Web Analytics MCQ Questions - Digital Marketing

This section focuses on "Web Analytics" in Digital Marketing. These Multiple Choice Questions (MCQ) should be practiced to improve the Digital Marketing skills required for various interviews (campus interview, walk-in interview, company interview), placements, entrance exams and other competitive examinations.

1. In order to identify the users, web analytics tools need to report on?

A. user sessions
B. Unique users
C. Page Views
D. All of the above

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2. Which of the following method used to identify user sessions?

A. IP address
B. authenticated user
C. user agent
D. All of the above

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3. The most common user identification technique is via?

A. Sessions
B. Cookies
C. Segmentation
D. page views

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4. The focus of web analytics is to understand the?

A. users of a site
B. User behavior
C. User activities
D. All of the above

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5. The immediate purpose of analyzing digital analytics data is to:

A. Make better decisions about your business
B. Generate more revenue from your website
C. Define the ideal customers for your business
D. Drive more traffic to your website

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6. If I want to have an estimate of the number of people who visited my website, which metric should I use?

A. Sessions
B. Unique visitors
C. Users
D. Hits

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7. Which of the following statements is incorrect?

A. You should leverage the 5W (+1H) technique to plan and design a dashboard.
B. Google Data Studio, Kilpfolio, and Tableau are some tools that help you create effective dashboards.
C. You should provide usability-related (heuristics) recommendations without actual data in your dashboards.
D. Designing an effective dashboard (or report) is similar to developing a website.

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8. Above all, the advantage of competitive intelligence is that it allows you to:

A. Measure your website data compared to your competitors
B. Measure your website data in a vacuum
C. See how much revenue your competitors are generating
D. See how fast your company is growing

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9. What are the three areas of expertise of a Center of Excellence?

A. Instrumentation / Analysis / Recommendations
B. Business Outcomes and Actions / Enabling Capabilities / Analysis
C. Instrumentation / Enabling Capabilities / Analysis
D. None of the above

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10. What would be a good way to segment your data?

A. Segment your primary geographic market
B. Segment based on Acquisition / Behavior / Conversion dimensions
C. Segment based on Recency, Frequency, and Monetary Value
D. All of the above

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11. You want to understand if users use their mobile phone to access your site. Which of the following approach is preferable?

A. Ask "Are you using a mobile phone to access our site?" Yes/No
B. Ask "Which type of device are you using to access our site?" with choices: Desktop computer/Mobile Phone/Tablet
C. Look at the report Audience/Mobile/Overview
D. This cannot be known because people use multiple devices to browse the Web

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12. Which of these marketing efforts would NOT be an effective use of campaign trackers?

A. Display advertising campaigns
B. Email marketing campaigns
C. Social media campaigns
D. Television advertising campaigns

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13. Publishing ads through Facebook would fall under which media type?

A. Owned media, because of your Facebook Page
B. Social media channel
C. Paid media
D. Depends on the campaign parameters you add to your landing page link

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14. Which of the following reports would identify the entry pages that are contributing the most to your e-commerce revenues?

A. All Pages
B. All Traffic
C. Landing Pages
D. E-commerce overview

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15. Which of the following explains the best use for website testing and experimentation?

A. It gives customers a voice to decide what goes on your website
B. It enables the company CEO to justify his decisions for what goes on the website
C. It allows the web oversight committee to influence the background color
D. It enables multiple versions of the website to exist simultaneously

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16. Which of the following is a disadvantage of A/B testing?

A. It is limited to groups that have lots of resources to get started
B. It is limited to simple changes
C. It requires lots of prep time to get started
D. It requires much more traffic to get results than multivariate testing

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17. Last-click attribution is defined as:

A. The last date on which a new customer clicked to your website
B. The channel that received the most amount of clicks in the sales cycle
C. The last point in the sales cycle before the customer purchase
D. The channel that sent the user to your website immediately before the sale

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18. What is the biggest difference between CPA and CLV analysis

A. CPA is more appropriate for short term, tactical optimization
B. CLV is truly customer-centric
C. CLV encompasses online and offline customer touchpoints and uses back-office data
D. All of the above

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19. Which metrics would accurately indicate the success of the latest Facebook post?

A. Likes and click-through
B. Impressions and click-through
C. Reach and engagement
D. Sessions and pageviews

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20. Google Analytics can only recognize returning users on websites, not on mobile apps.

A. TRUE
B. FALSE
C. Can be true or false
D. Can not say

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