Exam #1

The promotions and sales of products or services through advertising, market research, and public relations. It involves identifying customer needs, creating value, and building customer relationships to satisfy those needs. Marketing aims to attract, retain, and satisfy customers while achieving organizational goals.

• goods

• services

• experiences

• events

• people

• places

• information

• ideas

• companies

1. product/production orientation

2. sales orientation

3. customer orientation

Uniform Resource Locator. It is the address used to locate a resource, such as a webpage or a file, on the internet

A domain name is the unique address of a website on the internet. It allows users to access a specific website by typing it into a web browser. A domain name consists of the name (e.g., google) and the extension (e.g., .com).

An IP address is a unique label assigned to each device on a computer network that uses the Internet Protocol. It has two main purposes: identifying the device and providing its location in the network. IP addresses are vital for internet communication and data exchange.

A server is a computer that stores and manages data, files, or applications, and provides them over a network. In marketing, a server hosts websites, email services, databases, or other marketing-related applications, allowing for storage, processing, and delivery of marketing content and data to users or clients.

A small text file stored on a user's device when visiting a website. It holds information about the user's browsing activity on that site, including preferences and personalized experiences. Cookies can store data like login credentials, shopping cart items, and language preferences. Websites use them to improve functionality and user experience.

A server-side programming language manages the server-side logic of a website or web application. It processes requests, accesses databases, and generates dynamic content for the client-side. Examples include PHP, Python, Ruby, and Java.

The client-side programming language is JavaScript. It is used to create interactive elements and dynamic content on web pages.

A web browser is a software that lets users access and view websites on the internet. It interprets HTML code, retrieves web pages, and displays them. Popular browsers include Chrome, Firefox, and Edge.

TLS is a cryptographic protocol that secures communication over a network. It encrypts data between applications, ensuring privacy and data integrity. TLS is used for secure web browsing, email communication, and other network protocols. It authenticates the server and client, establishing a secure connection and preventing unauthorized access or tampering.

Web hosting is a service that provides storage space and access for websites on internet-connected servers. It allows individuals and organizations to make their websites accessible to others on the web. Web hosting providers offer different plans and features to suit various website needs.

• earn money through sales

• Subscriptions

• Comossoion

• Advertising

• Provide info to help generate sales

• support a crome

• provide customer support

• Awareness

• Interest

• Desire

• Action

• Traffic

• Conversions

• Revenue Per Conversions

• direct traffic

• referral traffic (paid and unpaid)

• Search traffic (paid and unpaid)

• purchase

• lead

• booking

• engagement

• account creation

• click-through

• posting item for sale/making a purchase

• offline ads or habit

• bookmarked pages

• email marketing

• mobile apps

• banner ads

• video ads

• social media ads

• affiliates

• paid influencers

• email

• social media

• backlinks

  • homepage

  • product pages

Search traffic is the visitors who come to a website from search engine results. When a user searches, the search engine ranks relevant web pages and displays a list of results. Clicking on a result generates search traffic to that website. Factors like content relevance, quality, website authority, and user intent determine search result rankings.

a target action you want your visitors to take

• design for usability

• conversion-centered design

• three questions

• segments

• mobile first

• conversion rate optimization

• conventions

• visual hierarchies

• clearly defined areas

• what’s clickable

• eliminate distractions

• support scanning

• attention

• context

• clarity

• congruence

• credibility

• closing

• continuance

• what are you offering?

• why should I pick you?

• what do you want to do next?

• conversion, or the next step in the conversion process, should appeal to a variety of customers

• segmentation can have many dimensions

  • Search vs. category navigation

  • Browse vs directed shopping

  • product category

  • new vs. returning customer

  • preference for online vs. in-store shopping

• design for smaller screens first

  • helps to convey the information with less frustration

  • opposite is not true

• add features and content for larger screens

  • progressive enhancement

  • responsive web design

• A/B testing

  • looks at both designs and collects data to select the better design with better conversion rates

• images (enables scanning and professional photos increase credibility)

• Videos

  • more info in a shorter amount of time and less affordable

  • Professional videos increase credibility

  • useful for mobile users

• Forms

  • remove unnecessary fields

  • Call to action that incentives

  • form and submission

• Phone Numbers

  • feature prominently (above the fold)

  • tracking (lead generation through website visits

• single product

• multi product

• multi category

• lead generation

• subscription

• single purpose

• collects information every time the page is requested

• Supplemental information

  • identity of requester

  • timing of the request

  • navigation source

  • technical info

  • geography

• Summarizing Data

  • dependent on what the company wants to focus on

    • differences between device uses

    • behavioral insights

  • Marketing analytics requires an understanding of different metrics

• Summarizing data

  • dependent on company wants us to focus on

• Metrics

  • Analysis Paralysis

  • Actionable insights

    • Performance dimensions: Traffic, Conversion, Revenue Per Conversion

  • Three types of metrics

    • basic metrics- Built-in

    • calculated metrics - may need to be calculated

    • manual metrics- goal orientated

• users

• new users

• sessions

• pageviews (hits)

• time on page

• entry

• exit

the number of individuals who accessed the website during the period

website traffic from new potential buyers or repeat sessions from previous users

Number of individual sessions initiated by all the users to your site (period of time where a user interacts with your website or app

number of views on a website

how long the user stayed on the page

the first page view is the entry point

Can be different from the homepage

either closed the website or was inactive for more than 30 minutes

• average page depth

• average session duration

• bounce rate

• entrance rate

• exit rate

  • unique page views

the number of pages on your web site that a visitor views during a single browser session

the sum of time on the page for every page view in the session (inactivity of 30 minutes is subtracted)

% of all sessions that consist of only one page view

% of sessions that start on that page

% of page views that result in an exit

removing double counts give more accurate estimate about volume

• destination

• duration

• pages/screens per session

• event

A specific location loads

“Thank you for registering!” webpage or app screen

sessions that lasts a specific amount of time or longer

10 minutes or longer spent on a support site

user views a specific number of pages or screens

5 pages or screens have been loaded

an action defined as an event is triggered

Social recommendation, video play, ad click

• Retail KPIS

• Lead Generation KPIS

• Media KPIS

• Social Media KPIS

• Search Engine KPIS

to sell products

• traffic - sessions

• conversion

  • conversion rate= purchase conversions/ sessions

  • A/B testing

• Revenue

  • revenue per purchase

  • revenue per session

generate more leads

• traffic: Users (esp. unique)

• Conversion

  • Conversion rate

  • Close rate: % of leads that convert into revenue

  • Close deal value

    • Both external to the Website

• Revenue

  • Revenue Per Session: Conversion Rate*Close Rate*Closed Deal Value

    • If conversion rate is 15%, the close rate is 25%, and the close deal value is $200 then the revenue per session is $7.50

Engagement

• conversion

  • new acct. sign ups

  • user-generated content (active v. passive users)

  • Engagement (likes or reposts)

  • avg time on the site

Generate user exit

• traffic

  • searches

• Conversion

  • Converstion Rate - Search engines for hotels, flights, rental cars

  • Pages per session (Page Depth)

    • Want to Minimize this

• poor messaging

• poor audience selection

• technical glitches

• Different traffic sources: When are they profitable?

  • organic search

  • paid search

  • display ads

  • emails

  • social media posts and ads

  • referrals

  • affiliate links

break down traffic by search terms

run multiple ads and track site behavior by ad

content, call to action, targeting method and websites

which emails and which part of the email

• content created by the company

• content created by or shared by social media users

• advertising on social media

external links from other sites and partnering with similar sites

optimize traffic and use insights given by partnering website

• browser (behavioral and technical reasons)

• screen size

• device (optimized behaviorally. Responsive design)

• geography

• timing (seasonality or time of day)

Define the steps in the conversion, then look at those steps and define the biggest fallout points

• last-click attribution

• first-click attribution

• linear attribution

• time-decay attribution

  None are accurate but they are reasonable

• google analytics (sensitivity analysis for different attribution methods)

• Data-driven attribution

  • algorithms to calculate returns through counterfactual comparisons

  • requires large quantity of data

  • Still cannot account for offline activities or activities on different platforms

• Controlled experiment (Most Reliable)

72,498/2,437,892 = 0.029 or 2.9%

Rates & Availability → Review Itinerary

367,495/2,347,892 = 0.1565 or 15.7%

Review Itinerary → Guest Info

103,471/367,495 = 0.2815 or 28.2%

Guest Info →Confirmation

72,498/103,471 = 0.7006 or 70.1%

$23,464,220/72,498 = $323.65

23,464,220/143,285 = $163.75

143,285/72,498 = 1.97

Rates & Availability x .20 = 469,578.4

Review Itinerary x .281 = 131,951.53

Guest Info x .701 = 92,498

92,498/2,347,892 = 0.03939619 or 4% ← Conversion Rate

323.65 × 92,498 = 29,936,977.70 ← Revenue

65/722 = 0.0900277 or 9%

Leads/Visits= conversion rate

Booking websites focuses on leads NOT customers

28/65= 0.43076923 or 43.08%

Customers/leads = close rate

(AVG Revenue x Customers)/ Visitors

(550 × 28)/722 = 15400/722 = 21.3296399 or $21.33

conversions/sessions

revenue/conversions

revenue/sessions

Search Engine Optimization

provide relevant and high-quality results to search queries

formatting content on the website to maximize its chances of ranking for all desired searches

creation and dissemination of content on a website to build quality backlinks to the site

a link on any other website that links back to your website.

• Size

• Time

• Popularity

• Linking

• Text

1. URL

2. Title Tag

3. Header Tag

4. Main content

5. Image Alt. Text

6. Anchor Text

• rank well for as many searches as possible

• ranking above 10- typically no traffic

• choice of target search phrases:

  • Relevance of search intent

  • traffic

  • competition

    • long tail keywords vs. fat head keywords

  • Current Ranking

• Primary Sources: Backlinks

• Secondary Source: info on webpage, behavior on web page when visitors interact with the page

• Meta Description and Snippets: MUST be unique

• Short load times

• OG content

• Fresh content

• Quality content: Min 100 words

• Low bounce rate from landing page