Module 4 Quiz :Digital Marketing Analytics in Practice (Digital Marketing Specialization) Answers 2025

Question 1

Micro conversion data is collected by many devices in our homes and offices and can be used to gain insight into our daily behaviors.

✅ True
❌ False

Explanation:
Smart devices (e.g., wearables, assistants, sensors) capture micro-level interactions that reveal patterns in daily behavior.

Question 2

Which of the following is NOT an active measure marketers use to understand reactive stimuli?

❌ Biometrics
✅ DNA measures
❌ Facial Coding
❌ Verbal expression (Voice of the Customer)

Explanation:
DNA measures are not used for real-time or reactive marketing insights. The others capture immediate responses.

Question 3

Machine learning allows marketers to study and learn from massive data previously unseen in prior studies.

✅ True
❌ False

Explanation:
Machine learning scales analysis across large, complex datasets, uncovering patterns not feasible before.

Question 4

The broadest technique enabling computers to mimic human intelligence is _____.

❌ Biometrics
✅ Artificial intelligence
❌ Survey collection
❌ DNA

Explanation:
Artificial intelligence (AI) is the umbrella term encompassing ML, NLP, vision, and more.

Question 5

Bad actors use propaganda to influence political elections.

✅ True
❌ False

Explanation:
Coordinated misinformation and propaganda campaigns have been used to manipulate public opinion.

Question 6

Which dark-side component impacted companies like Coca-Cola’s Dasani water?

❌ Poor product design
❌ Poor brand marketing
✅ Fake News
❌ None of the above

Explanation:
False narratives and misinformation (e.g., about sourcing or safety) exemplify fake news impacts.

Question 7

Ad fraud losses were projected at $44.0B in 2022. What was the amount in 2017?

❌ $44.0 billion
❌ $15.0 million
❌ $10.5 million
✅ $14.2 billion

Explanation:
Ad fraud has grown rapidly, with substantially lower—but still significant—losses in 2017.

Question 8

Bad actors are part of the dark side of digital platforms that impact the flow of money on the web.

✅ True
❌ False

Explanation:
Fraud, bots, and scams divert spend and distort markets—directly affecting monetary flows.

Question 9

Consumer privacy has not declined with the evolution of technology.

❌ True
✅ False

Explanation:
Expanded tracking and data collection have reduced consumer privacy, prompting regulation and controls.

Question 10

The most valuable asset for influencing decisions is _____.

❌ Legislation
❌ Regulations
✅ Data
❌ Social norms

Explanation:
Data underpins insight, targeting, persuasion, and decision-making power.

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