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MKT 454 Final Exam - Study Guide - Google Docs

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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.
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