Studied by 12 peopleMere exposure effect
As exposure to a concept increases, so does favorability towards the concept
Marketing definition
Any business activities that satisfy customer preferences
Three Cs
Customer, Company, Competition
S-T-P
Segmentation, Targeting, Positioning
Segmentation
Identify segmentation variables and develop segment profiles
Targeting
Evaluate and select most attractive segments
Positioning
Differentiate the company so it is meaningful to consumers
Four P’s
Product, Price, Place, Promotion
Advantages of segmentation
Improved targeting, profits, and customer retention
Disadvantages of segmentation
Time consuming, complicated, expensive
Key segmentation criteria
Differentiation, homogeneity, recognizability, actionability, balance, longevity
Typical steps of a segmentation study
Discovery workshop, qualitative exploration, quantitative validation, analysis, segment workshop
Segment differentiation
segments clearly distinguished from each other
Segment homogeneity
Customers within a segment are similar to each other
Segment recognizability
Easy to identify qualitatively and quantitatively
Segment actionability
It is clear which segments should be targeted and they are large enough to justify targeting
Segment balance
Accounts for both behaviors and attitudes
Segment longevity
Anchored in criteria that don’t change too frequently
Latent Class Analysis
Uses distribution of data to create groups, use Bayesian Information Criterion (BIC) to determine number of clusters
Advantages of latent class analysis
More flexible than k-means, useful when data doesn’t have strong segment differentiation
Disadvantages of k-means
Clusters of differing sizes, non-globular shapes, density or outliers in data can cause problems
Digital marketing definition
Using any digital technology to facilitate the marketing process
Three I’s of Digital Marketing
Intimacy, Immediacy, Incrementality
Marketing funnel
Awareness, Intent, Conversion, Retention
Digital marketing awareness
Online display ads
Digital marketing intent
Search ads
Digital marketing conversion
E-commerce and mobile apps
Digital marketing retention
Social media
Pageviews
Number of times a page has been shown to users (Hits/Files)
Hits
Number of files served to website visitors (Pageviews * Files)
Impressions
Number of times an ad has been shown to site visitors
Clickthrough rate
Clicks/Impressions
Cost per Impression
Ad cost/Impressions, usually expressed in cost per thousand impressions
Bounce rate
Measure of how effective is at generating relevant traffic (Visits only accessing one page/Total site visits)
Is a high bounce rate always bad?
No, it can also indicate that site visitors are easily able to find the information they need on a single page
Methods of clustering
Density based, latent class, distance based (e.g. k-means)
Short-tail keywords
High search volume and high price
Long-tail keywords
Low search volume and low price
Is advertising part of the four P’s?
Yes, it is a form of promotion
Ad rank
Ad price * Ad quality score
What determines ad quality?
Landing page quality, relevance, clickthrough rate
How much does an ad auction winner pay per click?
The bid of the entity with the second highest ad rank plus one cent
How much will the second highest bidder pay to display their ad?
You don’t pay for an ad until someone clicks on it
How did Target reposition themselves as a “one-stop shop?”
Targeted advertising to customers likely to be in a major life transition, such as likely expecting mothers
3 types of Power BI
Cloud, desktop, mobile app
Power BI cloud service
Limited functionality, can only load CSV data, mostly used for viewing previously created reports and dashboards
Power BI desktop
Can load many types of data, build models, clean/organize/query data, work offline
Power BI app
Allows easy access to reports and dashboards on the go
Uses for R scripts in Power BI
Load data, clean and analyze data, build visuals
What is modeling in Power BI?
Building relationships between entities
How long does it take to establish a session?
30 minutes is the default
Is scrolling through a page counted as part of the same session?
Yes, scrolling does not establish a new session
Affinity group
Consumer’s long-term interests and lifestyle ("movie lovers” on exam!)
In-market group
Actively looking for a product (e.g. a TV)
Source
Specific site (e.g. amazon.com, google.com)
Medium
Generalized (e.g. email)
What is the source and medium for someone who opens a web browser and types in “amazon.com?”
Source: direct, Medium: none
Tagged URL
Barcode found in website URL that allows you to collect where users came from
Which of the following is a correct statement about marketing?
Marketing is an art but not a science
Selling is one of the functions of marketing.
Marketing is advertising.
Marketing is all about some grand ideas.
Selling is one of the functions of marketing.
During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ______.
niche markets
demographic markets
focused markets
target markets
target markets
What was the key for making Febreze’s marketing revamp successful?
Procter and Gamble changed how customers perceived the product.
What cluster analysis methods have you been exposed to in this class?
Density-based, latent class, k-means, DBSCAN, distance-based
What is the newest component in the AICR marketing funnel?
retention
If a website served three files per page and generated 300,000 pageviews, what's the total hits?
900,000
A ______ occurs anytime a user access a page on a website.
pageview
Amber's analytics tells her that last week her site had 3,000 sessions but only 2,500 users. What explains this discrepancy?
Some users had multiple sessions.
A clickthrough rate of 0.5% is bad.
Unknown (situational)
T/F: A typical cost per impression is in the range of $5 ~ $10.
False
If someone stops browsing your website for over ________ minutes and then navigates to view another page on your website, then a new session will be reported by Google Analytics.
30
Among the metrics Visitors, Visits, Pageviews, and Hits, the smallest one is ________; the largest one is ________.
Visitors, Hits
Of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage’s bounce rate?
Homepage
High bounce rate is always bad.
False
During a one-week period, a website had 3,000 total pageviews from 500 sessions. What is the site’s average page depth?
6
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit—the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable?
Yes
The number of clicks for a search ad is 50 and the number of impressions is 5,000. The CTR of the ad would be ______.
1%
Studies show that a good click-through rate is about ______ for online search ads like Google Ads.
6-7%
Which of the following are "sources" in Google Analytics? Select all that apply.
cpc
walmart.com
(direct)
bing
walmart.com, (direct), google, bing
Which of the following are "mediums" in Google Analytics? Select all that apply.
(direct)
referral
mail.google.com
affiliate
(none)
organic
referral, affiliate, (none)
Which of the following is an example of the "Affinity Categories" in Google Analytics?
movie lover
age
location
in the market of purchasing a computer
movie lover
Keywords for online paid search advertising depend on ______. Select all that apply.
search volume
competition
search intent
search volume, competition, search intent
Benefits of a website using long trail keywords include all of the following, except ______.
can generate significant traffic and revenue for a website
can be more relevant and easier to rank than a generic term
generates a higher volume of traffic than fat head keywords
a website can rank well for multiple long tail terms
a website can rank well for multiple long tail terms
Advertisers should use an exact match search methodology under all of the following conditions, except ______.
conversions are being achieved and meeting expectations
the search query report is showing a large number of irrelevant keyword search results where the company does not want the ad to appear
the advertiser is certain about the keyword phrase searchers will use
conversions are being achieved and meeting expectations
The three keyword match types we discussed in class, broad match, exact match, and phrase match, vary in how close the search term and the keyword have to be in order to trigger the ad. Which match type is in the middle (not the closest but not the furthest)?
phrase match
With the automated auction system for bidding on keyword search advertising, the cost-per-click (CPC) an advertiser will pay is ______.
one penny more than the second-highest bidder
Which of the following is NOT recommended to be shown in a search ad?
call to action
unique value proposition
reference to competitors
keywords
reference to competitors
Which of the following is NOT used when calculating an ad’s Quality Score?
landing page experience
organic search ranking
expected CTR
ad relevance
organic search ranking
NSAMCWADLP menas that whenever you create an online marketing campaign, you should also create
a new email broadcast to inform customers of the marketing campaign
a new analytics account to track the results of the campaign
a dedicated landing page designed specifically for that campaign
a separate line in the accounting ledger to independently track revenues from the campaign
a dedicated landing page designed specifically for that campaign
Three advertisers bid on an ad position. All the three's max willingness to pay is $4.00. The Quality Score of them are 8 (Advertiser A), 6 (Advertiser B), and 3 (Advertiser C), respectively. How much does the winner pay?
$3.01
A common thread in all calls to action is that they include ______.
action verbs
I can win a Google auction as long as my bidding price is competitive.
False
A website that sells high-end ties notices that its ads are showing up for searches that include "cheap". Because its ties are expensive, it does not want its ads to show up for searchers using the word "cheap." What should the website do?
Add the word “cheap” to its negative keyword list.
Our class has discussed ______ way(s) to run an R script within Power BI.
Three
In Power BI, "modeling" means analyzing data using analytics models such as linear regression and logistic model.
False
Note
Flashcard