gained versus how much was spent on potential customers.
· Using digital marketing and sales tactics, campaigns, and strategies to affect customer behavior.
· Using concrete information about customer behaviors to plan and refine marketing and sales strategies.
· Calculating the average revenue generated by customers over a certain period of time.
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· Budget touchpoints
· Customer lifetime value
· Return on ad spend (ROAS)
· Linear budgeting
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· Help businesses create better products for current, new, and potential customers
· Identify the last touchpoint in a customer journey to save time, money, and effort
· Increase the number of leads at the start, middle, and end of the campaign
· Make informed decisions about where to invest time, budget, and resources
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· six touchpoints
· no distractions
· few options
· one touchpoint
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· Data storytelling
· Costumes and lighting
· Social media graphics
· Graphs
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· Understanding the questions you want to answer
· Creating a narrative first
· Creating a complex goal
· Knowing the number of people who will see your data story
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· To run campaigns on different platforms
· To measure how successful a business is in its effort to reach a business or marketing goal
· To provide a clear picture of the raw numbers
· To answer questions clearly by drawing on real customer behaviors and interactions
37. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.
Answers
· narrative context
· data storytelling
· brand marketing
· performance marketing
Explanation: Data-driven marketing is the practice of utilizing real information about client behaviors to develop and modify marketing and sales tactics. This information may be collected in a variety of different ways.
38. Which of the following are examples of attribution models? Select all that apply.
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· First-click attribution
· Linear attribution
· Data-driven attribution
· Channel attribution
39. Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?
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· ROAS
· Data visualizations
· The three main components of a data story
· A social media campaign
Explanation: Statistics storytelling is a technique that involves presenting information to an audience in a way that engages them by using statistics, an engaging narrative, and clear visuals. This technique is intended to do so by explaining insights. Data storytelling is the practice of using data and analytics to create a narrative that communicates complex information in a way that is understandable, compelling, and relevant to the audience.
40. What are the three characteristics of a well-structured narrative? Select all that apply.
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· Intense
· Engaging
· Memorable
· Persuasive
41. A marketer creates charts and infographics as part of their data story. What is this component called?
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· Data
· Story design
· Narrative
· Data visualization
Explanation: The component where a marketer creates charts and infographics as part of their data story is called the visualizations. Data may be visually represented in a variety of ways, including charts, graphs, maps, and other visual components. This kind of representation is called a visualization. In the context of data storytelling, visualizations play an important part in presenting complicated information in a way that is easy to grasp and visually attractive. This makes it much simpler for the audience to comprehend and analyze the data insights.