MKTG 385

Tagged web pages and cookies work together to: a. produce useful metrics for marketers. b. ensure efficient site performance. c. they don't work together. d. incite potential customers to action.

a

Technology that is helpful in understanding how visitors consume website content is: a. eye-tracking technology. b. brain imaging technology. c. content maps. d. All of these are correct.

a

The best description of Key Performance Indicators (KPIs) is: a. metrics that measure how the business is performing against objectives. b. KPIs are collected using a special type of web bot. c. KPIs are focused only on sales objectives. d. All of these are correct.

a

The entire web development process should focus on usability from the perspective of the visitor. a. True b. False

a

The nature of website objectives will depend on: a. the tasks that visitors expect to perform on the site. b. the types of hardware and software that will be used. c. how visitors are going to be attracted to the website. d. None of these is correct.

a

The number of Internet metrics that can be obtained from websites and marketing programs is almost infinite. a. True b. False

a

The primary purpose of a usability test is to: a. ensure that the site works properly to assure good customer experience. b. give programmers the data they need to produce a usable site. c. help marketers estimate the volume of sales the site will produce. d. All of these are correct.

a

The vast majority of mobile users' time is spent: a. on apps. b. on the mobile web. c. texting. d. choosing the perfect filter for the latest picture of their food.

a

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website. a. True b. False

a

Website creators who want to prioritize mobile-friendly design should take a ________ approach. a. bottom-up b. top-down c. graceful degradation d. lateral expansion

a

Website usability is concerned with the customer's ability to use the site easily to complete tasks. a. True b. False

a

What is one advantage of adaptive web design over responsive web design? a. Adaptive design is easier to program. b. Adaptive design requires less ongoing maintenance. c. Adaptively designed websites are guaranteed to work on new screen sizes as they are introduced. d. All of these are correct.

a

. Hits are the most useful of the Internet metrics. a. True b. False

b

. ________ is a summary display of metrics data for the marketer's desktop. a. Top line b. Dashboard c. Report d. Bottom line

b

A KPI is usually expressed as a single number. a. True b. False

b

A commercial metrics platform identifies KPIs for each customer. a. True b. False

b

A heat map helps visitors understand the layout of a website. a. True b. False

b

Among the web design elements that help create a satisfactory customer experience are: a. dramatic and attention-getting graphics and other visuals. b. multiple navigations aids like breadcrumbs and different colors for followed links. c. pages that have a lot of text and are able to answer all the visitor's questions. d. All of these are correct

b

Analysis of metrics primarily consists of inferring causal relationships from correlations in the data. a. True b. False

b

Audience measures include profile data about all website visitors. a. True b. False

b

Designing a site for accessibility by the physically challenged is too expensive to be a good business practice. a. True b. False

b

In developing the site navigational structure, it is important to: a. have every page represented on the main navigation bar. b. construct a hierarchical diagram of site structure. c. turn it over to technical personnel who have the necessary expertise. d. ensure that every node in the lattice can connect to every other node.

b

It is not possible for marketers to obtain metrics from campaigns that take place off the website. a. True b. False

b

Metrics for mobile apps: a. Are based on the stages of mobile app installation and retention. b. The CLV of a mobile app user is an important measure of app success. c. Show that most apps are successful in generating retention. d. All of these are correct.

b

Path analysis metrics are important: a. to marketers who need to understand how their advertising programs are working. b. to marketers who need to understand how visitors are using the site. c. to IT technicians who need to understand which pages are most used. d. All of these are correct.

b

Tests that marketers can perform to improve their websites include: a. alpha testing. b. concept testing. c. navigation testing. d. All of these are correct.

b

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward. a. True b. False

b

The key job of marketing analytics is to: a. Provide reassurance to investors. b. Measure progress toward business goals. c. Explain to top management how marketing is working. d. All of these are correct.

b

The mobile-friendliness of a website has little impact on its search performance. a. True b. False

b

The most important metric for mobile apps is the number of installs. a. True b. False

b

The navigational structure of the website is a technical issue to be handled by the IT experts. a. True b. False

b

The site should be tested when and only when it is completely functional and ready for visitor use. a. True b. False

b

The time frames available for Internet metrics are: a. chosen at the time the metrics platform is installed. b. include by day, week, or month. c. are controlled by the supplier of the metrics platform. d. All of these are correct.

b

The two categories of website metrics are: a. file loading time and successful page loads. b. business performance and technical site performance. c. marketing metrics and operations metrics. d. None of these is correct.

b

The type of cookie that remains on a user's computer for a specified period of time is called: a. a session cookie. b. a persistent cookie. c. a first-party cookie. d. No cookie remains on a computer longer than a single website visit.

b

Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers. a. True b. False

b

What does the Pareto curve indicate with regard to usability testing? a. Even testing hundreds of users is unlikely to uncover all of a site's usability problems. b. All of a site's usability problems can be identified by testing a small number of users. c. Usability testing is effective but prohibitively costly. d. Usability testing can be successfully completed in just a month.

b

What is one advantage of responsive web design over adaptive web design? a. Responsive design is easier to program. b. Responsive design requires less ongoing maintenance. c. Responsive design allows for different user experiences on different devices. d. All of these are correct.

b

When describing their ability to measure the effectiveness of Internet marketing most marketers say they are: a. confident they are measuring ROI effectively. b. working to improve their measurement capabilities. c. not satisfied with the commercial metrics platforms. d. None of these is correct.

b

Which of the following are true statements about the content of a website? a. Content must be determined by how much information the website is able to store. b. Most visitors will only skim the content. c. It can be taken directly from the enterprise's other marketing materials. d. All of these are correct.

b

Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website? a. A social media site whose users primarily communicate via pictures and short comments. b. A bank website that includes a mortgage calculator for complex financing calculations. c. A video game forum that has lots of threads filled with text. d. None of these is correct.

b

Which of the following insights did FreshDirect glean from its analysis of metrics? a. Because most of its customers made purchases on a desktop, creating an app wasn't necessary. b. Database segmentation could be used to craft effective email campaigns. c. Checkout metrics did little to reduce shopping card abandonment. d. A recommendation engine was ineffective at convincing customers to purchase complementary items.

b

Which of the following is NOT a characteristic of SMART objectives? a. Measurable b. Top c. Specific d. None of these is correct.

b

Which of the following is NOT a disadvantage of creating a stand-alone site for mobile users that is completely separate from the normal internet site? a. Stand-alone sites require a redirect, which is time-consuming. b. Stand-alone sites are complicated to set up. c. Stand-alone sites require extensive maintenance. d. Stand-alone sites require a redirect, which is disruptive to consumers.

b

Which of the following is a key strategic difference between the Valid Metrics Framework and traditional purchase behavior models? a. The endpoint of VMF is that the customer will make a purchase. b. The endpoint of VMF is advocacy — the likelihood that a person will recommend the brand — rather than purchase. c. In the VMF, engagement is defined as the number of "likes" a marketing campaign receives on Instagram or Facebook. d. None of these is correct.

b

. Comparative data about various websites is available from: a. the user's own metrics platform. b. interactive advertising agencies. c. firms with specialized tools, platforms, and consulting expertise. d. a simple Google search.

c

. IT technicians monitor performance by studying metrics on: a. click-throughs from advertising campaigns. b. the ability of users to perform desired tasks. c. the performance of each file on a web page. d. All of these are correct.

c

Abdul conducts experiments to determine the quality of the experience his website's visitors have. Which dimension of "website effectiveness" is Abdul attempting to determine? a. site magnetism b. site performance c. site usability d. site metrics

c

Deploying and tuning the site: a. needs to be performed by the marketing department. b. indicates how other marketers are creating online customer experience. c. is essentially a technical task. d. All of these are correct.

c

Each of the following is an example of qualitative data EXCEPT: a. Why do people buy the product? b. How is the brand perceived? c. How do customers use products? d. How do customers talk about the product?

c

Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for: a. sites that don't have a lot of digitally interactive content. b. B2C websites. c. B2B websites. d. None of these is correct.

c

Looking at metrics for a social media marketing campaign will generally show that: a. Most platforms perform at about the same level for a given campaign. b. Quantitative metrics outperform qualitative metrics. c. Some platforms may perform significantly better than others in a given campaign. d. Some platforms should be eliminated from the campaign.

c

Rebecca is the head of the IT department for a company that's rolling out a new website. To ensure that the new site will handle expected loads, Rebecca asks her quality assurance testers to create some scripts that mimic user activity over a wide range of use cases. What is Rebecca doing? a. Analytics data mining. b. Domain name system management. c. Synthetic performance testing. d. Qualitative data evaluation.

c

The site navigational structure: a. is the first step in the web development process. b. is a technical issue to be handled by the informational technology department. c. takes into account how easy it is to move around the site. d. All of these are correct.

c

Typical website objectives include: a. creating "buzz" about the new site. b. providing information for employees. c. providing customer service and support. d. All of these are correct.

c

When setting objectives for a website, marketers must be concerned about: a. a website that offers entertainment to visitors. b. making sure the website is equipped to conduct ecommerce. c. the role of the site in overall marketing strategy. d. All of these are correct.

c

Which of the following are true statements about customer experience on a website? a. Customer experience describes what happens to users on a single visit to a site. b. Marketers can do little to affect the nature of customer experience on a website. c. The components of good customer experience may be different in various channels. d. All of these are correct.

c

Which of the following are true statements about the importance of Google Analytics? a. It is not the largest analytics platform, but it is the best. b. Its cost is low compared to other analytics platforms. c. It is the platform on which other analytics like those for social media platforms are based. d. All of these are correct.

c

. Eric creates a bot that looks up competitors' products on Amazon and automatically leaves 1-star ratings. This activity is an example of which type of fraudulent metric? a. Bounce rate inflation. b. Floating-share-button spam. c. Comment spam. d. Fake reviews.

d

Among the types of testing that marketers can do to improve their websites are: a. concept testing b. prototype testing c. full usability d. All of these are correct.

d

Improvements to a website may include: a. frequent incremental improvements. b. major revision and relaunch as warranted. c. input from marketers in addition to technical experts. d. All of these are correct.

d

Typical website objectives include: a. making sales. b. generating sales leads. c. interfacing with social media sites. d. All of these are correct.

d

Which of the following is a true statement about tagged web pages? a. The user must give permission to have web pages tagged. b. The marketer can turn tagged pages off and on at will. c. Tags do not require cookies to work. d. None of these is correct.

d

Why is time watched an important video metric? a. The longer a video plays, the more ads the user will see. b. The metrics tracker might miss the impression if the video is closed too soon. c. When a user closes the video early, it usually means that he or she has a negative impression of the brand. d. A user who closes the video early might miss the call to action.

d

Mobile marketing websites produce essentially the same types of metrics as traditional websites. a. True b. False

a

Most marketers consider Return on Marketing Investment (ROMI) the most important effectiveness measure. a. True b. False

a

Most marketers find measuring their performance across all channels a difficult challenge. a. True b. False

a

Most website visitors skim content instead of reading it word by word. a. True b. False

a

Path analysis helps marketers understand how their customers are using the site. a. True b. False

a

Providing satisfying customer experience is a key criterion for successful websites. a. True b. False

a

Site performance data provides a key set of metrics for IT technicians to use in assessing the success of their programs. a. True b. False

a

Tagged pages and cookies work together to produce useful metrics for the marketer. a. True b. False

a

. Metrics platforms allow marketers to analyze Internet metrics by audience segment. a. True b. False

a

A ________ is a partially-functional web page that target customers can evaluate. a. prototype b. beta site c. wireframe d. archetype

a

A cookie is a few lines of computer code that is placed on the user's computer. a. True b. False

a

A site is "sticky" if it is difficult to leave and often revisited. a. True b. False

a

A tag is a small piece of code that allows marketers to track visitor's movement from one page to another. a. True b. False

a

Alt tags are useful in providing information in detail about images on the site. a. True b. False

a

Breadcrumbs provide the ability to track and measure site effectiveness. a. True b. False

a

Businesses generate data faster than data scientists can keep up with it. a. True b. False

a

Enterprise metrics include traffic, audience, and campaign metrics. a. True b. False

a

Identifying and describing the target audience for a website: a. is one of marketing's responsibilities in the website development process. b. requires marketing research in addition to that about the offline target audience. c. has already been done before website development begins. d. All of these are correct.

a

It is important to choose relevant metrics with marketing program objectives in mind. a. True b. False

a

Marketers have not yet reached a common definition of engagement in social media metrics. a. True b. False

a

Marketers need to be able to demonstrate the effectiveness of their marketing programs in order to: a. Obtain budgets for future marketing programs. b. Satisfy the objectives they have set. c. Improve their search rankings. d. All of these are correct.

a