Question

1. Digital Analytics should incorporate a website’s business model and the overall marketplace in which it operates.

Select one:

True

False

2. When performing digital analytics it is more important to focus on absolute values rather than values as compared to a previous period.

Select one:

True

False

3. There is a universally accepted model for attributing conversions to their sources when a visitor has had more than one interaction.

Select one:

True

False

4. Website Interaction tools such as Google Analytics, and conversion tracking tools can provide analytics with 100% accuracy.

Select one:

True

False

5. When executing an A/B test, the only thing that can be tested is content.

Select one:

True

False

Answer 1

1. Digital Analytics should incorporate a website’s business model and the overall marketplace in which it operates.

True

It is the topmost priority to identify the business model and its objectives upfront and to set the broadest parameters in the overall marketplace for the work we are doing. We need to identify crisp goals for each business objective.

2. When performing digital analytics it is more important to focus on absolute values rather than values as compared to a previous period.

False

Digital analytics involves data based on some time duration ranges also like weekly, monthly, yearly. So we need to use previous values also. We simple can't ignore them. Take an example of Stock Market. You judge its performance on a monthly, yearly data.

3. There is a universally accepted model for attributing conversions to their sources when a visitor has had more than one interaction.

False

There are many models.

• Last Interaction model - the last touchpoint
• Last Non-Direct Click model - the last channel that the customer clicked through from before converting
• Last Google Ads Click model - the last Google Ads click
• First Interaction model - the first touchpoint
• Linear model - each touchpoint in the conversion path
• Time Decay model - the touch points closest in time to the sale or conversion
• Position Based model - 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

4. Website Interaction tools such as Google Analytics, and conversion tracking tools can provide analytics with 100% accuracy.

False

Nothing can provide 100% accuracy. It all depends on the attribution models and the assumptions that are being used in doing the analytics. Even a minor change here and there can deviate the analytics.

5. When executing an A/B test, the only thing that can be tested is content.

False

We can use A/B for Design Test also. Suppose we are placing two different colour buttons on the website which redirects to the same page. We can monitor the number of clicks on those buttons. The button receiving the maximum clicks can get finalised as it captured users attention most.