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Digital Transformation Quiz - Standard Chartered Bank

1. Many brands invest on social media platforms rather than campaign websites because?

Social media platforms have superior functionality

Social media platforms already have an engaged user base

Its what the competition is doing

Campaign websites aren't ranked by the search engines

Not sure but I want to learn :)

2. A device can be part of Internet of Things (IoT), if it has…

Amazon, Google or Facebook backing it

An IP address and a wireless connection

An IP address and can communicate via a network and exchange data

An IP address and a human input

Not sure but I want to learn :)

3. Reason Web 2.0 is different from earlier forms of web

Faster internet speeds

Increased user interactivity

Websites are easier to create

'Push' marketing strategies are better

Not sure but I want to learn :)

4. Which of these isn't an issue of ad 'viewability'?

The ad doesn't load in time

The ad is not relevant to the content of the webpage

The ad is blocked by an ad blocker

The ad is 'below the fold'

Not sure but I want to learn :)

5. What targeting approach has become increasingly important due to the increase in the number of mobile devices?

Contextual targeting

Lifestyle targeting

Registered user targeting

Location based targeting

Not sure but I want to learn :)

6. On the marketing funnel, where do channels have higher conversion rates?

Upper funnel

Mid-funnel

Lower funnel

Outside the funnel

Not sure but I want to learn :)

7. What is most important in acquisition marketing?

Acquiring different types of customers

Offering the right promotions

Driving cost-effective conversions

Increasing repeat purchases

Not sure but I want to learn :)

8. A brand on social media should first decide…

Which platform to use

Which audience to target

Which post to boost

Which video to promote

Not sure but I want to learn :)

9. A brand's organic posts are unlikely to be on consumers' news feeds because...?

Of increased user activity

Platforms' algorithms

The rise in ad blocking

The decline in quality of content

Not sure but I want to learn :)

10. What targeting approach can deliver a brand message to those who perform a certain action?

Behavioural targeting

Intent targeting

Location based targeting

Semantic targeting

Not sure but I want to learn :)

11. Which media channel will be allocated its budget last when using the bottom-up approach?

Paid search

The channel with the lowest CPA

Prospecting display

The channel with the highest CPA

Not sure but I want to learn :)

12. Typically, which type of cookie stays live the longest?

Data cookie

Impression

Click

Sugar-free

Not sure but I want to learn :)

13. Why could developing a native app be more expensive than a web app for smartphone?

Developers have to pay to download different software development kits

Brands have to pay mobile usage data

Developers pay extra to use native device features like GPS

Developers have to build versions of the same app for different operating systems

Not sure but I want to learn :)

14. _______ practice refers to optimising creative messages in real time using rich targeting data?

Fluid creative

Dynamic creative

Rolling creative

Right-time creative

Not sure but I want to learn :)

15. Whats the purpose of a DMP for an advertiser?

Aggregating data to sell to others

Ensuring ads are served to people not bots

To manage their own data and to create their own segments

Monitoring the effectiveness of ads

Not sure but I want to learn :)

16. Which of these is the main criticism of a last-click methodology?

It over-emphasises the results from easy win channels

It wont allow you to calculate CPA

Its overly complicated to monitor

Its not very cost-effective

Not sure but I want to learn :)

17. What is the easiest way to acquire a single customer view?

Algorithms

Spyware

First-party login data

Not sure but I want to learn :)

18. Which of these can be used for audience segmentation?

Data Management Platform

Supply-Side Platform

Demand-Side Platform

Surveys

Not sure but I want to learn :)

19. In what type of campaign is the equal attribution model more likely to be used?

Brand building

Direct Response

Election campaigns

Ecommerce

Not sure but I want to learn :)

20. What is the term for commercial messages that look and behave like the content around them?

Native editorial

Native advertising

Blended content

Masked content

Not sure but I want to learn :)

21. If you notice your own content on another strong website, you should ask them …

For a no-follow link

To link back to the original content

For a referral fees

To join your focus groups

Not sure but I want to learn :)

22. What does setting content live earlier on your site( before elsewhere) ensure?

That it is indexed on your site before being re-hosted elsewhere

That you will gain all the SEO value from the content

You will receive the authorship metadata tag

You will be listed as the author on search

Not sure but I want to learn :)

23. Which platform offers the most granular targeting options?

Facebook

Twitter

Instagram

Snapchat

Not sure but I want to learn :)

24. CPE is the abbreviation for

Cost Per Estimate

Cost Per Enquiry

Cost Per Engagement

Cost Per Experience

Not sure but I want to learn :)

25. What is …on site SEO?

SEO work performed in-house by marketing staff

Confidential SEO work done within the firewall

Picking the right keywords to build a paid search campaign

Work aimed at improving and optimising content on own webpages

Not sure but I want to learn :)

26. CPM is...

Cost per thousand ad impressions delivered

Cost per thousand ads clicked

Cost per thousand actions taken

The cost per thousand impressions viewed

Not sure but I want to learn :)

27. When picking keywords, what is most important?

Relevance of keyword to your web content

Monthly search volume

The bid price

Level of competition

Not sure but I want to learn :)

28. Changes to your site will not be reflected in the search index until?

The next time the specific page is indexed

The next PageRank update

23:59 Eastern Standard Time of that day

00:01 hours EST Monday of each week

Not sure but I want to learn :)

29. The term …crawl budget describes?

Googles annual research spend

The amount of time and/or page views a web crawler can spend on your site

The amount of times that a web crawler can visit your site each week

Your SEO budget divided by total web budget

Not sure but I want to learn :)

30. You can sell links without breaching Google guidelines by?

�No-following the links

Only linking to the sites homepage

Google does not allow you to sell links from your site

Only linking to product pages

Not sure but I want to learn :)

31. What improves your quality score?

Higher Ad click-through rate

Increasing overall site visits

Bidding for more keywords

The amount you spend

Not sure but I want to learn :)

32. What is the best option to make my ads appear every time a word or phrase is typed into Google, even if it appears with other words around it

Word match

Phrase match

Broad match

Reach match

Not sure but I want to learn :)

33. If your bid price is $3 and your ad has a quality score of 10, your ad rank is?

0.3

Not sure but I want to learn :)

34. What two pieces of information do you need to set a bid price based on conversion?

Media agency number and address

Target CPA and conversion rate

Conversion rate and total visitors

CTR and average price

Not sure but I want to learn :)

35. How many characters are permitted within the ad title of a Google search ad?

140

Not sure but I want to learn :)

36. If your target CPA is $50 and your conversion rate is 10%, what is your maximum bid price?

$0.50

$10

Not sure but I want to learn :)

37. Which of these is not a benefit of pursuing PPC and SEO together?

You can advertise different messages

Opportunity to cover more real estate on SERP

PPC is not possible without a high ranking in SEO first

Brands can appear on search results for more keywords

Not sure but I want to learn :)

38. What is a …whitelist, when referring to ad verification?

A list of acceptable emoticons to use

A list of acceptable ad formats

A list of acceptable sites to serve ads on

A list of acceptable brand assets to use

Not sure but I want to learn :)

39. What does …SERP stand for?

Search Engine Results Portion

Search Engine Results Provision

Search Engine Recommendations Page

Search Engine Results Page

Not sure but I want to learn :)

40. Which of the following problems can result from poor keyword targeting?

Reduction in Quality Score

Paying for users who won't convert

Increased bounce rate

All of the above

41. An online ad that is seen only if the user scrolls down the page is below the...

Flap

Page

Eyeline

Fold

Not sure but I want to learn :)

42. If each page on a site has 3 ads and 150 users each visit 6 pages on the site, how many ad impressions will be served?

800

900

2700

5400

Not sure but I want to learn :)

43. A campaign costs $10,000 and consists of 200,000 expandable banners and 100,000 MPUs. Expandable banners cost $20 CPM. What is the CPM of the MPUs?

600

Not sure but I want to learn :)

44. What type of ad is often skippable on YouTube?

Pre-roll

Mid-roll

Post-roll

In-banner

Not sure but I want to learn :)

45. Which of these is NOT an advantage of branded video content?

Higher engagement than traditional ads

More complex messages can be transmitted

Can be a more subtle way to influence

Lower production costs than traditional ad spots

Not sure but I want to learn :)

46. How are unique users measured?

ISP account number and a cookie

IP address and a cookie

IP address and ISP account number

URL and a cookie

Not sure but I want to learn :)

47. What is the name of the option which enables advertisers to occupy every ad unit on a given web page?

Full page skin

Film strip

Road block

Pre roll

Not sure but I want to learn :)

48. If a site has 500 unique users and each one visits the site 5 times in a month, how many visits does the site get?

Need more data

500

2500

100

Not sure but I want to learn :)

49. What is the total cost of the following campaign? 10,000 banners @ $12 CPM 10,000 skyscrapers @ $14 CPM 5,000 MPUs @ $18 CPM

Approx. $10,000

$350

$3,500

Will ask my agency

Not sure but I want to learn :)

50. You want to make 500 sales. You expect a 40% conversion rate and a 5% click through rate. How many ad impressions do you need to buy?

Insufficient data

25,000

50,000

100,000

Not sure but I want to learn :)

51. On what basis are web stats usually tracked and quoted?

Hourly

Daily

Weekly

Monthly

Not sure but I want to learn :)

52. What is CPV?

Cost Per Value

Cost Per Visual

Cost Per View

Cost Per Visit

Not sure but I want to learn :)

53. V in vCPM is for?

Viewability

Visibility

Verticality

Virality

Not sure but I want to learn :)

54. Under what attribution model is an ad that has gone unnoticed by the user most likely to be credited with delivering a sale?

Post-Click

Full Funnel

Post-View

Fractional

Not sure but I want to learn :)

55. What is 'frequency capping'?

Capping the number of times an ad is served to a user

Capping the total number of ads in a campaign

Capping the number of users who see an ad

Capping the spend of an ad campaign

Not sure but I want to learn :)

56. Real-Time Bidding refers to...?

Bidding on individual impressions intended for highly targeted users in real time

A dynamic auction in which inventory is bought in typical bundles of 1000 at a time

A static auction in which inventory is bought on an individual basis

A dynamic auction in which inventory is bought in typical bundles of 100 at a time

Not sure but I want to learn :)

57. Automated ad-inventory trading became necessary because the market had...?

A huge number of publishers with available inventory in the market

A limited number of publishers with available inventory in the market

Excessive buyer demand for inventory

Problems with viruses and spyware

Not sure but I want to learn :)

58. What innovation inspired the move away from the reach and frequency paradigm in display advertising?

Rich media ads

Paid search advertising

Content marketing

Not sure but I want to learn :)

59. When it comes to trading impressions programmatically, which of the following is true?

Supply of available impressions greatly outstrips demand

Demand for impressions greatly outstrips supply

Supply and demand for impressions are roughly equal

Its not connected to supply and demand

Not sure but I want to learn :)

60. What helps players in the programmatic market to use their data to define and segment very specific audiences?

Demand Side Platform

Supply Side Platform

Ad exchanges

Data Management Platform

Not sure but I want to learn :)

61. What is Marketing Automation in CRM?

Event based trigger marketing using technology

Using AI to set CRM budgets

Using Chat bot functionality as part of Customer Service operations

All the above

Not sure but I want to learn :)

62. CRM stands for

Customised Relationship Marketing

Customer Related Marketing

Customer Relationship Management

Consumer Retargeting Marketing

Not sure but I want to learn :)

63. A good way to create segments in CRM is RFM. RFM stands for

Reach Frequency Measurement

Reatime Facebook Marketing

Retargeting (at) Favoured Moments

Recency Frequency Monetary-value

64. A key advantage of CRM analytics is that data can be used to effectvely

Lower the cost of PPC bids

Create lookalike audiences

Increase social media engagement

Engage celebrity influencers better

Not sure but I want to learn :)

65. CRM would be a key strategy to maximise

Reach

Lifetime value

Engagement

New entrants to brand

Not sure but I want to learn :)

66. What form of advertising attracts the largest spend on mobile devices?

Paid Search

Display

SMS

MMS

Not sure but I want to learn :)

67. Which of these is NOT an option that can be used to create a Lookalike Audience on Facebook

From Email list

Based on who watched your video on Facebook

People who clicked on your paid search ad

People who visited your website

Not sure but I want to learn :)

68. What is the name given to the in-depth analysis of consumer journeys across all touch points?

Acquisition planning

Attribution modelling

Touch point analysis

Multivariate testing

Not sure but I want to learn :)

69. Which of these, in particular, enbles eCommerce companies to track customers within their own properties, across devices?

ISP Log data

Log-in IDs

Avatars

Not sure but I want to learn :)

70. How many images and videos does the carousel ad format in Facebook allow you to showcase?

Up to 10 images or videos within a single ad, each with its own link

Up to 5 images or videos within a single ad, each with its own link

Up to 3 images or videos within a single ad, each with its own link

Not sure but I want to learn

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