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Advanced Questioning & Differentiation > Acoustic > Flashcards

Acoustic Flashcards

1
Q

Analytics helps marketers understand what across web and mobile?

A

Who is visiting
Where they came from
What they are doing
If they are coming back

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2
Q

Can analytics tools capture PII?

A

No, due to data privacy laws - unless they specifically opt-in

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3
Q

What is (CRO)

A

CRO = Conversion Rate Optimization

The process of optimizing your digital experiences, to achieve your desired outcomes through testing

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4
Q

What kinds of CRO testing are available?

A

A/B - completely different versions.
A vs B

Multivariate - same version, with different variations of the same elements
A(1) vs A(2) vs A(3)

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5
Q

What can you segment based on?

A

Visitor attributes
Customer behaviors
Purchase histories
Weather patterns
Economic indicators
Other data feeds

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6
Q

Whats the difference between 1st party and 3rd party data?

A
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7
Q

UX Tools can do what?

A

Analyze and record user sessions to understand how users are interacting (clicking, hovering, scrolling) on your content

Collect direct user experience feedback from customers

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8
Q

What is a (TMS) and what does it do?

A

Tag Management System

Allows marketers to organize, deploy, and manage marketing + advertising tags based on defined rules, in one place

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9
Q

What is a marketing CRM?

A

Customer Management System

For storing and organizing customer + purchased list data. You can also layer in web and app analytics

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10
Q

What is is a (DMP) and what does it do?

A

Data Management Platform

A centralized system that collects, connects, organizes, and stores aggregated user data across tools to create effective segmentation

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11
Q

What is a (CDP) and what does it do?

A

Customer Data Platform

A system designed to store, connect, and organize 1st, 2nd, and 3rd party user data to build holistic individual profiles for personalized messaging

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12
Q

What is 1st Party data?

A

Data collected by you on your users

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13
Q

What is 2nd party data?

A

Someone else’s 1st party data, usually from a trusted partner

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14
Q

What is 3rd party data?

A

Data purchased from an aggregator

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15
Q

What does ETL stand for? What are these tools used for?

A

Extract, Transfer, Load

Related to feeding data from one source to a united + centralized data layer, to make reporting easier and the data more actionable

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16
Q

What does predictive analytics help marketers do?

A

Build modeling based on actions, to prioritize leads, contacts, and messaging based on value models such as: Value Tier, Lifetime value, and Purchase Intent

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17
Q

What does LTV stand for?

A

Lifetime Value

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18
Q

Whats the difference between SMS + MMS

A

SMS - texting, no images
MMS - texting + multimedia (images, files, video, audio)

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19
Q

What is the difference between 10DLC (Long Code) vs Short Code?

A

Speed, Volume, and Cost

Long code = more $$

Short Code = Can send 40 MMS/second + 100 SMS/second

Long Code = Can send 1MMS/second + 1 SMS/second

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20
Q

What is short code?

A

5 digit phone number

Can send 40 MMS/second + 100 SMS/second

High volume confirmations + notifications

Takes 6-10 weeks to provision

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21
Q

What is long code?

A

10 digit phone number

Can send 1MMS/second + 1 SMS/second
Instant Provisioning

2-way messaging

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22
Q

What else is long code known as?

A

10DLC

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23
Q

Which industries commonly use SMS?

A

Retail
Ecommerce
Travel
Hotels
Education
Entertainment
Distribution
Consumer Goods

24
Q

Which industries commonly have complex SMS rules?

A

Banking
Insurance
Casinos/Gambling
Non-profits
Cannabis

25
Q

What’s a disadvantage of using a tool like Bitly vs link shortening within Acoustic?

A

Can’t track clicks - (Big Impact)

Often need to leave the platform to generate the shortened link

Question: Are you currently able to track clicks on the links you’re sending via SMS?

26
Q

How is creating WhatsApp messages different in Acoustic compared to competitors?

A

Acoustic allows you to create WhatsApp templates directly within the Acoustic platform and submit for approval to Meta

27
Q

What are the 4 types of WhatsApp message catagories?

A

Marketing - promotions/offers/etc
Utility - Opt-in/out of subscription
Authentication - codes for verification
Service - engaged by the customer

28
Q

What is WhatsApp pricing based on?

A

Credits

1 Credit = $1 unless buying at significant bulk volume

29
Q

How many WhatsApp messages does a Credit cover?

A

3

(send, reply, send = 1 Credit)

30
Q

What are the 3 different types of Connect?

A

Connect Pro
Premium
Ultimate

31
Q

What are the different spend levels for pricing WhatsApp?

A

Tier 3 - $100k+ on just WhatsApp with us
Tier 2 - $50-100k on WhatsApp
Tier 1 - Less than $50k on WhatsApp

32
Q

What do you get with digital analytics that’s missing from web analytics?

A

Session replay
Cause Analysis
Struggle Analytics
Funnel Analysis
Customized Reports

33
Q

What percent of consumers would leave a brand after as few as two poor experiences?

A

86%

34
Q

What is the digital experience challenge that a tool like TeaLeaf is designed to solve?

A

Lack of quick visibility into what is working and what isn’t, why, so businesses can take action + prioritize optimization opportunities

35
Q

Top TeaLeaf Usecases

A

Actionable DX insights
Surface + Fix problems easily
Prioritize optimization
Timely AI driven alerts on impactful issues
A/B testing

36
Q

What is Process (Funnel) Analysis?

A

Visualization of the entire digital journey steps of users, leading up to conversion

37
Q

How is TeaLeaf’s Process (Funnel) Analysis different than Google Analytics?

A

Google Analytics can tell you what happened, TeaLeaf can explain why

Example

Both tools can tell you that a user didn’t convert, but a TeaLeaf can tell whether they simply walked away or failed to convert due to a poor digital experience

38
Q

What do heatmaps allow you to capture?

A

See at an aggregate of how users engage with (click + hover) the content and elements on each page

39
Q

What does link analytics allow you to capture?

A

See what links on the page lead to higher conversion

40
Q

What does form analytics allow you to capture?

A
41
Q

What does comparison analytics allow you to capture?

A

Which links are providing the most conversion + where the mouse stops

42
Q

What does an attention map allow you to capture?

A

How far down the page users are scrolling and spending time

43
Q

Web analytics tells marketers what?

A

What is happening within the DX across web/mobile

44
Q

Journey Analytics tells marketers what?

A

How visitors are becoming customers and progress with your DX

45
Q

Behavior Analytics tells marketers what?

A

Why users convert or abandon or engages the way they do with your DX

46
Q

Who are the typical buyer personas for TeaLeaf?

A

Head of Marketing
Head of Digital Experience
Head of Product Merchandising
Head of UX
Head of Commerce
Head of Merchandising
Head of Data Analytics
Head of Customer Experience
Head of Customer Support

47
Q

What does the Head of Digital Experience care about?

A

Driving Revenue + ROI of digital
Reducing customer acquisition costs + time to acquisition
Increasing Customer Lifetime Value (CLV) using digital

48
Q

What does the Head of Data Analytics care about?

A

Creating impactful reporting + business insights using reliable and accurate data

Technical debit / ease of use for ingestion and integration of data

49
Q

What does the Head of Customer Experience/Support care about?

A

Improving customer engagement + satisfaction
Reducing customer frustration + escalations

50
Q

What does the Head of Marketing/Commerce care about?

A

Increasing revenue + conversion rate of marketing campaigns
ROI of marketing spend
Increasing avg order size, CLV + customer loyalty
Reducing the cost of acquiring new customers

51
Q

How is Acoustic Connect different?

A

Connect allows brands to deliver 1:1 behavior-based personalization, by combining user-intent, journeys, orchestration, and digital experience insights - into a one, single unified platform + data layer

So as a team, you can move faster, and use this data to drive revenue and increase CLV

52
Q

Acoustic Pro includes what?

A

Campaign, Insights + Reporting - does not include behavior signals

53
Q

Acoustic Premium includes what?

A

Campaign + Tealeaf light, doesn’t include journey analysis (heat maps + session replay)

54
Q

Acoustic Connect Ultimate is…

A

Fully integrated platform

55
Q

What does ESP stand for?

A

Email service provider

56
Q

Marketing leaders want tools less dependent on IT, true or false?

A

True

Advanced Questioning & Differentiation (4 decks)

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