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.

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.

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

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

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?

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.

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.

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.

“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?.

_____ approach enables marketers to apply a short link (such as bitly or tinyurl) or cookie to a site to track the source of a conversion where the end user might make a purchase.

_____ approach utilizes an application, typically installed on a social property (most often Facebook) to track the user’s activity. This application can be a way to serve up special content to users or direct them toward a place where they can either receive a coupon or make a purchase directly.

The most common method of doing this today is by creating a storefront on a social platform, such as Facebook, and selling your products directly from there. Tools such as 8thBridge, Moontoast, and Spiceworks enable users to create this sort of environment.

There are three critical components to any digital marketing scorecard. One component that tells you how well a certain channel performed with the required number of people the company has reached with a banner advertising campaign or audience engages with the content that have been posted for that campaign.

There are three critical components to any digital marketing scorecard. One component that tells you how well your media dollars were spent to effectively reach our audiences.

There are three critical components to any digital marketing scorecard. One component that captures how well you take various actions across the campaign and evaluating their contribution to the business (ROI).

One approach that many organizations can take to measuring effectiveness is return on media investment, or ROMI. There are several factors that go into a successful ROMI model. Please select the factor that does not belong in a ROMI model from the options below.

Marketers spend a lot of time and money pursuing the pathways of influence on consumers. Please select the key element that does not belong in constructing perspective on organization’s return on influence efforts.

When an organization engages in digital marketing, the only thing that matters is capturing return on investment. Please select whether this statement is true or false.

The subject of digital marketing measurement is still under great discussion and debate, particularly among senior executives in most organizations. Is this statement true or false?