Understanding the Synergetic Digital Ecosystem

The digital ecosystem creates new revenue streams and makes it possible to track and analyze the data flowing through the business and then use that data for the development of new products and services that can increase the value of the company.

• TRUE

• FALSE

There are four ways that companies are using data to fuel strategic initiatives across the enterprise. Please select the answer below that most closely reflects these four initiatives.

• Business strategy, data strategy, communications strategy and media strategy

• Selling more products, improving customer service, improving sentiment and generating more marketing qualified leads

• Improving employee engagement, generating shareholder value, breaking down organizational siloes, and generating more sales qualified leads

• Improving social media engagement, generating more traffic to the website, distributing media to the proper channels and improving search engine rankings

_____ is what most people think of when they think of advertising. It’s the most traditional of the three types of digital media—you pay to leverage an existing channel. Examples include digital display ads, paid search, and native advertising.

• Paid Media.

• Earned Media.

• Owned Media.

• Social and digital media

It’s any media that is controlled directly by your brand, such as your company website, blog, or social media account. Everything that you publish on this channel is yours, and you can adapt or change content as you need.

• Paid media

• Owned media

• Earned Media

• Social and digital media

_____ is often referred to as “online word of mouth or organic nature.” It includes SEO rankings, social media mentions, and content getting picked up by a third party. In effect, your customers become your promotion channel.

• Paid media

• Owned media

• Earned media

• Social and digital media

Keeping an eye on competitors using digital data is a growing use case for many organizations. Free tools from Google, Alexa and SimilarWeb can provide competitor website and audience profile data. What sorts of questions can these data sources answer? Select the response that is most accurate below.

• Which audience segments are competitors reaching that you are not?

• What are people saying in social media about your competitors?

• What is the sentiment toward your competitors in social media?

• What types of content are people engaging with on your competitors owned properties?

Unfortunately, there are not very many tools available to companies who want to track the performance of their competitors in social media. Please select whether this statement is true or false.

• TRUE

• FALSE

_____ is the gathering, synthesizing, and analysis of website data with the goal of improving the website user experience —including their average time spent on page and whether they’re a new or returning user—and which content draws in the most traffic.

• Conversion analytics

• Web analytics

• Competitive intelligence

• Social media reporting

_____ is a method - whether that’s directly selling product, registering, capturing a lead, or driving a specific user action like downloading a whitepaper - to track your customers’ actions to see whether they will do what you expect them to do (convert) or drop off.

• Web analytics

• Real time analysis

• Competitive intelligence

• Conversion analytics

You can use these tools to determine how active your users are on a page; what page interactions they are most engaged in; and what content topics and types are most consumed, shared, and ignored.

• Web analytic

• Conversion analytic

• Real time analytic

• User experience feedback