Chapter 4: Measurement Model

Impressions are a valuable KPI.

False

KPIs are a subset of vanity metrics.

False

A strategist would like to segment total pageview performance by URL and medium. What is used to segment the metric pageviews?

dimensions

In the context of a measurement model, what is the answer to the question, "How will the business objectives be accomplished?"

goals

"Enhance loyalty" is an example of what component of the measurement model?

business objective

What are the three levels of a measurement model?

business objectives, goals, KPIs

A business' total profits for last month were $125,000, and the total number of customers last month was 25,000. On average, they retain customers for 15 months. What is the business' customer lifetime value?

$75 ($125,000 / 25,000 x 15)

A marketing initiative has a cost of $50 and drives $175 in marketing profits before marketing costs. What is the marketing initiative's ROI?

250 percent

A business' measurement model informs all steps of the decision-making framework (question, curate, analyze, and optimize).

True

Cost per conversion is an example of a calculated metric.

True

KPIs are metrics important to a business.

True

Metrics count and quantify data.

True

What provides insight into how a consumer initially discovered a website or mobile app?

acquisition dimensions

What at the characteristics of a goal created using the SMART goal framework?

specific, measurable, achievable, relevant, time-bound

The following goal does not follow the SMART goal framework because it is missing which characteristic? Increase website form conversions by 4 percent.

time-bound