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WGU D381 E-Commerce and Marketing Analytics
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WGU D381 E-Commerce and Marketing Analytics
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WGU D381 E-Commerce and Marketing AnalyticsA brick-and-mortar store that has been in business for over 30 years has always relied on radio
and television advertisements to promote its products. However, when the owner of the store
observes that most other stores have transitioned to online advertising, the owner researches
online advertising and learns about its global reach capacities.How is this attribute of online
advertising important for creating advertising strategies for e-commerce products? - ANS-It
allows businesses to target their products to specific parts of the world through digital marketing
technologies.
A company is running a campaign to increase product sales, and the marketing team of the
company is tracking campaign data using Google Analytics. The team decides to use funnel
exploration to visualize the steps that users take to complete a task such as making a purchase.
How is the use of funnel exploration beneficial in this case? - ANS-It helps the team to
understand how successfully users are completing each stage in order to improve inefficient
customer journeys.
A company is working on three digital advertising campaigns, with the marketing goal of
increasing brand awareness. Which approach should this company take to efficiently monitor
the progress of each campaign? - ANS-Set a specific performance goal for each campaign
A company selling sports equipment sets up a store on Shopify. Two months after the launch,
the company wants to analyze all the available data to determine any trends and patterns in
customer behavior. The company has not linked its Google Analytics account to Shopify.Which
feature on Shopify should this company use if it wants to create a custom report of its findings? -
ANS-The analytics dashboard
A company with a brick-and-mortar store is expanding into e-commerce. While optimizing its
website, the company adds a legal document to the website that reveals all the ways in which
the company collects, uses, discloses, and controls customer information.What has the
company included on its website in this case? - ANS-A privacy policy
A data scientist for a marketing organization has used spreadsheets to perform basic data
analysis of the organization's current campaign. However, the data scientist now wants to
perform customized data analysis to create comprehensive campaign performance
reports.What is an efficient approach in this case? - ANS-The data scientist should use the data
analysis libraries available in Python for data mining and data processing.
A digital marketing agency's client wants to run ads that will show exclusively at the very top of
the search engine results page (SERP) for a specific period.What should the agency's Google
Ads specialist do in this scenario? - ANS-Use the target impression share bid strategy for the
keywords
,A dimension - ANS-A dimension is an attribute or characteristic of the data. For example, the
City dimension indicates the city which a configured event originated from. You can apply up to
20 dimensions in an Exploration.
A group of individuals have set up an e-store and are running a digital campaign to understand
the effectiveness of the design of the e-store.What is the use of Google Analytics in this case? -
ANS-To help assess data pertaining to the design factors that correlate with the campaign goals
A hypothesiss for A/B Testing should describe: - ANS-At minimum, the hypothesis should
describe:
The problem or insight the test will address
What you plan to change to address the problem
The expected impact or result of the change
A manager downloads a spreadsheet report from Google Analytics to gain insights into an
advertising campaign. As the data is exhaustive, the manager is unsure how to process the
large data set to create effective presentations for stakeholders.What is the significance of
regrouping insight data in this case? - ANS-Regrouping data allows businesses and
stakeholders to categorize similar data into sets for making visualizations simpler.
A marketing manager is leading a marketing web campaign. The manager creates a
stakeholder map and categorizes the CEO as follows: influence, 3; interest 1.What is the
appropriate communication approach for sharing information with the CEO in this scenario
based on the given information? - ANS-Communicate conversion rate, return on investment,
and growth rate in the form of charts and graphs once every month
A marketing specialist of a company is using the explorations feature in Google Analytics to
track the data of the company's latest advertising campaign.Which information is the marketing
specialist going to find if they use the cohort technique in this case? - ANS-Insights about a
group of users who share common attributes
A marketing team has created spreadsheets and charts to present user data related to a
campaign. However, the team also wants to present real-time data and insights about the
campaign to its stakeholders as well as share customized reports with its stakeholders. The
team decides to use Google Data studio for this. What is the importance of Google Data Studio
in this case? - ANS-It allows visualization of campaign data using dashboards and customer
reports.
A pet adoption center ran an A/B test to determine whether replacing dog videos on its website
with cat videos will lead to more adoption inquiries. The center developed the following
hypothesis: "As the research shows that most popular animal videos are cat videos, it is
expected that using a cat video on the web page will increase adoption inquiries by 5%."
, However, the A/B test for the asset failed to give the expected outcome.What should the center
do in this case? - ANS-Adjust the hypothesis and test another variant
A six-month-old e-commerce start-up has been experiencing steady but poor sales for the past
few months. The sales have not picked up since the launch.Which Smart campaign should the
start-up use if it wants to maximize shopping potential? - ANS-A Smart Shopping campaign
A/B Testing Details - ANS-A brief overview of the test and its purpose
The channel being tested (e.g., Google Ads, Google Optimize, etc.)
Type of asset being tested (e.g., display ad, button copy, etc.)
The duration of the test (start and end date)
The number of users per variant
The confidence level
Active Pages - ANS-ctive Pages shows you the pages people are currently viewing on your
website.
Active Users - ANS-The Real Time and Home reports show you how many people are currently
viewing content on your website. Data is processed within a few seconds into the Real Time
reports and you can view data for the previous 30 minutes. While the Active Users report (under
'Audience') tells you the number of unique users who performed sessions on your website within
a certain number of days.
After a data analyst of an e-commerce company gathers all the data related to the company's
latest marketing campaign, the analyst exports the data in a spreadsheet to generate data
insights in marketing analytics. How do spreadsheets help in this case? - ANS-Spreadsheets
allow data manipulation, which reveals patterns in the data, leading to data insights.
alt text, - ANS-Alternative text, more commonly called alt text, is a brief, written description of an
image with the primary purpose of assisting individuals who are visually impaired. Screen
readers read alt text aloud, allowing customers to understand what the image is by describing it
in words.
An American e-commerce store that sells kids' toys experiences a 40% spike in sales in the
week before Christmas.Which marketing strategy should the store use if it wants to make the
best use of this increase in sales to maximize its revenue? - ANS-Offer last-minute holiday
discounts during that week.
An e-commerce business outsources the order fulfillment process of its supply chain to its
supplier. The supplier owns, manages, and stores all inventory. The supplier also manages the
complete fulfillment process, from picking and packing orders, to shipping them to
customers.Which method of handling the order fulfillment process is the e-commerce business
using in this case? - ANS-Drop shipping
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