Module 4: Measure performance success

Test your knowledge: Measure marketing performance success

Practice Assignment

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

Explanation: Performance marketing involves leveraging measurable data and customer behavior insights to optimize marketing campaigns and strategies. The other options describe different marketing practices, such as search engine marketing or SEO.

2. Which of the following are metrics used to measure marketing performance? Select all that apply.

  • Return on ad spend (ROAS)
  • Marketing funnel
  • Brand equity
  • Customer lifetime value

Explanation:

  • ROAS measures the efficiency of ad spend relative to revenue generated.
  • Customer Lifetime Value (CLV) calculates the total revenue a business can expect from a single customer over their relationship with the company.
    Metrics like “brand equity” and “marketing funnel” are not as directly tied to quantifiable performance measurement.

3. What is data analytics?

  • 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
  • The process of understanding how well a marketing strategy is meeting its goals

Explanation: Data analytics focuses on extracting useful information from data to make informed decisions. It includes tasks like pulling, reporting, and analyzing data to improve marketing efforts.

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.

  • Pulling
  • Withholding
  • Analyzing
  • Reporting

Explanation: These activities are part of performance marketing workflows, helping marketers understand and refine strategies. “Withholding” is not relevant to evaluating performance data.

Test your knowledge: Use data insights to improve a strategy

Practice Assignment

5. What is the purpose of attribution?

  • To convey data insights to a stakeholder audience
  • To collect and organize data
  • To shape customer-brand interaction
  • To determine which touchpoints result in customer action

Explanation: Attribution in marketing identifies which customer touchpoints (like ads, emails, or social media posts) contribute to desired actions, such as purchases or sign-ups.

6. Which touchpoint uses statistics to determine which touchpoint most often leads to conversions?

  • Data-driven attribution
  • Last-click attribution
  • First-click attribution
  • Linear attribution

Explanation: Data-driven attribution uses advanced analytics and statistical modeling to evaluate which touchpoints have the most significant impact on conversions. Other methods like first-click or last-click assign all credit to a single touchpoint.

7. What are the main components of data storytelling? Select three.

  • Data
  • Narrative
  • Touchpoints
  • Visualizations

Explanation: Data storytelling combines raw data (facts), a narrative (to provide context and meaning), and visualizations (to make the insights easier to interpret and engaging for the audience). Touchpoints are not a component of data storytelling.

8. 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.

  • touchpoint
  • visualization
  • data
  • narrative

Explanation: The narrative in data storytelling explains the significance of the data and its relevance to the audience, helping them understand the insights and their implications.

Module 4 challenge

Graded Quiz

9. Which of the following are examples of data? Select all that apply.

  • 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

10. 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?

  • Performance marketing
  • Brand marketing
  • Data storytelling
  • Narrative context

11. 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?

  • Data analyzing
  • Data reporting
  • Data modeling
  • Data pulling

12. What can performance marketing help a business do? Select all that apply.

  • Support brand recognition
  • Enhance brand credibility
  • Determine if specific marketing goals have been achieved
  • Refine marketing and sales strategies

13. How does attribution help businesses learn which touchpoints are most effective at getting customers to take action?

  • 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.

14. Which of the following attribution models assigns equal credit to each touchpoint along the customer journey?

  • Click attribution
  • First-click attribution
  • Data-driven attribution
  • Linear attribution

15. How does a digital marketer use data storytelling?

  • 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

16. When crafting a narrative, digital marketers include compelling information about the data. They address what data insights mean, why they matter, and what can be done about them for stakeholders. What is the likely impact on stakeholders? Select all that apply.

  • 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.

17. Imagine a digital marketer is preparing a data story to share with stakeholders. The story has three components: what its insights mean, why they matter to the audience, and what the audience can do about them.

What aspect of data storytelling does this describe?

  • Narrative context
  • Key performance indicators
  • Visualizations
  • Brand marketing

Explanation: Narrative context explains the significance of insights, their relevance to the audience, and actionable steps.

18. In data storytelling, how do visualizations help an audience understand what is happening in the narrative?

  • 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.

Explanation: Visualizations simplify complex data, highlight patterns, and show relationships to make the narrative more comprehensible.

19. Fill in the blank: Information about a company’s total number of social media followers is an example of _____.

  • marketing touchpoints
  • Key performance indicators (KPIs)
  • data
  • visualization

20. Which of the following refers to performance marketing? Select all that apply.

  • 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

21. What is customer lifetime value?

  • 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

22. Fill in the blank: In order to optimize a strategy, you need to know which _____ are influencing customer decisions the most.

  • posts
  • promotions
  • touchpoints
  • rules

23. 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.

  • length
  • one component
  • three main components
  • speed

24. Fill in the blank: Appealing to your audience with a strong _____ can draw attention to your insights and encourage others to take action.

  • case study
  • call to action
  • narrative
  • graph

25. Which of the following are examples of data visualizations? Select all that apply.

  • Illustrations
  • Data points
  • Graphs and charts
  • Infographics

26. What aspect of marketing provides information and useful insight about customer behaviors and interactions that can help answer questions in a concrete way?

  • Marketing strategies
  • Marketing data
  • Marketing impressions
  • Marketing touchpoints

Explanation: Marketing data collects and analyzes information about customer behaviors and interactions to provide actionable insights.

27. A marketer for a company organizes and summarizes data to track performance across marketing and sales efforts. What is this process called?

  • Data pulling
  • Data reporting
  • Data storage
  • ROAS

28. What refers to the average revenue generated by customers over a certain period of time?

  • Linear attribution
  • Budget attribution
  • Customer lifetime value
  • Return on ad spend (ROAS)

Explanation: Customer lifetime value (CLV) measures the total revenue a business can expect from a customer over their relationship with the company.

29. What do some of the best data stories allow?

  • Complex concepts
  • One perspective
  • Multiple interpretations
  • A space for discussion

30. What are data visualizations?

  • Data points
  • Pictures from a campaign
  • A narrative that conveys the insights effectively
  • A graphic representation of data that conveys information

31. What is data pulling?

  • 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.

32. 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?

  • Targets
  • Clicks
  • Customer lifetime value
  • ROAS (return on ad spend)

33. Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____.

  • KPI
  • data analytics
  • data reporting
  • attribution

Explanation: Attribution identifies which marketing activities or touchpoints contribute to customer actions, helping optimize marketing efforts.

34. Fill in the blank: _____ measures customer engagement with marketing content across channels to understand what is motivating customers to take action.

  • Data-driven attribution
  • Linear attribution
  • Data attribution
  • First-click attribution

Explanation: Data-driven attribution uses data to analyze how different touchpoints contribute to customer engagement and actions.

35. Consider the following scenario:

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?

  • 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

36. A marketer is creating a data story and picks their data points and insights. What is the next step in creating a data story?

  • Select which numbers to highlight
  • Understand which questions to answer
  • Create data visualizations
  • Build a narrative that conveys the insights effectively

37. In data storytelling, how do visualizations help an audience understand what is happening in the narrative? Select all that apply.

  • 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

38. What is performance marketing?

  • 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.

39. What refers to how much revenue is gained versus how much was spent?

  • Budget touchpoints
  • Customer lifetime value
  • Return on ad spend (ROAS)
  • Linear budgeting

40. What does attribution help businesses do?

  • 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

41. Fill in the blank: The average customer encounters _____ on their purchase journey, and the path isn't always straightforward.

  • six touchpoints
  • no distractions
  • few options
  • one touchpoint

42. What do marketers use to convey insights to an audience through a clear and compelling narrative?

  • Data storytelling
  • Costumes and lighting
  • Social media graphics
  • Graphs

43. What will help you decide which data points to use in your data story?

  • 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

44. What do businesses use marketing data for?

  • 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

45. Fill in the blank: The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies is called _____.

  • narrative context
  • data storytelling
  • brand marketing

  • performance marketing

46. Which of the following are examples of attribution models? Select all that apply.

  • First-click attribution
  • Linear attribution
  • Data-driven attribution
  • Channel attribution

47. Data, a compelling narrative, and clear visualizations work together to engage audiences by explaining insights. What does this refer to?

  • ROAS
  • Data visualizations
  • The three main components of a data story
  • A social media campaign

48. What are the three characteristics of a well-structured narrative? Select all that apply.

  • Intense
  • Engaging
  • Memorable
  • Persuasive

49. A marketer creates charts and infographics as part of their data story. What is this component called?

  • Data
  • Story design
  • Narrative
  • Data visualization

50. A marketer puts together a list of sales that resulted from a touchpoint. What is this list an example of?

  • ROAS
  • Visuals
  • Marketing data
  • KPIs

51. What is ROAS (return on ad spend)?

  • The average revenue generated by customers over a certain period of time
  • How much revenue is gained versus how much was spent
  • The process of using concrete information about customer behaviors
  • The number of ads created by a business

52. Which of the following statements is true about data storytelling?

  • All data storytelling conveys the same perspectives, experiences, and biases
  • A data story has one main component that marketers highlight
  • A marketer should highlight all numbers in the story to provide a clear overview of the results
  • Everyone brings their own perspectives, experiences, and biases to data storytelling

53. Which of the following statements are true about data storytelling? Select all that apply.

  • Data storytelling describes data.
  • Data storytelling explains data using graphical representations.
  • Data storytelling details how to take action.
  • Data storytelling debuts new marketing strategies.

54. Fill in the blank: _____ is a collection of facts or information.

  • Social media
  • KPIs
  • Data
  • Reporting

55. What is attribution?

  • Setting marketing and business goals that increase brand awareness
  • Determining which content and channels generate leads, conversions, or sign-ups
  • The last touchpoint in the marketing funnel that eventually leads to a conversion
  • The first touchpoint in the marketing funnel that eventually leads to a conversion

56. Fill in the blank: A digital marketer uses _____ to convey insights to a specific audience using a clear and compelling narrative.

  • key performance indicators
  • brand marketing
  • performance marketing
  • data storytelling

Explanation: Data storytelling combines data, narrative, and visualizations to communicate insights effectively. (Review the video on data storytelling for more insights.)

57. A marketer creates graphs and illustrations to clarify trends and express relationships between data points. What is this part of a data story called?

  • Narrative
  • Story design
  • Data visualization
  • Data

58. When implemented, which of the following strategies would provide information about customer behaviors that could lead to an effective launch of a new product?

  • Data storytelling
  • Brand marketing
  • Narrative context
  • Performance marketing

Explanation: Performance marketing measures specific actions like clicks and conversions, helping businesses understand customer behavior to optimize strategies, especially during a product launch.

59. As an entry-level digital marketer, which of the following data analytics tasks might you be responsible for? Select all that apply.

  • Pulling
  • Reporting
  • Analysis
  • Modeling

Explanation: Entry-level marketers typically handle pulling data, creating reports, and performing basic analysis. Advanced tasks like modeling are usually for senior roles.

60. Which of the following are the main components of a data story? Select three.

  • Narrative 
  • Visualizations
  • Data
  • Key performance indicators

Explanation: A data story integrates factual data, a compelling narrative, and visualizations to engage the audience and convey insights.

Leave a Reply