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Interactive Marketing > Leistungskennziffern > Flashcards

Leistungskennziffern Flashcards

1
Q

Nutzen von KPIs

A

Lerneffekt aus Maßnahmen
Benchmarking
Prognosen

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2
Q

Brutto KPI

Netto KPI

A

Brutto KPI = KPI bezogen auf alle Visitors

Netto KPI = KPI bezogen auf eine einzelne Person

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3
Q

Click Through Rate

A

CTR = Clicks / Impressions

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4
Q

Conversion Rate

A

CVR = Kunden / Visitors

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5
Q

Erhebung von Kennzahlen

A

URL: Quelle, Medium, Kampagne, Inhalt

Social Media: Likes, Shares, Comments, Follower

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6
Q

Gross Rating Points

A

GRP: Anteil Brutto Reichweite im Verhältnis zur gesamten Zielgruppe

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7
Q

eTKP

A

effektiver Tausender Kontaktpreis: Berücksichtigt alle Kosten, auch Herstellungskosten & Organische Reichweite

(Mediabudget + Produktionsbudget) / (Gesamte Reichweite / 1000)

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8
Q

TKP

A

Mediabudget / (bezahlte Reichweite / 1000)

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9
Q

CPC

A

Mediabudget / Clicks

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10
Q

eCPC

A

(Mediabudget / Produktionsbudget) / Clicks

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Interactive Marketing (8 decks)

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