MKTG 333 Exam 4
In the ____ marketing attribution model, the sale is credited at approximately 40% to each the first and last touchpoint and the remaining 20% is distributed across the remaining touchpoints in the middle.
position-based
DRM refers to a combination of ________ for protecting digital content.
technical and legal means
____ is the process a customer or prospect goes through to achieve a goal with a company.
the customer journey
A conversion funnel report shows
the number of users who enter and exit the defined steps in the path to conversion.
Customer alignment is a benefit of the 360 degree view of customer and refers to
the seamless sharing of data demonstrates professionalism and ensure that all interactions with a consumer leave little room for errors
The marketing attribution model of ____ attributes higher percentages of sales to touchpoints that occur closer to the time of purchase.
time decay
Marketing attribution recognizes that there are multiple ____ on the path to purchase and to give ____ to those that are contributing to sales/conversions.
touchpoints; credit
The marketing attribution model of ____ attributes the entire sale to the first touchpoint.
first interaction
T/F Amazon Books Publishing are examples of technology convergence
false
T/F Apple has the highest share of the e-book market
false
T/F Barnes & Noble has the highest share of the e-book market
false
T/F Dailymotion was purchased by Amazon in 2015
false
T/F Data that is available in analytics tools for mobile apps include sessions
false
________ was sued by the Justice Department for violating antitrust laws in connection with e-books.
Apple
In 2018, time spent with digital media accounted for ___ of total media time spent
50%
Together Amazon and Apple account for ________ of the e-book market.
92%
T/F Digital analytics are used to determine which channels had the greatest impact on sales
false
____ is the leading online television and movie distributor.
Netflix
T/F Firebase is examples of sources and tools for website analytics
false
T/F Google has the highest share of the e-book market
false
T/F Readership of newspapers in print form continues to exceed online readership is a current trend in online content
false
T/F Regarding digital analytics, point of sale system are examples of sources of data in the "online world"
false
Digital analytics provide insight on customer/user ____.
behavior
T/F Shield.nvidia.com was purchased by Amazon in 2015
false
T/F YouTube.com was purchased by Amazon in 2015
false
The 360 degree view of a customer is like a ____ because when you look inside you can see the past, present, and future of a customer's relationship with your brand.
crystal ball
In terms of driving customer loyalty ____ is expected to overtake ____ as the key brand differentiator.
customer experience; price and product
The 360-degree view of the customer is the understanding that companies can obtain a comprehensive view of customers by leveraging
data from various touchpoints in a customer's journey
Content convergence describes convergence in the design, production, and ________ of content.
distribution
T/F box office movies generates the most revenue
false
T/F local gamers is a type of digital gamer
false
T/F newspapers generates the most revenue
false
T/F video games generates the most revenue
false
T/F All digital marketing programs provide the same data.
false
A business model that uses advertising revenue to provide some content for free, combined with an option to obtain additional content for a price is called a(n) ________ model.
freemium
The merger of media enterprises into powerful, synergistic combinations that can cross-market content on many different platforms is referred to as:
industry convergence
The marketing attribution model of ____ attributes the entire sale to the last touchpoint.
last interaction
The marketing attribution model of ____ attributes sales evenly to all touchpoints.
linear
________ were the most troubled segment of the print publishing industry in 2017.
newspapers
In a customer journey map, a company should consider their ____ motivations, needs, and pain points.
persona's
T/F Adobe (Omniture) Analytics) is examples of sources and tools for website analytics
true
T/F Amazon has the highest share of the e-book market
true
T/F Americans continue to spend more on streaming music than downloaded music is a current trend in online content
true
T/F Apple TV are examples of technology convergence
true
T/F Coremetrics is examples of sources and tools for website analytics
true
T/F Data that is available in analytics tools for mobile apps include engagement
true
T/F Data that is available in analytics tools for mobile apps include events
true
T/F Data that is available in analytics tools for mobile apps include retention
true
T/F Digital analytics are used to determine how a company can move forward and improve
true
T/F Digital analytics are used to help a company provide a better online experience
true
T/F E-book sales growth slows is a current trend in online content
true
T/F Explosive growth of the mobile platform accelerates the transition to digital content is a current trend in online content
true
T/F Google Analytics is examples of sources and tools for website analytics
true
T/F MMO gamers is a type of digital gamer
true
T/F Regarding digital analytics, digital marketing programs are examples of sources of data in the "online world"
true
T/F Regarding digital analytics, mobile apps are examples of sources of data in the "online world"
true
T/F Regarding digital analytics, websites are examples of sources of data in the "online world"
true
T/F Twitch.tv was purchased by Amazon in 2015
true
T/F broadcast television/pay TV generates the most revenue
true
T/F casual gamers is a type of digital gamer
true
T/F smartphone are examples of technology convergence
true
T/F social gamers is a type of digital gamer
true
T/F the iPad are examples of technology convergence
true
Heatmap analysis helps determine ____.
where users are clicking on the webpage