Quiz 9

The social media team is reviewing data from last year's social media campaigns. They notice that there is not much diversity in the data. They are concerned that this will misrepresent the results. Which big data dimension is being questioned?

• Variety

• Volume

• Veracity

• Velocity

Leadership asked the social media team to always calculate the return on investment (ROI) for campaigns. The team is meeting next week to ensure the ROI results will be meaningful. What is the first step they must take at that meeting?

• Identify social media key performance indicators (KPIs).

• Align the social media goals with the business objectives.

• Set up analytics programs to track the metrics over time.

• Assign average monetary values to each conversion.

Martha is the social media analyst for the team. She uses the performance management method in her data analysis. She just reviewed the semi-structured data from the last two campaigns. She recommends in her report that consistent hashtags be used in future campaigns. Why is this important?

• The decision science method can also be used in future analysis.

• The data storage requirements will be smaller and portable to a USB drive.

• The queries used on the semi-structured data will be more accurate.

• The data can be merged to a webpage by matching hashtags to HTML tags.

Rick is calculating the number of shares from the current social media campaign. What part of the social media funnel will this data measure?

• Customer acquisition

• Customer satisfaction

• Customer awareness

• Customer consideration

Sally is an intern working for the social media team. In the morning status meeting the team set a goal to develop key performance indicators (KPIs) by the end of the week. Sally is confused about what KPIs are. Which of the following provides an accurate explanation?

• They measure and evaluate if the business is achieving key business objectives.

• They are descriptive paragraphs that display how the change in sentiment.

• They are graphical representations or charts to show the key business objectives.

• They are used by sales to create leads from social media data.

Marco and his team are meeting to discuss conversion attribution. They review the three primary models used for attribution. After debate, they decide on a single-source model that uses the last social touch type. How is the credit applied?

• The credit is divided evenly across multiple touchpoints before the conversion.

• The credit is given to the last social media platform before the conversion.

• The credit is spread evenly across every touchpoint up to the conversion.

• The credit is given to the last touchpoint before the conversion.

Diane has been asked to create a report on the social media data mining results. She knows it will be important to represent the data patterns in graphic format. What will the benefit of this format be?

• Management will see and understand the aggregate data.

• The report will be able to demonstrate why supervised learning is needed.

• Those reading the report will be able to visualize relationships.

• Diane will be able to better discuss data sampling with management.

The social media team decides to measure how often the online store is accessed from a social media advertising post. What type of conversion will be used in this metric?

• Audience engagement

• Click through rates

• Sentiments

• Brand awareness

Monica has been asked to calculate the social media return on investment (ROI) for the last two campaigns. Which of the following formulas will she use?

• Social media ROI (Gain) = (Return + Costs)/Costs

• Social media ROI (Gain) = (Return - Costs)/Costs

• Social media ROI (Costs) = (Return - Gain)/Costs

• Social media ROI (Return) = (Gain - Costs)/Costs

Doug just finished analyzing the social media data from the last two campaigns. He is extremely happy with the accuracy of the data. Which big data dimension is he referencing?

• Velocity

• Veracity

• Variety

• Volume