Chapter 3

Question 1

Shallow sessions

Answer 1

People who only looked at a few pages, mainly the homepage and information page.

Question 2

What does clickstream data include?

Answer 2

• The time at which the person entered the website.
• All the pages the person has viewed during this ‘session’.
• The amount of time spent on each page.

Question 3

Clickstream data

Answer 3

(browsing data) (click paths of customers).

It is the route that visitors choose when clicking or navigating through a website.
It is a datafile showing all steps a customer took on either multiple websites, or one website, or the apps a person opens on its mobile.

Question 4

Phases of journey and the targeted channels

Answer 4

1. Awareness: radio, tv, print, email, online ads.
2. Consideration: direct email, media, reviews, blogs.
3. Purchase: website, store, e-commerce.
4. Retention: community forum, faq.
5. Advocacy: newsletter, promotions, blog.

Question 5

McKinsey

Answer 5

Customer journey model that sees the journey as a continuous process.

Question 6

Two types of customer journeys

Answer 6

AIDA: customer journey is a funnel.
McKinsey: customer journey is a continuous process.

Question 7

Customer journey

Answer 7

Complete sum of experiences that customers go through when interacting with a company or brand.

Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.

Question 8

Stages of AIDA

Answer 8

1. Awareness
2. Interest
3. Desire
4. Action

Question 9

AIDA model (explanation)

Answer 9

A model (funnel) that describes the four stages where customers can go through when being exposed to an advertisement.

Question 10

What is important when trying to win market share in a market of homogeneous products?

Answer 10

Scoring high on price comparison sites (thus lowering prices, or offering other advantages that other companies do not have), since the product itself does not vary. (e.g., same iPhone offered by multiple companies).

Question 11

Disadvantage of offering customers a high discount

Answer 11

It reduces the customer lifetime duration significantly due to higher churn.

Question 12

Advantage of offering customers a high discount

Answer 12

You will get a high rank on the price comparison sites.

Question 13

Customer Equity (CE)

Answer 13

The sum of all CLVs (Customer Lifetime Value)

Question 14

Customer Lifetime Value (CLV)

Answer 14

A measurement of how valuable a customer is to your company, not just on a purchase-by-purchase basis, but across the whole relationship.

Question 15

How important are (movie) reviews in the purchase decision?

Answer 15

Reviews by critics have a positive impact in the week the movie is released.
Reviews by amateurs have a positive impact in the week after the movie is released.

Online reviews thus have a positive impact on consumer behaviour as well as on the effectiveness of marketing.

Question 16

Reasons why the movie industry is an interesting and widely used industry to conduct (marketing) research:

Answer 16

• Box office revenue freely and publicly available.
• Many movies are made each year.
• Amount of theaters showing the movie is known (distribution).