Return on Investment

Return on investment (ROI) is one of the most common financial metrics that companies use to evaluate marketing effectiveness. How is ROI calculated?

• By calculating the amount of money spent and dividing it by total engagement

• By calculating the amount of money spent and dividing it by the total number of people you have reached

• By calculating the amount of money spent and dividing it by the number of people who have come to your website

• By calculating the gain from any spending minus the cost of the investment divided by the cost.

It assumes that engagement with content leads to greater awareness, which then leads to higher likelihood of consideration, which then leads to greater likelihood to buy or increases in brand favorability.

• Digital analysis on brand

• Digital analysis on audience

• Return on Influence

• Return on Engagement

The first is to add the number of comments, the number of ratings, and the number of likes, and then divide that sum by the number of views of a particular video are the ways to calculate engaged ______ users.

• Facebook

• Twitter

• YouTube

• Instagram

Divide the total number of likes and comments by your follower count, and then multiply by 100 to give you a percentage

• Facebook

• Twitter

• YouTube

• Instagram

Return on engagement is one measure that was devised as social media became increasingly more popular. There are many issues with return on engagement as a measure. Please select the response below that represents a challenge with measuring return on engagement

• Return on engagement doesn’t factor in reach

• Return on engagement doesn’t factor in search volume

• Return on engagement assumes that there is a connection between engagement and sales

• Return on engagement doesn’t factor in how many people have come to your website

There are several potential approaches to capturing return on investment. One of those models is using the top-down revenue approach. Which of the following is not part of the top-down revenue measurement approach?

• Anecdote

• Direct link to sales

• Correlation

• A/B, multivariate testing

An example of you tweeting that you’re interested in buying a car. Let’s say that the leader of social media for a large car manufacturer follows up on your comment with a reply directing you to the company’s website. You might then reply to that person and indicate that you are now much more likely to buy a car, thanks to his or her outreach.

• Anecdote Analysis

• Correlation Analysis

• A/B, multivariate testing Analysis

• Linking and tagging

This type of analysis is used to identify patterns in behavior. It could be anything: comparing likes on Facebook to sales, the relationship between engagement on Twitter and in-store traffic.

• Anecdote Analysis

• Correlation Analysis

• A/B: Multivariate Testing Analysis

• Linking and tagging

Site visitors are bucketed into one version or the other. By tracking the way visitors interact with the page they are shown — the videos they watch, the buttons they click, or whether or not they sign up for a newsletter — the number of clicks on each page's version can be compared to determine which version of the page is most effective.

• Anecdote Analysis

• Correlation Analysis

• A/B: Multivariate Testing Analysis

• Linking and tagging

“The Social Media ROI Cookbook” describes three primary methods of tracking revenue impact where the end user might make a purchase. Which of the following is not part of these bottom-up techniques approach?.

• linking and tagging

• integrated

• direct commerce

• Calculating total campaign engagement