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digital marketing and analytics > extra > Flashcards

extra Flashcards

1
Q

TOFU

A

awareness

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2
Q

MOFU

A

consideration

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3
Q

BOFU

A

conversion

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4
Q

digital marketing funnel and or journey 5

A

awarensess, consideration, conversion, loyalty, advocacy

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5
Q

TOFU what to do 4

A

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

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6
Q

prospects

A

(50%) of leads. people who respomnd

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7
Q

MOFU what to do

A

bounce rate, content readers, leads

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8
Q

BOFU what to do

A

prospects, conversions, repeatss, advocates

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9
Q

leads

A

people who opt in via form

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10
Q

Rule Based Techniques: Calculating Attribution Value

A

deze oefenene

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11
Q

) On-Site Data

A

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

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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)

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13
Q

Online CRM data >

A

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

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14
Q

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

A

multitouch attribution

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15
Q

A TOUCHPOINT can have three roles in a customer journey

A

NTRODUCTION, ASSIST, AND CONVERSION

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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

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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.

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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

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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

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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)

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21
Q

cannibalistic cross-channel effects example

A

IN STORE SALES stops due thugh online salee

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22
Q

mixed mode journeys

A

combination of offline jurney and online jourey

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23
Q

example advertising spillover effect

A

ad impession zorgt voor more searchs

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24
Q

social sales effectiveness berekenen

A

number of sales from soical channels / total sales

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25
Q

website placement

A

digital media placement is the process of choosing and purchasing placements for ads on digital channels, such as websites and apps.

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26
Q

virality rate percentage berekenen

A

shares/impressions x 100

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27
Q

Unstructured Data: Concurrent Representation:

A

each facet respresetns a differen phenomena at the same time. a review represents a valence and a topic

28
Q

amplification rate

A

shares/posts

29
Q

2 examples of how to cluster images

A

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
Q

if u want to know the active engagement of your social media, you should use 3 etrics

A

conversation rate, amplification rate, applause rate

31
Q

Tekst Data Analysis: classifiers

A

group or tag data into a defined category (by sentiment, emotion, topic, etc.). voorbeeld: super fast service = positive

32
Q

Tekst Data Analysis Extractors

A

: retrieve pieces of information (like keywords, entities, phrases, numbers, etc.)

33
Q

difference supervised and unsupervised learning

A

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
Q

The Impact of Image on twitter and instagram 3

A

(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
Q

The Impact of Social Media Images on Consumer “Likes” results feature complexity and design complexity

A

Inverted u-shape between feature complexity and consumer liking
Regular u-shape relationship between design complexity and consumer liking.

36
Q

textual data: multi-layered based tools look at 3 factors

A

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
Q

Textual Data Auditory Non-Verbal Communication: example

A

tempo: looooong, emphasis: happy!!!! ryth,: i, gues, ill, go

38
Q

textual data: Visual Non-Verbal Communication: example

A

emoticns :), thumbs up emoi, dancing lady emotie

39
Q

Textual Data: 3 Tactile Non-Verbal Communication: example

A

bodily/haptic touch: slap, punch, kiss, hugs. tactile eoji: people hlding hands

40
Q

Topic Models waht do they do?

A

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
Q

Which factors do have the most impact on perceived helpfulness of a customer-user review?

A

Central/Latent (Content) factors such as: argument quality, reviwe valende

42
Q

Ad group: Definition

A

An ad group contains one or more ads that share similar targets.

43
Q

Ad Rank Score formule

A

A
(CPC Bid X 0,5) X (Quality Score X 0,4) X (Ad Extensions Score X 0,1)

44
Q

why would a firm do a exact keyword match?

A

exact match gives the firm the most control over who sees their ad.

45
Q

Google Quality Score 3 factors

A

Expected CTR: Ad Relevance: Landing Page Experience:

46
Q

SEA: Effect on Customer Lifetime Value and why? (2)

A

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
Q

why would a firm choose for borad match keyword option

A

atract more visitors, less time buildign keyword lists

48
Q

SEA limitations 4

A

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
Q

when is SEO most expensive and when least?

A

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
Q

Perceived Reviewer Effort is highest for

A

> Highest for moderate arousal and utilitarian products.

51
Q

: Search Stage consist of

A

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
Q

Rankbrain chooses rank for seo by 3 factors

A

Click through rate
Bounce rate
Dwell time

53
Q

keywords and click behavior

A

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
Q

Meta Path based approaches

A

combine content (item) filtering and collaborative (user) filtering

55
Q

why would people download app?
best platform controlled mobile app variable
free:
paid

A

appearance in top chart
free: whole life cyccle
paid: early in life cycle

56
Q

what is critical for the early stages of an mobile app?

A

gaining attention –> app platform users very critical

57
Q

example drives for downloading app
platform:
user:
developper:

A

platform: featured lists, top apps charts
user:wom valence and volume
developper: updates, price/discutn

58
Q

WOM apps

A

importatn for paid and free but more importatn for paid

59
Q

logistic regression output waar op letten (2)

A

Sig values as in multiple regression shows which are significant
ii) Exp(B) –Odds Ratio shows us what is the most influential touchpoint

60
Q

Y: outcome variable is metric we use

A

multiple linear regression

61
Q

Y: outcome variable is discrete/nominal

A

logistic regression

62
Q

Linear regression: output understanding 4 steps

A

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
Q

Unstandardized Beta coefficients example

A

: One more (increase) click on our Facebook ads is likely to increase our sales per person 17,683 € per year.

64
Q

standardized beta coefficients example

A

Being a GOLD member of the Loyalty Program seems to have the STRONGEST impact on sales:

65
Q

logistic regression: odds ratio tells us:

A

expB: Organic Search results are X 365 times more likely to convert (buy) in comparison to

digital marketing and analytics (9 decks)

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