Test Bank for All Chapters: Chapter 1-10
1
ROPO conventioally stands for Research Offline, Purchase Online (A) True (B) False
Answer:
(B) False
Feedback: As applied and defined by Google, it stands for Research Online, Purchase Offline 2
Site engagement measures are… (A) Unique visitors (B) Bounce rate (C) Duration (D) Pages per visit (E) Cost per sale
Answer:
(B) Bounce rate (C) Duration (D) Pages per visit
Feedback: It's useful to use all three of these measures for evaluating consumer engagement with a site 3
Which two parts of SOSTAC® most closely relate to applying digital analytics (A) Situation (B) Objectives (C) Strategy (D) Actions (E) Control
Answer:
(B) Objectives (E) Control
Feedback: The goals and KPIs set at the analytics stage must be reviewed through analytics as part of control 4
The 2 Ss in SOSTAC® stand for… (A) Sell (B) Speak