D098 Digital Marketing - Set 5 - Part 2

Correct Answer: Providing a personalized and continuous flow of content to move leads through the sales funnel

Lead nurturing involves continuously providing relevant content to potential customers at different stages of the buyers journey to guide them toward a purchase.

Correct Answer: Creating valuable, relevant content to attract and engage an audience

Content marketing is about producing high-quality content that informs, educates, and engages users, ultimately building trust and encouraging conversions.

Correct Answer: User interactions, highlighting where users click the most on a page

Heat maps provide a visual representation of user behavior, showing where visitors click, scroll, or engage the most on a website.

Correct Answer: The number of users who leave a website after viewing only one page

Bounce rate measures the percentage of visitors who leave a site after viewing just one page, without taking any further action.

Correct Answer: Test two variations of content to see which performs better

A/B testing involves creating two different versions of a webpage or piece of content to determine which version drives better results in terms of user engagement or conversions.

Correct Answer: Return on ad spend (ROAS)

Return on ad spend (ROAS) measures the gross revenue generated for every dollar spent on advertising, calculated by dividing campaign revenue by campaign cost. Here $10,000 in revenue divided by $2,000 in spend equals a 5:1 ROAS, meaning the company earned $5 for every $1 invested. CPA measures cost per conversion, CPM measures cost per thousand impressions, and CTR measures the ratio of clicks to impressions—none of which describe a revenue-to-spend ratio.

Correct Answer: Customer lifetime value (CLV)

Customer lifetime value (CLV) estimates the total revenue a business can expect from a single customer over the entire duration of the relationship, often calculated by multiplying average purchase value, purchase frequency, and customer lifespan. Multiplying $40 per month by a 30-month lifespan yields a $1,200 CLV. AOV reflects the value of a single transaction, MRR captures recurring revenue in a given month, and ROI measures net profit relative to investment—none of which represent total per-customer value across the lifespan.

Correct Answer: 30 minutes of user inactivity

By default, Google Analytics ends a session after 30 minutes of inactivity, meaning that if a user takes no tracked action for half an hour, the session times out and any subsequent activity begins a new session. This inactivity threshold, not page views, external clicks, or scrolling, is the standard rule for session termination. The timeout window can be adjusted in the analytics settings, but 30 minutes is the default.

Correct Answer: Last-click attribution

Last-click attribution gives all of the conversion credit to the final marketing touchpoint the customer interacted with immediately before converting, ignoring earlier interactions in the journey. First-click assigns full credit to the first touchpoint, linear distributes credit equally across all touchpoints, and time-decay gives progressively more credit to touchpoints closer to the conversion. Only last-click concentrates 100% of the credit on the final interaction.

Correct Answer: The right to erasure (right to be forgotten)

The right to erasure, also known as the right to be forgotten, allows individuals under the GDPR to request that an organization delete their personal data when it is no longer necessary or when consent is withdrawn. The right to data portability lets users transfer their data elsewhere, the right to rectification lets them correct inaccurate data, and the right of access lets them obtain a copy of their data—but only erasure concerns deletion.

Correct Answer: Real-time bidding (RTB)

Real-time bidding (RTB) is the automated auction process in programmatic advertising where individual ad impressions are bought and sold in the fraction of a second it takes a web page to load, with advertisers bidding through demand-side platforms. SEM refers to paid search advertising broadly, cost-per-acquisition bidding is a pricing goal rather than an auction mechanism, and native advertising describes ad format rather than the buying process.

Correct Answer: View-through conversion

A view-through conversion occurs when a user is served a display ad, does not click it, but later converts within a set attribution window—crediting the ad's impression with influencing the outcome. A click-through conversion requires the user to click the ad first, an assisted conversion refers to a touchpoint that contributed but was not the final one, and a micro conversion is a smaller intermediate action rather than a way of attributing display impressions.

Correct Answer: App store optimization (ASO)

App store optimization (ASO) is the process of improving an app's visibility and ranking within app store search results by optimizing elements such as the title, keywords, description, icon, screenshots, and ratings. SEO focuses on ranking web pages in search engines like Google, CRO focuses on increasing the percentage of users who complete a desired action, and programmatic advertising automates media buying—none of which specifically govern app store discoverability.

Correct Answer: Beacons

Beacons are small Bluetooth Low Energy transmitters placed in physical locations that detect nearby smartphones and trigger targeted messages or offers through a compatible app, enabling precise in-store proximity marketing. Geofencing uses GPS or cellular data to create a virtual boundary rather than physical Bluetooth hardware, IP targeting delivers ads based on network addresses, and retargeting re-engages past website visitors—none of which rely on in-store Bluetooth transmitters.

Correct Answer: 4%

Conversion rate is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100. Here, 320 purchases divided by 8,000 visitors equals 0.04, or 4%. The other figures result from misplacing the decimal or using an incorrect denominator, but the correct computation yields a 4% conversion rate.

Correct Answer: Cost per mille (CPM)

Cost per mille (CPM), where 'mille' means thousand, charges advertisers a set price for every 1,000 impressions their ad receives, making it an impression-based model suited to brand awareness. CPC charges only when a user clicks, CPA charges only when a conversion occurs, and CPV charges per video view—none of which bill purely on a per-thousand-impressions basis like CPM.

Correct Answer: Reach counts unique people who saw the ad, while impressions count total times the ad was displayed

Reach measures the number of unique individuals who were exposed to an ad, while impressions count the total number of times the ad was displayed, including repeated views by the same person. Because one person can generate multiple impressions, impressions are always equal to or greater than reach. The other options reverse the definitions or confuse these exposure metrics with clicks and conversions.

Correct Answer: Statistical significance

Statistical significance indicates the likelihood that the difference observed between variations in an A/B test is real rather than the result of random chance, and it is essential for validating test outcomes before acting on them. Bounce rate measures single-page exits, impression share measures the portion of available impressions won, and frequency capping limits how often an ad is shown—none of which assess whether test results are trustworthy.

Correct Answer: Advocacy

The advocacy stage sits at the bottom of the expanded marketing funnel and focuses on transforming loyal, satisfied customers into promoters who actively recommend the brand through reviews, referrals, and word of mouth. Awareness introduces the brand to new prospects, consideration nurtures interest and evaluation, and conversion drives the purchase—but only advocacy centers on customers advocating for the brand to others.

Correct Answer: New and returning users

Google Analytics classifies visitors as new users, who are visiting the site for the first time, or returning users, who have visited before, based on cookie or identifier data. This distinction helps marketers understand audience loyalty and acquisition. Organic and paid describe traffic acquisition channels, direct and referral describe traffic sources, and engaged and bounced describe session behavior—none of which capture the first-time-versus-repeat visitor distinction.