MRA Digital & Social Media Analytics 3 — Questions and Answers
Question 1: Which digital analytics concept describes the sequence of interactions a user has with a brand before completing a purchase?
- Conversion funnel
- Customer journey (Correct answer)
- Touchpoint map
- Engagement path
Correct answer: Customer journey
The customer journey encompasses all touchpoints and interactions from awareness through post-purchase, across all channels.
Question 2: In the context of A/B testing on social media ads, what is the primary purpose of a control group?
- To receive the highest budget allocation
- To serve as a baseline for comparison (Correct answer)
- To test the most creative variant
- To represent the target demographic only
Correct answer: To serve as a baseline for comparison
The control group sees the original (unchanged) version, providing a baseline to measure the impact of changes in the test variant.
Question 3: What is 'dark social' in digital marketing analytics?
- Paid advertising on private social networks
- Content shared via private channels that is untrackable by standard analytics (Correct answer)
- Negative sentiment content hidden by algorithms
- Data collected without user consent
Correct answer: Content shared via private channels that is untrackable by standard analytics
Dark social refers to traffic from private sharing channels (email, messaging apps, SMS) that appears as direct traffic in analytics tools.
Question 4: A company measures its Net Promoter Score (NPS) through digital surveys. What does a score of +70 indicate?
- 70% of respondents are detractors
- A very high proportion of promoters relative to detractors (Correct answer)
- The brand reaches 70% of its target audience online
- 70% survey completion rate
Correct answer: A very high proportion of promoters relative to detractors
An NPS of +70 indicates a very strong loyalty position, with far more promoters than detractors (scale ranges from -100 to +100).
Question 5: Which metric is most appropriate for evaluating the long-term value generated by a brand's social media audience?
- Cost per click (CPC)
- Customer Lifetime Value (CLV) (Correct answer)
- Click-through rate (CTR)
- Cost per thousand impressions (CPM)
Correct answer: Customer Lifetime Value (CLV)
Customer Lifetime Value (CLV) measures the total revenue a customer generates over their entire relationship with a brand, making it ideal for long-term audience valuation.
Question 6: When analyzing social media data, what does 'sentiment analysis' primarily classify?
- Demographic attributes of users
- The emotional tone of user-generated content (Correct answer)
- Frequency of brand mentions over time
- Geographic origin of social posts
Correct answer: The emotional tone of user-generated content
Sentiment analysis uses NLP to classify text as positive, negative, or neutral based on the emotional tone of the language used.
Question 7: Which KPI directly measures the effectiveness of social media content in driving traffic to a company's website?
- Follower growth rate
- Click-through rate (CTR) (Correct answer)
- Story completion rate
- Audience retention rate
Correct answer: Click-through rate (CTR)
Click-through rate measures the percentage of users who clicked a link in social content, directly indicating its effectiveness at driving website traffic.
MRA Digital & Social Media Analytics 3
Which digital analytics concept describes the sequence of interactions a user has with a brand before completing a purchase?