MKT 454 Final Exam - Study Guide fCHAPTER 1 Digital Marketing Analytics Can you... ● Explain digital marketing analytics and its importance to a marketing career. ● Define digital marketing analyst, and know what an analyst does as well as the skills necessary to succeed as an analyst. ● Explain the evolution of marketing and how it shaped digital marketing analytics. ● Describe data structures, types of reports, and data roles. CHAPTER 2 Digital Consumer Can you... ● Describe the scale of personal and consumer data collected in the digital age. ● Explain the concept of data privacy and the existing regulatory consumer protections. ● Explain the stages and the implications of the consumer decision journey. ● Describe how to identify target market segments and build personas to inform marketing communications. CHAPTER 3 Digital Company Can you... ● Explain that every business would benefit from improving their digital analytics proficiency. ● Explain a business’s current level of analytics maturity. ● Describe the analytics initiatives pursued by successful businesses in the digital age. ● Describe the scale and evolution of marketing technology. ● Describe how to make an outline of a business’s marketing technology stack and what is the outline’s purpose. MKT 454 Final Exam - Study Guide ● Explain the benefits of using a tag manager and the functionality of tags, triggers, variables, and version control. CHAPTER 4 Measurement Model Can you... ● Explain why establishing and using a business’ measurement model is essential for digital marketing analytics effectiveness. ● Explain how a business’ measurement model informs an analyst’s decision-marketing framework. ● Describe business objectives, SMART goals, metrics, and KPIs. ● Describe how business objectives, SMART goals, metrics, and KPIs fit into a business’ measurement model. ● Explain why return on investment (ROI) is a highly influential KPI and how to calculate it. ● Explain how to use lifetime value to calculate ROI for businesses with delayed profits and long-term customer relationships. CHAPTER 5 Data-driven Decisions Can you... ● Explain the advantages of data-driven decision-making. ● Explain the decision-making framework — question, curate, analyze, and optimize — and how to leverage it for business decisions. ● Explain the importance of data quality. ● Explain the tactics for collecting data and the main sources of digital marketing media data — owned, paid, and earned media. ● Describe how to connect or instruct others to connect multiple data sources. CHAPTER 8 Websites Can you... ● Explain why website analytics provides insights into performance across all MKT 454 Final Exam - Study Guide owned, paid, and earned media. ● Summarize the metrics, dimensions, and KPIs for website analytics. ● Recall website analytics marketing technology tools. ● Explain the business use of Google Analytics. ● Know how to connect website analytics to business results. ● Interpret website analytics and provide performance insights. CHAPTER 9 Organic Search Can you... ● Explain why Google organic search data should be the primary source of organic search insights. ● Summarize the metrics, dimensions, and KPIs specific to organic search analytics. ● List organic search analytics marketing technology tools. ● Explain the business use of SEMrush. ● Interpret organic search analytics and provide performance insights. CHAPTER 10 Social Media Can you... ● Explain the similarities between social media analytics for various social media platforms (Facebook, Twitter, LinkedIn, Instagram, TikTok, YouTube etc.). ● Summarize the metrics, dimensions, and KPIs specific to social media analytics. ● List social media analytics marketing technology tools. ● Explain the business use of Facebook Insights. ● Interpret social media analytics and provide performance insights. CHAPTER 11 Mobile Apps Can you... MKT 454 Final Exam - Study Guide ● Explain the similarities and differences between mobile app analytics and web analytics. ● Summarize the metrics, dimensions, and KPIs specific to mobile app analytics. ● Recall mobile app analytics marketing technology tools. ● Explain the business use of Google Analytics 4. ● Explain how to connect mobile app analytics to business results. ● Interpret mobile app analytics and provide performance insights. CHAPTER 12 Email Can you... ● Explain the importance of email analytics as a component of a business’ digital marketing analytics initiatives. ● Summarize the metrics, dimensions, and KPIs specific to email analytics. ● Recall email analytics marketing technology tools. ● Explain the business use of Mailchimp to build practical email analytics technology skills. ● Explain how to connect email analytics to business results. ● Interpret email analytics and provide performance insights. CHAPTER 13 Paid Media Can you... ● Explain the similarities among paid media analytics tools (Google Ads, Bing Ads, Facebook Ads Manager, Awin Affiliate Reports, Amazon Advertising, etc.). ● Summarize the metrics, dimensions, and KPIs specific to paid media analytics. ● Recall paid media marketing technology tools. ● Explain the business use of Google Ads. ● Explain how to connect paid media analytics to business results. ● Interpret paid digital marketing analytics and provide associated performance insights. MKT 454 Final Exam - Study Guide CHAPTER 14 Earned Media Can you... ● Explain the similarities between earned media analytics tools for social listening, search listening, PR, and reviews/ratings. ● Summarize the metrics, dimensions, and KPIs specific to earned media analytics. ● Recall earned media marketing technology tools. ● Explain the business use of Social Searcher. ● Interpret earned media analytics and provide performance insights.
