DM exam 3 textbook quizzes

What do traffic metrics measure? a. User demographics b. Entry pages c. Site activity d. Page load times

c. Site activity

T/F Spam is primarily a problem because it erodes customer trust.

False

T/F While customers will only use an app or site that provides a good CX experience, they are unwilling to spend more for it.

False

T/F The difference between a responsive site and an adaptive site is that a responsive site actually changes layout to accommodate different screen widths, while an adaptive site is designed so that the same layout works on all screen widths.

False An adaptive site detects the device and loads a different site depending on screen size.

T/F Retail apps are successful in CRM because users find them an efficient way to make purchases.

False An app needs to provide more than just sales transactions to be successful.

T/F B2B customers make their purchasing decisions based primarily on the content of the company website.

False Customers on average check more than 10 pieces of content before making any contact with the seller.

T/F Social CRM is primarily expected to affect B2C customer relationships, not B2B CRM.

False However, the techniques and platforms are different for B2B and B2C environments.

T/F Loyalty programs are an effective tool for CRM because they have long-term impact.

False However, they are an effective tool because they have the potential to have short-term impact

T/F The most important information in a marketing email should be placed in the upper right corner.

False It should be in the upper left corner, but including it in the upper portion of the email is the most important overall.

T/F Marketers have largely been forced into opt-in permissions levels because customers prefer it.

False Marketers have frequently chosen this as a way to get fewer, better quality leads.

T/F Responsive sites generally cost less than adaptive sites to develop.

False Responsive sites generally cost more to develop, but may cost less to maintain.

T/F In the Valid Metrics Framework, social media exposure is measured using qualitative metrics.

False The Exposure stage uses only quantitative metrics.

T/F A tagged web page enables marketers to track how fast a webpage loads.

False The tag allows marketers to follow a single user, but also to look at overall interaction with a page, like number of visitors.

T/F Email marketing is cheaper than direct mail but offers a lower ROI.

False it can be two to three times the ROI on direct mail

T/F Typical metrics gathered from an email campaign are numbers delivered, opened, and clicked-through.

True

T/F One new option in mobile email marketing is the use of geo-targeting.

True This allows advertisers to deliver messages at ideal times and places, based on things like time zone.

T/F Designers should create a mobile-appropriate bare-bones version of the site first, and then add features for the full-screen version

True This means that the core experience will be present no matter what device is used.

T/F KPIs help a company choose what metrics are most important in measuring performance on high-level goals and objectives.

True With many metrics available, the company must decide which provide the best information to measure progress toward objectives.

According to the U.S. CAN-SPAM Act, all of the following are required EXCEPT: a. A message that can be reasonably assumed to be relevant to the recipient b. Clear heading information c. An unsubscribe or opt-out option d. A valid street address

a. A message that can be reasonably assumed to be relevant to the recipient

What is the difference between operational and analytical CRM? a. Analytical CRM uses tools like CLV and develops models, while operational CRM focuses on tactics. b. Analytical CRM is part of the strategic CRM process and operational CRM is not. c. The customer database is the focus of operational CRM, but not of analytical CRM. d. Operational CRM relies on blast marketing, while analytical CRM targets individual market segments.

a. Analytical CRM uses tools like CLV and develops models, while operational CRM focuses on tactics.

What is the relationship between customer retention and CLV? a. Customer retention is likely to lead to higher CLV. b. Customer retention is less important than customer referrals for calculating CLV. c. The higher the CLV, the more money must be spent on customer retention. d. Higher customer retention lowers the acquisition cost.

a. Customer retention is likely to lead to higher CLV.

Which of the following is not a common video metric? a. Data permissions granted b. Number of shares c. Percent of video viewed d. Subscriptions

a. Data permissions granted

According to the Rogers and Peppers group, the email marketing process is as follows: a. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics b. Develop campaign goals, collect customer data, execute campaign, review and revise c. Analyze target audience, design email campaign, create contact list, send emails d. Gather customer data, set campaign goals, develop actions and incentives, execute emails

a. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics

Compared to the past, relational marketing: a. Has gotten easier b. Relies more on intermediaries c. Has eclipsed transactional marketing d. Is now more difficult than it was

a. Has gotten easier

According to Google, the critical categories of mobile site design are: a. Homepage and site navigation, search, commerce, forms, and usability b. Homepage and site navigation, search, commerce, load time, and image size c. Navigation structure, metadata, search, form entry, and link placement d. Navigation structure, forms, search, usability, and metadata

a. Homepage and site navigation, search, commerce, forms, and usability

All of the following can be aspects of effective website design EXCEPT: a. Many target segment divisions b. Consistent aesthetics c. Large photos d. Avoids jargon

a. Many target segment divisions

Which metric might be tested as part of site usability testing? a. Shopping cart abandonment b. Number of page views c. Site down time d. Customer referrer

a. Shopping cart abandonment

Which of the following is NOT a type of cookie used on a web page? a. Cookies used for only one visit b. Cookies that transmit information to multiple metrics clients c. Cookies set by an ad serving firm d. Cookies that remain for a year

b. Cookies that transmit information to multiple metrics clients

Promotions are discounting emails should: a. Include multiple offers b. Have a deadline c. Avoid repetition d. Avoid tactics used in direct marketing

b. Have a deadline

Usability testing is: a. A way to find out which messages work on your target audience b. A test of site performance c. A way of seeing whether the site works the way the target audience expects d. A quantitative test of the site's performance

c. A way of seeing whether the site works the way the target audience expects

Which of the following is NOT true about email marketing? a. Email marketing plays a big role in mobile marketing. b. Email marketing methods are similar to direct mail. c. Email marketing presents a small but very reliable ROI. d. Most marketers are planning to increase spending on email marketing.

c. Email marketing presents a small but very reliable ROI.

Compared to content directed at the B2C market, websites for the B2B market should: a. Use more images b. Use pages that target different customer segments c. Support a longer purchase decision process d. Focus on the "choosers" rather than the "users"

c. Support a longer purchase decision process

The example of Dreamfields Pasta shows: a. The dangers of emailing customers too frequently b. The benefits of expanding email marketing even if it requires a greater initial outlay. c. How niche products help create community d. How companies can encourage permissions-based email by offering incentives and rewards

d. How companies can encourage permissions-based email by offering incentives and rewards

According to Rogers and Peppers, the steps in a CRM strategy are: a. Identify target audiences, develop appropriate contact types, execute, review b. Identify customers, customize contact, interact, revise c. Generate leads, identify customers, interact, develop relationship d. Identify customers, differentiate them, interact with them, customize your contact

d. Identify customers, differentiate them, interact with them, customize your contact

What channel and circumstance makes it easiest for marketers to measure ROI? a. Retention of customers using social media b. Video advertising c. Acquisition of customers using email marketing d. Paid search

d. Paid search

As CRM moves to the cloud: a. Costs will be lower, but security may be compromised b. Costs will be higher, but there are better analytics available c. Better analytics will be available, but the systems are more difficult to learn d. Productivity is expected to be higher, but IT requirements will increase

d. Productivity is expected to be higher, but IT requirements will increase

Which of the following is not something designers need to consider when designing website navigation? a. What visitors are trying to do on the site b. Fast page loads c. Not using too many fonts d. Similarity to other websites

d. Similarity to other websites

T/F Contact management software is a CRM tool.

true

T/F Segmentation can help a company determine how different groups of people behave on a website.

true

T/F Website development should begin by developing site objectives based on marketing objectives.

true