Exam #1: Lectures 1-4

awareness
personality
reputation
viral consideration

a database-driven interactive process of directly communicating with targeted customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels

1. data-base driven

2. directly communicating

3. targeted customers

4. any medium

5. measurable performance

6. multiple channels

the first banner ad

the dotcom bubble burst

CAN-SPAM Act

the first-generation iPhone was released

all personal, behavioral, and demographic information gathered by marketing companies and departments from their customer base, crucial for informing and shaping marketing strategy decision

1. personal data

2. engagement data

3. behavioral data

4. attitudinal data

any information that can be used to recognize an individual’s identity (ex. name, address, date of birth, etc.)

tells you how customers interact with your brand via various marketing avenues

helps you uncover underlying patterns that your customers reveal during their purchase journey

→ transactional data
→ product usage
→ qualitative data

driven by the feelings and emotions of your customers; how they perceive your brand

collected directly from users and customers via surveys, polls, etc.

collected directly from users and customers from contract, newsletter sign up and registration forms

collected as first-party data by one company and shared with another as a part of a data-sharing deal

collected by data brokers or DMPs from multiple companies

1. structured data

2. unstructured data

refers to information that either has a pre-defined data model or is an organized in a pre-defined manner
→ usually numeric

refers to information that either does not have a pre-defined data model or is not or is not organized in a pre-defined manner
→ ex. images, videos, etc.

1. declared data

2. inferred data

3. modelled data

is given by the users themselves

is not given by the users directly, but is deduced from their behavior

uses a large data set to find users matching a desired profile

→ declared
→ inferred
→ modelled
→ structured
→ unstructured

one database that holds customer profiles and all identifiers that correlate with individual consumers

a type of database that stores and provides access to data points that are related to one another

a data-driven customer behavior segmentation technique

→ enables personalized marketing
→ increase engagement
→ creates relevant offers
→ increases retention

evaluate the attractiveness of individual customers with respect to their transactions over time

→ define demographics and/or geographic traits of targets, create a product matching the need/want of the target, and select media with audiences of the target
→ useful for new products or advertising on traditional media

→ use past transactional databases to identify customer segments with potential to maximize sales
→ useful for b2b sales, e-commerce, email campaign, product improvement

→ use online data tracker user behaviors to target customer segments in order to achieve desirable behavioral responses
→ used for ad campaigns

→ this targeting refers to the placement of a display advertisement on websites that are directly relevant to the product being sold in the ad
→ used for display ad campaigns or outdoor media ads

→ the ability to take your full audience of prospective customers and segment it into groups based on different criteria (ex. interests, demographics, etc.)
→ used for social media ad campaigns, mobile ads

finds prospective customers in the US & analyzes households in each major retail area by demographic, lifestyle, and purchasing characteristics then sorts them into 66 geo/demographic segments

piece of code that you put on your website that lets you to measure effective advertising by understanding actions customers take on website

subset of behavioral analytics that takes the data from a given dataset and rather than looking at all users as one unit, it breaks them into related groups for analysis

broad:
→ good for building brand awareness
→ may find unexpected audience
→ small response rate (need a large budget)

narrow:
→ better response rate
→ may end with a small audience

only 10% increases in marketing outcomes create almost 200% increase in profits

manipulates one or more controllable factors (independent variables - causes) to determine their influence on events or outcomes (dependent variables - effects)

1. list tests

2. offer tests (ex. one free ticket)

3. creative tests

4. contact strategy tests

Goal: Awareness
→ generate interest, capture attention initiate customer journey
→ ex. PR, SEO, etc.

Goal: Consideration
→ nurture and guide leads toward becoming qualified customers
→ ex. direct emails, demos, etc.

Goal: Conversion
→ convert potential customers into actual customers
→ ex. limited-time offers, discounts, etc.

total campaign revenue / total campaign cost
→ 3-4 ROAS is considered as a good ROAS in usual marketing campaigns

Instagram looped views are not counted so only the first play is a view — 3 second play

YouTube wants viewers to stay longer on the platform — 30 second play

a group of subjects on which the experiment is not conducted but that is otherwise identical to the test group

a group of subjects on which the experiment is conducted

both control and test group subjects must be assigned randomly so that differences between groups occur by chance only

that statistic that there is no difference between the means of the groups being compared

the hypothesis that is determined when a null hypothesis is proven wrong

the test stats reject the null hypothesis when the probability that the observed result occurs is less than 0.05 (p-value)

web analytics service offered by Google that tracks and reports web traffic

a tool that enables marketers to install, store, and manage tag tracking user activities on website without modifying the code

starts when the user visits website/opens app & ends when the user exists and have been inactive at least 30 mins

→ last longer than 10 seconds
→ had a conversion event
→ had 2+ screen/page views

any interaction or activity that a user has with website/app

particular events marked by GA4 users as important metrics on website (purchase/subscription)

links on affiliate sites

ads that appear on a variety of networks (ex. search and display)

a saved link by entering your URL

display ads, including ads on Google Display Network

links in email

non-ad links on other sites/apps (ex. blogs and news sites)

non-ad links in organic-search results

non-ad links on shopping sites like Amazon or eBay

non-ad links on social sites like Facebook or Twitter

non-ad links on video sites like YouTube or TikTok

ads on search-engine sites like Bing or Google

paid ads on shopping sites or retail

ads on social sites

ads on video sites

ads but not through an ad identified as search, social, shopping, or video

reach
act
convert
engage

large corporations that own multiple advertising agencies

recency, frequency, and monetary value

1. targeting

2. personalization

3. product recommendation

4. customer experience design