In today’s digital age, businesses of all sizes are expected to have a strong online presence in order to succeed. Google’s “Foundations of Digital Marketing and E-commerce” course on Coursera is a valuable resource for individuals and organizations looking to improve their digital marketing skills. However, the fourth week of the course can be particularly challenging for those new to the subject. In this article, we will provide solutions and insights to help you navigate and successfully complete week 4 of Google’s “Foundations of Digital Marketing and E-commerce” course. From understanding the fundamentals of digital marketing to developing a strong online presence, we will help you overcome the hurdles of week 4 and set you on the path to success.
Test your knowledge: Measure marketing performance success
Question 1
Which of the following describes performance marketing?
- The process of identifying common search terms and phrases consumers use to find products or services online
- The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
- The process of generating traffic to a website through paid ads that appear on search engine results pages
- A set of practices designed to increase the quantity and quality of traffic to a website
Question 2
Which of the following are metrics used to measure marketing performance? Select all that apply.
- Return on ad spend (ROAS)
- Marketing funnel
- Customer lifetime value
- Brand equity
Question 3
What is data analytics?
- The process of understanding how well a marketing strategy is meeting its goals
- The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups
- The process of monitoring and evaluating data to gain actionable insights
- The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
Question 4
Which of the following can be done with the data produced by performance marketing to better understand how well a marketing strategy is meeting its goals? Select all that apply.
- Reporting
- Pulling
- Withholding
- Analyzing
Test your knowledge: Use data insights to improve a strategy
Question 1
What is the purpose of attribution?
- To shape customer-brand interaction
- To collect and organize data
- To convey data insights to a stakeholder audience
- To determine which touchpoints result in customer action
Question 2
When determining specific touchpoints responsible for conversion, which attribution model is most accurate?
- Linear attribution
- First-click attribution
- Last-click attribution
- Data-driven attribution
Question 3
What are the main components of data storytelling? Select three.
- Visualizations
- Touchpoints
- Data
- Narrative
Question 4
Fill in the blank: In data storytelling, _____ context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them.
- data
- visualization
- touchpoint
- narrative
Weekly challenge 4
Question 1
Fill in the blank: _____ is a collection of facts or information.
- Data
- KPIs
- Social media
- Reporting
Question 2
Imagine that a company wants to successfully launch a new product. Which of the following processes would provide useful information about customer behaviors from measurable outcomes of marketing campaigns that could help the company plan and refine an effective sales strategy?
- Narrative context
- Performance marketing
- Data storytelling
- Brand marketing
Question 3
In what ways do digital marketers gain insights from data? Select three answers.
- Data reporting
- Data pulling
- Data analysis
- Data modeling
Question 4
What refers to the average revenue generated by customers over a certain period of time?
- Linear attribution
- Return on ad spend (ROAS)
- Budget attribution
- Customer lifetime value
Question 5
Which of the following are characteristics of attribution? Select all that apply.
- Provides detailed information about what customers are thinking about before a purchase
- Attributes success to specific marketing and sales efforts
- Influences consumer decisions by creating touchpoints designed to increase sales
- Determines touchpoints and keywords customers interact with before taking action
Question 6
Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.
- Linear attribution
- Data-driven attribution
- Data attribution
- First-click attribution
Question 7
Which of the following statements is true about data storytelling?
- A data story has three main components
- Data visualizations consider one perspective
- A data story has one main component
- You should highlight all numbers in your story
Question 8
Fill in the blank: The _____ of a data story should engage your audience by explaining what you learned, and how you can use that information to take action.
- speed
- one component
- length
- three main components
Question 9
What do some of the best data stories allow?
- Complex concepts
- One perspective
- A space for discussion
- Multiple interpretations
Question 10
A marketer creates charts and infographics as part of their data story. What is this component called?
- Data
- Story design
- Data visualization
- Narrative
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- Foundations Of Digital Marketing And E-Commerce [Week 1]
- Foundations Of Digital Marketing And E-Commerce [Week 2]
- Foundations Of Digital Marketing And E-Commerce [Week 3]
