Chap 3

Question 1

purpose of web analytics

Answer 1

provide info about traffic on a site

Question 2

two objective of web analytics

Answer 2

1. dather data about the traffic
2. provide summary reports of data

Question 3

timestamps

Answer 3

markers that enable an analytics package to calculate how much time users spend on each page

Question 4

Navigation source

Answer 4

method by which a user arrived at a website, which ca be be throigh ad click, direct URL, entry, email

Question 5

analysis paralysis

Answer 5

volume of data prevents the analyst from taking worthwhile action

Question 6

actionable insights

Answer 6

insights into website users behavior that can be ised to take actions that improve website profitability

Question 7

how can analytics help a website that doesn’t generate revenue

Answer 7

provides insight into website users behavior that can be ised to take actions that improve website performance

Question 8

three dimensions of website performance

Answer 8

1. traffic
2. conversion
3. revenue per conversion

Question 9

some data on website traffic

Answer 9

users
new users
sessions
pageviews

Question 10

which metric is basically useless from the home screen

Answer 10

even count

Question 11

how to calculate conversion rate

Answer 11

purchases/sessions

Question 12

whats the most useful indicator of website performance on the dimension of conversion

Answer 12

conversion rate

Question 13

average engagement time

Answer 13

measures the amount of time each user spent activey engaging with the website during a selected time period

Question 14

how to calculate revenue per purchase

Answer 14

revenue/purchases

Question 15

How to calculate average purchase revenue per user

Answer 15

total revenue/users

Question 16

what retail KPIs reflect

Answer 16

how successfullt the site is at selling products

Question 17

retail KPIs

Answer 17

sessions
conversion rate
revenue per purchase
revenue per sessions

Question 18

a website can increase the amount of money it makes from each transaction by

Answer 18

1. enticing shoppers to purchase additional items
2. enticing shoppers to purchase higher-priced items

Question 19

lead generations KPIs

Answer 19

users
conversion rate
close rate
closed deal value
revenue per session

Question 20

close rate

Answer 20

percentage of leads that convert into revenue for the company

Question 21

Goals for a media site

Answer 21

generate traffic and keep visitors engaged

Question 22

Media KPIs

Answer 22

sessions
pages per session
average engagement time
conversions

Question 23

Social Media KPIs

Answer 23

new account sign ups (Conversions)
Posts/Pins/Tweets
Likes/Re-posts
average time on site

Question 24

search engines goal

Answer 24

provide the best list of content possible to users so they can find the best content AKA generate a user exit

Question 25

Search engine KPIs

Answer 25

Searches conversion rate pages per session

Question 26

after calculating revenue per sessions your decisions should be...

Answer 26

If profit per session is high, bring more traffic If profit per session is low, improve conversion

Question 27

traffic from social media typically comes from which sources

Answer 27

1. content created by the company 2. content created or shared by other social media users 3. advertising on a social media platform

Question 28

gold standard in social media

Answer 28

to generate a large amount of visitors from sharing

Question 29

segmentation

Answer 29

methof of dividing customers into groups that differe in meaningful and actionable way

Question 30

last click attribution

Answer 30

full credit for a customers action is given to the source that most recently brough the customer to the site for a purchase

Question 31

data driven attribution

Answer 31

tool that uses algorithms to calculate the return on ad spend of various advertising channels through counterfactual comparisions

Question 32

counterfactual

Answer 32

a what if comparison

Question 33

whats the most reliable way to measure the effectiveness of advertising

Answer 33

to conduct a carefully controlled experiment