Marketing Integration Marketing Analytics and Measurement 1 — Questions and Answers
Question 1: Which metric measures the percentage of website visitors who leave after viewing only one page?
- Bounce rate (Correct answer)
- Exit rate
- Session duration
- Click-through rate
Correct answer: Bounce rate
Bounce rate measures the percentage of single-page sessions where users leave without interacting further.
Question 2: What does ROAS stand for in marketing analytics?
- Return on Ad Spend (Correct answer)
- Rate of Audience Scale
- Reach of Advertising Strategy
- Revenue on Attributed Sales
Correct answer: Return on Ad Spend
ROAS (Return on Ad Spend) measures revenue generated for every dollar spent on advertising.
Question 3: In a marketing funnel, which stage comes immediately after 'Awareness'?
- Consideration (Correct answer)
- Conversion
- Retention
- Advocacy
Correct answer: Consideration
After becoming aware of a brand, prospects move to the Consideration stage where they evaluate options.
Question 4: What is a KPI in integrated marketing?
- Key Performance Indicator (Correct answer)
- Known Profit Index
- Keyword Priority Item
- Key Promotional Initiative
Correct answer: Key Performance Indicator
A KPI (Key Performance Indicator) is a measurable value that demonstrates how effectively a company is achieving key business objectives.
Question 5: Which attribution model gives 100% credit to the last touchpoint before conversion?
- Last-click attribution (Correct answer)
- First-click attribution
- Linear attribution
- Time-decay attribution
Correct answer: Last-click attribution
Last-click attribution assigns all conversion credit to the final channel or touchpoint the customer interacted with before converting.
Question 6: What does a conversion rate measure?
- The percentage of visitors who complete a desired action (Correct answer)
- The cost to acquire each new customer
- The total revenue from a campaign
- The number of impressions per ad
Correct answer: The percentage of visitors who complete a desired action
Conversion rate is calculated by dividing the number of conversions by total visitors and multiplying by 100.
Marketing Integration Marketing Analytics and Measurement 1
Which metric measures the percentage of website visitors who leave after viewing only one page?