Quiz 11 - Chapter 18

What are the two marketing issues with apps?

1. to get customers to install them 2. to them to use them

Why do some people abandon the registration page before completing it?

A box might have asked for personal information that the potential registrant did not want to reveal.

Define KPI (key performance indicator):

A metric that has been identified as an important measure or benchmark of business performance.

Define Page Views:

A page actually seen by a visitor; generally measured as a page being delivered to the visitor, which is not exactly the same thing.

True or False: Demonstrating the effectiveness of marketing expenditures is another easy task.

False; difficult

True or False: Persuading customers to download an app is simple.

False; it is no easy task

True or False: Customers of sophisticated metrics platforms can't develop customized segmentation approaches, using variables of their own choice, to meet virtually any marketing need.

False; they can

True or False: The webmaster can't call up a status report for any page or many other elements of web functionality at any time.

False; they can

Marketers need the help of their ______ department to filter out the type of spam that affects that blogs or websites, but they should be vigilant and research any strategic metric that appears.

IT

Reach is measure by what appropriate metric:

Number of page views for the site or number of Facebook fans for a posting for example.

Return of Marketing Investment (ROIM) is far ahead of any other effectiveness measure. Marketers have the ability to measure ROI from different channels. Which two channels lead the way:

PPC and email marketing

True or False: Campaign results are shown in terms of metrics like page views, number of visitors, number of unique visitors and sales revenue.

True

True or False: Cookies are small data files that are stored on the user's computer that transmit data back to a web server.

True

True or False: Each time consumer acquisition is broken out from a customer retention, acquisition is easier to measure. It's easier to count new customers than to determine whether a customer doesn't repurchase or leaves.

True

True or False: The IT department has been the gatekeeper of BI and analytical tools.

True

True or False: The marketers primary job is to select the metrics that can accurately evaluate the effectiveness of the website and marketing campaigns.

True

True or False: The role of data and metrics has been rapidly evolving.

True

True or False: There are good metrics platforms, that offer at least part of their functionality for free.

True

True or False: There is only one major difference between traditional internet metrics and mobile metrics that marketers need to keep in mind. It is the difference between a page view on the internet and a session on the mobile web or an app.

True

True or False: To compete with supermarkets, FreshDirect had to offer quality, on-time deliveries and the brands that discriminating New York shoppers demanded. It had to maintain a content-rich website to convince people. It now has a mobile app for both iPhone and Android, so buyers can "order groceries on the go."

True

True or False: Video offers a near limitless array of engrossing content.

True

True or False: Website metrics should be improved when videos are part of the content or the videos are not doing their job.

True

To capture data used for metrics, a cookie must be set on the user's computer. But cookies have become ___________________.

controversial

A pageview is recorded:

each time a page is viewed whether as a new entry, a refresh, use of the back button, or in other ways, all of which can occur during a single visit.

Bounce rate should be __________ and time spent on a page should be ___________. Subscriptions should ___________ as should the conversion rate in any type of purchase/conversion.

lower; higher; increase

Most marketers would agree that engagement is the ____________ contribution of videos.

primary

Topics like what people buy (buyer motivations) are _________________ data and customer product use is _________________ data.

qualitative; quantitative

These are not just keywords they are search strings, the detailed phrases that searchers find most effective than ___________ words.

single

When the problem is with owned content it is called __________.

spam

Measures must be taken during a specified period of time. Some common metrics are:

• Average number of visits per day • Number of page views per month • Average visitor session length last month • Number of hits • Paid search results

For smaller websites the rule is _______ ________

caveat emptor - The principle that buyers are responsible for checking the quality and suitability of goods before purchasing.

There is a great deal about ________ _______ which is a big issue in PPC advertising. This is costing advertisers money.

click fraud

Play rate is less rigorous metric than percent viewed, and watching a video for ____ seconds constitutes as a Unique view.

3

Between 30 and ______ million sites have installed Google Analytics. It provides robust analytics that many users need. The platform provides the website owner with a dashboard and options for accessing more detailed metrics.

50

Define comment spam:

Abusive practice in which comments are placed on a blog or website, perhaps robotically for the sole purpose of generating a backlink in an attempt to improve search results. *The most common kind of website spam*

What term is used for purchase especially in B2B?

Conversion

What is the difference between engagement on Instagram and Facebook?

Facebook engagement: Likes, comments, and shares Instagram engagement: Comments

Qualitative or Quantitative: Number of visits to a brands Facebook page.

Quantitative

True or False: Fake reviews are the biggest headaches for websites. True or False: Blog platforms do not have filters available. True or False: A 2013 Business Insider post said that 30% of Yelp reviews are fake. True or False: Amazon has taken legal actions against spammers. True or False: Spamming does not destroy the value of other metrics.

True False True True False

For mobile apps, stats show their should be a major emphasis on _____.

UX

Digital marketers subscribe to the Quality Management that says:

What gets measure gets managed

If a customer leaves and goes to a competitors site, then they did not like what they saw. This could suggest that:

a product or a pricing problem that should concern the marketer.

Define IP (Internet Protocol):

address a number assigned to each device that uses the internet.

Define ZB:

another iteration of byte; this is multiplication by the 7th power of 1,000 or 10 to the power of 21.

Customer information plays an important role in all aspects of digital marketing. Not all digital marketing functions are created _________.

equal

In less than ________ a page one could see the complete picture of what the business was solving for and what the expectations were.

half

Define Floating-share button spam:

used to promote low-quality, spammy websites and to create backlinks for them in an effort to raise their Google search ranking.

What 4 insights prove that producing insights from customer data has grown:

1. Amount of data is increasing fast. (growing by 40% per year) 2. Democratization of data has occurred: the process of expanding business information and the tools to analyze it out to a broader audience than traditionally has had access. 3. Too few data scientist deal with the massive amounts of data produced by businesses. 4. Analytical skills of managers are improving, but they can't keep up with increasing volume and sophistication of data analytics. Making business decisions on the basis of info they do not understand.

What is the simple journey model to tackle the question of how to choose metrics:

1. Awareness - number of impressions - reach and frequency - first website visit - branded search 2. Consideration - subscribers to newsletters, blogs, and other content - repeat website visits - inbound calls or emails - social media comments and questions - brand perceptions 3. Purchase (conversion) - Free trials - Conversion rate - ROI per channel 4. Loyalty - customer satisfaction - number of repeat purchases - CLV

Walmart studied the impact of site performance on sales and found that:

1. Conversions (sales) decreased as page loading time increased. 2. Visitors who converted experienced load times twice as fast. 3. Significantly higher bounce rate for slower-loading pages.

Interaction between Cookie, tagged web page and metrics platform:

1. Cookie on the User Computer: Cookie identifies user on opt-in sites (stores user data - like user name and password). Cookie transmits user behavior data for session to website. 2. Tags on Web Pages: Captures user behavior data. Can combine it with data provided by user. Sends session data to metrics platform. Identifies user to aggregate data across multiple sessions. 3. Metrics platform: Maintains enterprise customer database. Aggregates user data into site metrics. Provides reporting platform. Furnishes reports as scheduled or on demand.

The Harvard business review adds:

1. Data comes from a variety of sources, formats, and is difficult to integrate into a single database that can be analyzed. 2. Unstructured data can have limits to its use. Use new data for old purposes. 3. A marketing professor once said that everything correlated with everything. So, run field experiments to understand causality. It is a mistake to try to infer it from correlations. 4. Managers underestimate the amount of skilled human judgement that is needed to make data useful. Someone has to understand what customers want to produce insights that work.

What are the 5 steps to the Valid Metrics Framework? A model grounded in traditional advertising measurement theory that captures the activities of SMM and produces metrics that marketers can use to make decisions.

1. Exposure: Taken directly from advertising metrics. It represents the opportunity to see/hear any type of content in any communications channel. 2. Engagement (quantitative): The amount of time spent on the platform, with the brand post. 3. Influence (quantitative): The ability to affect attitudes and behavior, whether the actor is a piece of content or a social media influencer. 4. Impact (quantitative): Effect of SMM activities on business results. 5. Advocacy (quantitative): The likelihood that one person will recommend the brand to another.

What are some insights derived from the analysis of FreshDirect:

1. FreshDirect used a recommendation engine. So if shoppers order a steak, then a dialog box might recommend complementary items like steak sauce. Metrics showed customers often purchased these. 2. FreshDirect was able to segment its database by variables that include purchase history, order size, and geography. That segmentation enabled it to target a promotion. The success of this seasonal email influenced the company's email campaign planning. 3. FreshDirect used metrics related to checkout including most frequent shopping time, checkout time, duration of shopping visits, time required to make a purchase, and at what point shoppers drop out of the checkout process. The sit has gone through many usability tests, so the rate of shopping cart abandonment is low. 4. FreshDirect found that 50% of its customers used iPhones, so it introduced an app that allows users to purchase virtually.

Some of the traffic key metrics are:

1. Hits: number of files requested 2. Impressions: The number of times an ad banner is requested by a browser. 3. Page Views 4. Session 5. Click-throughs: The number of times any link is clicked.

What are the 6 mobile app metrics that suggest elements of a customer journey and recognize that different kinds of apps may require different metrics:

1. Installation - # of installs - source: App Store, website, etc. - User characteristics 2. Engagement - # of times accessed in the first 24hr - In app session time - # of screens accessed per session 3. User Experience - Screen flow (journey through app) - App performance (loading times) 4. Revenue for transactional Apps - # of paid subscriptions - In app purchases 5. Interest and intent for media apps - # of articles read and pages visited - Social shared 6. KPIs for all types of apps - Retention rate - CLV

The four steps to developing a social media strategy:

1. Listen 2. Communicate 3. Engage 4. Collaborate

Channels used to Access blogs (in order):

1. Referral 2. Social 3. Direct 4. Organic Search

Rank the top 3 way ROI finds it important to Securing Marketing Budgets:

1. Return on marketing investment (ROMI) 2. New customer acquisition 3. Contribution to business revenues

What are the 4 types of cookies:

1. Session cookies: Effective for only one visit. Placed when a visitor enters and expires when they leave. 2. Persistent cookies: remain for a specified period of time, and then expire. 3. Third-party cookies: Set by an outside services provider like an ad serving firm or a metrics service. 4. First party cookies: Set by the web itself.

Website effectiveness is appropriate when used in what 3 ways:

1. Site usability: essential to good CX and resultant in business success. The way a visitor looks at the site and gauges ease of use and value. If the usage experience is satisfactory, the site has a greater chance of being successful in the long run. 2. Traffic, audience, and campaign measurement: Used to describe metics that provide effectiveness data vital to marketing programs. 3. Site performance: This is data that is needed by site technicians to gauge and improve site performance.

What two important issues should we consider before addressing the actual metrics:

1. The issue of quantitative versus qualitative data 2. The discussion of tagging and cookies as they are crucial to campaign tracking.

Key audience metrics include:

1. Visitors: The number of people who visit a site. - Total (includes multiple visits by the same user) - Unidentified (anonymous) - Unique (each visitor is counted only once) 2. Behavior on the site - Number of page views - Session time - Path through the site - Shopping cart abandonment - Entry Page (many visitors do not enter through the home page)

Top three devices used to access blog channels (in order):

1. desktop 2. mobile 3. tablet

Define Tagged Web Pages:

A technique in which a small image is placed on a web page; used in conjunction with a cookie on the user's computer, the image returns data about user activity on the web page.

Define Sessions:

A time-dependent measure of site use; the amount of time a unique user spends on the site.

True or False: Social and mobile metrics are being collected by the metrics platform and are available with an added effort on the part of the marketer.

False; no added effort

How does Google collect lifestyle and behavioral data like that shown from the click-stream of blog traffic?

It doesn't because Google owns the DoubleClicks advertising platform it is able to collect lifestyle related data from advertising results.

_________ platforms uncover most and least profitable market segments and provide data about what marketing approaches work best with the most profitable segments.

Metrics

These business effectiveness measures provide data by which marketers judge the success of marketing programs and are key to internet marketing activities/demonstrating _______ on those activities.

ROI

What are SMART objectives?

Specific Measurable Achievable Realistic Time Specific

What is an important retailing metric:

The average revenue per order.

Define DNS (Doman Name System):

The process for converting the name of a website into its IP address.

True or False: How many registered as a percentage of total site visitors; is essentially a conversion measure.

True

True or False: In each stage of SMM there can be numerous qualitative and some quantitative metrics.

True

True or False: It is important to really understand the content, not just to look at a few numbers.

True

True or False: Marketers should have objectives that include successful app use, retention beyond 3 months, a satisfactory CLV, and test their apps before introducing them to have the greatest probability of meeting objectives.

True

True or False: Measures of site performance give directions to the technicians who maintain the site. This means tuning the site to maintain its functions. Smooth site performance is essential to CX.

True

True or False: Mobile app analytics is about converting ad budgets to installs, and installs to repeated app usage and in-app purchases. The objective of a mobile app developer is to evaluate user lifetime value, retention and the frequency of usage.

True

True or False: Mobile apps, social media and video all represent unique kinds of communication channels that have different issues from all traditional internet.

True

True or False: One of the blogs analyzed had a ton of traffic, but the greatest volume of traffic occurred within the time prior leading up to their event.Over 20% of the traffic came from social media, even with an older audience, more specifically Facebook.

True

True or False: Qualitative data can be collected online as well as offline using virtual focus groups and panel reporting.

True

True or False: Tags, pixel tags, and beacons are synonymous and have been in use since the beginning of the commercial internet.

True

Define hit:

any file, including a graphic, that is requested from a server.

The primary difference between segmentation of digital data and traditional market segmentation is that:

behavioral data is available to the internet marketer.

Google defines ______________ _________ as the number of people who leave from the page on which they entered, few readers go on to a second page. The metrics services define bounce rate by the amount of time readers remain on the page.

bounce rate

Young viewers are the hardest to reach on TV, so brands are finding online video an effective way to reach these valuable audiences, not just with advertising, but also with ____________ content. One that informs or entertains on a deeper and richer way.

branded

Like mobile metrics, video metrics are based on time. To have the greatest impact, a video must be watched until the end to capture content and the _______ to _________.

call; action

Metrics only meet marketing and management needs when the metrics are _____________ chosen and reported in sufficient detail to guide strategic choices.

carefully

The basic theme of setting measurable objectives, choosing the right metrics, and analyzing them to gain insights will ______________ future programs.

improve

FreshDirect's effort was to personalize its interaction with customers at the ________________ level, not just at the _______________ level.

individual; segment

A mobiel session on the other hand is of _____________ duration.

limited

Site metrics fall into what two basic categories:

measure of business performance and measures of site performance.

Qualitative, or ________________ data has the potential benefit of producing an understanding of buyer motives and perceptions.

nonnumeric

Website performance data is clearly essential to the web technicians whose job is to make sure the site functions at an _______________ level. Marketers should also be concerned because it has a direct impact on their customers.

optimal

WebTrends offers, "_________________ _______________" like new versus returning visitors and new versus repeat buyers.

predefined segments

Cookies can also be set to retrieve personal information, which should be controlled by the ____________ options the user has selected.

privacy

Conventional internet marketing wisdom is that behavioral segmentation's more likely to reveal segment ________________, although conventional segmentation criteria may be necessary to understand how to reach segments.

profitability

True or False: The Valid Metrics Framework ends with advocacy, not ______________. That's a significant difference from the familiar purchase behavior model.

purchase

The data collected on the web is primarily _______________.

qualitative

Social media requires different measurement from offline media or traditional digital media. The issues of measurement in social media is that they are _________________ in nature. What matters most to marketers is qualitative data. For example, engagement with the __________.

qualitative; brand

The difficulty of having someone install in app pales in comparison to generating engagement that leads to __________ use. Only 20% of apps are used more than once and 95% are deleted in the first ______ days.

repeat; 90

One is never given the choice between one type of data (qualitative and quantitative) and the other. There is an increasing need for holistic understanding of customer experience across the complete _________ cycle. This can be achieved only through deploying qualitative analytics and integrating it with quantitative analytics.

sale

Audience measures provide data about the people who visit the _____.

site

Traffic simply measures document _____________ _____________.

site activity

____________ and _______________ experience lead to website effectiveness in a business context.

usability; customer

In aggregate almost all data is ______________ (like number of visits). The actionable data is found by drilling to where the visits came from or to the source of the new registrants.

useless

There is no movement of data between clients of a metrics service; that would be an egregious _________________ of client trust.

violation

Define Synthetic performance testing:

website performance testing conducted in a laboratory setting as opposed to measuring performance using actual visitor data.

Campaign measures provide data about the effectiveness of marketing efforts. They do so by:

• By Communications channel: email, mail, mobile apps, online banners. • By offer: free shipping versus 25% off • Search effectiveness by keyword

This task breaks down several distinct types of evaluation:

• website effectiveness • traffic and audience data • campaign effectiveness on the internet • the mobile web