Foundations of Digital Marketing and E-commerce Coursera Answers [Week 1-4]

In this article, we have provided all the foundations of digital marketing and e-commerce Coursera answers. And we are ensuring that these answers are correct and trustworthy. 

Week 1 – Introduction to Foundations of Digital Marketing and E-commerce

1. What is the term for any communication method or platform a business can use to reach its target audience online?

Answers

  • E-commerce
  • Online sales
  • Digital channel
  • Target strategy

2. Digital marketing helps businesses do what? Select all that apply.

Answers

  • Process online transactions
  • Better serve customers
  • Build trust
  • Inspire loyalty

3. With digital marketing, potential customers can take an action the moment they experience the ad. Which advantage of digital marketing does this represent?

Answers

  • You can reach more people.
  • You get faster results.
  • You can build relationships with customers.
  • It is more cost-effective.

4. Which of the following statements regarding working in a marketing career is generally true?

Answers

  • Marketing coordinators’ tasks at a company are often disconnected and unrelated.
  • A digital marketing coordinator and e-commerce analyst have exactly the same roles.
  • It is helpful to specialize in a marketing role that aligns with your strengths such as writing, visual design, or data analysis.
  • You are typically responsible for a wider range of marketing tasks in a larger business than a smaller business.

5. Which of the following best describes the skill of analytical thinking and comparing qualities as a digital marketer or e-commerce analyst?

Answers

  • Collect and organize information to identify patterns, uncover trends, and solve problems.
  • Seek out answers about people—what they want, how they think, and what motivates them to take action.
  • Communicate insights effectively to engage an audience.
  • Highlight unique qualities and get customers’ attention in creative ways.

6. Fill in the blank: A _____ contains your samples of past work and demonstrates relevant work experience.

Answers

  • Index
  • Portfolio
  • Selection
  • Report

7. Which of the following are benefits of working as an in-house marketing employee? Select all that apply.

Answers

  • Collaborate on a variety of initiatives in multiple industries
  • Gain knowledge and expertise in a specific industry
  • Likely have a clear path to promotion
  • Get to know one company and its products

8. Which of the following are benefits of working in a marketing agency role? Select all that apply.

Answers

  • Develop broad and flexible expertise.
  • Learn certain skill sets very well.
  • Collaborate on a variety of initiatives in multiple industries.
  • Gain deep knowledge and expertise in a specific industry.

9. Coordinating marketing activities, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Answers

  • Product manager-level roles
  • Account manager-level roles
  • Strategist-level roles
  • Associate-level roles

10. Which of the following are typically job responsibilities for an e-commerce analyst? Select all that apply.

Answers

  • Develop relationships with clients.
  • Execute and monitor loyalty programs.
  • Use SEO to maximize traffic to the website.
  • Analyze data from the website or mobile app.

Shuffle Q/A 1

11. Fill in the blank: _____ is generally cheaper, more convenient, and more accessible than storefront sales.

Answers

  • Online marketing
  • Traditional marketing
  • Digital channel
  • E-commerce

12. A business owner wants to find new consumers for their clothing store. They plan to use social media to turn them into customers. What is this practice known as?

Answers

  • Online sales
  • Face-to-face marketing
  • Digital marketing
  • E-commerce

13. Digital marketing enables potential customers to act the moment they experience the ad, such as when a customer clicks on a digital ad to purchase a product. Which advantage of digital marketing does this represent?

Answers

  • Reach more people
  • Build relationships with customers
  • Get faster results
  • Save money

14. Which statement about marketing careers is generally true?

Answers

  • A digital marketing coordinator and e-commerce analyst often share similar skills.
  • You are typically responsible for a wider range of marketing tasks in a large business than a small business.
  • Marketing coordinators’ tasks at a company are often disconnected and unrelated.
  • Specializing in a marketing field that aligns with your strengths is not recommended.

15. What best describes the skill of data storytelling as a digital marketer or e-commerce analyst?

Answers

  • Communicate data insights effectively to engage an audience.
  • Use data insights to adapt to new situations.
  • Collect and organize information to spot patterns, uncover trends, and solve problems.
  • Seek out answers about people—what they want, how they think, and what motivates them to take action.

16. As you consider your skills and interests in marketing, which of the following should you do? Select all that apply.

Answers

  • Learn industry terminology
  • Learn one industry
  • Limit your understanding of the fundamentals
  • Make a note of skills that come up frequently

17. You want to become an expert in a specific industry by working for a single company. What role should you consider?

Answers

  • An in-house role
  • An internship
  • An agency role
  • A staffing firm role

18. Consider this scenario:

A recent graduate has decided on a career path. They want to work in a role that partners with multiple companies to help achieve their digital marketing and advertising goals.

Which type of role should they consider?

Answers

  • An internship
  • Full-time employment
  • An agency role
  • An in-house role 

19. Setting marketing goals and KPIs, assisting on ongoing marketing campaigns, preparing reports on marketing metrics, and creating customer personas are tasks typical for which digital marketing role level?

Answers

  • Strategist-level roles
  • Account manager-level roles
  • Product manager-level roles
  • Associate-level roles

20. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Answers

  • Draft social media copy and obtain approvals
  • Approve and disburse funds for marketing activities
  • Follow SEO best practices
  • Analyze data from marketing campaigns

21. There are several advantages to digital marketing. For example, it enables customers to act as soon as they experience an ad.

What does this advantage enable brands to do?

Answers

  • Reach fewer people
  • Spend more
  • Build relationships with customers
  • Get faster results

22. What skill helps marketers and analysts to communicate data insights effectively and engage an audience?

Answers

  • Curiosity
  • Data maps
  • Analytical thinking
  • Data storytelling

Shuffle Q/A 2

23. What is in a portfolio?

Answers

  • Previous job titles and descriptions chronologically
  • Samples of past work and relevant work experience
  • Letters of recommendation from past employers
  • A letter outlining your credentials and interest in a job

24. Consider this scenario:

A recent graduate enjoys a stable working environment and decides to specialize in a specific industry. They want to avoid unpredictable requests from clients and long working hours.

Which type of role should they consider?

Answers

  • An in-house role
  • A staffing firm role
  • An agency role
  • An internship

25. You would like to work on different projects and develop a broad set of skills in your next role. Which of the following should you consider?

Answers

  • An agency role
  • A part-time role
  • An internship
  • An in-house role

26. There are a variety of roles and responsibilities in digital marketing. Which of the following are typical entry-level roles? Select all that apply.

Answers

  • Digital marketing coordinator
  • Account manager
  • Marketing associate
  • Email marketing specialist

27. Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply.

Answers

  • Follow SEO best practices
  • Draft social media copy and obtain approvals
  • Analyze data from marketing campaigns
  • Approve and disburse funds for marketing activities

28. Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst?

Answers

  • Seek out answers about people—what they want, how they think, and what motivates them to take action..
  • Use analytical thinking to collect and organize information to spot patterns and solve problems.
  • Highlight unique qualities and get customers’ attention in creative ways.
  • Communicate insights effectively to an audience.

29. In an e-commerce role, you may be asked to monitor website analytics, optimize paid advertising campaigns using SEO, and manage an online marketing presence.

These tasks typically apply to which roles?

Answers

  • Product manager-level roles
  • Associate-level roles
  • Strategist-level roles
  • Account manager-level roles

30. As a new associate, you may be asked to follow SEO best practices, draft social media copy and obtain approvals, and monitor activities of returning customers.

Who typically fills this role?

Answers

  • Social media strategist
  • E-commerce product manager
  • Search Engine Marketing (SEM) specialist
  • Digital marketing coordinator

31. Digital marketing helps businesses create brand recognition in new and global markets. What does this mean? Select all that apply.

Answers

  • It’s a traditional form of marketing
  • It relies on local platforms like newspapers, and radio stations
  • It makes products and services accessible to a variety of people
  • It drives sales

32. Digital channels like email and social media allow businesses to personalize their communication.

What advantage of digital marketing does this refer to?

Answers

  • It reaches less people.
  • It is cost-effective.
  • You can build relationships with customers through direct communication.
  • It delivers faster results.

33. Which one of the following describes marketing roles?

Answers

  • Marketing coordinators’ tasks at a company are often disconnected and unrelated.
  • Specializing in a marketing field that aligns with your strengths is not recommended.
  • You are typically responsible for a wider range of marketing tasks in a large business than a small business.
  • A digital marketing coordinator and e-commerce analyst often share similar skills.

34. As a digital marketer or e-commerce analyst, you often collect and organize information to identify patterns, uncover trends, and solve problems.

Which skill does this refer to?

Answers

  • Writing
  • Analytical thinking
  • Storytelling
  • Curiosity

Shuffle Q/A 3

35. Fill in the blank: A(n)_____ role is when you work for a single company to market and sell their products.

Answers

  • agency
  • internship
  • staffing firm
  • in-house

36. With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent?

Answers

  • You can reach more people
  • You can build relationships with customers
  • Delivers faster results
  • It is more cost-effective

37. As a digital marketer or e-commerce analyst, which of the following best describes analytical thinking in your role?

Answers

  • Communicate insights effectively to engage an audience.
  • Highlight unique qualities and get customers’ attention in creative ways.
  • Create visual narratives for marketing campaigns.
  • Collect and organize information to identify patterns, uncover trends, and solve problems.

38. What are typical job responsibilities for an e-commerce analyst? Select all that apply.

Answers

  • Execute and monitor loyalty programs
  • Use SEO to maximize traffic to the website
  • Develop relationships with clients
  • Analyze data from the website or mobile app

39. Digital marketers and e-commerce analysts are often curious. What does curiosity enable them to do?

Answers

  • Highlight unique qualities and get customers’ attention in creative ways.
  • Communicate insights effectively to an audience.
  • Use analytical thinking to collect and organize information to spot patterns and solve problems.
  • Seek out answers about people—what they want, how they think, and what motivates them to take action.

40. What do effective digital marketing or e-commerce candidates often have? Select all that apply.

Answers

  • A broad knowledge of fundamentals
  • A narrow knowledge of fundamentals
  • A deep understanding of all industries
  • A deep understanding of one or two specific areas

41. Why would someone choose an agency role instead of an in-house role?

Answers

  • To work on different projects across multiple industries
  • To work in a predictable environment
  • To work with one industry only
  • To work with one company and its products

42. As a new associate, you may be asked to check that customer interactions align with business objectives, and ensure that email ads generate the desired results on a website.

Who typically fills this role?

Answers

  • E-commerce analyst
  • Search Engine Marketing (SEM) specialist
  • E-commerce product manager
  • Social media strategist

Week 2 – The customer journey and the marketing funnel

Foundations of digital marketing and e-commerce weekly challenge 2 answers

1. Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online?

Answers

  • By increasing sales for the bakery
  • By expanding the marketing budget for the bakery
  • By helping the bakery reach potential customers
  • By intercepting spam to the bakery’s email inbox

2. Fill in the blank: A successful digital marketing strategy helps to build _____.

Answers

  • customer confidence in a competitor’s products 
  • more sales among one-time customers
  • sales of a brand’s worst-performing products
  • customer trust in a company’s brand

3. Consider the following scenario:

There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second approach about?

Answers

  • The company’s sales goals
  • The brand’s marketing awareness
  • The customer journey
  • The company’s philosophy

4. What tool helps digital marketers better understand how customers find a company and learn about a company?

Answers

  • A guide to average customer spending habits
  • A customer journey map
  • A record of customer internet searches
  • A plan of customer benefits

5. What is a marketing funnel?

Answers

  • An advertising strategy aimed at narrowing people’s experience with the company’s product
  • A reverse examination of people who leave the brand after a poor experience in their customer journey
  • A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
  • A visual representation of the process through which people go from first learning about a brand to becoming loyal customers

6. How does a marketing funnel differ from a customer journey map?

Answers

  • A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
  • A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey.
  • A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
  • A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.

7. Fill in the blank: During the _____ stage of the marketing funnel, some potential customers will become leads.

Answers

  • conversion
  • consideration
  • awareness
  • loyalty

8. Fill in the blank: It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.

Answers

  • outline
  • communicate
  • measure
  • highlight

9. Which are conversion tactics? Select all that apply.

Answers

  • A smooth checkout process
  • Rewards programs
  • Follow-up emails
  • A clear returns policy
  • Product-focused ads

10. Why is it important to measure conversion in the marketing funnel?

Answers

  • Because this metric allows companies to boost sales and save money
  • Because it provides valuable insights into how customers interact with a company’s brand
  • Because it raises customer awareness and attracts new customers
  • Because this measurement reveals the level of engagement customers have with a company’s rewards program

Shuffle Q/A 1

11. Why does digital marketing focus on reaching potential customers? Select two answers.

Answers

  • Because it enables better sales forecasts
  • Because it helps increase the frequency of positive reviews
  • Because it lets target audiences know that a company exists
  • Because it helps set a company apart from its competitors

12. Why is it important to learn about your audience?

Answers

  • It enables you to create a print ad campaign.
  • It enables you to create a quick sales plan.
  • It enables you to offer a first-time customer discount.
  • It enables you to create tailored content for social media and set meaningful goals.

13. Successful businesses help customers achieve their goals instead of focusing on sales.

What does this approach focus on?

Answers

  • The company’s sales goals
  • The customer journey
  • The company’s philosophy
  • The brand’s marketing awareness

14. What is the marketing funnel also known as?

Answers

  • Sales funnel or conversion cylinder
  • Sales tube
  • Sales funnel or conversion funnel
  • Marketing tube

15. The marketing funnel and customer journey map are similar, but they are not the same. What is the difference between the two?

Answers

  • A customer journey map is valid for one year and a marketing funnel is valid for two years.
  • A customer journey map adopts the customer’s perspective, and a funnel considers the business’s position.
  • A marketing funnel considers the customer’s perspective, and a customer journey map considers the business.
  • A marketing funnel focuses on sales and the customer journey map builds relationships with customers.

16. Which outcomes take place at the top of the marketing funnel? Select two answers.

Answers

  • Awareness
  • Customer conversion
  • Brand loyalty
  • Customer engagement

17. Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?

Answers

  • The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
  • The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.
  • The objective is to get customers to spend as much time as possible on a company website, which might mean that longer time spent on a page will increase the chances that they will make more purchases.
  • The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.

18. Fill in the blank: Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.

Answers

  • awareness
  • conversion
  • consideration
  • loyalty

19. What do loyalty metrics, such as the number of orders per customer, allow businesses to do?

Answers

  • Determine strategies to keep customers, boost sales, and save money
  • Send coupons for purchased items
  • Target friends and family 
  • Get referrals from customers and increase prices

20. What crucial information does digital marketing help a business communicate?

Answers

  • That the audience hasn’t bought anything yet
  • That it’s the cheapest option and why the customer should buy it
  • That its competitor is a better option
  • That it exists, how it can help, and what makes it different from the competition

21. What does a successful digital marketing strategy build?

Answers

  • More sales among one-time customers 
  • Trust in a brand 
  • Low-performing products
  • Confidence in a competitor’s products

22. When customers learn about a product, they might research it, decide to buy it, and later tell other people about it.

What is this process called?

Answers

  • The awareness tactic
  • The company pain points
  • The strategic marketing plan
  • The customer journey

Shuffle Q/A 2

23. Why is a marketing funnel wide at the top and narrow at the bottom?

Answers

  • A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
  • A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom. 
  • A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom.
  • Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers. 

24. When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?

Answers

  • Awareness
  • Consideration
  • Communication
  • Conversion

25. What awareness tactic helps businesses reach new customers?

Answers

  • Remove negative customer reviews
  • Spend less time on SEO
  • Offer free samples and trial memberships
  • Build promotional partnerships with other brands or influencers

26. Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?

Answers

  • It determines a company’s overall success.
  • It lowers the cost of a campaign.
  • It speeds up the customer journey.
  • It shows them how effective their ads are. 

27. How can digital marketers create a positive post-purchase experience and encourage customer loyalty?

Answers

  • Provide accurate product descriptions
  • Send them coupons for an item they recently purchased
  • Ask for a referral
  • Invite them to join a rewards program

28. Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?

Answers

  • Because it raises customer awareness and attracts new customers
  • Because this metric allows companies to boost sales and save money
  • Because it provides valuable insights into how customers interact with a  brand
  • Because this measurement reveals the level of engagement customers have with a company’s rewards program

29. Fill in the blank: Digital marketing helps online companies stand out from the competition by _____.

Answers

  • identifying new vendors
  • reaching potential customers
  • increasing stakeholder engagement
  • emailing former employees

30. Fill in the blank: Digital marketing allows you to create _____ for your social media accounts that reach the right audience.

Answers

  • loyalty
  • short-term goals
  • sales targets
  • tailored content

31. Why are customer journey maps important for digital marketers? Select two answers.

Answers

  • They help marketers understand how and why customers interact with a business.
  • They help marketers reduce advertising costs.
  • They help marketers create better, more user-friendly experiences.
  • They help marketers drive sales.

32. What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?

Answers

  • A loyalty funnel
  • A customer journey funnel
  • A marketing funnel
  • A customer experience funnel

33. What are the four stages of a simple marketing funnel?

Answers

  • Consideration, conversion, loyalty, satisfaction
  • Awareness, conversion, loyalty, close
  • Loyalty, consideration, awareness, sale
  • Awareness, consideration, conversion, loyalty

34. What tactic can businesses use to increase their awareness and reach potential customers?

Answers

  • Improve search engine optimization rankings and results by optimizing website content around specific search terms
  • Showcase positive customer feedback and reviews
  • Offer free samples, tools, or trial memberships that let potential customers test out services before committing
  • Create ads based on products and pages potential customers previously visited

Shuffle Q/A 3

35. To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply.

Answers

  • Rewards programs
  • Product-focused ads
  • Follow-up emails
  • A clear returns policy
  • A smooth checkout process

36. Consider the following scenario:

A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others.

What is the path called that the customer takes from finding the product to recommending it?

Answers

  • The strategic marketing plan
  • The company pain points
  • The awareness tactic
  • The customer journey

37. Fill in the blank: Digital marketers use each interaction a customer has with a brand to create a _____, which helps them understand how and why customers interact with the brand.

Answers

  • product marketing summary
  • customer impact collage
  • product impact graph
  • customer journey map

38. Fill in the blank: The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.

Answers

  • conversion
  • awareness
  • consideration
  • communication

39. One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?

Answers

  • Rewards program usage
  • Email or newsletter signups
  • Return customers
  • The number of sales

40. What is the goal of the conversion stage?

Answers

  • To make customers aware of the brand
  • To turn potential customers into buyers
  • To get a positive review
  • To get customers to sign up for an email

41. Consider the following scenario:

Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products.

Why is it important for online companies to measure these instances of cart abandonment?

Answers

  • Losing conversions count against the company, resulting in loss of trust among potential customers.
  • Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.
  • Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
  • Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed  online.

42. Consider the following scenario about digital marketing:

A pet store creates an online presence. The owner posts video ads on social media of products and discounts. The ads don’t attract new customers.

How can digital marketing help the pet store succeed?

Answers

  • By reaching potential customers and engaging with them effectively
  • By increasing the budget
  • By creating content aimed at other pet stores
  • By creating email templates and sending them internally

43. A retail business wants to focus its efforts on digital marketing. Why should they carefully consider the customer journey?

Answers

  • Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
  • Because once the journey creates customer trust in the brand, it can never be lost
  • Because the journey can be marketed and sold to increase company revenue
  • Because understanding and improving the journey can transform a potential customer into a loyal customer

44. What is a customer journey map?

Answers

  • A visualization of a typical  business’s yearly marketing budget 
  • A visualization of a typical customer’s touch points along their purchase journey
  • The process of posting customer reviews and online ads
  • The process a business follows to get new customers

45. A marketer wants to create a visual representation of the sales process, from a customer first learning about a brand to becoming a loyal customer.

What should they create?

Answers

  • A marketing funnel 
  • A slideshow
  • Touchpoints presentation
  • A customer journey map

46. In the awareness stage, why is it important to measure impressions, reach, and frequency?

Answers

  • Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
  • Digital marketers will need to grow their department if all three measurements are positive.
  • Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.
  • The measurements from these three data points will determine a company’s overall success.

47. Why should marketers measure cart abandonment?

Answers

  • Losing conversions count against the company, resulting in loss of trust among potential customers.
  • Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
  • Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
  • Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.

48. What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?

Answers

  • Conversion
  • Consideration
  • Loyalty
  • Awareness

Week 3 – Digital marketing and e-commerce strategy

foundations of digital marketing and e-commerce weekly challenge 3 answers

1. Which of the following best describes brand equity?

Answers

  • How a company communicates its values and culture
  • The value customers attribute to a brand’s offerings when compared with similar products from another brand
  • How a company is perceived by the public
  • The number of customers that purchase a brand’s primary asset, like a product or service

2. Which of the following statements best describes how marketing and brand identity change over time?

Answers

  • Marketing efforts are permanent; brand identity changes.
  • Marketing efforts and brand identity are both permanent.
  • Marketing efforts change; brand identity is permanent.
  • Marketing efforts and brand identity are both likely to change.

3. Fill in the blank: When setting a digital marketing strategy, it’s important to _____ and set meaningful goals before picking your channels.

Answers

  • run digital ad campaigns
  • plan ad campaigns
  • Research your audience
  • create digital marketing content

4. Imagine that a fashion company wants to reach new customers. They write the following goal:

“We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.”

What type of goal is this?

Answers

  • Revenue goal
  • Customer goal
  • Business goal
  • Marketing goal

5. A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

Answers

  • To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.
  • To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.
  • To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.
  • To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.

6. Which of the following are examples of owned media? Select all that apply.

Answers

  • Paid social media ads
  • Whitepapers
  • eBooks
  • Video ads

7. What are the disadvantages of paid search? Select two.

Answers

  • Paid search does not work well with organic search.
  • Paid search can have higher entry costs to start.
  • Paid search results disappear when a business stops paying for them.
  • Paid search results take a long time to create an impact.

8. As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

Answers

  • Planning and publishing
  • Listening and engagement
  • Strategy
  • Analytics and reporting
  • Paid social media

9. Which of the following best describes email marketing?

Answers

  • Sending emails to many recipients regardless of their interests
  • Sending emails with claims that are too good to be true
  • Sending unwanted emails out in bulk to a mass recipient list
  • Sending emails to a list of existing subscribers with relevant, helpful content

10. Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

Answers

  • Brand building
  • Social listening
  • Segmentation
  • Personalization

11. To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

Answers

  • Serve ads to highly specific customer groups
  • Send messages that match where customers are in the marketing funnel
  • Send promotions for special events
  • Follow up on previous interactions
  • Address each recipient directly

Shuffle Q/A 1

12. What does it mean when a brand has positive equity?

Answers

  • It means consumers want to pay less for their products or services.
  • It means consumers prefer to use their competitors’ products or services.
  • It means believe they provide great value and amazing products.
  • It means consumers feel good about the brand and might pay more for it.

13. An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?

Answers

  • We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.
  • We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk.
  • We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.
  • We want to increase the number of meals we sell.

14. A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?

Answers

  • They don’t disappear when you stop paying for them.
  • It produces results slowly.
  • It produces results quickly.
  • It lasts longer than SEO.

15. Why is social media marketing important?

Answers

  • It drives engagement and promotes a brand on social media channels.
  • It is more valuable than a digital marketing strategy when connecting with customers.
  • It sends automatic emails to potential customers about a brand.
  • It plans and publishes valuable content for a brand.

16. What helps brands avoid coming across as spammers? Select all that apply.

Answers

  • Email personalization
  • Bulk emails
  • Paid ads
  • Email segmentation

17. Imagine that a business divides their email subscriber list into smaller groups based on specific criteria. What is this process called?

Answers

  • Brand building
  • Personalization
  • Segmentation
  • Social listening

18. Which of the following best describes a brand?

Answers

  • How a company communicates its values and culture
  • How a company markets its primary asset, like a product or service
  • How much customers are willing to pay for a company’s products
  • How a company is perceived by the public

19. How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

Answers

  • Analyze marketing campaign analytics and reporting
  • Review existing media to identify gaps
  • Decide how to allocate the budget
  • Figure out which channels to focus on and what content to run

20. Which of the following statements refer to marketing goals?

Answers

  • They are specific objectives in a plan or strategy aren’t connected to a business’s goals.
  • They include things like increasing profits and raising productivity.
  • They are specific objectives in a plan or strategy that should support a business’s larger aims.
  • They are typically big, long-term, and have the potential to affect an entire company.

21. Digital channels fit into three main categories. What are these categories?

Answers

  • Direct, owned, and earned media
  • Paid, owned, and free media
  • Paid, owned, and earned media
  • Banner, owned, and social media

22. A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions.

Which one of the five pillars of social media marketing does this represent?

Answers

  • Listening
  • Strategy
  • Publishing
  • Reporting
  • Paid social media

23. What can businesses do to personalize their emails to customers? Select all that apply.

Answers

  • Follow up on previous interactions
  • Send promotions for special events like birthdays and holidays
  • Run a different email for every single subscriber
  • Avoid asking customers for their opinion

24. A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?

Answers

  • Share information about the business’s history
  • Urge them to order soon
  • Ask a customer to share their opinion on their recent purchases
  • Offer them a discount for a product they didn’t order

Shuffle Q/A 2

25. What term describes the way a company is perceived by the public?

Answers

  • Company worth
  • Brand
  • Brand equity
  • Financial worth

26. Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

Answers

  • Customers will prefer the company to its competitors.
  • Customers will remain loyal to the company.
  • Customers will not seek out a company’s competitors.
  • Customers will not remember who the company is.

27. What does Media Mix refer to?

Answers

  • The combination of digital channels used to reach your goals and how you divide your budget among them.
  • The stages of the marketing funnel and the goals you set for the duration of the campaign.
  • The budget you have allocated to a marketing campaign and the goals you set for the duration of the campaign.
  • The combination of internal and external marketing efforts and how you divide your budget among them.

28. Fill in the blank: Your business goals and your marketing goals need to be specific and _____.

Answers

  • simple
  • long term
  • expensive
  • measurable

29. Which of the following are examples of paid media? Select all that apply.

Answers

  • Blog content
  • Shopping ads
  • Website content
  • Video ads

30. How does paid search compare to search engine optimization (SEO)?

Answers

  • Paid search produces results more slowly.
  • Paid search produces results that last longer.
  • Paid search produces results that decrease website traffic.
  • Paid search produces results more quickly.

31. A social media manager decides when to post content and how often. They would like to regularly engage followers without posting too much.

Which one of the five pillars of social media marketing does this represent?

Answers

  • Plan of action
  • Paid social media
  • Analytics and reporting
  • Planning and publishing
  • Listening to the audience

32. A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

Answers

  • Paid search
  • Email marketing
  • Keyword research
  • Social media marketing

33. Which of the following best describes brand equity?

Answers

  • How a company is thought of by the public
  • The number of customers that purchase a brand’s primary asset, like a product or service
  • The value customers give to a brand’s offerings when compared with similar products from another brand
  • How a company communicates its values and culture

34. Why is it important to know about brands and their values?

Answers

  • It guides marketing and sales efforts.
  • It improves your products.
  • It promotes your services.
  • It reduces costs.

35. Which of the following refers to a digital marketing strategy?

Answers

  • Goals are not important.
  • It starts with planning ad campaigns or social media outreach.
  • It is usually a broad collaborative effort.
  • It is usually done by one person.

36. What is a small, targeted objective that is specific to promotional activities?

Answers

  • Marketing goal
  • Business goal
  • Customer goal
  • Revenue goal

37. What can brands do to deliver an experience that feels specific to each individual?

Answers

  • Address each recipient directly
  • Match where the customers are in the marketing funnel
  • Don’t follow up with potential customers
  • Avoid sending birthday promotions

Shuffle Q/A 3

38. Fill in the blank: When brands _____ their lists, it makes it easier to build relationships with customers.

Answers

  • spam
  • spend less on
  • ignore
  • segment

39. Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

Answers

  • A company’s marketing strategy can help a business build its brand.
  • A company’s marketing strategy defines its brand identity.
  • A company’s brand identity changes with its marketing strategy.
  • A company’s brand is the foundation for its marketing strategy.

40. Fill in the blank: When setting a digital marketing strategy, it’s important to learn about your customers and _____ before picking your channels

Answers

  • set meaningful goals
  • manage customer relationships
  • allocate a budget
  • create marketing content

41. What is a marketing goal?

Answers

  • A set of objectives that remain consistent in the long term
  • A big, long-term aim that has the potential to affect an entire company
  • A small, targeted objective that is specific to marketing activities
  • A tactic that results in increased productivity for a business

42. A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

Answers

  • We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.
  • We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud.
  • We want to increase our company profits.
  • We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.

43. What is paid media?

Answers

  • Positive digital exposure generated through personal or public recommendations.
  • Any form of digital promotion a brand pays to put online
  • Website content, blogs, and eBooks
  • All the digital content a brand fully controls

44. Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?

Answers

  • Organic exposure from SEO produces results more quickly than paid search.
  • Organic exposure from SEO lasts for less time than paid search.
  • Organic exposure from SEO lasts longer than paid search.
  • Organic exposure from SEO promotes a website at the top of a search results page like paid search does.

45. What is the difference between email segmentation and personalization?

Answers

  • Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.
  • Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers.
  • Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.
  • Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.

46. A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.

Answers

  • Create community
  • Drive sales
  • Analyze performance
  • Share information

Week 4 – Measure performance success

Foundations of digital marketing and e-commerce weekly challenge 4 answers

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

Answers

  • 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?

Answers

  • 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?

Answers

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

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

Answers

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

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

Answers

  • 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.

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

Answers

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

7. How does a digital marketer use data storytelling?

Answers

  • 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

8. 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.

Answers

  • 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.

9. 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?

Answers

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

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

Answers

  • 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

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

Answers

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

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

Answers

  • 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

13. What is customer lifetime value?

Answers

  • 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

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

Answers

  • posts
  • promotions
  • touchpoints
  • rules

15. 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.

Answers

  • length
  • one component
  • three main components
  • speed

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

Answers

  • case study
  • call to action
  • narrative
  • graph

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

Answers

  • Illustrations
  • Data points
  • Graphs and charts
  • Infographics

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

Answers

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

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

Answers

  • Data pulling
  • Data reporting
  • Data storage
  • ROAS

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

Answers

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

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

Answers

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

22. What are data visualizations?

Answers

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

Shuffle Q/A 2

23. What is data pulling?

Answers

  • 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?

Answers

  • 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 _____.

Answers

  • KPI
  • data analytics
  • data reporting
  • attribution

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

Answers

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

27. 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?

Answers

  • 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

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

Answers

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

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

Answers

  • 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

30. What is performance marketing?

Answers

  • 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.

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

Answers

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

32. What does attribution help businesses do?

Answers

  • 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

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

Answers

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

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

Answers

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

Shuffle Q/A 3

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

Answers

  • 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

36. What do businesses use marketing data for?

Answers

  • 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

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

Answers

  • 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?

Answers

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

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

Answers

  • Intense
  • Engaging
  • Memorable
  • Persuasive

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

Answers

  • Data
  • Story design
  • Narrative
  • Data visualization

Finish!!