Chapter 9 Flashcards
What is Digital Marketing Analytics?
The practice of measuring, managing, and analyzing digital marketing performance to maximize effectiveness and optimize ROI.
What are common analytical methods used in digital marketing?
Analyze patterns, trends, and relationships in online behavior. Targeting and personalization.
Define Micro-Moment Analysis.
Intent-driven moments when decisions are made, such as learning, discovering, and buying.
List the types of Micro-Moments.
- Evaluate purchases in the moment
- Gain product usage confidence
- Set goals or solve problems quickly
- Try new experiences while on-the-go
- Seek human touch during new activities
What is Anecdote Analysis in campaign analysis?
Verbal relationship between a digital media activity and a sale.
What does Correlation Analysis identify?
Patterns between variables, such as digital media behavior vs. another activity.
What is A/B Testing?
Compare two variations to determine the better-performing one.
What is Multivariate Testing?
Test multiple variables simultaneously.
What is Predictive Analytics?
Predicts future outcomes using historical data and patterns.
List applications of Predictive Analytics.
- Customer relationship management
- Fraud detection
- Identifying the most effective digital media combinations
What are the two techniques of Predictive Analytics?
- Predictive (Supervised Learning)
- Descriptive (Unsupervised Learning)
What are some techniques used in Predictive Analytics?
- Decision Trees
- Regression
- Clustering
- Association Rules
How does Amazon use Predictive Analytics?
Suggests products based on browsing history.
What does Marketing Mix Evaluation require?
Different objectives require different metrics.
How to measure a Multichannel Marketing Strategy?
Define ROI, Focus on Attribution, Use marketing technology, Keep a close eye on data, Holistic Overview.
Fill in the blank: Different objectives require different _______.
metrics
True or False: A/B tests are used to compare multiple variables at the same time.
False
What is the significance of focusing on Attribution in multichannel marketing?
Identify key touchpoints that drive success.
What role does marketing technology play in multichannel marketing strategies?
Use platforms to centralize data.
What should marketers keep a close eye on to identify best-performing channels?
Data
What does a holistic overview in marketing analysis involve?
Analyze combined marketing impact.
