Test Your Knowledge - Technical Marketing Handbook

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Technical Marketing Handbook

Technical Marketing Handbook

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Test your knowledge

Take our Quiz to find out how much you know about technical marketing. The quiz contains 40 questions on different topics that we cover in the Technical Marketing Handbook. Once you complete the quiz, you'll see a result with an overall score as well as how you performed in each Handbook category.

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Category: Search Engine Optimization

What is a crawler?

The bot that fetches (crawls) content in a search engine's index to respond to a user's query

A machine that downloads and parses content on the web, following links to find additional content to fetch

Malware designed to attack a specific website in order to find vulnerabilities

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Category: Search Engine Optimization

What is Microdata?

A specification for nesting structured data within HTML content, using attributes particular to a specific schema

Data about a specific individual (vs. macrodata which is data about populations)

The smallest possible unit of data that can be handled by an analytics system

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Category: Search Engine Optimization

What does SERP stand for?

Structurally Encoded Render Path

Search Engine Rating Post

Search Engine Results Page

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Category: Search Engine Optimization

How do search engines (generally) choose the order of results for any given query?

Ranking is based on a multitude of factors with which the search engine tries to determine what are the most relevant pieces of content for any given query

After determining the 10 most relevant pieces of content, the order is randomized with each search to level the playing field

Ranking is based on both query relevance and the company's ad spend – the more money a company uses on ads, the better their content ranks

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Category: Search Engine Optimization

What are Core Web Vitals?

Key metrics for measuring how fast a page is loaded from the web server

The name of Google's three principles for designing a faster web

A set of metrics that measure actual user experience for loading performance, interactivity, and visual stability of a web page

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Category: Conversion Rate Optimization

What is a multivariate test?

An experiment where the user's group assignment is changed in the middle of the test

An experiment with more than just an A and a B variation

An experiment where more than one variable is tested at the same time

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Category: Conversion Rate Optimization

What is the minimum detectable effect?

The smallest improvement over the baseline conversion rate that you want the experiment to detect

The smallest possible uplift to the conversion rate that is still statistically significant

The smallest possible visual change that can be applied to a variation so that the test is still valid

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Category: Conversion Rate Optimization

What is the "flicker" effect?

When the test results are checked before the test is complete

When the loading of the A/B testing tool itself causes the page content to flicker due to intensive resource use

When the user sees a quick "flicker" of original content before the variation is applied to the page

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Category: Conversion Rate Optimization

What is the "fold" of a web page?

It's what you call the area of the page that receives the most user interaction

It's the part of the page that separates the header from the rest of the content

It's the visible part of the page when the user loads it in the web browser

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Category: Conversion Rate Optimization

What is an A/B test?

A standardized test to validate the power of a recommendation engine

A type of experiment where one or more variations are tested against the control to see which performs the best with regard to an agreed upon conversion goal

A test where users are split into two groups based on some a priori quality, and they are then served different content based on their preferences

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Category: Programming And Software Development

What is an SDK?

Software Development Kit – development environment extension that makes it easier to program in a specific language

System Development Kernel – JavaScript's core

Software Development Kit – a set of software-building tools for a specific platform or technology

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Category: Programming And Software Development

What is an API?

Application programming interface – a set of methods and protocols in software that allow other sources to communicate with it

Automated programming interface – AI-driven software development

Application programming interface – software with which an application is developed

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Category: Programming And Software Development

What is a JavaScript library?

A JavaScript data type, similar to objects and arrays

Another name for a file that has self-contained JavaScript code and that can be utilized by downloading it into the application

A wiki within a company that details all the JavaScript conventions used in the company

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Category: Programming And Software Development

What is the purpose of version control?

To make it possible to track and manage changes in code over time

To update the version of software in an application store

To lock a version so that only one person at a time can create code for it

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Category: Programming And Software Development

What is SQL short for?

Structured Query Language

Simple Query Language

Sequential Query Language

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Category: The Web Browser

What is a third-party cookie?

A way to store the user's email address (or other personal data) on a third-party network – it's the cornerstone of advertising for companies like Meta and Google

When the browser tries to access a cookie that is set on a site the user is not currently browsing, that cookie is called a third-party cookie

An identifier created or owned by another organization, typically an advertising technology company

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Category: The Web Browser

What does caching do?

Caches are another form of browser storage, similar to cookies and localStorage

Caching lets you download web pages locally for reading them while offline

If a resource is cached, it's stored (usually temporarily) for quicker access

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Category: The Web Browser

What does "asynchronous" mean?

If a resource is loaded asynchronously, the web browser continues with other tasks while waiting for the download to complete

When two things happen unexpectedly at the same time, they happen asynchronously

An asynchronously loaded resource is loaded after the page DOM has been rendered completely

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Category: The Web Browser

What is Unix time?

Standardized format describing the amount of time (usually milliseconds) since the Unix epoch of 00:00:00 (UTC), January 1st, 1970

A standardized time unit generated specifically by Unix servers

A colloquial expression used to describe a date/time string in localized format

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Category: The Web Browser

What is the relationship between a browser engine and a browser app?

The browser engine is the core functionality of the browser, from rendering to storage management – the browser app is just the user interface for this engine

There is no practical difference, the two terms are used interchangeably

Every browser app uses the same browser engine, but browser apps behave differently depending on which vendor built the app

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Category: Privacy And Data Protection

What is the core idea of Privacy by Design?

Data protection and privacy measures need to be included in the technological design of an app or service from the very beginning

Apps and websites need to ask for the user's consent for any unnecessary data use

Privacy features need to go through a specific, standardized design process

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Category: Privacy And Data Protection

When is an entity a data controller?

When they collect personal data of the user

When they store personal data of the user

When they determine the purposes and means of processing personal data

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Category: Privacy And Data Protection

What is the data minimization principle?

Only the minimum amount of data should be collected to satisfy the purpose for which it was collected

Data should be collected in small batches to make it easier to audit it both upstream and downstream

If you minimize the amount of data you collect, you also minimize the risk of legal consequences

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Category: Privacy And Data Protection

What type of encryption is a SHA256 hash?

It's not encryption – it's an irreversible, one-way transformation of the original data

It's a complex encryption that can only be decrypted if both the public and the private keys are known

It's a standardized encryption method that uses a 256-bit key to decrypt the data

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Category: Privacy And Data Protection

What does the GDPR take a stance on?

The individual's right to opt out of the sale of their personal data

Consent for accessing any stored, non-necessary information on the user's device

Collecting, storing, and managing personal data of individuals in the EU

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Category: Digital Advertising

What is a demand-side platform (DSP)?

A service for advertisers to negotiate with different auctions and ad exchanges automatically

A service for end users to opt-out of advertising demand at scale

A service for publishers to put up their ad placements and available ad spaces up for sale

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Category: Digital Advertising

What are walled gardens?

The boundaries around sites, or between third-party and first-party sources

Companies that are large enough to handle almost an entire ad ecosystem by themselves

Companies that have their own social media platforms and ad networks (e.g. Meta and Twitter)

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Category: Digital Advertising

What is the purpose of ad retargeting?

To automatically run the ad campaign again once it expires

To remind users about sites they previously visited or products they have previously engaged with

To dynamically change the composition of the target audience for any given ad

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Category: Digital Advertising

What is RTB (real-time bidding)?

The act of updating the bid on a specific ad in reaction to changes in the marketplace

A form of programmatic advertising for buying and selling digital ads in real-time through automated auctions

Software designed to automate the generation of ad copy in reaction to the search query

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Category: Digital Advertising

What is an ad click identifier?

A parameter added to the link URL when an ad is clicked – the parameter encodes information about the ad that was clicked (among other things)

An identifier which tells the landing page all the details about the ad that brought the user to the site

A way to separate individual ad click events from one another when analyzing the ad campaign

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Category: Data And Analytics

What is data architecture concerned with?

How measurement plans for data collection and analysis are designed and compiled

How data is structured, stored, and utilized within an organization using data models, schemas, data flow maps, and governance instructions

How the physical storage and computation for data engineering efforts within an organization are orchestrated

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Category: Data And Analytics

What does it mean when data is stored relationally?

All related data is stored in the same table – cross-table joins are not possible

When a single table includes all the data related to the primary agent (e.g. user), that table is said to be relational

Data is distributed across columns, rows, and tables in such a way that different entries can be linked together with keys

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Category: Data And Analytics

What is a data warehouse?

Data warehouses are used as long-term storage and archival systems for an organization's data – they are usually restricted to just one source

A repository of data, typically from multiple different sources – the sources are normalized and joined together by applying schemas at storage time

Another name for a database – any system designed to store data in a structured format

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Category: Data And Analytics

What does a "bounce" measure in an analytics system?

A particularly unimpressive or short-lived visit to a website

Repeat visits from the same user in a short period of time

How often users were unable to visit the site due to errors

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Category: Data And Analytics

What is the purpose of geolocation?

To store all user-related data in a data center of their choosing in order to comply with regulations

To geographically locate the user on the globe, usually with a reverse lookup of the user's IP address

To ensure that the resources are loaded over the network from servers as geographically close to the user as possible

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Category: Tagging And Data Layers

Why are marketing tags also called pixels?

Because historically marketing data was collected with pixel-sized image files designed solely to send data to vendor servers over the network

Because individually, marketing tags are as unimportant as individual pixels of an image, but together they form the tapestry of marketing

Because marketing tags are visible on the page as pixel-sized dots – this is a regulatory obligation to make it transparent the page is collecting data

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Category: Tagging And Data Layers

What is the Data Layer?

A global JavaScript structure on the web page, designed to pass information between the page and the tag management system

HTML schema for adding specific, tagging-related attributes to HTML elements

A general term used to describe all the data that passes through a tag management system

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Category: Tagging And Data Layers

Why is it dangerous to add content to or otherwise modify the page with a tag management system (TMS)?

It's not – TMS have built-in protections to prevent the custom content from interfering with other content on the page

TMS always loads long after the page has completed rendering, which results in the dynamically added or modified content suddenly appearing out of nowhere

It will often result in an uneven experience, and users who block the TMS with an ad blocker will not be able to see the change

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Category: Tagging And Data Layers

What is a tag management system?

An extension to the content management system (CMS) that makes it easier to manage content tags and taxonomies

A software development module for writing automated tests to validate marketing tags

Software designed to create, manage, and deploy marketing-related tags on web pages

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Category: Tagging And Data Layers

What is DOM scraping?

When the JavaScript representation of the page (DOM) is modified using a tag management system

When the tag management system adds its own event listeners to the page, it "scrapes" them from the DOM before other scripts have time to react

When information that would be better stored in a Data Layer is instead parsed ("scraped") directly from the page using JavaScript

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