1. Multiple Choice: What does 'Conversion Rate Optimization' (CRO) in digital marketing analytics aim to achieve? a) Increase website traffic b) Improve the percentage of visitors who complete a desired action c) Decrease the cost per acquisition d) Enhance the click-through rate Answer: b) Improve the percentage of visitors who complete a desired action Rationale: CRO focuses on making the most of the traffic you already have by increasing the rate at which visitors perform a specific action, such as making a purchase or signing up for a newsletter. 2. Fill-in-the-Blank: The process of examining large pre-existing databases in order to generate new information is known as ___________. Answer: Data Mining Rationale: Data mining is the computational process of discovering patterns in large data sets involving methods at the intersection of machine learning, statistics, and database systems.