Deck 5: Tools: Audience Analysis

Question 1

Web analytics tools can reveal behavior patterns about consumers based on click paths throughout websites and have advanced segmentation and testing capabilities as well.However,there is a limit to how far web analytics can go because of their design.Which of the limitations below is the Achilles heel of web analytics tools?

A)Cannot include other channel data sources
B)Do not integrate with paid media
C)Can't report what happens between clicks

Answer 1

C

Question 2

Chapter 5 covers the history and changes in market leading social listening platforms 2012.Which of the social listening tools listed below are currently considered market leading platforms based on Forrester's Social Listening Tools Landscape?

A)Brandwatch
B)Radian6
C)Alterian SM
D)Sprinklr
E)Trackur

Answer 2

A,D

Question 3

With the explosion of audience data,marketers have a much better understanding of the people they are trying to reach.Audience data provides several benefits to brands but there is one that provides a benefit to both the brand and the consumer.What is it?

A)More advertising opportunities
B)Personalization of content & experiences
C)Opportunities to market in other channels
D)Other lifestyle and brand affinities for consumers

Answer 3

B

Question 4

Reputation has long been a focus for brands seeking to out-perform their competitors.The more known and favorable your brand is,the better right? In Chapter 5,we describe a paradigm shift for digital strategy development that changes the focus to a new model.What model listed below is the new 'reputation'?

A)Loyalty
B)Engagement
C)Relevance
D)Social
E)Behavioral

Question 5

Content marketing has exploded in popularity amongst digital marketers over the past several years.According September 2016 survey,what percentage of B2B marketers in North America expected to increase the amount of content marketing they create?

A)24%
B)11%
C)48%
D)76%
E)37%

Question 6

Audience analysis includes many categories of analytics tools from search insights,customer surveys,to website profiling tools.According to a 2017 Forrester survey,what category of tool is used most for digital intelligence by enterprise marketers?

A)Social analytics
B)Voice of the customer
C)Web analytics
D)Predictive analytics
E)App analytics