Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

digital marketing and analytics > extra > Flashcards

extra Flashcards

1
Q

TOFU

A

awareness

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

MOFU

A

consideration

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

BOFU

A

conversion

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

digital marketing funnel and or journey 5

A

awarensess, consideration, conversion, loyalty, advocacy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

TOFU what to do 4

A

SEO, Social media marketing, Pay per click ads
click throughs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

prospects

A

(50%) of leads. people who respomnd

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

MOFU what to do

A

bounce rate, content readers, leads

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

BOFU what to do

A

prospects, conversions, repeatss, advocates

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

leads

A

people who opt in via form

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Rule Based Techniques: Calculating Attribution Value

A

deze oefenene

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

) On-Site Data

A

what you see on website: available and visible to anyone. extracted through: data/web scraping

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Clickstream/Session Data

A

traffic on website-app: what, when and how people do online – not visible to visitor (i.e: Google Analytics)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Online CRM data >

A

customer’ online history with the firm (i.e: purchases, demographics, etc.)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what is #1 priotity for marketing professionals and has the most gaps=

A

multitouch attribution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

A TOUCHPOINT can have three roles in a customer journey

A

NTRODUCTION, ASSIST, AND CONVERSION

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Loyalty-Loop

A

Shorter-Faster journeys with a shorter search-consideration stage where customers know what and how to do – maybe not at the first time but when you are back again for a repeat-purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

stages customer journey Hedonic purchases

A

consumers use social media and on-site product pages as early as two weeks before the final purchase.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

stages customer journey; utilitarian products

A

consumers use third-party reviews up to two weeks before the final purchase and make relatively greater usage of search engines, deals, and competitors’ product pages closer to the time of purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Touchpoint shape up hedonic products 3

A

(1) embrace social media and (2) monitor on-site product page views. (3) on-site product pages are leveraged extensively at the beginning of the journey and start to reduce before the purchase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

touchpoint shape up utilitaraian poducst 2

A

(1) benchmark price and product, due to intensive use of third-party reviews and (2) prioritize search engine marketing (SEM)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

cannibalistic cross-channel effects example

A

IN STORE SALES stops due thugh online salee

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

mixed mode journeys

A

combination of offline jurney and online jourey

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

example advertising spillover effect

A

ad impession zorgt voor more searchs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

social sales effectiveness berekenen

A

number of sales from soical channels / total sales

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
website placement
digital media placement is the process of choosing and purchasing placements for ads on digital channels, such as websites and apps.
26
virality rate percentage berekenen
shares/impressions x 100
27
Unstructured Data: Concurrent Representation:
each facet respresetns a differen phenomena at the same time. a review represents a valence and a topic
28
amplification rate
shares/posts
29
2 examples of how to cluster images
Example 1: Clustering of social media images based on different dimensions (dichotomies) - healthy / unhealhty Example 2: McDonalds Social Data: Images are clustered (through visual processor) for further analysis. - plaatjes lijken op elkaar
30
if u want to know the active engagement of your social media, you should use 3 etrics
conversation rate, amplification rate, applause rate
31
Tekst Data Analysis: classifiers
group or tag data into a defined category (by sentiment, emotion, topic, etc.). voorbeeld: super fast service = positive
32
Tekst Data Analysis Extractors
: retrieve pieces of information (like keywords, entities, phrases, numbers, etc.)
33
difference supervised and unsupervised learning
Supervised learning uses labeled datasets, whereas unsupervised learning uses unlabeled datasets. By “labeled” we mean that the data is already tagged with the right answer. unsupervised does itself
34
The Impact of Image on twitter and instagram 3
(Mere) presence of an image has a positive impact on customer engagement on Twitter High-quality and professionally shot pictures lead to higher engagement on Instagram and Twitter Presence of human face and image–text fit can lead to higher user engagement on Twitter but not on Instagram.
35
The Impact of Social Media Images on Consumer “Likes” results feature complexity and design complexity
Inverted u-shape between feature complexity and consumer liking Regular u-shape relationship between design complexity and consumer liking.
36
textual data: multi-layered based tools look at 3 factors
1 Valence positivity-negativity 2 Subjectivity (Emotionally) to what extent the tekst is factual or subjective: emotion-opinion based 3 Polarity (Extremity) how strong the positivity in (1) is expressed
37
Textual Data Auditory Non-Verbal Communication: example
tempo: looooong, emphasis: happy!!!! ryth,: i, gues, ill, go
38
textual data: Visual Non-Verbal Communication: example
emoticns :), thumbs up emoi, dancing lady emotie
39
Textual Data: 3 Tactile Non-Verbal Communication: example
bodily/haptic touch: slap, punch, kiss, hugs. tactile eoji: people hlding hands
40
Topic Models waht do they do?
s extracts and classifies (clusters) the prominent TOPICS mentioned in a textual data (reviews, social media posts etc) They are also used to segment-cluster the essential topics in Social Media, Customer Service Lines and Online Reviews.
41
Which factors do have the most impact on perceived helpfulness of a customer-user review?
Central/Latent (Content) factors such as: argument quality, reviwe valende
42
Ad group: Definition
An ad group contains one or more ads that share similar targets.
43
Ad Rank Score formule
A (CPC Bid X 0,5) X (Quality Score X 0,4) X (Ad Extensions Score X 0,1)
44
why would a firm do a exact keyword match?
exact match gives the firm the most control over who sees their ad.
45
Google Quality Score 3 factors
Expected CTR: Ad Relevance: Landing Page Experience:
46
SEA: Effect on Customer Lifetime Value and why? (2)
Customers acquired through paid search has HIGHER Customer Life Time Value than other customers not-acquired by google paid search. 1 Extremely/Knowledgeable – Targeted 2 The opposite: Less tech-savy. I.E. Senior people with less online experience
47
why would a firm choose for borad match keyword option
atract more visitors, less time buildign keyword lists
48
SEA limitations 4
A not effective for raising awareness in genral. 2. depending on potential customers to inititate search restricted for cases who are new 4. SEO is potentially costly and less flexible
49
when is SEO most expensive and when least?
SEO is also associated with higher costs at the initial stages (website building, development, content creation etc) – but then when the website has its content & traffic these costs sharply decrease in further stages.
50
Perceived Reviewer Effort is highest for
> Highest for moderate arousal and utilitarian products.
51
: Search Stage consist of
all pre-purchase activities a customer is engaged with while searching for a product but also whilecomparing the products, obtaining and collecting information about products and services.
52
Rankbrain chooses rank for seo by 3 factors
Click through rate Bounce rate Dwell time
53
keywords and click behavior
click actvity after keyword search is low and heavilu concentrated on the organic list searches of less popular keywords are associated with more clicks per search and a larger fraction of sponsored clicks--> customers more effort and closer to a purchase so more targetable for sponsored search adveising
54
Meta Path based approaches
combine content (item) filtering and collaborative (user) filtering
55
why would people download app? best platform controlled mobile app variable free: paid
appearance in top chart free: whole life cyccle paid: early in life cycle
56
what is critical for the early stages of an mobile app?
gaining attention --> app platform users very critical
57
example drives for downloading app platform: user: developper:
platform: featured lists, top apps charts user:wom valence and volume developper: updates, price/discutn
58
WOM apps
importatn for paid and free but more importatn for paid
59
logistic regression output waar op letten (2)
Sig values as in multiple regression shows which are significant ii) Exp(B) –Odds Ratio shows us what is the most influential touchpoint
60
Y: outcome variable is metric we use
multiple linear regression
61
Y: outcome variable is discrete/nominal
logistic regression
62
Linear regression: output understanding 4 steps
1: significant 2: unstandardized beta: absolut impact of eacht touchpoint 3: standardized beta: to compare x variables: who has strongest impact 4 interaction effect
63
Unstandardized Beta coefficients example
: One more (increase) click on our Facebook ads is likely to increase our sales per person 17,683 € per year.
64
standardized beta coefficients example
Being a GOLD member of the Loyalty Program seems to have the STRONGEST impact on sales:
65
logistic regression: odds ratio tells us:
expB: Organic Search results are X 365 times more likely to convert (buy) in comparison to

digital marketing and analytics (9 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions