MRA Digital & Social Media Analytics 3

Question 1

Which digital analytics concept describes the sequence of interactions a user has with a brand before completing a purchase?

Accepted Answer

Customer journey

Answer

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?

Accepted Answer

To serve as a baseline for comparison

Answer

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?

Accepted Answer

Content shared via private channels that is untrackable by standard analytics

Answer

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?

Accepted Answer

A very high proportion of promoters relative to detractors

Answer

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?

Accepted Answer

Customer Lifetime Value (CLV)

Answer

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.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Digital & Social Media Analytics 3