Question: Lydia is a business student working for a hotel's marketing department for the summer. She’s responsible for creating content across the hotel's online channels. How can she improve the effectiveness of the content the hotel usually posts? Select the 3 correct answers, then submit.
- Stick to what the hotel is already doing
- Experiment with how often to post
- Explore how new campaigns impact bookings
- Review existing data
Explanation
Improving content starts with reports in Google Analytics, because they provide insights into users, traffic, and activity on the site. Reviewing existing data shows what is already working and where performance is weak before new changes are made. Testing different posting frequency is useful because results can then be compared in the data instead of relying on guesswork. The most important outcome is whether campaigns lead to key events tied to the business goal, such as a booking. These actions improve effectiveness because they combine evidence, testing, and outcome measurement.
Why the other options are incorrect
Stick to what the hotel is already doing Repeating the current approach without using reports or checking key events does not help improve performance.
Source for verification
https://support.google.com/analytics/answer/9212670
https://support.google.com/analytics/answer/9267568
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Fundamentals of Digital Marketing" page.