Module 4: Share metrics and insights with stakeholders

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In this post, I provide complete, accurate, and detailed explanations for the answers to Module 4: Share metrics and insights with stakeholders of Course 5: Assess for Success: Marketing Analytics and Measurement – Google Digital Marketing & E-commerce Professional Certificate.

Whether you’re preparing for quizzes or brushing up on your knowledge, these insights will help you master the concepts effectively. Let’s dive into the correct answers and detailed explanations for each question!

1. Which of the following are reasons why stakeholders might be important to a project or campaign? Select all that apply.

Stakeholders often fund projects or operate budgets for campaigns.
Stakeholders often analyze the data from a campaign.
Stakeholders coordinate marketing activities and initiatives.

Stakeholders strongly influence the success of a project or campaign.

2. Which of the following describes the relationship between stakeholders and marketing coordinators?

Stakeholders fund projects and ensure a project’s success. Marketing coordinators keep stakeholders informed about a project’s progress, ongoing metrics, and insights.
Marketing coordinators collect data, apply statistical methods, and create data visualization. Stakeholders identify target audiences through research, run campaigns, and evaluate trends.

Marketing coordinators fund projects and ensure a project’s success. Stakeholders keep the marketing coordinator informed about a project’s progress, ongoing metrics, and insights.
Stakeholders collect data, apply statistical methods, and create data visualization. Marketing coordinators identify target audiences through research, run campaigns, and evaluate trends.

3. A marketer is working with a spreadsheet. What can they do to uncover new patterns and relationships within datasets that they might miss otherwise?

Sort data

Acquire data
Input data
Copy data

4. Which of the following changes your view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend?

Histogram
Spreadsheet
Pivot table

Area table

5. Fill in the blank: Line charts, area charts, and pie charts are all examples of _____.

inputs
histograms

visualizations
Tableaus

6. Which of the following charts represents data in the same way as a line chart, but with the space under the line filled in to form a visual area?

Area chart

Histogram
Pie chart
Horizontal bar chart

7. Fill in the blank: A _____ could blend a marketing coordinator and a data analyst role into a single marketing specialist role.

stakeholder role
traditional role
new role

hybrid role

8. A marketing team member queries databases, applies statistical methods to data, and creates data visualizations. What role does this describe?

Office manager
Data analyst

Stakeholder
Copywriter

9. Which of the following is a visual analytics platform that makes it easier to explore and manage data, and to create custom dashboards that incorporate different data visualizations in one place?

Tableau

Microsoft Office
Google Sheets
PowerPoint

10. A marketer is creating a presentation using marketing analytics data. How can they use data to lead their audience to agree with their final conclusion? Select all that apply.

Include the most relevant metrics that led to their insights
Omit most of the data collected and put together a short presentation
Include all the data collected about the topic of their presentation

Develop a clear outline or flow for their presentation

11. Which of the following best describes a stakeholder?

Someone who strongly influences the success of a project or campaign through funding
Someone who analyzes marketing data

Someone who purchases products or services from a company
Someone who sells products or services for a company

12. A marketer determines what type of interaction each stakeholder requires from them during a campaign. What visual assistance helps them gather this information?

Budget dashboard

Campaign overview
Stakeholder dashboard
Stakeholder map

13. A marketer uses the filter function in a spreadsheet to display data according to specific criteria. What additional filter option can they use?

Filter by user comments in multiple sheets
Filter by exact values or highlighted colors in cells
Filter by formulas and calculated values

Filter by data patterns and relationships within data sets

14. What is the purpose of a pivot table?

Pivot tables display individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column.
Pivot tables change the view of data in a spreadsheet to a different perspective to categorize it, or to identify an insight or trend.

Pivot tables display how a metric changes over an extended time connected with a continuous line.
Pivot tables display individual measurements in a vertical column.

15. A marketer uses a graph to show how a metric changes over an extended period. The chart displays a connected series of data points. What type of chart did the marketer create?

Horizontal bar chart

Vertical column chart
Histogram
Line chart

16. Which of the following is an example of a way a pie chart can be used to represent data?

Represent a large spike in new users with a horizontal bar
Represent individual data points for a changing variable connected with a continuous line
Represent individual data points categorized into ranges, with the frequency of each range represented by the height of a unique column

Represent percentages of data in sections, all adding up to one hundred percent

17. On a marketing team, who is responsible for running campaigns, identifying target audiences through research, and evaluating trends?

Sales manager
Customer service agent

Stakeholder
Marketing coordinator

18. Why would an organization hire a data analyst?

To collect and apply statistical methods to data, query databases, and create visualizations

To implement client strategies, conduct competitor research, and analyze data
To design visual assets for social media campaigns and print ads according to brand style guidelines
To coordinate marketing activities and initiatives, identify target audiences, and evaluate data trends

19. A data analyst uses visual analytics software to analyze data and create unique dashboards and visualizations. What software does this refer to?

R
SQL
Tableau

Python

20. Which of the following are considered best practices when creating slides for a presentation? Select all that apply.

Introduce data visualizations using titles that relate back to the insights
Repeat the insights when presenting the relevant, supporting data

Progress from specific to general topics
Allow time for questions so the audience can reach the same conclusion

21. Which of the following are important to understand when interacting with a stakeholder about a project? Select all that apply.

What the stakeholder thinks about project team members on the project

Which communication methods a stakeholder prefers
The stakeholder’s interest in the project and what their needs are
When to communicate with a stakeholder

22. Which of the following might be reasons to create a stakeholder map? Select all that apply.

To help coordinate marketing activities and initiatives and identify target audiences through research
To allow for people to better manage stakeholders’ expectations and avoid information overload
To help people work effectively without having the process consume too much of their time or energy

To make it easier to identify the type and amount of interaction needed to maintain each stakeholder

23. A marketer is working with a spreadsheet. What can they do to display only data that meets a certain condition and hide all non-matching data?

Sort the data in ascending order
Delete the data that does not match

Copy and paste the data
Filter the data in a column

24. An e-commerce business hires someone to organize its marketing activities and initiatives. Who is typically responsible for these tasks?

A data specialist

A marketing coordinator
A marketing strategist
A marketing analyst

25. On a marketing team, who is responsible for running database queries, applying statistical methods to data, and creating data visualizations?

Human resources representative
Accountant
Customer service agent

Data analyst

26. When would a marketing team use Tableau?

To learn coding or programming skills to create interactive visualizations
To track, analyze, and display KPIs, metrics, and insights in a centralized view

To access and manage large databases, gather insights, and create visualizations
To create KPIs and metrics for a real-time interactive dashboard

27. To create KPIs and metrics for a real-time interactive dashboard

Use common titles that do not distract from your story

Use titles that clearly communicate the insights of the data
Refer to the data source in your titles
Include the name of the chart type in your titles

28. What role do stakeholders typically play in a campaign?

Stakeholders approve the creative used in a campaign.
Stakeholders create campaigns and related social media efforts.
Stakeholders fund a project or manage a campaign budget.

Stakeholders track and analyze data about a campaign’s success.

29. Which of the following are spreadsheet features that support preparing data to be shared? Select all that apply.

Filtering
Pivot tables

Acquiring
Sorting

30. What feature can a marketer use to hide data in a pivot table?

Filter

Sort
Columns
Values

31. Which of the following would enable a data analyst to communicate with databases developed by different vendors and hosted on multiple platforms?

Spreadsheets
Structured query language
Filtering

Sorting

32. Which tool should a marketing team use to present data and insights that reflects data in real time, while allowing users to interact with the data?

Slideshow
Dashboard

Document
Spreadsheet

33. Imagine a marketer is working on a campaign and wants to request a change to the budget. Which of the following presentation best practices should they use to get this change approved by stakeholders? Select all that apply.

Create visualizations of the data using titles that relate back to the insights

End the presentation with changing the budget as a call to action for stakeholders
Start with a general status of the campaign and then move on to the specifics of making a change to the budget
Do not allow any time for questions

34. Why would a marketer create a stakeholder map?

To determine which stakeholder is a reliable source for campaign queries and obstacles
To help manage stakeholder expectations and effectively share relevant information with them
To identify which stakeholder is the most influential and to share frequent updates with them

To help organize stakeholders into a graph according to their budget and experience with campaigns

35. Why would a marketer sort data in a spreadsheet?

It helps them present campaign data with visualizations.
It helps them display data that match specific criteria.

It helps them find new patterns and relationships within data sets.
It helps them automatically remove irrelevant data.

36. Which of the following visualizations includes individual data points for a changing variable connected by a continuous line?

Vertical bar chart

Single column chart
Pie chart
Line chart

37. How is an area chart different from a line chart?

Area charts can show data with partial and whole results.
The changing variable connects on a continuous line.
Area charts can only be single or stacked.

The space under the line is shaded in with colors or textures.

38. An e-commerce business hires someone to collect and analyze data as well as create visualizations. What role does this describe?

Marketing coordinator
Project manager

Graphic designer
Data analyst

39. Imagine that a marketer is working with a dataset in a spreadsheet. They want to view the data from a new perspective to help them categorize it and identify insights or trends. What spreadsheet tool should they use?

Pivot table

Data visualization
Values
Columns

40. Which three steps should you follow when creating an effective presentation using marketing analytics?

Introduce data visualizations, include all campaign data, and share insights at the end of the presentation
Develop a clear outline of the presentation, choose the correct data, and include the most relevant metrics
Learn about stakeholders, include all campaign data in the presentation, and use an interactive template
Find an interactive template, gather insights from previous campaigns, and include all metrics

41. A marketer uses a tool to categorize spreadsheet data and identify any patterns in the data. What tool allows them to do this?

Pivot table
Campaign view
Filter table
Sorted table

42. Which of the following tasks would a marketing coordinator be responsible for? Select all that apply.

Applying statistical methods to data
Identifying target audiences through research
Evaluating trends
Running campaigns

43. Which of the following resources help marketers visualize data with custom reports and dashboards? Select all that apply.

Google Looker Studio
Tableau
Google Sheets
Microsoft Excel

44. A marketer shares campaign insights with a director because the director funds the campaign and plans to make decisions based on its results. What is likely the director’s role in the campaign?

Marketer
Stakeholder
Data analyst
Campaign advisor

45. What are the three main fields used to categorize data in a pivot table?

Display, Columns, Filter
Filter, Units, Rows
Function, Name, Menu
Rows, Columns, Values

46. Which of the following guidelines should a marketer follow when working with stakeholders in a marketing campaign?

Create a map to understand previous campaign stakeholders
Identify which team members the stakeholder has worked with before
Understand why the stakeholder is interested in the campaign
Provide limited information to the stakeholder to manage their expectations

47. A marketer uses a chart to compare two variables side-by-side. The chart displays each variable as a bar. What type of chart did the marketer create?

Line chart
Histogram
Pivot chart
Vertical column chart

48. A marketer uses a graph to compare the revenue generated from five campaigns. The chart displays each campaign as a percentage of a whole. What type of chart did the marketer use?

Histogram
Pie chart
Bar chart
Line chart

49. You are creating data visualizations to present campaign results to stakeholders. Which best practice should you follow to make the presentation more effective?

Use titles that clearly communicate the insights of the data
Use common titles that do not distract from your story
Include the name of the chart type in your titles
Refer to the data source in your titles

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