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WorksheetsChapter 12
Total questions: 50
Worksheet time: 25mins
Name
Class
Date
1.
Where does Web Analytics originate from?
a)
Graph Theory
b)
Education
c)
Data Mining
d)
Behavioural Science
e)
Geometry
2.
Which of the following is not a direct aim of Web Analytics?
a)
Analysing website data.
b)
Measuring website data.
c)
Reporting website statistics.
d)
identify product issues.
e)
Tracking customers.
3.
Which data collection method did Web Analytics start with back in the 1980s?
a)
Web Bacon
b)
JavaScript tagging
c)
UTM codes
d)
Log Files
e)
Packet Sniffing
4.
Which of the following is not part of the Web Analytics process?
a)
Evaluation of actions.
b)
Developing data collection capability.
c)
Business requirements.
d)
Generating value though Web Analytics.
e)
Developing new products.
5.
Defined measurable attributes in Web Analytics are called?
a)
Tags
b)
Measurements
c)
Metrics
d)
Indexes
e)
Units
6.
Which of the following is not a characteristic of KPIs (Key Performance Indicators)?
a)
They are qualitative in nature.
b)
They are dependent on the goals of organisation.
c)
They change over time.
d)
They are the most important metrics for Web Analytics.
e)
They vary for different websites.
7.
What does the metric "referrer" tell us?
a)
The number of pages referring to our page.
b)
The source of a user who is visiting the tracked site.
c)
It shows how a user clicked through the links on a site.
d)
A link our page is referring to.
e)
The number of links included in our page.
8.
What does campaign tracking not track?
a)
The most valuable networks.
b)
Website redesign.
c)
Landing pages
d)
Knowledge about potential customers.
e)
usefulness of individual campaigns
9.
What is not a parameter of UTM?
a)
Content
b)
Campaign
c)
Medium
d)
Date
e)
Source
10.
How can ethical problems occur in Web Analytics and campaign tracking?
a)
Because usage data is collected.
b)
Because too many campaigns are released.
c)
Because people are not creative enough.
d)
Because campaigns are available for disabled people.
e)
Because a lot of interests are involved.
11.
Which of the following is a qualitative data collection method?
a)
Correlation Analysis
b)
Sample Size
c)
Regression Analysis
d)
Hypothesis Testing
e)
Online Ethnography
12.
Which of the following combinations are not characteristic choices for interviews?
a)
Group or individual
b)
structured or semi-structured
c)
face-to-face or online
d)
observation or document analysis
e)
open and closed questions
13.
What does the abbreviation CLV stay for in the area of marketing?
a)
Consumer Leading Value
b)
Customer Lifetime Value
c)
Constant Leading Vendor
d)
Customer Loyalty Vote
e)
Critical Lifetime Value
14.
What is not a characteristic or data set relating to CLV?
a)
Demographics
b)
Transactions
c)
Time period
d)
interaction
e)
Customer
15.
What is the function of online conversion activities?
a)
Builds higher brand awareness
b)
Creates loyalty to the brand
c)
Actively pushes the consumers to final transaction
d)
Transforms users' attitude towards the brand
e)
Is a base for consumer experience
16.
What does "natural conversion" mean?
a)
Moving from initial trigger action to marketing action
b)
Moving from Initial trigger action to final action
c)
Conversion without marketing tools
d)
Conversion with digital marketing tools
e)
The need for additional marketing budgets
17.
Does brand awareness directly correlate with the conversion?
a)
Yes, always
b)
Yes, but not always
c)
No, never
d)
It depends on the brand
e)
It depends on the channel
18.
If the brand awareness is low and there is resistance to the brand, a purchase may still be made because...
a)
the conversion process is easy.
b)
the price is very low.
c)
the alternatives are limited.
d)
A, B and C
e)
A purchase will not be made.
19.
Do Web Analytics contribute to the calculation of ROI?
a)
No, they don't contribute
b)
Depends on the brand
c)
Depends on the channels used.
d)
Depends on the professionalism of the marketing specialist.
e)
Yes, they contribute.
20.
Web analytics phases are part of the…
a)
Web analytics process.
b)
Web analytics plan.
c)
Digital marketing plan.
d)
Research and development.
e)
Data collection.
21.
What is "visit duration"?
a)
A KPI
b)
An analytics tool
c)
A popular metric
d)
A tool for conversion
e)
A measure of ROI
22.
Which is the most used Web analytics tool?
a)
Google support
b)
Google analytics
c)
Yahoo analytics
d)
Microsoft analytics
e)
Web service
23.
Which are the pre-defined structured metrics and reports in Google analytics?
a)
Reach, conversion and involvement
b)
Audience, awareness and planning
c)
Behaviour, acquisition and conversion
d)
Audience, behaviour and acquisition
e)
Planning, implementation and evaluation
24.
In Web analytics, the KPIs should be aligned to…
a)
the timing of the campaign.
b)
the budget.
c)
consumer behaviour.
d)
business needs.
e)
business goals.
25.
Which of the following is not a characteristic that KPIs should meet?
a)
Understandable
b)
Measurable
c)
Comparable
d)
Cost effective
e)
Relevant
26.
What does Facebook insights monitor?
a)
The number of people that view a particular social media post
b)
The number of people that comment on social media posts
c)
The number of interactions
d)
The number of social media ads that appear per day
e)
The psychographics of users
27.
Among the parameters of UTM is…
a)
Channel
b)
Awareness
c)
Source
d)
User
e)
URL
28.
What is the most important ethical consideration in digital marketing?
a)
Competition
b)
Professionalism
c)
Consumer protection
d)
Business results
e)
Privacy
29.
Personalization of software is an aspect of…
a)
Information practices
b)
Information requests
c)
Disclosure statements
d)
Information provision
e)
Information capturing without consent
30.
What does "informed consent" mean?
a)
Users have to pay attention to all their texts
b)
People should be properly informed
c)
Purchase decisions are informed
d)
Organisations should provide all their information
e)
Available complete information is never enough
31.
What does "fair access" mean?
a)
Equal rights for all people
b)
No gender diversification
c)
Access to databases without passwords
d)
No discrimination in terms of participation in a campaign
e)
Provision of information upon request
32.
When might unwanted marketing contact be perceived as an unethical practice?
a)
Always
b)
In some cases
c)
Depends on the profile of the consumer
d)
Depends on the sector of the company
e)
Never
33.
What are the two categories of regression analysis?
a)
back and forth regression
b)
general and specific regression
c)
long-term and short-term regression
d)
positive and negative regression
e)
linear and multiple regression
34.
What is correlation analysis?
a)
A digital marketing tool
b)
A social media marketing tool
c)
A quantitative data analysis method
d)
A qualitative data analysis method
e)
A combined data analysis method
35.
A normal sample size for web analytics, is…
a)
Under estimated
b)
Large
c)
Small
d)
Representative
e)
Expensive
36.
In Web analytics, the focus group is…
a)
a quantitative data analysis method.
b)
a qualitative data analysis method.
c)
a combined data analysis method.
d)
a direct data analysis method.
e)
an indirect data analysis method.
37.
Which of the following methods is not an aspect of online ethnography?
a)
Observation
b)
Field diary
c)
Discourse analysis
d)
Storing conversations
e)
interview
38.
What does the "interviewer effect" means?
a)
The interviewer has the right to modify the questions.
b)
People do not trust the interviewer.
c)
The interviewer is crucial to the efficiency of the interview.
d)
People answer questions in a way that the interviewer will appreciate.
e)
The selection of respondents is subjective.
39.
What is Adobe SiteCatalyst?
a)
Web Analytics software product
b)
Web Analytics tool
c)
Web Analytics kit
d)
Web Analytics plan
e)
Web Analytics service
40.
What is Yahoo! Web Analytics?
a)
Web Analytics kit
b)
Web Analytics software product
c)
Web Analytics plan
d)
Web Analytics service
e)
Web Analytics tool
41.
When should goals be defined in Web analytics?
a)
Initially
b)
In the phase of generating value
c)
In the planning phase
d)
Concerning business requirements
e)
Together with a definition of tasks
42.
What should be compared at the evaluation stage of a Web analytics plan?
a)
Expectations with results
b)
Goals with actions
c)
Budgets with profit
d)
Changes with static items
e)
Increase of awareness
43.
Campaign tracking does not give the opportunity to collect data about…
a)
age.
b)
gender.
c)
cultural background.
d)
online behaviour.
e)
activities offline.
44.
What is "parameter order"?
a)
A Web analytics tool
b)
Choosing the raw parameters
c)
A drawback of UTM parameters
d)
A drawback of KPI parameters
e)
The development of parameters
45.
The tool for LinkedIn campaign tracking is called…
a)
LinkedIn metrics
b)
LinkedIn analytics
c)
LinkedIn hashtags
d)
LinkedIn insights
e)
LinkedIn tracking
46.
The tool for YouTube campaign tracking is called…
a)
YouTube metrics
b)
YouTube analytics
c)
YouTube hashtags
d)
YouTube insights
e)
YouTube tracking
47.
The tool for Facebook campaign tracking is called…
a)
Facebook metrics
b)
Facebook analytics
c)
Facebook hashtags
d)
Facebook insights
e)
Facebook tracking
48.
The use of analytics is crucial for…
a)
all organisations.
b)
SMEs.
c)
big companies,
d)
International companies.
e)
local businesses,
49.
Data obtained through web analytics should be…
a)
reviewed
b)
compared with competitor's data.
c)
applied to the business.
d)
summarised.
e)
checked for relevance.
50.
In the Web analytics process, the phase of generating value includes...
a)
data analysis and data control.
b)
pattern analysis and action taking,
c)
turning data into knowledge.
d)
mapping and copywriting.
e)
building knowledge and the identification of needs.
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