ISC 491 EC Quiz

forrester research's lori wizdo recommends being holistic about marketing measurement

- status measures: how are we doing against our plan? - impact measures: what has marketing make growth more predictable? - roi measures: which programs and channels perform best? ceo and boards dont care about 99% of the merics that marketers track-- but they do care about revenue and profit growth

4 key mistakes for Marketo

1. Insights teams are stuck in descriptive analytics and aren't advancing 2. recipients of reports and dashboards arent using them to make decisions 3. teams use metrics in ways that don't connect to actions that drive outcomes. 4. data and analytics design focuses on tactics and is disconnected from outcomes 54% of b2b marketers that measure with the goal of continuously improving their marketing performance

Clicks

as in mouse clicks, are used to assess the effectiveness of advertising expenditures

CTA?

call to action

CTR

click through rate a metric that measures the number of clicks advertisers receive on their ads per number of impressions.

CPL

cost per lead CPL is a good model for marketers looking to obtain the contact information of interested customers to then nurture them through other channels toward action.

CPO

cost per order is a model that charges advertisers every time an acquisition or order is placed. This is often determined by credit card transactions. A CPA focuses on driving a customer to buy immediately.

CPM

cost per thousand is a pricing model that charges advertisers for every thousand impressions, or every time a thousand people see the advertisement.

customer satisfaction and net promoter scores

customer loyality metric based on "how likely are you to refer us to a friend" promoter (9-10) enthusiastic customers who will fuel growth passives (7-8) current customers susceptibale to competitor offerings detractors (0-6) customers who voiced dissatisfaction and harm brand 1-10 or 1-100

ad exchanges

electronic auctions in which various publishers and ad networks offer advertisers the ability to reach specific types of people, often at exactly the moment those people are entering certain sites

Ad network: major players

google, at&t

planning for marketing roi involves 3 main activities

1. establishing targets and roi estimates up-front 2. designing programs to be measurable 3. focusing on the decisions that will improve marketing

design programs to be measurable

1. what will you measure? 2. when will you measure? 3. how will you measure? *best marketing progrmas have intentional measurement strategies planned

manual vs programmatic

manual buying relies on digital advertisers to source, bid, create, manage and optimize their advertising programmatic advertising in its simplest definition means automatic it is the automatic buying, placemnts and optimization of media inventory done by software, replacing the traditional human-being methods

back end metrics: ROAS

return on ad spend These metrics measure how much your advertising campaign generates compared to the cost of running the campaign.

back end metrics: ROI

return on investment These metrics measure how much your advertising campaign generates compared to the cost of running the campaign.

RTB

(Real-Time-Bidding) advertising buyers bid on an impression and if the bid is won, the buyer's ad is instantly displayed on the publisher's site

Conversions

Conversions is the metric that tracks how many actions or acquisitions were completed based on an ad.

CPA

Cost Per Action advertising is when the website publisher only charges the advertiser when a specific action is completed by the viewer like completely filling out an online form or purchasing a product.

CPC

Cost per click charges advertisers each time someone clicks on their advertisement.

DMP

Data Management Platform A data management platform (DMP) is a centralized computing system where large amounts of data are collected, integrated and managed.

DSP

Demand Side Platform to participate in real-time auctions for remnant inventory.

DSP

Digital Signal Processing is an ad technology that enables marketers to purchase all types of ads in an automated fashion. It is revolutionizing the way digital advertising is being bought and sold.

dCPM

Dynamic Cost Per Thousand Dynamic cost per thousand or dCPM is a pricing structure that works basically the same as a traditional CPM campaign, but the key difference is that each bid is not limited to the exact bid amount.

eCPM

Effective Cost Per Thousand The effective cost-per-thousand is calculated by dividing total earnings from the ad by total number of impressions in thousands.

last non-direct attribution

In this attribution model, direct traffic is disregarded and 100% of the credit goes to the channel that the customer engaged with before the sale. In this case the email channel would get 100% of the attribution. This model is helpful to marketers looking to see where traffic is coming from before conversion.

multitouch attribution

In this model every touch-point in the conversion path—in this case, Facebook, Google, email marketing, and your website—share equal credit for the sale (25% each.) This model works best if your ad campaigns are designed to maintain interest, awareness, and contact throughout the sales cycle.

Last Touch Attribution

In this model the last touch-point—in this case the direct channel (your website)—would receive 100% of the credit for the sale. This model works best if your ads are designed to attract people at the moment of action (often purchase), or if your business has a mostly transactional sales cycle.

time decay attribution

In this model the touch-points that are closest in time (most recent) to the sale get more of the credit. For this example, the direct and email channels would get the most credit because the customer interacted with them within hours of purchase, and Facebook and Google would receive less credit, since the interaction occurred almost a week prior.

Multivariate Testing

Involves identifying specific elements, creating versions for each element, and then creating a unique combination of each element and version to test testing multiple things at one time such as landing page, url, display ads, social ads.. must be good at KPIs

LCV

Level Control Valve

RFP

Request for Proposal 'is a document that solicits proposal, often made through a bidding process, by an agency or company interested in procurement of a commodity, service, or valuable asset, to potential suppliers to submit business proposals.

SSPs

Supply-Side Platforms A supply-side platform is ad technology that enables the selling of digital ads in an automated fashion. SSPs are often used by publishers for this purpose.

cookie pool

The more cookied users you have on the internet, the higher the chances of matching cookies to other data sources as more information is integrated into a DMP. A solid DMP will have access to a large pool of cookies. It will also feature a standard process for "refreshing" the cookies and cleaning out old or irrelevant cookies over time.

a/b testing

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts only testing 1 thing between 2 pages: landing page, url, display ads, social ads

Engagement Rate

a popular social media metric used to describe the amount of interaction -- likes, shares, comments -- a piece of content receives.

cookie

a short line of text that a web site puts on your computer's hard drive when you access the web site

front-end metrics: impression

a single exposure to an advertising message

First Touch Attribution

in this model the first touch-point—in this case the Facebook display ad—would receive 100% of the credit for the sale. This model works best if your top goal for running ads is to create initial awareness.

LTV

lifetime value

front-end metrics: reach

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks