Learning objective for Unit 6 (Unconfirmed answers)

Question 1

Describe ways to evaluate digital marketing strategy.

**Unconfirmed answer.

Answer 1

1. Marketing Objective
2. Importance of Marketing Metrics
3. ROI
4. Importance of a Website for Marketing
5. Types of Website Traffic
6. Website Metrics and Terms
7. Reach
8. Impressions
9. Clicks
   10.Click-Through Rate (CTR)
10. Cost-Per-Thousand Impressions (CPM)
11. Cost Per Click (CPC)
12. Users
13. New User
14. Session
15. Pageviews (PVs)
16. Pageviews per session
17. Average Session Duration
18. Bounce Rate
19. Drop Off (Exit) Rate
20. Leads
21. Sales Transactions
22. Conversions
23. Conversion Rate / Online Conversion Rate
24. Cost Per Conversion
25. Goals
26. Average Order Value (AOV)
27. Channel ROI / Marketing Campaign ROI
28. Lifetime Customer Value (LCV)
29. Cost per Lead
30. Customer Acquisition Cost (CAC) / Cost per Acquisition (CPA)
31. Cost-per-Click (CPC) / Average Cost-per-Click (Avg CPC)

Question 2

Explain common types of digital marketing and web traffic key performance indicators (KPI).

**Unconfirmed answer.

Answer 2

• Reach
• Impressions
• Clicks
• Click-Through Rate (CTR)
• Cost-Per-Thousand Impressions (CPM)

Question 3

Explain common ways to calculate return on investment (ROI) in digital marketing.

**Unconfirmed answer.

Answer 3

ROI = [(Revenue –Cost of goods sold) / Cost of goods sold] x100%

Question 4

Explain common types of metrics to measure ROI.

**Unconfirmed answer.

Answer 4

• Brand Awareness Metrics
• Email Marketing Metrics
• Really Simple Syndication / Rich Site Summary (RSS) Metric
• App Downloads Metric
• Subscriptions Business Metric
• Content Marketing Metrics