You have been asked to review the performance of your video campaigns and report on the number

of people i° who have started following your channel's updates and activities. What Google Ads
column will show you
these metrics?
A. Earned subscribers
B. Earned views
C. View percentage
D. Earned shares

Identifying market opportunities, developing and testing creative concepts, creating a media strategy
and setting a budget and approval are all activities involved in which marketing function?
A. Planning
B. Analysis and Optimization
C. Conversion
D. Awareness

Your pest control company has recently implemented a mobile-first strategy, because research shows
that most customers are using mobile devices to research the industry. What steps can you take to
ensure your
mobile site appeals to customers? Choose TWO of the following:
A. Create a simple purchase process that enables customers to book a callout in just a few clicks
B. Use large graphics of your pest solutions and ensure that the file size is large enough to show
every detail
C. Add long text-based articles about pest control to the site because text takes up less room on a
mobile screen
D. Lay out the site so that it's easy to navigate to relevant content by touching the mobile screen

Which type of video advertising platform emphasizes detailed audience profiles and aggregates
video advertising inventory from various sources?
A. Video on Demand
B. Programmatic
C. Google Display Network
D. Premium Network Buy

Why is measuring customer experience challenging?

A. It requires extensive market research.
B. It is primarily based on sales data.
C. It encompasses various components, from sales to service.
D. It relies on external factors beyond a company's control.

What does the C in the SOSTAC model devised by PR Smith stand for?
A. Competition
B. Control
C. Client
D. Critical path

This testing methodology involves more than one component of a website that may be tested in a
live environment.
A. Data Testing
B. Multivariate Testing
C. Double Testing
D. None of the others

Which reports in YouTube Analytics provide you with information on video views, traffic sources, and
retention rates?
A. Engagement
B. Audience
C. Earnings
D. Conversions

Which reports in YouTube Analytics provide information on your new and existing subscribers, as well
as some of their characteristics? Choose ONE of the following:
A. Earnings
B. Audience
C. Conversions
D. Watch-time

"Dead" email addresses are ....

A. Disadvantages of Purchased Lists
B. Direct email
C. Emails circulated internally
D. Reminder email

You have been tasked with creating a marketing campaign that specifically targets an audience who
are passionate about classic cars. What type of targeting option will allow you to do this?
A. Demographics
B. Interests
C. Remarketing
D. Location

You have been tasked with creating a marketing campaign that specifically targets an audience based
on their age, gender, and household income. What type of targeting option will allow you to do this?
Choose ONE of the following:
A. Location
B. Demographics
C. Interests
D. Remarketing

How do KPIs measure values?

A. Results of Corporate goals, Objectivies, Measures Process...
B. Authenticity
C. Social Responsibility
D. Intangible values

There is some information you can communicate over social channels to your customers in order to
set their expectations for service. Which one of the following is NOT one of those things?
A. Operating hours
B. Response times
C. Terms of service
D. Place of operation

What is one of the best practices when implementing a customer service plan?
A. Rely on the use of chatbots
B. Create the plan and adhere to it rigidly
C. Implement a phased roadmap for the customer service plan
D. Work seperately from other teams involved

Why is it important to detail each platform line-by-line in a media plan?

A. To allocate the entire budget upfront.
B. To identify opportunities for additional content.
C. To ensure every channel receives equal support.
D. To streamline campaign setup.

A digital strategy provides a framework that enables you to deliver on digital marketing objectives.
What is one of the key outputs required in the early stages of your digital strategy?
A. Review of current activity and future expectations
B. Feedback from stakeholders
C. Updated company branding and messaging
D. None of the others

What are considerations ensure that your mobile website choices will give your potential customers
a good user experience?
A. Functionality will your mobile site audience want or need to perform
B. The best way to display information: graphically or with text
C. The actions would you like them to take
D. All of above

What is Off-page optimization?

A. This is largely driven by backlinks
B. This is the rankings through activities outside of the site.
C. This is the activity which does not help to build the site's reputation.
D. This is the process of enhancing your site's search engine rankings through activities outside of the
site. This is largely driven by backlinks, which help to build the site's reputation.

Welcome emails, abandoned cart emails, and re-engagement emails are ___ emails.
A. One-off
B. Automated
C. Personal
D. Impersonal

After you hire great people, you won't want to lose them. What strategy can you use to retain top
talent?
A. Remind team members that mistakes won't be tolerated
B. Inspire and develop team members
C. Encourage your team to always strive for perfection
D. None of the others

In 1987, Henry Mintzberg presented the idea of an emergent strategy. What are the characteristics of
an emergent strategy? Choose TWO of the following:
A. It is outlined at the start of a project in the project pian
B. It develops as unexpected issues occur and you address them
C. It evolves naturally through consistent actions over time
D. It prevents unexpected problems from derailing a project

Which of the following is NOT one of the reasons why Facebook Messenger marketing has a shorter
learning curve than most platforms?
A. Most of us are familiar with Facebook Messenger.
B. Most chatbot builders are simple, involving drag-and-drop interfaces with zero coding
C. Messenger marketing tactics have familiar marketing counterparts.
D. Facebook has many courses to teach us how to use it.

What elements of a SMART objective are illustrated in the statement that follows? 'In order to
establish myself as a digital marketing expert, I will complete a diploma in digital marketing.' Choose
TWO of the following:
A. Time-bound
B. Strategic
C. Measurable
D. Specific

What is main PPC (Pay Per Click) channel?

A. Google Ads
B. Facebook Ads
C. Twitter Ads
D. Linkedin Ads

You are conducting research on your product and the factors that affect its performance. What type
of industry trend tools can provide you with access to trending topics online? Choose TWO of the
following:
A. Google Ads
B. Google Analytics
C. TweetDeck
D. eMarketer

Relevant content means that the content and features of the website pages are optimized for
conversion. What are some examples of relevant content?
A. Keyword list and links to other websites that sell similar products
B. KPis and SEO results
C. Site search, Ratings, Reviews, Recommendations, and Personalization
D. None of the others

Which challenges might you encounter when you are planning a marketing campaign across different
digital channels?
Choose TWO of the following:
A. You have to choose from an increasing variety of competing channels
B. Consumers tend to use just one device when researching products or services
C. Consumers have many content sources to choose from
D. You need to keep each channel campaign separate from others

In PPC (Pay Per Click), what is the main goal of the campaign?
A. Increase ad click rate
B. Create as much advertising as possible
C. Conversion rate optimization
D. Increase your advertising budget every day

What is the first stage of an effective e-commerce conversion rate optimization process?
A. Define your value proposition and revenue model
B. Choose the appropriate e-commerce platform
C. Remarket to past website visitors
D. Choose your revenue model

It is important to not script interviews and questions to ask real customers when trying to build
buyer (or customer) personas. Why?
A. You may miss something that affects their decision-making because you have directed the
conversation.
B. It makes the customer uncomfortable and they may not answer truthfully as a result.
C. The customer may not be as open-minded if you have directed the conversation.
D. You will end up asking things that you care about but the customer does not.

Measurable and quantitative calls-to-action translate into this metric, which measures performance
against objectives.
A. Marketing Optimization Indicators
B. Key Performance Indicators
C. Metric Performance Indicators
D. Search Engine Optimization

Which of the following is one of the benefits of using buyer personas in a content marketing
strategy?
A. Insights into an audience's channel behavior
B. Stronger focus on vanity metrics
C. Insights into a competitor's content strategy
D. None of the others

How to measure and evaluate advertising performance in Digital Media Plan?

A. Use a laptop
B. Rely on weather forecasts
C. Use analytics tools and metrics to measure advertising KPIs
D. Watch videos on YouTube

Which of the following is NOT one component of long-term human resource planning?
A. Define future structure
B. Define future size of team
C. Determine estimated work assigned to freelancers or partner companies/agencies
D. Determine pay range and annual benefits

Your cab hire company has recently implemented a mobile-first strategy, because most cab users
now expect a mobile solution. What step can you take to ensure your mobile site appeals to
customers?
A. Create a mobile version of the site that displays your cab services effectively on a mobile screen
B. Include a text article about the background to the company and why you set it up
C. Ensure your mobile site opens with a very high-quality video to establish your brand as a premium
offering in the market
D. Create an advanced and complex booking and payment system for experienced mobile users who
want a cab

Your cab hire company has recently implemented a mobile-first strategy, because most cab users
now expect a mobile solution. What steps can you take to ensure your mobile site appeals to
customers?
Choose TWO of the following:
A. Create a simple booking and payment system for mobile users who want a cab
B. Ensure your mobile site opens with a very high-quality video to establish your brand as a premium
offering in the market
C. Create a mobile version of the site that displays your cab services effectively on a mobile screen
D. Include a text article about the background to the company and why you set it up

What is one of the challenges that companies face with social media customer service?
A. Risk of rapid amplification of dissatisfaction
B. Expectation of poor service
C. The business controls the pace of conversation
D. Little expectations for in-the-moment resolution

In creating a social campaign, which is the step after defining your audience?
A. Setting budgets and run dates
B. Naming your campaign
C. Setting KPIs
D. Designing your creative content

In a human resources management context, what does "KPI" stand for?

A. Key Performance Indicator
B. Key Personnel Information
C. Key Project Initiative
D. Key Product Inventory

The common testing methodologies used for website optimization include?

A. A/B testing
B. Multivariate testing
C. A/B testing and Multivariate testing
D. Corporate goals
Which of the following statements is incorrect about strategic thinking?
A. It helps companies respond immediately to the change of business environment.
B. It provides companies with a better sense of orientation.
C. It helps you recognize opportunities to organize work more effective and efficient.
D. It helps companies increase market share.

What benefits does search engine optimization (SEO) bring to your website?
Choose TWO of the following:
A. It guarantees increased sales
B. It increases your rankings on search engine results pages (SERPs)
C. It reduces the cost of marketing campaigns
D. It leads to increased traffic to your website

Data must be protected - otherwise an organization is vulnerable and may be exposed to data
breaches or cyber-attacks. What is among the consequences of a data breach for businesses?
A. If it happens, it's unlikely to happen again
B. You can garner more business as a result
C. Reputational damage
D. None of the others

There are a number of tools available in the YouTube Studio to help you manage your video content.
What section allows you to see your top-performing videos?
A. Channel
B. Content
C. Analytics
D. Comments

If the layout of a site changes depending on whether the visitor is viewing it from a laptop computer
or mobile device, then the site has what kind of design?
A. Reductive
B. Reactive
C. Responsive
D. Flexible

When it comes to managing CX within an organization, there are a number of key roles and
responsibilities to be aware of. Which role is best placed to consider how fast CX will yield
commercial results compared to
advertising campaigns?
A. Talent Manager
B. Graphic Designer
C. CFO
D. Chief Marketing Officer
You have decided to set up an e-commerce website and are planning on building the site yourself.
What are the potential disadvantages to doing this?
Choose TWO of the following:
A. Your attention may be drawn away from important business matters that you are more capable of
delivering on
B. It is an expensive option
C. If you don't have the sufficient skills, you could build a website that doesn't provide a service that
your customers are expecting
D. It can be very difficult to find an appropriate partner

What does Google Analytics provide information about?

A. Website performance.
B. Weather prediction.
C. Paid advertising.
D. Daily news.

Which one of these is NOT one of Halvosrud et al's five phases for developing customer journey
maps?
A. Brainstorming
B. Journey analysis
C. Reporting and handover
D. Customer recruitment and data collection

How Email Marketing Can Turn Leads Into Sales ?

A. Email Marketing Is Still an Incredibly Effective Form of Communication
B. Email Reconnects You with Leads You Might Otherwise Lose
C. Personalized Emails, in Particular, Are Far More Likely to Be Noticed
D. All of above

What are Email Types?

A. Blast email
B. Drip email
C. Newsletters
D. All of above

A lifestyle and interior decorating company is moving from a traditional model to an e-commerce
solution so people can select and order their services online. What is the first stage of the process
this company needs to follow when designing its e-commerce site?
A. Build a first draft of the website
B. Create wireframes for each page
C. Add code and necessary functionality to the web pages
D. Develop a map of the proposed website for the business

_____strategy impacts all stages of the buyer's journey as it is central to all points of contact, and it is
the final destination for a lot of marketing tactics.
A. Content
B. Email marketing
C. Paid search
D. Display advertising

What type of email aims to encourage your database into taking an action in order to discover if they
are still interested in your brand?
A. Event email
B. Drip email
C. Re-engagement email
D. Newsletter

There are a number of key stakeholders involved in the creation of a social customer service strategy.
Which team is responsible for dealing with customer complaints and the subsequent processes that
are usually
followed?
A. Customer service
B. Customer experience
C. Order fulfillment|
D. Legal

Which one of the following is NOT one of the factors that tend to differentiate a mobile website from
a mobile application?
A. A mobile website requires connection to the Internet, whereas a mobile application may function
without a live Internet connection.
B. If you need mobile-based features and functionality, a mobile application may be required.
C. Mobile applications must be downloaded and installed on the mobile device, whereas a mobile
website is readily available via an active Internet connection.
D. Mobile websites are generally more expensive to develop, launch, and sustain than mobile
applications.

In customer journey mapping, which stage involves mapping out some of the friction points that
exist and the key highlights in the joumey?
A. Timeline
B. Customer steps
C. Customer profile
D. Pain points and highlights
There are a number of competing elements involved when considering the overall customer
experience, such as the Business Priorities. What are the other competing elements?
A. Brand and Customer
B. Technology and Environment
C. Brand and Competitors
D. Environment and Economy

Which one of the following is NOT one benefit of basing bonuses on team and company online
performance?
A. It encourages cooperation
B. It gives greater focus on the bigger picture
C. The ideas are from multiple team members
D. There is greater competition between teams
What is the first step in the mobile design process?
A. Determine the application's primary context
B. Code/develop
C. Define user interface/usability
D. Determine the functional design

The ______ stages are driven by discovery when the consumer slowly knows about their problem
and the potential solutions.
A. Awareness and Interest
B. Consideration and Conversion
C. Retention and Advocacy
D. Intention and Purchase

Which of the following is NOT TRUE regarding Facebook Messenger Chatbots?

A. A well-designed Messenger chatbot can effectively do the work of an entire marketing
department.
B. Chatbots allow you to reach individuals in a messaging platform at scale.
C. Most businesses already have a chatbot connected that replies instantly, guiding users towards a
solution.
D. One major advantage of chatbots is their usefulness for lead generation.

Objectives should follow the SMART principles. What does the S stand for?
A. Specific
B. Sales
C. Short-term
D. Similar

If you are marketing on a budget and cannot decide on a mobile website or app, which would be the
least expensive option?
A. Mobile Website
B. Mobile App
C. Landing Pages
D. Micro Sites

What is the final step to take in the process of undertaking keyword research?
A. Review keyword value
B. Pick a topic to research
C. Prioritize keywords
D. Brainstorm keywords
What is the first step to take in the process of undertaking keyword research?
A. Pick a topic to research
B. Brainstorm keywords
C. Review keyword value
D. Prioritize keywords

A well-developed mobile marketing strategy will focus on providing a higher level of utility or
functionality that cannot be provided through what?
A mel-developed mobile marketing strategy wil focus on providing a higher level of tility or
functionality that
A. iPods
B. Desktop-based web marketing options
C. Cell phones
D. iPads

What tactic can be used to grow your email marketing list?

A. Segment your email data
B. Engage with your readers
C. Send several emails per day
D. None of the others

What key consideration do you need to keep in mind when using subscriber lists?
A. Avoid social media platforms
B. Identily and rely on a single source for leads
C. Ensure that email address entry is as easy as possible
D. None of the others

You were managing a small marketing team, but following a merger, your team incorporated several
other teams and has now doubled in size. What action can you take to develop a leadership mind-set
in this Situation?
A. Develop detailed process documents to ensure the team operates smoothly
B. Communicate your vision of the new team to all members and encourage their enthusiasm
C. Closely monitor the team and address issues as they arise
D. None of the others

Which display platform is a specialist e-commerce retargeting platform that shows consumers ads for
products they've viewed on the advertiser's website?
A. Criteo
B. Facebook
C. Premium Network Buy
D. Yahoo Gemini
Regarding how search engines work, the retrieval stage is called ___
A Crawling
B. Indexing
C. Ranking
D. Optimizing

Regarding how search engines work, the discovery stage is called ___
A. Crawling
B. Indexing
C. Ranking
D. Optimizing

Regarding how search engines work, the filing stage is called ____
A Crawling
B. Indexing
C. Ranking
D. Optimizing

A subscriber to a weekly newsletter which has links to a company's website decides to purchase the
company's skincare product after reading the blog Top ten ways to protect your skin in the sun. What
marketing function and stage in the buyer's journey are aligned in this scenario?
A. Planning function + the conversion stage
B. Conversion function + the awareness stage
C. Analyze function + the retention stage
D. Conversion function + the conversion stage

What is one of the key components of an effective social customer service strategy?
A. Be present on all social channels available
B. Track and report appropriate metrics
C. Maintain separate systems for each social media platform
D. Tailor social customer service to existing systems

You have been asked to review the performance of your display campaigns, and report on the
impressions. clicks, CPM, and cost. What display column will show you these metrics?
A. Competitive metrics
B. Performance
C. Conversions
D. Viewability

Prototyping is an experimental process used for evaluating new designs and ideas. How can
prototyping positively impact CX in your organization?
A. Leads to perfect products with no defects
B. Shortens the length of time it takes to deliver products to market
C. Allows you deliver an ongoing stream of good news about new features to customers
D. Results in less feedback from customers and other stakeholders about your products

This occurs when a website is able to achieve more revenue-generating actions from the same
number of visitors.
A. Market Flood
B. Optimization
C. Saturation
D. Retention

What is a mobile application?

A. Mobile applications (apps) are downloaded and installed on your mobile device, rather than being
rendered within a browser.
B. Mobile applications are small versions of a larger website that customers interact with through an
internet browser.
C. Mobile applications are portable versions of the same website that are automatically translated
into different languages for the purpose of a global marketing campaign.
D. Mobile applications are solutions to help brands conduct their online display advertising activities.

Your company has begun to develop its digital marketing team and wants to start using brand new
collaborative software to help with workflow. Which of these training methods is best suited to
training the team?
A. Work it out yourself
B. HR employee offers training
C. External trainer
D. YouTube tutorial

Strategic thinking is a process you can use to view, weigh up, and create the future for yourself and
others. It is an extremely effective and valuable skill. What is one of the key benefits of strategic
thinking?
A. It eliminates the need for consultants and exteral experts
B. It encourages you to take advantage of windfall opportunities
C. It eliminates risks
D. It guarantees a higher return on investment

You are researching your competitor's target market to find out how active their community is and
what their audience is saying about their brand. What tool or source of information is best suited to
provide this competitive insight?
A. Competitor assets
B. Content analysis
C. Social media
D. Search
Which type of e-commerce revenue model ties customers in for a period of time, and often
generates a higher revenue per customer acquired?
A. Pay-per-view
B. Freemium
C. Individual sales
D. Subscription

Which type of e-commerce revenue model provides a basic offering for free, but also has additional
goods and services that are available which customers have to pay for to access? Choose ONE of the
following:
A. Freemium
B. Individual sales
C. Subscription
D. Pay-per-view

Customer journey mapping is a critical component of setting a customer service strategy. Which
stage of customer journey mapping involves determining the different types of customers that
interact with you
regularly, and how their journeys differ from one another?
A. Pain points and highlights
B. Customer profile
C. Timeline
D. Customer steps

Customer journey mapping is a critical component of setting a customer service strategy. Which
stage of customer journey mapping involves determining the exact time it takes for a customer to
complete a specific journey with you, and also assesses the ease and efficiency of that journey?
A. Pain points and highlights
B. Timeline
C. Customer profile
D. Customer steps

What is usually the largest budget consideration of any digital marketing plan?
A. Media costs
B. Creative production costs
C. Agency fees
D. Technology costs

What is the first phase of a typical content marketing cycle?

A. Research
B. Plan
C. Create and curate
D. Strategize

Mobile Marketing is using mobile devices, networks, and experiences to achieve which of the
following objectives?
A. Personalization, Conversion, and Sales
B. Acquisition, Conversion, and Retention
C. Acquisition, Personalization, and Statistics
D. Personalization, Optimization, and Sales

Customer journey maps can be__________if they are not______and exclude

A. Misleading; static; assumptions
B. Helpful; too general; assumptions
C. Misleading, dynamic, context
D. Helpful; static; assumptions

What are effective ways to optimize display and video campaigns when monitoring your daily
budget?
Choose TWO of the following:
A. Increase CPC bids on low performers to increase exposure
B. Use accelerated delivery to eventy distribute daily budgets
C. Restrict targeting to meet daily budgets
D. Amend ad scheduling to increase reach

To get ahead leaders should work to develop their executive presence. What strategy can you use to
develop To ext alad readers should work to develop their executive presence. What strategy can you
use to develop
A. Cultivate self-confidence
B. Apply regularly for promotion.
C. Dress casually and appear friendly
D. None of the others

Economist and writer Barry Turner said, "Data don't speak for themselves. We have to goad them
into saying things." What does he mean by this statement?
A. Data on its own is useless; you have to organise and analyse it in order to gain actionable insights.
B. Big Data collection platforms spontaneously make your data talk.
C. People saying things to researchers forms the best sort of data.
D. The marketing department has to describe what data means

Which of the following is NOT one disadvantage of outbound email marketing?

A. Irrelevant audiences
B. "Dead" email addresses
C. Unsolicited email addresses
D. Highly-engaging email receipients

_______channels are also important channels in the Retention stage of the buyer's journey as the
primary platform for customer to get information and updates from the company.
A. Social media marketing
B. Email marketing
C. Paid search
D. Display advertising

(1)..., (2).,(3)....are Testing Tools - Sources of Online Data

A. Google Analytics
B. Questionnaires and surveys
C. Personalization profiles
D. All of above

How does using an iterative approach in product development impact an organization's decision-
making process?
A. It speeds up decision-making without gathering insights.
B. It reduces the reliance on customer evidence.
C. It leads to a continual competitive edge.
D. It hinders impartial opinions.

You have been asked to review the performance of your display campaigns, and report on the
impressions, clicks, CPM, and cost. What display column will show you these metrics?
A. Competitive metrics
B. Performance
C. Conversions
D. Viewability

Strategic thinking has a number of core characteristics. Which of these behaviors characterizes
strategic thinking?
A. A marketer is concerned with only the social marketing campaign that he is in charge of
B. Following the success of an online voucher campaign, a marketer develops an identical campaign
for next year
C. A marketer designs an exciting new email campaign, based on current data protection standards
D. A marketer develops a Facebook campaign, but builds in contingencies for future changes to the
platform
Why are specific, measurable, and attainable goals important in a digital transformation program?
A. They help keep the program within budget.
B. They ensure that the program aligns with the company's vision.
C. They prevent executives from understanding the goals.
D. They are essential for buy-in and tracking progress.

What SEO process relates to enhancing your site's search engine rankings through activities outside
of the site?
A. Mid-page optimization
B. On-page optimization
C. Off-page optimization
D. Technical optimization

You have been tasked with setting up a social media marketing campaign. What is the first step to
take in the process?
A. Design your creative content
B. Name your campaign
C. Set Key Performance Indicators (KPls)
D. Define your audience

You are conducting research on your product and the factors that affect its performance. Which
industry trend tool can provide you with access to trending topics online?
A. TweetDeck
B. Google Ads
C. Google Analytics
D. None of the others

Why is testing important?

A. As an integral component of our conversion efforts, we constantly need to be targeting and testing
to achieve optimum results
B. No need and no important
C. Just a big game
D. Results of Corparate goals, Objectivies, Measures Process...

Which tools in Google Analytics allow you to see real-time data?

A. Real-Time Reports
B. Historical Data Viewer
C. Future Predictions Tool
D. Conversion Calculator
What is/are Inbound Email Marketing Advantages?
A. Inbound email marketing is more effective as the customer chooses to hear from the business
B. This leads to greater engagement levels
C. Build a relationship with highly qualified leads and form a strong brand community
D. All of above

Which one of the following is NOT a new role in digital marketing?

A. Inbound marketer
B. UX designer & developer
C. Media planner
D. PPC expert

A person reads an article about the effects of sun damage on skin and searches Google for the best
way to protect their skin. They discover your company's blog about the Top ten ways to protect your
skin in the sun'.
What marketing function and stage in the buyer's journey are aligned in this scenario?
A. Awareness function + the awareness stage
B. Analyze function + the retention stage
C. Conversion function + the awareness stage
D. Planning function + the conversion stage

When planning a roadmap, it's a question of what provides value and what is feasible. When
modelling value versus feasibility, features are normally scored by representatives from across the
organization, such as Commercial and Experience. Which another function would normally be
involved?
A. Administration
B. HR
C. Operations
D. Finance

What is Technical optimization ?

A. This is the activities on your site that are designed to improve website technical
B. This is the activities to improve the content. It often happens behind the scenes.
C. This is everything happens behind the scenes
D. This is the process of completing activities on your site that are designed to improve SEO but are
not related to content. It often happens behind the scenes

What is the first step in reviewing keyword value and difficulty?

A. Get the keyword search volumes.
B. Get the keyword difficulty scores.
C. Get the keyword rankings.
D. Review the keywords.
Which of the following statements is NOT TRUE regarding budgeting?
A. If your goal is interest or consideration, you should put more budget into PPC.
B. There is no one size fits all rule for budget allocation.
C. Overinvestment frequently occurs in the early periods.
D. With paid media, you can estimate the cost of that traffic by using historical CPCs or CMs to
estimate costs.

What is the benefit of including the historical conversion rate for channels in a media plan?
A. It simplifies the process of daily check-ins.
B. It helps forecast conversions from the campaign.
C. It ensures equal impressions across all channels.
D. It eliminates the need for PPC specialists.

Which one of the following is NOT a method of integrating the new roles and functions of digital
marketing with the traditional roles and functions?
A. Internal cross functional workshops and training
B. Senior management buy-in
C. Cross functional project teams
D. Pay raises

Which metric is recorded when a user is on the Display Network and sees your ad but does not click
it, yet converts later through another medium or source?
A. Click through rate
B. View-through conversions
C. Reach and frequency
D. Click assisted conversions

You can use prototyping to evaluate your designs and find out what works best for customers. When
multiple employees are involved in the process, what type of internal culture does it lead to?
A. Culture of Safety
B. Mind-mapping
C. Social Culture
D. Test and Learn

What metadata feature in YouTube enables you to add keywords to a video to improve its
discoverability in You Tube search?
A. Annotations
B. Description
C. Tags
D. Title
Which core component of a digital strategy provides guidance on formats, timings and platform
spends?
A. Tactics
B. Media strategy
C. Content strategy
D. Channel strategy

What is KPIs ?
A. A Key performance indicators (KPI) is a measurable value that demonstrates how effectively a
company is achieving key business objectives
B. Keyboard Performance Index (KPI): This can be an index that evaluates the performance of a
keyboard or similar input device.
C. Knowledge Performance Indicator (KPI): In education or knowledge management, "KPI" can refer
to indicators that evaluate the effectiveness of the learning or knowledge management process.
D. Key Personnel Information (KPI): In a human resources management context, "KPI" can refer to
key information about key personnel within an organization.

There are many different challenges and threats presented by data. What are the types of threats to
data that businesses need to protect against?
A. Decoding anonymous (or hashed) IDs
B. Social media reputation issues
C. Erroneous leaks of customer data
D. None of the others

Which of the following does NOT belong to Youtube Analytics Reports?

A. Earnings
B. Watch-time
C. Budget requirements
D. Engagement

Imagine you are tasked with running a display advertising campaign for a new fitness app. You want
to create a creative brief to guide your creative team. Which of the following elements should be
included in the creative
brief to ensure a successful campaign?
A. The history of fitness trends.
B. The names of all the buyer personas.
C. The app's unique selling points and target audience.
D. The weather forecast for the campaign period.

Two-dimensional bar codes (providing very dense amounts of data) that can easily be encoded with
marketing information are known as what?
A. QR codes
B. HD codes
C. SD cards
D. NFC codes

What are some key components in an effective e-commerce strategy?

Choose TWO of the following:
A. Identifying the right prices that customers are willing to pay
B. Using targeted advertising to attract a defined audience
C. Providing minimal cost service levels
D. Using a lot of detailed text articles on your website

What are the advantages of developing a bespoke e-commerce solution?

Choose TWO of the following:
A. It is a low-cost website development option
B. You can test different solutions, monitor the data and decide which one works best
C. You can design exactly how you want your website to look and operate
D. You can get it up and running very quickly

Consider Audience Behavior, Mobile website design planning should focus

A. Dynamic Search Goal
B. Social Sharing
C. Target audience, context, platform and employ a user-centric design approach
D. Future Predictions

What is one of the benefits of a digital display creative brief?

A. It enables people to be creative without having to focus on the company objectives
B. It challenges you to define what it is you actually want to achieve or communicate
C. It helps you redesign your brand guidelines for every campaign
D. Customers have a greater input into the creative design process

To start using Google Analytics, what do you need to do first?

A. Create a new website.
B. Create a Google Analytics account and install the tracking code on your website or app.
C. Write a book
D. Call customer service.

What is the final stage of an effective e-commerce conversion rate optimization process?
A. Choose the appropriate e-commerce platform
B. Choose your revenue model
C. Define your value proposition
D. Choose the channels you will sell through

What is Email Branding used for?

A. Ensure that you are communicating a consistent brand message and experience across all
communication channels
B. Direct email
C. Emails circulated internally
D. Reminder email

What is the purpose of an overarching strategy when developing a digital strategy?

A. It is a detailed list of objectives that cover each part of your business
B. It is a statement about the digital platforms and channels you will use
C. It is a simple statement of what you will do and what the objectives are
D. It is a framework with clearly defined phases and associated activities and timelines

"What elements are included in data management for Email Marketing?"

A. Data collection
B. Data Segmentation
C. Data Management
D. All of above

What type of email is delivered on a regular basis and builds up to a larger communication?
A. Event email
B. Drip email
C. Re-engagement email
D. Newsletter

PPC (Pay Per Click) is related to which of the following?

A. Paid advertising based on impressions
B. Paid advertising based on the number of interactions made
C. Paid advertising based on video views
D. Free advertising on your website

What are the final steps of an optimization plan based on?

A. Verified Failures in the Marketing Plan
B. A Hypothesis
C. Conclusive Data
D. None of the others
A major health and safety consultancy firm wants to offer some of its services online in the form of
premiumvideos and e-learning. What key considerations does this company need to bear in mind
when developing its e-commerce solution?
Choose TWO of the following:
A. It should choose a domain that reflects its brand
B. It should focus on designing for desktop use
C. It should prioritize design over functionality and ease of purchase
D. It needs to be able to accept all major card payments and currencies

This technology provides for mobile-based e-commerce transaction processing. It includes devices
such asthe Square and PayPal Here and Near Field Communications (NFC) ("tap" or "bump")
technology.
A. Point-of-Purchase (POP) Technology
B. Mobile Messaging
C. Mobile Search
D. Mobile Advertising

When considering entering a new market or cultural community, why is it beneficial to conduct
cultural research first?
Choose TWO of the following:
A. To estimate potential leads and conversions
B. To generate interest in your brand through social engagement
C. To adapt the positioning and offer to fit in a global context
D. To assess your marketing strategy and identify what needs to change

Which of these factors do you need to consider when trying to attract consumers via social media?
A. How much data have these users already shared with these social media platforms?
B. Are these customers expert users of different social media channels?
C. Do many people use this social media platform?
D. Do these social media users have a mindset that's likely to be attracted to this brand?

Which of the following statements is NOT TRUE regarding social media?

A. Social media can be both an inbound and outbound channel.
B. Consumers maintain the same mindset when they're on different social networks.
C. You can target multiple audiences in a social media campaign.
D. Social is most impactful at engaging people at the start of the buyer's journey, in the awareness
and
interest stages.

What is the first step to start doing Facebook Messenger marketing?

A. Select a chatbot builder
B. Set up a Facebook Business page
C. Build the chatbot
D. Add Facebook Messenger widget to your website

What SEO process relates to ensuring the content on your site is relevant and provides a great user
experience?
A. On-page optimization
B. Off-page optimization
C. Technical optimization
D. Mid-page optimization

Which of the following statements is NOT TRUE regarding resource maps?

A. A resource map is a comparison between what you estimate you will need and what resources are
actually available.
B.Resource maps have to be 100% accurate.
C. Resource maps are the first step in outlining what resources you'll require.
D. Resource maps can be used to identify gaps in your current resources.

How can you best use social media in your customer service strategy?
Choose TWO of the following:
A. Undermine competitor products or services by criticizing them
B. Recommend alternative products to satisfy customer needs
C. Identify brand advocates and reward them
D. Ask customers with complaints to post and discuss their issues on public forums

Audience behavior and expectations differ between desktop-based web activity and that conducted
using a mobile platform. Which one of the following is NOT TRUE regarding the characteristics of
these expectations
and behavior?
A. Since they are performing activities on-the-go, their activities are often geography-based.
B. They expect less icons and more text.
C. They expect actions that are mobile-specific (swipe, tap, pinch...).
D. They expect utility that utilizes the features of the device (camera, GPS, accelerometer...).

These are snippets of simple code that you can add to the end of a destination URL to track the
performance of campaigns and content, tracking the source, medium, and campaign name.
A. Data Collection Codes (DCC)
B.Tracker Codes
C.Urchin Tracking Module (UTM)
D. None of the others

To be successful, leaders need to surround themselves with good people. What strategies can you
use to recruit top talent?
Choose TWO of the following:
A. Hire people who are prepared to take on any task
B. Delegate the recruitment process to the HR department
C. Only recruit once a year
D. None of the others

___________________are the actions that a user takes that contribute to the purchase decision-
making process.
A. Macro-conversions
B. Leads
C. Micro-conversions
D. Sales

What are the final steps of an optimization plan?

A. Plan, Collect, Adapt
B. Identify, Adapt, Collect
C. Prioritize, Adapt, Repeat
D. None of the others

How do actionable personas and problem scenarios help development teams avoid waste?
A. They help humanize things
B. They keep the team focused on solving problems that truly matter to the user
C. They focus the team's energy on evolving problems and complex solutions
D. They help the team focus on solutions right from the start

What would you add to the following meeting agenda to make the most of the collaborative
experience?
Meeting Agenda
-Review existing personas and problem scenarios (prep by reading user stories)
-Day in the Life game
-Storyboard first epic (George & Leslie co-facilitate)
A. Add an agenda item that will help the team understand if what they are building is valuable
B. Add something that will energize and encourage creative solutions from the team
C. Include an activity to build empathy with the end user
D. Time box the sessions

Which of these is the best example of a "red button" directive?

A. Create a drag-and-drop feature for users to add items to their shopping cart
B. Let's map the customer journey up to where users are adding products to the shopping cart
C. How might we improve drop-off rates from search to shopping cart?
D. What's the testable reward for the user who wants to complete a shopping cart?
What are the benefits of using a creative brief for digital display campaigns?
Choose TWO of the following:
A, It makes it easier to define effective messages with appropriate creative formats
B. Creative outputs are better aligned with company objectives
C. It makes it easier to justify a larger creative budget
D. Customers have a greater input into the creative design process

Which display platform allows advertisers to serve video and display ads to over two million
websites, reaching 90% of global internet users?
Choose ONE of the following:
A. Premium Network Buy
B. Criteo
C. Facebook
D. Google Display Network

What does "responding to change over following a plan" mean in practice?

A. Pivoting whenever the client is dissatisfied
B. Replacing a rigid plan with a different set of methods
C. Having no plan at all
D. Replacing a rigid plan with a looser process

Which of the following is a way you'd use stories in agile?

A. To make sure the team is accountable
B. To specify what the team develops, similar to requirements in more traditional approaches
C. To focus the team on project outcomes
D. To serve as a backdrop for discussion about what to develop and why

You have decided to set up an e-commerce website and are planning on building the site yourself.
What are the potential disadvantages to doing this?
Choose TWO of the following:
A. It is an expensive option
B. It can be very difficult to find an appropriate partner
C. Your attention may be drawn away from important business matters that you are more capable of
delivering on
D. If you don't have the sufficient skills, you could build a website that doesn't provide a service that
your customers are expecting

There are a number of key international regulations that marketers need to be aware of when it
comes to data protection. Which piece of legislation is designed to protect individuals and businesses
in Canada from spam and other messages?
A. CASL
B. CCPA
C. GDPR
D. HIPAA
Channels that consumers typically use before taking action are called ______ channels.
A. closing
B. assisting
C. supporting
D. Acting

A 360 campaign takes a holistic approach to marketing. What are the main benefits of a 360
campaign?
Choose TWO of the following:
A. Optimizes for scale and relevance
B. Covers the entire buying cycle
C. Mainly focuses on encouraging the consumer to proactively visit your website
D. Only covers traditional marketing

Which of the following do you need to bear in mind when you engage in paid search marketing?
A. You only need to measure the number of conversions
B. You should assess the effectiveness of your paid search strategy every six months
C. You can use changes in brand search to evaluate other channels
D. Paid search marketing is primarily about increasing awaren

Being a leader is not the same as being a manager. Which of the following is a typical characteristic of
a leader?
A. Supervise the work results of individual employees
B. Gets things done and deals with project-related problems
C. Runs a project on a day-to-day basis
D. Inspires people to buy-in to the organizational strategy

There are several research techniques you can use in prototyping to gather insights. What is one of
these common techniques?
A. Pareto principle
B. Gap analysis
C. Wireframing
D. Gant chart

Which of the following is one of the challenges you might encounter when you are planning a
marketing campaign across different digital channels?
A. Consumers prefer to view content on desktop computers
B. Consumers only use one source of content
C. Consumers are using multiple screens at once
D. Consumers tend to use just one device when researching products or services
Which of the following metrics is dedicated to video campaigns only?
A. Shares
B. Conversions
C. Cost per view (CPV)
D. Cost per click (CPC)

Which of the following statements is NOT TRUE regarding the overarching strategy?
A. The overarching strategy should be based on a core insight.
B. The overarching strategy is the highest guide to your activity.
C. The overarching strategy should be expressed in a way that is as long and detailed as possible.
D. The overarching strategy should express what you will do and what your objectives are.

Which is one of the factors you need to consider when developing target personas?
A. Competition
B. Conversion rates
C. Job details
D. Time of year

When coaching your team to create strong user stories, which of the following is most effective?
A. Time is of the essence -- get straight to the point and note all errors
B. Encourage teams to build a working prototype.
C. Ask the team to estimate the length of time it will take to finish the project
D. Ask the team how they would test the reward/outcome clause in the story.

Your development team is using agile methods for the first time and is struggling to create a soccer
academy registration system. Your current story addresses the need to register student athletes,
volunteer coaches and staff coaches. Which element of Bill Wake's INVEST checklist might best offer
a possible solution?
A. Add required specifications to the story so they aren't overlooked
B. The team should include soccer field assignments in this story too, as they are an integral part of
the final product
C. Consider whether or not this story should be broken into smaller, independent stories
D. Simplify by testing with only one type of intended users

Ballet slippers can be very difficult to fit, because the sizes don't correspond to street shoe sizes and
there are many variations in style and fit. The owner of a dancewear store needs to help her
employees identify ballet slipper options so they can find appropriately styled slippers that fit
customers' feet.
Your design team has come up with the following child story: As a shoe assistant, I know the size and
width of the customer's feet and the style slipper she'd prefer, and I want to be able to see a list of
brands that match these criteria so that I can locate the best slippers for the customer to try on.
Which of the test cases below is most relevant to this child story?
A. Make sure the customer likes her fitting experience better than ordering ballet slippers online
B. Make sure the ballet slippers can be ordered if they aren't available in the store
C. Make sure it is possible to list slippers by style.
D.

Which of the following is most likely to improve the effectiveness of collaborative team sessions?
A. Make all user stories available in a centralized location so the team can access them as needed
B. Ask the team to reflect on and share ideas for next steps by the end of the day
C. Be spontaneous and flexible during meetings, letting the discussion determine the pace and focus
D. Create an agenda that helps the team better understand the user and what constitutes a valuable
outcome for them

You're working with the owner of an online used textbook store to improve its online purchase
process. Choose the best revision of this user story:
As Sam the Student, I want to find books.
A. As Sam the Student, I want to find books quickly.
B. As Sam the Student, I want to find books that are in good condition so I can get ready for the
semester.
C. As Sam the Student, I want to find high quality books and be a happy customer.
D. As Sam the Student, I want to see if the store has any of my required texts, so I can see if
purchasing there will save me money.

A project manager writes a set of user stories in your issue tracking system, JIRA, and assigns them to
developers to begin work. Which element of Bill Wake's INVEST checklist is more immediately
applicable to improving this situation?
A. Negotiable
B. Small
C. Independent
D. Estimable

You're working with a catering firm to improve its website. Which of these user stories about their
user is most complete?
A. As a person checking the catering website, I want to see if I like the vibe of this firm.
B. As a bride planning a wedding, I want to see a list of venues where the firm is allowed to cater so
that I can confirm whether the caterer can service my wedding location.
C. As a mother planning a quinceanera party, I want to check the site, so I can make a decision about
catering.
D. As a visitor to the catering website, I want to see sample event photos so that I can see if I'd like
this caterer.

Why are red button directives problematic for teams?

A. Too many unfamiliar design features can confuse and annoy users.
B. Teams get bogged down making user interface design features.
C. Teams with too much creative freedom lose focus and are less motivated.
D. They lack explanation about what's valuable to the user and how to test for that

Applying the Thinks, Sees, Feels, Does framework helps reveal all of the following except....
A. Tension between what is and the persona's ideal
B. Interactions that shape the persona's thinking
C. The solution this persona will prefer
D. What emotions the persona experiences around the area of interest

It's often useful to go 'up' one level and 'down' one level to think about whether your target problem
is at the right level of abstraction. If you did this, which of these would not be part of your work?
A. The value proposition
B. One or more 'child' problem scenarios that break down the problem scenario into more detailed
jobs or habits you believe exist for the user
C. A higher-level problem that's the 'parent' of your current problem scenario
D. A defined, testable user problem

Imagine you're exploring medical business practices for self-employed doctors and are developing
the following persona: Dave the Doctor has been a general surgeon for 15 years. He opened his own
practice right after he finished his residency. It was difficult at first to get referrals, but his practice is
thriving now.
Which of the following does the LEAST to enhance the persona?
A. Keeps in touch with his friends from medical school through email, Facebook, and a couple of
annual conferences they try to attend together.
B. Reads the news on his phone every morning while he eats breakfast
C. Spent $82,000 last year to manage the administrative part of his practice
D. 40 - 55 years old

Which descriptor below contains elements of an effective persona?

A. Sally the Senior Citizen
B. Senior citizens ages 70-85
C. Looking forward to enjoying their golden years
D. 60% said they would use an app to remind them when they need to take medications

What do we learn from persona and problem scenario development?

A. General information about our users
B. New alternative solutions to existing problems
C. How to create demand for an innovative product
D. What our users care about

What problem arises when we're generally not wrong but not specifically right (or wrong)?
A. Creating software that works and is used--and we know why
B. Creating software that doesn't work and isn't used--and we're not sure why
C. Creating software that works but isn't used--and we're not sure why
D. Creating software that works and is used--and we're not sure why

What prompted the development of agile?

A. Business, engineering, and software practices that reflected a belief in the value of plans and
scaling as a means to valuable outcomes.
B. Engineers who wanted more control over the product development process.
C. Designers who introduced "design thinking" as a means to innovation.
D. Computing and software developments, such as the personal computer and the Internet.

You've released a new feature and (holy smokes!) it turns out that the problem it's supposed to solve
for the user clearly does not exist. The feature is irrelevant; the users don't care. The team wants to
just go ahead and finish up enhancements to the feature since a lot of the hard work is done, but
you're confident that's going to be wasteful. What part of the Agile Manifesto is most applicable to
the decision the team now has to make?
A. Working software > comprehensive documentation
B. Customer collaboration > contract negotiation
C. Responding to change > following a plan
D. Individual interactions > processes and tools

These are little pieces of software that are designed to recognize you and make it easier for us to
revisit links on the web.
A. Cookies
B. Danishes
C. Tarts

What are the final steps on an optimization plan?

A. Prioritize, Adapt, and Repeat
B. Plan, Collect, Adapt
C. Identify, Adapt, Collect

Which of the following is a source of online data that can serve as a tool to assist in testing efforts?
A. There are no online data resources available to assist is testing efforts
B. Google Analytics and Questionnaires and surveys
C. Optimization

What does "Bounce Rate" represent?

A. The percentage of visitors that leave the web page but come back almost immediately
B. The number of times visitors "bounce" bath and forth between web pages
C. The percentage of visitors who enter the site and leave the site rather than continue viewing other
pages within the same site

How many steps should your testing strategy contain?How many steps should your testing strategy
contain?
A. Five steps in a ending cycle that does not repeat
B. Six steps in an endless circular flow pattern
C. Two steps in an endless circular flow pattern

This type of test happens when two versions are compared, which are identical except for one
variation that might affect a user's behavior.
A. A/B testing
B. Multivariate Testing
C. Standing Testing

Two common testing methodologies used for website optimization include which of the following?
A. A/B testing and single variate testing
B. A/B testing and Multivariate testing
C. C/B testing and multivariate testing

An example of an optimization tactic that "Enhances a Sense of Urgency" would be:

A. "Free shipping today only"
B. "Best Deals in Town"
C. "Best Prices Everyday"

You cannot have too many calls to action on your website.

A. True
B. False

Your website content should make responding to the call-to-action as easy as possible by facilitating
the buying process and the demand for information.
A. True
B. False

If a prospective customer goes to your landing page but is not ready to buy your product, he or she
may first watch a video and then read testimonials. Then, once the prospect is convinced, he or she
will finally click a "Buy Now" button. This is an example of what?
A. A multi-step journey from prospect to customer
B. A single step journey from prospect to customer
C. An analytic journey from prospect to customer
It is our job to create intuitive experiences using technology to anticipate and solve problems for the
user through the most deliberate actions.
A. True
B. False

Which of the following elements are key in determining Key Performance Indicators (KPIs)?
A. Calls to Action, Metrics, Analytics
B. Calls to Action and industry data from comparable websites
C. Only Calls to Action are considered in KPIs

Using a marketing strategy in which you basically give away a free version of your mobile app, and
then offer upgraded functions for an incremental added cost is known as what?
A. Standard
B. Premium
C. Freemium

How many steps are in the mobile design process?

A. It depends on the mobile app that is being created
B. 3
C. 6

True or False. Although augmented reality is a popular and effective feature in mobile marketing, it
cannot be used to show images of city streets.
A. True
B. False

Which of the following is a tactic used to enhance the mobile application experience?
A. Surveys
B. Connects to social media
C. Augmented reality

Can Hybrid Apps access native resources on a mobile device such as a camera or GPS?
A. No. Hybrid apps can only access the internet.
B. Yes. Hybrid apps run like a web app (accessing the Internet) and can also access the native
resources of the device (camera, GPS, accelerometer...)

Mobile applications can make use of native mobile device functionality and processing.
A. True
B. False
Mobile Apps can function without a connection to the internet.
A. True
B. False
C. It depends on the age of the mobile device and the age of the mobile app.

True or False. If a website can be viewed on a mobile device, it is also optimal for mobile use.
A. False
B. True
C. It depends on the website

True or False. Mobile Websites are readily indexed and easily located on search engines.
A. True
B. False

Mobile marking is a set of practices that enables organizations to communicate and engage with
their audience in an interactive and relevant manner through what?
A. Any website
B. Any technology
C. Any mobile device or network

Spector (2018) Nordstrom's secret for incredible retail growth in the digital age. Customer
Experience Leaders podcast
A. Every customer is precious.
B. Have a laser focus on service.
C. Culture can keep your business thriving.
D. Start with the customer and work backwards.

The 'Means End Chain' emphasises ________________________ products are important in an

individual's life.
A. Why and how
B. Who and what
C. Which
D. When

Ayelet Israeli says that Art Peck (the CEO of Gap) starts the process of identifying trends with:
A. Big Data
B. Creative directors
C. Both Big Data and creative directors
D. Small data
Programmatic is buying digital advertising space ___________________, with computers using data
to decide which ads to buy and __________________________________ .
A. Automatically; how much to pay for them
B. At a low cost; which ads not to buy
C. Efficiently; how much to pay for them
D. Efficiently; which ads to sell

David McCandless says that data visualisation helps identify odd patterns that otherwise go
unnoticed. An example he used (in an American context) was:
A. Peaks in video game violence in the month of April to coincide with the Columbine shooting
anniversary
B. People updating their Facebook status more when it stormed in their city
C. Peaks in July for toy aeroplane sales to coincide with the anniversary of man walking on the moon
D. Spikes in rescue dog adoptions when reality tv show, The Bachelor, finished airing

According to Laps (2017), a natural environment is:

A. When a customer isn't aware they're being monitored
B. When a customer is outside
C. How a customer behaves offline
D. How a customer behaves in spaces they are familiar with like their home and workplace

Review the Explore further resources video resource: Big Think. (2013, May 10). Eric Siegel: You Are
So Predictable. Youtube
In the video, what sectors does Eric Siegel refer to when giving examples of predictive analytics? Tick
all that apply
A. Corporate sector
B. Health sector
C. Education sector
D. Justice sector

Which of the following is NOT an example of unstructured data?Which of the following is NOT an
example of unstructured data?
A. Google Analytics reports
B. Information contained in a spreadsheet on someone's computer
C. Qualitative research results
D. Informal customer feedback

According to Urbany et al's Three Circles Strategic Growth Framework, what two things should be
driving your strategy?
A. Unmet needs
B. Customer value
C. Customer perception of your competitors' offerings
D. Customer choice

Which of the following is NOT a result of Big Data analytics?

A. Generating inventory reports
B. Netflix user recommendations
C. Retargeting
D. Detecting fraud

Fake News' relates to which of the 8 Vs?

A. Veracity
B. Velocity
C. Virality
D. Value

Gartner's original 3 Vs of Big Data were:

A. Volume, Velocity and Variety
B. Volume, Veracity and Variety
C. Value, Velocity and Viscosity
D. Value, Virality and Viscosity

During the 2015 Super Bowl, what did people have to do in order to be in the running to win a new
Volvo?
A. Tweet the name of the person they wanted to win a new Volvo using their hashtags during any car
commercial aired during the Superbowl
B. Tweet the name of the person they wanted to win a Volvo using their hashtags during any point of
the Super Bowl
C. Tweet the name of the person they wanted to win a Volvo using their hashtags during any Lexus or
Mercedes Benz ads aired during the Superbowl
D. Follow the official Volvo account on Twitter during the Superbowl and mention them in a Tweet

What does Daniel Rowles call the most difficult part of personalisation marketing?
A. Integrating all the systems you use for your digital marketing
B. Consolidating all the systems you use for your digital marketing
C. Synthesizing all the systems you use for your digital marketing
D. Analysing all the systems you use for your digital marketing

When a customer told Procter & Gamble that her Bounce Dryer Bar broke from its plastic base, what
did P&G do?
A. P&G addressed the problem by increasing the length of tape on the back of the dryer bar holder
and by clarifying the installation instructions.
B. P&G sent a personal thank you card to the customer thanking her and recalled the product
C. P&G did nothing until they received 5 other complaints
D. P&G did nothing until a they received a complaint from a separate customer whose child had been
hit on the head with the faulty product

Kristi Rogers says the future of advertising needs more:

A. Quantitative experts
B. Communications experts
C. Creative experts
D. Innovation experts

"Bernays believed that any product or idea could be sold to the public through the use of
propaganda as long as the propagandist understood." This is an example of:
A. Group psychology
B. Manipulation
C. Mental space
D. Inter-commodity competition

According to AJ Wilcox, why are people who are members of LinkedIn groups considered good 'lead
quality' ?
A. These users tend to be more engaged with the group topic if they have gone out of their way to be
part of that group.
B. It is less expensive to target people through LinkedIn groups compared to job titles.
C. People trust ads more if they relate to the LinkedIn groups they are a part of.
D. People trust ads more if they are posted in a LinkedIn group as they are closed.

The longer your keep your retargeting window open, the more you increase the likelihood of the
customer ______________________________
A. No longer being in the right spot of the buy cycle
B. Becoming aggravated by your retargeting ads
C. Purchasing the product from one of your competitors
D. Purchasing your product

One of the hard new truths for businesses in the digital age is that people are _____________, not
develop a 'relationship' with brands
A. Simply trying to solve a problem
B. Interested in doing their own thing
C. Cutting down on conspicuous consumption
D. Busy watching Netflix
Why is it hard for businesses to gain traction with potential customers when using social media?
A. Platforms like Facebook put the needs of their users above the needs of advertisers.
B. People are more distracted when using social media than when engaging in other activities.
C. People use social media to be social with their friends rather than doing business.
D. It's difficult to choose which platform will deliver your target market most efficiently

During the Era of Interruption Marketing, who was the 'man with two lovers'?
A. Publishers
B. Audience
C. Advertisers
D. Edward Bernays

The advertising and promotion models used during the Era of Interruption Marketing involved:
A. Trying to grab people's attention while they were doing something else
B. Using branded characters or celebrity endorsement
C. Trying to balance the audience and publisher's desires
D. Largely using prime-time television slots to advertise

You can speed up and simplify complex customer journeys by providing consumers with the right
type of content at the right time. By using your website to communicate key benefits, capabilities,
and differentiators about a product, what stage of the customer journey are you targeting?
Choose ONE of the following:
A. Consideration
B. Awareness
C. Interest
D. Conversion

A person is searching for a particular product online. What type of marketing is represented by this
action?
Choose ONE of the following:
A. Inbound marketing
B. Above the line marketing
C. Traditional marketing
D. Outbound marketing

You can use various digital touchpoints to convert leads into customers. Which of the following are
common digital touchpoints you can use to guide consumers toward a sale?
Choose TWO of the following:
A. Social media
B. Billboards
C. Banner ads
D. In-store events
There are many places within a business in which digital content is used, such as customer service,
sales, marketing, and HR. It serves a different purpose for different departments, How can a
marketing department use digital content to its advantage?
Choose ONE of the following:
A. Publish an eBook on how a solution addresses customers' problems
B. Run an upcoming product release promotion on the company's website
C. Put customer service announcements about service availability on the organization's Twitter
account
D. Create web content that describes the culture of the organization and offers feedback from
employees

Digital provide an opportunity to improve or streamline the processes that you use in your own role.
What are some of the benefits that digital tools provide?
Choose TWO of the following:
A. Time-saving benefits
B. They can be immediately integrated into business workflows
C. They require little or no learning
D. Improved data and metrics

Online interaction has many advantages for consumers over traditional methods of interacting.
Which are some of the main advantages?
Choose TWO of the following:
A. Online transactions reduce the need for records and receipts
B. Online channels are accessible anywhere, through mobile devices
C. There are less distractions online
D. Digital interactions are often cheaper

Customer expectations have changed with the advance of digital technology. When they are online,
what kind of user experience do customers now expect?
Choose TWO of the following:
A. Intuitive navigation
B. Personalized UX
C. Challenging content
D. Ever-changing site design

Social media has had a huge impact on the way people interact online and what they expect from
online services. How has social media influenced customer expectations?
Choose TWO of the following:
A. When a customer reads an online negative review, they are unlikely to buy from that company
B. Customers expect to be able to interact with businesses on social media
C. Customers prefer to access online services using desktop devices
D. Customers expect to encounter more complex, detailed articles online
Digital has disrupted both the structure of businesses and also how they market services and
products to customers. What are some examples of how they have been disrupted by digital
technology?
Choose TWO of the following:
A. Digital is a one-way channel for communicating with customers
B. Consumers spend less time online because of Digital
C. It has lowered the barrier to entry for new competitors
D. Digital is scalable, agile, and low cost

You place a banner ad on a social platform. What type of marketing is represented by this action?
Choose ONE of the following:
A. Outbound marketing
B. Below the line marketing
C. Traditional marketing
D. Inbound marketing

You can use Digital at many points across the customer journey. Which of the following are common
digital touchpoints you can use to guide consumers toward a sale?
Choose TWO of the following:
A. Email
B. Online chat
C. In-store events
D. Radio ads

Digital provides benefits within an organization, not just in terms of improved marketing, but by
improving the way departments work together. What are some of the ways that Digital encourages
this?
Choose TWO of the following:
A. Digital encourages collaboration across teams and departments
B. Digital encourages businesses to concentrate on content and control in the IT department
C. Digital encourages businesses to enhance their security
D. Digital encourages businesses to develop an integrated strategy to maximize the benefits of their
digital assets

The adoption of Digital has affected businesses in that they can interact with more customers, more
often. What are some of the other advantages of Digital for growing and sustaining a business?
Choose TWO of the following:
A. Customers are happy to wait longer for you to email back
B. There are less customer complaints, especially on social media
C. Businesses can use analytics to track performance and identify opportunities for improvement
D. Digital can help provide fast and transparent responses to customer queries and requests
Digital best practices add value throughout an entire organization, including within your own role.
What are some of the benefits that digital tools can provide? Choose TWO of the following:
A. They can lower costs
B. They will understand complex situations
C. Improved metrics
D. They require no learning

What are the benefits of including both traditional and digital marketing activities when creating a
marketing campaign?
Choose TWO of the following:
A. Prioritizes inbound marketing over outbound
B. Both traditional and digital channel creative can be quickly updated
C. Optimizes for scale and relevance
D. Uses every audience's point of contact

Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital
marketing strategy?
Choose ONE of the following:
A. Integrate
B. Implement
C. Initiate
D. Iterate

A digital strategy provides a framework that enables you to deliver on digital marketing objectives.
What are the key outputs required in the early stages of your digital strategy?
Choose TWO of the following:
A. Feedback from stakeholders
B. Review of current activity and future expectations
C. Understanding of available resources
D. Updated company branding and messaging

Your prospect is aware they have a problem and have identified potential solutions for it. They are
now at the stage where they are evaluating their options. What stage of the Buyer's Journey is your
prospect at?
Choose ONE of the following:
A. Interest
B. Conversion
C. Awareness
D. Consideration
Two of the most important principles in digital marketing are outbound and inbound marketing.
What are the main characteristics of an outbound marketing strategy?
Choose TWO of the following:
A. Attracts leads by providing helpful content
B. Push strategy
C. Uses volume and repetition to spread word of existence
D. Pull strategy

You can use traditional and digital marketing in your campaigns. What are the benefits of including
both types of marketing activities when creating a 360 marketing campaign?
Choose TWO of the following:
A. Covers the entire buying cycle
B. Prioritizes inbound marketing over outbound
C. Both traditional and digital channel creative can be quickly updated
D. Uses every audience's point of contact

Traditional marketing includes direct marketing, outdoor, print, TV, radio broadcast, and 'word of
mouth' referrals. What are the main characteristics of traditional marketing?
Choose TWO of the following:
A. Inbound
B. Passive audience
C. Active audience
D. One-to-many

Which core component of a digital strategy focuses on digital platforms and how they can be used
most effectively?
Choose one of the following:
A. Conversion
B. Awareness
C. Channel strategy
D. Retention

What factors do you need to consider when developing a budget plan for a digital marketing
strategy?
Choose TWO of the following:
A. Objectives
B. Trend insights
C. Budget available
D. Digital audit results

You are setting an objective for your digital marketing department in line with the overall business
goals. To ensure that your objective is measurable, what do you need to consider?
Choose TWO of the following:
A. Values
B. Results
C. Resources
D. Metrics

One of the key objectives for your company is to increase the number of conversions on your
website. How can a content marketing strategy help you to deliver on this objective?
Choose ONE of the following:
A. Improve the performance of native analytics tools
B. Increase organic searches
C. Gives perfect attribution of all conversions
D. Reduce customer queries

What tools can be used to develop a successful content strategy?

Choose TWO of the following:
A. Persona development
B. Crisis management
C. SMART objective setting
D. Calendar sharing

What are the benefits of using buyer personas in a content marketing strategy?
Choose TWO of the following:
A. Stronger focus on vanity metrics
B. Improved targeting
C. Insights into an audience's channel behavior
D. Insights into a competitor's content strategy

What factors do you need to consider when developing target personas?

Choose TWO of the following:
A. Interests
B. Sponsorship activities
C. Device usage
D. Time of year

What factors do you need to consider when developing target personas?

Choose TWO of the following:
A. Conversion rates
B. Job details
C. Device usage
D. Time of year
What factors do you need to consider when developing target personas?
Choose TWO of the following:
A. Local regulations
B. Location
C. Purchase behaviors
D. Conversion rates

What are benefits of content personalization?

Choose TWO of the following:
A. Higher brand affinity
B. Easier to onboard social influencers
C. More detailed buyer personas
D. Increase in conversion rates

The budget for your content marketing campaign has recently been cut. What techniques can you
use to repurpose content as part of your content marketing strategy?
Choose TWO of the following:
A. Design different assets for each platform
B. Create content based on trending topics
C. Reuse evergreen content
D. Design images for use on multiple platforms

What are the key elements to consider when establishing a creative strategy?
Choose TWO of the following:
A. Activations
B. Audience research
C. Search behavior
D. Ideas

What tactics can you use to help maximize your creative output across social media platforms?
Choose TWO of the following:
A. Taking existing visual assets and editing to suit social formats
B. Choosing to focus on creating content for one platform at a time
C. Increasing the amount of visual assets created
D. Creating assets that can be converted easily to suit other platforms

What key areas should you focus your attention on when planning a content strategy?
Choose ONE of the following:
A. Platform, Timing, Tone, Narrative
B. Consistency, Message, Objectives, Audience
C. Format, Creative, Delivery Method, Budget
D. Variety, Device, Business Goal, Cost
A content strategy is a guide to how you create content that appeals to your audience. What key
areas should you focus your attention on when planning a content strategy?
A. Platform, Timing, Tone, Narrative
B. Consistency, Message, Objectives, Audience
C. Format, Creative, Delivery Method, Budget
D. Variety, Device, Business Goal, Cost

It is becoming increasingly important for marketers to understand content marketing and to know
how to use it effectively. What role does content marketing play in an inbound marketing strategy?
Choose ONE of the following:
A. Enables you to report on conversion trends
B. Drives customer engagement and business enquiries
C. Pushes your brand message to many different people
D. Identifies more effective PPC options

As part of your content strategy development, you have defined your objectives and captured your
brand purpose. What else do you need to do to complete your content marketing strategy?
Choose TWO of the following:
A. Predict who customers will be
B. Detail pieces for production
C. Outline distribution channels
D. Nurture leads

Buyer personas are an integral part of any content marketing strategy. What are the main benefits of
using buyer personas?
Choose TWO of the following:
A. Improved targeting
B. Reduced budget for marketing strategy
C. Insights into a competitor's content strategy
D. Insights into an audience's channel behavior

Developing buyer personas for your content marketing strategy requires careful thought. What
factors do you need to consider when developing buyer personas?
Choose TWO of the following:
A. Names
B. Device usage
C. Interests
D. Sponsorship activities

Marketers can use many different content types and formats in their content marketing strategies.
What are some common content formats used by content marketers?
Choose TWO of the following:
A. Podcast
B. Dissertation
C. HTML 5
D. eBook

Content personalization is the process of using different content at different stages of the consumer
journey. The different pieces of content are highly relevant to the user's need state at that particular
time. What are benefits of content personalization?
Choose TWO of the following:
A. Fewer buyer personas needed
B. Higher brand affinity
C. Greater access to social influencers
D. Increase in conversion rates

The creative strategy is one of the most important elements in a digital marketing strategy as it will
embody the brand look and feel. What are key elements to consider when establishing a creative
strategy?
Choose TWO of the following:
A. Audience reach
B. Adjustments to overarching strategy
C. Narrative
D. Ideas

How can you use creative assets efficiently to maximize creative output across a range of digital and
social media platforms?
Choose TWO of the following:
A. Taking existing visual assets and editing to suit social formats
B. Using as little text as possible for onscreen assets
C. Identifying assets to add to your website to improve SEO
D. Compressing visual assets to reduce file sizes

Two of the most important principles of digital marketing are inbound and outbound marketing.
What are the key concepts of outbound marketing?
Choose TWO of the following:
A. Brand messages are pushed towards a specified audience
B. It attracts leads by providing helpful content
C. An audience actively seeks out content and are pulled towards a brand
D. It uses volume and repetition to spread word of existence

Two of the most important principles of digital marketing are inbound and outbound marketing.
What are the key concepts of inbound marketing?
Choose TWO of the following:
A. An audience actively seeks out content and are pulled towards a brand
B. Attracts leads by providing helpful content
C. Brand messages are pushed towards a specified audience
D. Uses volume and repetition to spread word of existence

You have been tasked with quickly driving a large volume of high value traffic to your website. What
digital channel is best suited to achieve this?
Choose ONE of the following:
A. Organic search (SEO)
B. Website optimization
C. Email and automation marketing
D. Paid search (PPC)

What factors do you need to consider when trying to attract consumers via social media?
Choose TWO of the following:
A. Is this the right social media channel to promote my brand?
B. Do these social media users have a mindset that's likely to be attracted to this brand?
C. Are these customers expert users of different social media channels?
D. How much data have these users already shared with these social media platforms?

What tactics can be used to grow your email marketing list?

Choose TWO of the following:
A. Inform people
B. Engage with your readers
C. Send several emails per day
D. Segment your email data

What key considerations do you need to keep in mind when using subscriber lists?
Choose TWO of the following:
A. Encourage newsletter forwarding
B. Identify and rely on a single source for leads
C. Include a clear subscription button
D. Avoid social media platforms

You have been tasked with increasing the visibility and discoverability of your website without
investing in any paid advertising. What digital channel is best suited to achieve this?
Choose ONE of the following:
A. Organic search (SEO)
B. Paid search (PPC)
C. Email and automation marketing
D. Website optimization
What are the benefits of a digital display creative brief?
Choose TWO of the following:
A. It challenges you to define what it is you actually want to achieve or communicate
B. It makes it easier for creatives and designers to generate ideas
C. It enables people to be creative without having to focus on the company objectives
D. It helps you redesign your brand guidelines for every campaign

You have clicked the 'Upload" icon at the top of your YouTube page, set your privacy settings to
public and selected a video from your computer to upload. What is the next step to successfully
upload your video to YouTube?
Choose ONE of the following:
A. Click publish
B. Edit basic information
C. Click share
D. Add cards

Which of the following metrics are dedicated to video campaigns only?

Choose TWO of the following:
A. Cost per click (CPC)
B. Cost per view (CPV)
C. Conversions
D. Views

How can display and video campaigns be optimized?

Choose TWO of the following:
A. Rotate your creative
B. Test new targeting options with observations
C. Increase the bids on poor performing ads to gain more reach
D. Broaden targeting if budgets are being exceeded every day

Your interior design company has launched a new app that makes it easier for people to visualize
designs and book consultations. You want to use display advertising to raise awareness of this new
app. What benefits could display advertising bring to your digital marketing campaign?
Choose TWO of the following:
A. You can drive brand awareness to a large number of people
B. You can use banners to reach consumers on interior design websites
C. You can target individual users who are likely to book consultations
D. You can focus on conversions by monitoring how many app downloads occur each week

There are a number of tools available in YouTube Studio to help you manage your video content.
What section allows you to organize and update your videos?
Choose ONE of the following:
A. Channel
B. Analytics
C. Video Manager
D. Community

What are some of the challenges that companies face with social media customer service?
Choose TWO of the following:
A. Expectation of poor service
B. Risk of rapid amplification of dissatisfaction
C. High expectations for in-the-moment resolution
D. The business controls the pace of conversation

What are key components of an effective social customer service strategy?

Choose TWO of the following:
A. Only respond when necessary
B. Limit resourcing
C. Brand alignment
D. System integrations

What are best practices when implementing a customer service plan?

Choose TWO of the following:
A. Examine and update the plan continuously
B. Rely on the use of chatbots
C. Work together with all teams involved
D. Run special promotions and offers

What are they key considerations to make when selecting a domain name?
Choose TWO of the following:
A. It should be abbreviated
B. It should be searchable
C. It should be provocative
D. It should be memorable

What are key components of an effective social customer service strategy?

Choose TWO of the following:
A. Tailor social customer service to existing systems
B. Be active on the appropriate social channels
C. Track and report appropriate metrics
D. Maintain separate systems for each social media platform
Strategic thinking has many benefits. What are the benefits of strategic thinking for a marketer?
Choose TWO of the following:
A. It allows for a more reactive approach to campaign development
B. It leads to greater operational efficiency
C. It creates a better sense of direction for campaigns
D. It reduces the size of the marketing budget

Strategic thinking has a number of core characteristics. Which of these behaviors characterize
strategic thinking? Choose TWO of the following:
A. A marketer looks at the big picture and ensures his social campaign integrates with the company's
other strategies
B. A marketer designs an exciting new email campaign, based on current data protection standards
C. Following the success of an online voucher campaign, a marketer develops an identical campaign
for next year
D. A marketer develops a Facebook campaign, but builds in contingencies for future changes to the
platform

Using prototyping leads to better product and service design. There are a number of research
techniques you can use in prototyping to gather insights, such as wireframing. What are some other
common techniques?
Choose TWO of the following:
A. Tree testing
B. Card sorting
C. Play-response method
D. Experimentation

There are several competing elements to consider when you're analyzing the overall customer
experience in your business. What are some of those competing elements? Choose TWO of the
following:
A. Your brand
B. Your business priorities
C. Your digital marketing budget
D. Your competitors

There are several research techniques you can use in prototyping to gather insights. What are some
common techniques?
Choose TWO of the following:
A. Pareto principle
B. Tree testing
C. Wireframing
D. Gap analysis
Prototyping is an experimental process used for evaluating new designs and ideas. How can
prototyping positively impact CX in your organization?
Choose TWO of the following:
A. Results in less feedback from customers and other stakeholders about your products
B. Shortens the length of time it takes to deliver products to market
C. Leads to better product and service design
D. Allows you deliver an ongoing stream of good news about new features to customers

Being a leader is not the same as being a manager. Which of the following are typical characteristics
of a leader?
Choose TWO of the following:
A. Inspires people to buy-in to the organizational strategy
B. Runs a project on a day-to-day basis
C. Gets things done and deals with project-related problems
D. Creates a vision for the organization to work toward

You were managing a small marketing team, but following a merger, your team incorporated several
other teams and has now doubled in size. What actions can you take to develop a leadership mind-
set in this situation?
Choose TWO of the following:
A. Visualize how the different teams could work effectively together
B. Develop detailed process documents to ensure the team operates smoothly
C. Communicate your vision of the new team to all members and encourage their enthusiasm
D. Closely monitor the team and address issues as they arise

As a leader, you should think with a global perspective. What strategies can you use to develop a
global perspective?
Choose TWO of the following:
A. Study your industry and the environment in which it operates
B. Spend time working in different locations around the world
C. Be a continuous learner, but keep the most valuable knowledge to yourself
D. Prioritize doing your job well over learning new languages

Your client is an established eCommerce retail brand. Your media strategy is to spend 60% of your
budget on driving sales and 5% on re-engaging existing customers from your database. What
channels would you recommend to achieve this objective?
Choose TWO of the following:
A. Paid search
B. Email
C. Content marketing
D. Display
A paid advertising campaign should be carefully planned. What can be used to help determine how
paid advertising is implemented over a specific period of time? Choose ONE of the following:
A. Media plan
B. Creative strategy
C. Launch plan
D. Connected strategy

A campaign action plan helps you manage all the moving parts in a digital marketing strategy. What
are some of the key components of a campaign action plan? Choose TWO of the following:
A. Recommendations for adjustments to the overarching strategy
B. Results from the previous digital marketing campaign
C. Non-paid channel plan details
D. Briefing deadlines for creative

When structuring your digital strategy, it's important to include a table of contents for easy
reference. What key sections would you usually include in a table of contents?
Choose TWO of the following:
A. Paid and Organic Media
B. KPIs and Measurement
C. Software security concerns
D. Review of competitor's digital strategy

To get ahead, leaders should work to develop their executive presence. What strategies can you use
to develop an executive presence?
Choose TWO of the following:
A. Improve your communication skills
B. Cultivate self-confidence
C. Dress casually and appear friendly
D. Apply regularly for promotion.

To be successful, leaders need to surround themselves with good people. What strategies can you
use to recruit top talent?
Choose TWO of the following:
A. Only recruit once a year
B. Delegate the recruitment process to the HR department
C. Recruit people who fit in well with your corporate culture
D. Hire people who are prepared to take on any task

After you hire great people, you won't want to lose them. What strategies can you use to retain top
talent?
Choose TWO of the following:
A. Inspire and develop team members
B. Encourage your team to always strive for perfection
C. Remind team members that mistakes won't be tolerated
D. Trust your team to build and improve on your ideas

Effective personnel planning is essential for all teams - especially if team members have in-demand
skillsets. What best practices should you follow when personnel planning to ensure people are
attracted to your company and want to stay with you?
Choose TWO of the following:
A. Provide opportunities for advancement
B. Approach competitors' employees
C. Discourage risk-taking
D. Create a positive company culture

There are a variety of roles centered around specialist skills in digital marketing. Which digital role in
an organization is focused on using organic search to generate inbound leads?
Choose ONE of the following:
A. Content manager
B. PPC executive
C. SEO specialist or inbound marketer
D. UX designer and developer

Your retail client's objective is to spend 60% of their budget on increasing customer engagement and
retention. What channel would you use to help them achieve this?
Choose ONE of the following:
A. Content marketing
B. Video on demand
C. Display
D. Paid search

It's important that you manage your digital marketing budget and ad spend carefully. What strategy
document can you use to help determine how paid advertising is implemented over a specific period
of time?
Choose ONE of the following:
A. Media Plan
B. Action Plan
C. Critical Path Strategy
D. Creative Brief

You can communicate your digital marketing strategy in different ways - such as by using a
PowerPoint presentation or a Word document - depending on the content and your audience. When
is it better to choose a PowerPoint presentation for this task?
Choose TWO of the following:
A. You want to present your strategy in person
B. You are communicating top-level information
C. You need to include a lot of supporting documentation
D. You are communicating complex, technical information

Digital leadership involves navigating an organization toward digital transformation in order to stay
competitive and agile in a rapidly evolving digital and social media landscape. Which of these people
is an effective digital leader? Choose TWO of the following:
A. Someone who empowers others
B. Someone who centralizes decision making
C. Someone who relies on existing HR models
D. Someone who inspires others

It's important to implement a digital strategy carefully. Which are best practices when implementing
a digital strategy?
Choose TWO of the following:
A. Change strategies immediately if initial Return on Investment (ROI) is lower than expected
B. Pursue digital marketing as an exclusive strategy
C. Establish clear processes for all personnel to follow
D. Keep track of all measurable results, including Return on Investment (ROI)

Digital transformation may be required to keep an organization competitive and compelling. Which
steps do you need to take to shift an organization from a legacy approach to a digital approach?
Choose TWO of the following:
A. Encourage innovation
B. Reinforce leadership models
C. Digitize company assets
D. Retrain personnel in existing technology

You should set goals for your digital strategy as early as possible. What are effective SMART goals for
your strategy?
Choose TWO of the following:
A. Goals that may ultimately be useful
B. Goals that are open-ended
C. Goals that are well defined
D. Goals that are achievable

Non-technical leaders may feel side-lined in the digital age. How can non-technical leaders prepare
themselves for digital transformation?
Choose TWO of the following:
A. Use emerging technologies
B. Trust that technology will adapt to your strategy
C. Delegate digital transformation to the IT department
D. Read industry publications

Executive sponsors are people in different departments who can help you with your digital
transformation program. Which steps can you take to secure executive sponsorship?
Choose TWO of the following:
A. Understand the personal benefits sponsorship brings
B. Involve executives early in the process
C. Understand the company's priorities
D. Use technical language to exhibit proficiency in the topic

Data must be protected - otherwise an organization is vulnerable and may be exposed to data
breaches or cyber-attacks. What are some of the consequences of a data breach for businesses?
Choose TWO of the following:
A. If it happens, it's unlikely to happen again
B. You can garner more business as a result
C. Loss of customer trust
D. Reputational damage

There are many different challenges and threats presented by data. What are the types of threats to
data that businesses need to protect against?
Choose TWO of the following:
A. Social media reputation issues
B. Erroneous leaks of customer data
C. Hacks of customer data
D. Decoding anonymous (or hashed) IDs

Digital leaders navigate organizations toward digital transformation. What are the characteristics of
an effective digital leader?
Choose TWO of the following:
A. Someone who protects the status quo
B. Someone who is accountable
C. Someone who avoids partnerships
D. Someone who educates others

An effective digital strategy contains a number of core components. What are some of the key pillars
of a digital strategy?
Choose TWO of the following:
A. Required resources
B. Proposed strategic approach
C. Required images
D. Review of software currently in use
Digital transformation is driven by a number of factors. What are some of those factors?
Choose TWO of the following:
A. Global digital skills shortage
B. Customer experience
C. Operational process
D. Employee satisfaction

You should set goals for your digital strategy as early as possible. Why is setting SMART goals
important for an effective digital strategy?
Choose TWO of the following:
A. It ensures that the strategy objectives are flexible
B. It ensures that all business goals and digital strategy objectives align to deliver a commercial
return on investment
C. It identifies what needs to be tracked, measured, and reported from the strategy
D. It defines the purpose of the digital strategy

You can establish yourself as an effective digital leader in different ways. Which of these leaders are
demonstrating personal leadership by example?
Choose TWO of the following:
A. He or she leverages a personal network to source organizational talent
B. He or she values a steady approach ahead of experimentation or risk-taking as mistakes should be
punished
C. He or she drives a mind-set of tracking customers', competitors', and partners' activities in real-
time
D. He or she thrives on certainty and established practices and processes

If you are a non-technical leader, you may want to prepare yourself for digital transformation. What
steps can you take to do this?
Choose TWO of the following:
A. Outsource digital transformation activities
B. Educate yourself
C. Partner with IT
D. Delegate technical tasks to colleagues

An executive sponsor can help you implement your digital transformation program. What are the
characteristics of an effective executive sponsor?
Choose TWO of the following:
A. Has no interest in internal company politics
B. Has goals that align with the objectives of your approach
C. Is respected internally
D. Has worked as a mentor or coach
Data breaches can have many consequences. What are some of the critical consequences of a data
breach for businesses?
Choose TWO of the following:
A. Monetary fines
B. Reputational damage
C. If it happens, it's unlikely to happen again
D. You can generate more business as a result

There are many dangers associated with data and data collection. What are the types of threats to
data that businesses need to protect against?
Choose TWO of the following:
A. Outdated and inaccurate data
B. Social media reputation issues
C. Decoding anonymous or hacked IDs
D. Hacks of customer data

There are a number of key international regulations that marketers need to be aware of when it
comes to data protection. Which piece of legislation allows consumers in California to demand to see
all the information a company holds about them?
Choose ONE of the following:
A. CCPA
B. HIPAA
C. CASL
D. GDPR

According to management expert, Peter Drucker, what is the only valid definition of a 'business
purpose'?
A. To create a customer
B. To make money
C. To identify a gap in the market
D. To understand a customer

What did Drucker identify as the two basic functions of any business?
A. Marketing & innovation
B. Marketing & customer service
C. Value exchange & innovation
D. Value exchange & customer service

An example of permission marketing is:

A. An ad from Pepsi coming up on your Facebook newsfeed when you have liked Pepsi's Facebook
page
B. A sponsored ad on Facebook from Pepsi after purchasing one of their drinks
C. An Instagram influencer using a sponsored hashtag
D. An ad on a podcast you are listening to

Why is it more important to focus on the customer than the product your business sells?
A. Customers have a job to be done
B. The customer can complain about your business
C. It is not - both are equally important
D. The customer gives employment

For this unit, what is the guiding principle?

A. A customer will not buy something if they don't like your brand
B. The customer is always right
C. You must find customers for your products
D. Customers don't know everything. As a business owner, you are allowed to tell them when they
are not right

According to Seth Godin, the only way a business will be able to grow is by delivering
A. Anticipated, personal and relevant messages to people who want to receive them
B. Tried and tested messages to people who are indifferent about receiving them
C. Tailored messages to people who want to receive them
D. Value to its customers

Rik Reppe says to become a truly customer-centric company :

A. Businesses must understand their competitors customer strategy
B. Businesses have to conduct rigorous market research
C. Businesses must go out and interact with their customers on a daily basis
D. Businesses have to commit to weaving the customer experience into every aspect of their
organization

Leela Srinivasan, the CMO of Survey Monkey says an underappreciated benefit of a customer-centric
businesses is :
A. Low turnover of staff in executive positions
B. Lower customer related expenses
C. Higher employee retention
D. Attracting good talent

Customer loyalty is the key to long-run profitability. Blockbuster depended on 15% of its revenue
from customers paying late fees. Blockbuster's dependency on this revenue from their 'most
profitable' customers impacted the company's:
A. Willingness to adapt to its customers' needs and wants
B. Ability to pay rent for their shopfronts
C. Commitment to putting their customers first
D. Long-term business model

Say's Law, which encapsulates the concept of product orientation, can be summarized as:
A. Supply creates its own demand
B. If you build it, they will come
C. The customer can have any color, as long as it's black
D. The customer is at the centre of the business process

When considering customer perceived value (benefits minus cost), which of the following is NOT one
of the types of costs to the customer?
A. Time cost
B. Replacement cost
C. Energy cost
D. Psychic cost

What are the four basic types of data held in CRM systems?
A. Descriptive, identity, quantitative and qualitative data
B. Descriptive, primitive, numeric and qualitative data
C. Primitive, numeric, qualitative and discrete data
D. Qualitative, quantitative, continuous and discrete data

Calculate the Net Promoter Score for the following business: 20% of customer responded with a 9 or
10; 63% responded with a 7 or 8; 17% responded with a 0-6. What is their Net Promoter Score?
A. 3%
B. 66%
C. 26%
D. 20%

You conduct a Net Promoter Score (NPS) survey with customers and achieve the following results:
30% rate you a 9 or 10, 55% rate you a 7 or 8, and 15% rate you from 1-6. What is your NPS ?
A. 15%
B. 42.50%
C. 55%
D. 30%

What is one key reason why you should you not rely solely on your Net Promoter Score?
A. It ignores why customers feel the way they do
B. It constantly changes
C. It is difficult to calculate
D. It doesn't account for employee satisfaction
Martin Lindstrom said that _____________________ was able to uncover that people like stories
infused into their product experiences. He also points out that _____________ was never able to
pick this up.
A. Small data; Big Data
B. Big Data; small data
C. Small data; quantitative data
D. Small data; focus group data

What is the second step of the DIKW pyramid?

A. Information
B. Data
C. Knowledge
D. Wisdom