Module 3 Quiz :Digital Marketing Analytics in Theory (Digital Marketing Specialization) Answers 2025

Question 1

Which of the following is an example of how verification is used?

❌ YouTube demonetizing offensive videos
✅ Confirming statistics on viewability
❌ Calling a cable company to confirm ads
❌ None of the above

Explanation:
Verification ensures ads are viewable, brand-safe, and fraud-free. Confirming viewability statistics is a core verification task.

Question 2

Which of the following best defines brand lift?

❌ How much an ad is estimated to increase sales
❌ How much a brand’s equity contributes to sales
✅ How an ad has affected perception of a brand
❌ None of the above

Explanation:
Brand lift measures changes in perception (awareness, favorability, intent) caused by advertising.

Question 3

If an ad is widely seen and talked about but received poorly, which metric will likely NOT be high?

❌ Ad recall
❌ Communication
❌ Brand awareness
✅ Favorability

Explanation:
Poor reception typically reduces favorability, even if recall and awareness are high.

Question 4

Which company will likely have the most complete customer digital behavior data?

❌ Toyota
✅ Uber
❌ Mattel
❌ Kellogg’s

Explanation:
Uber operates a fully digital, app-based service, capturing location, usage, and transaction data directly.

Question 5

Traits of a little-known but loved niche company:

❌ Low awareness & low favorability
✅ Low brand awareness & high brand favorability
❌ High ad recall & low conversation
❌ High awareness & high purchase interest

Explanation:
Niche brands are often deeply loved by a small audience but not widely known.

Question 6

Which is NOT a high-value customer for a wholesale food seller?

❌ A national supermarket chain
❌ McDonald’s
❌ The military of India
✅ A billionaire buying wine samples for personal use

Explanation:
Wholesale food sellers prioritize large, repeat institutional buyers, not individual consumers.

Question 7

Sales data tends to be more reliably objective than attribution data.

✅ True
❌ False

Explanation:
Sales are directly observed outcomes, while attribution relies on models and assumptions.

Question 8

Given revenue mix from Products A and B, what is the best conclusion?

✅ It is wise to develop more items like Product B
❌ Discontinue Product A
❌ No further DMA is needed
❌ None of the above

Explanation:
Product B generates disproportionately higher revenue, suggesting higher value potential.

Question 9

Large DMA companies like Nielsen tend to focus on:

❌ One client at a time
❌ Single-channel attribution
❌ Qualitative data over quantitative
✅ Marketing attribution models

Explanation:
Nielsen specializes in cross-channel measurement and attribution modeling.

Question 10

If sales drop after stopping newspaper ads…

❌ Attribution data would be useless
❌ They should start TV ads
❌ It is impossible to gauge impact
✅ Many sales were likely attributable to newspaper ads

Explanation:
A significant drop after removal suggests the channel contributed meaningfully to sales.

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