MKTG 442 Final Flashcards
1
Q
What is IRI
A
A company that provide powerful sales and shopper information - mainly to CPG, healthcare and retail companies
2
Q
Intelligence data supplied (1)
A
- Market Performance & Strategy
- Consumer & Shopping
- Analytics & In-Market Execution
- Retail
- Data & Research
3
Q
Intelligence data supplied (2)
A
- Basic Sales Data
- Consumer & Shopping
- Analytics & In-Market Execution
- Store Level & Merchandising Insights
- Attitude Link - New Product Research
4
Q
IRI Diary Panel Data provides?
A
a full profile of useres that buy your product or your competitors product
5
Q
EX: If Matrixx buys IRI Panel Data, what will they know
A
Zicam’s purchasing HH’s
* Skew Female
* White Collar/Managerial
* Affluent
* Well educated
6
Q
How many consumer households continually provide information about their purchases
A
60,000
7
Q
How do IRI Consumer panelists record all their purchases intended for personal, in-home use
A
They use in-home scanners
8
Q
What information do consumers provide about their households
A
- What products they buy
- When and where they make purchases
9
Q
E-Commerce Solutions
A
- Identifies how shoppers are behaving online
- Provide a 360-degree view of the e-commerce universe and its retailers
- Helps companies know exactly where to invest to drive growth online
10
Q
How is IRI information collected
A
Clerk scans, UPC info price and quantity. Information is then stored in database. IRI accesses this information and then sell directly to companies that subscribe to IRI
11
Q
Major IRI Categories
A
- Distribution type
- Region
- Time Frame
- Category/Brand Type
- Other Various Measures
12
Q
Distribution Type
A
Multi-Outlet Geography
13
Q
Multi-Outlet Geography
A
- Beyond traditional grocery, drug and mass merchandise coverage
- Now includes dollar and club channels, Walmart and military commissaries
14
Q
Region Type
A
- Pacific West
- Mountain West
- Southwest
- Midwest
- Southeast
- Mid-Atlantic
- Northeast
15
Q
Timeframe
A
- Generally 2 years available in database
- Broken into periods by Weeks
- Customizable periods
16
Q
What are the time frames when broken into periods by weeks?
A
- 52 weeks
- 26 weeks
- 12 weeks
- 4 weeks
- Individual weeks
17
Q
Category/Brand/Type EX
A
Category: OTC Cough/Cold/Allergy/Zinc
Brand: Zicam Cold Remedy Level
Type Level: Nasal Gel
Type Level: Oral Mist
Type Level: Chewables
18
Q
What are the 4 measures?
A
- Dollar Sales Volume
- Unit Volume
- Distribution Metrics
- Pricing Metrics
19
Q
Dollar Sales Volume
A
Unit selling price x total units sold
20
Q
Unit Volume
A
The total number of actual units sold
21
Q
Changes in sales volume can be
A
- Distribution related
- Velocity related
22
Q
Distribution Related
A
- add more stores/subtract stores
- OOS/Inventory Related
23
Q
Velocity Related
A
- Price
- Merchandising/Promotion/Advertising
- Awareness/Image
- Competition
24
Q
All Commodity Volume (%ACV Weighted Distribution)
A
is a Distribution Variable
25
What is % ACV Weighted Distribution
* distribution, weighted by the size of the store
* adjusts for the fact that not all stores see same consumer traffic
26
Our story
a brief overview of the company history
27
Logistics
pallet weight, # cases per pallet, Bottle Price to Consumer
28
Growth Trends
a couple of charts showing the growth of teh oxygenated water category
29
Consumer Marketing Plan
showing a high-level overview of the ecosystem
30
What is Our Story, Logistics, Growth Trends, and Consumer Marketing Plan all part of?
Sales Strategy Architecture
31
3 tenets of demand generation
* PPC (Immediate Exposure)
* SMM (Ongoing Communication)
* SEO (Long Term Visibility)
32
PPC
Pay Per Click Advertising
33
What are the benefits of PPC
* Immediate Visibility in Search Engines
* Direct Demand Generation Channel
* Controlled Ad Messaging
* Ability to Test & Refine Campaigns Quickly
34
SMM
Social Media Marketing
35
What are the benefits of SMM
* Establish One-on-One Connections with Target Markets & Key Influencers
* Real-Time Feedback and Market Research
* Create/Enhance Relationships with Customers & Partners
36
SEO
Search Engine Optimization
37
What are the benefits of SEO
* Be Found Consistently in Trusted Organic Search Results
* Greater Leverage for Launching Future Content Marketing Initiatives
* Create a Platform for Testing New Marketing Opportunities
38
What is PPC?
Pay-per-click is the placement of a small "Ad" on the search results page for a specific keyword or keywords in return for a specific payment when a visitor actually clicks on your ad
39
How do you pay for PPC?
Pay nothing to appear on the results page per se; you only pay the amount you have agreed to (or bid for) when someone actually clicks on your ad and is taken to your Shutters web site
40
A PPC campaign is a quick way for what?
To drive sales to the brand's web site in a cost efficient manner
41
What does PPC gain for the brand?
Top positioning for certain keywords
42
PPC is what? (4 answers)
Flexible, measurable, accountable and fully scalable
43
Why use PPC?
* Increase revenue
* increase overall visibility
* Capture leads
* Ensure prominence on the first page of search results
44
What is the single most popular PPC advertising system?
Google AdWords
45
The AdWords platform enables
businesses to create ads that appear on Google's search engine and other Google properties
46
What are the elements involved in a PPC campaign
* Campaign
* Ad Groups
* Keywords Bidding
* Ads
* Placement
* Your Web Site/Landing Pages
* Quality Score
* Reporting/Google Analytics
47
Campaign
a set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings
48
Campaigns are often used to
organize categories of products or services that you offer
49
Your AdWords account can have
one or many ad campaigns running
50
Each campaign consists of
one or more ad groups
51
Ad Groups
contain one or more ads which target a shared set of keywords
52
Each campaign is made up
of one or more ad groups
53
Give an example how ad groups can be used to organize ads by a common theme
Halloween Home Decor or New Halloween Costumes or Halloween Costumes for Kids
54
Keywords
words or phrases describing your product that you choose to help determine when and where your ad can appear
55
Keywords you choose are used
to show your ads to your target audience
56
Google Keyword Planner
a tool that helps to build new Search Network campaigns or expand existing campaigns
57
Broad match
Ads may show on searches that relate to your keyboard - loose matching
58
Phrase match
Ads may show on searches that include the meaning of your keyword - moderate matching
59
Exact match
Ads may show on searches that are the same meaning as your keyword - tight matching
60
Cost-Per-Click (CPC)
refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns
60
Two key elements you should know are
* Cost-Per-Click
* Cost-Per-Acquisition
61
Most PPC campaigns are based
on a CPC model
you say "ill pay $1.50 mac for each click on my ad" The engines will then serve your ad according to other mac CPC's
62
CPC varies for each keyword
based on the competitive landscpaes
63
CPC Bid
Choose between manual bidding (you choose your bid amounts) and automatic bidding (you set a target daily budget and AdWords system automatically adjusts your max
64
Who bids on you behalf and what is the goal?
CPC and the goal of getting you the most clicks possible within that budget
65
With manual bidding what are the rules
You set one maximum CPC bid for an entire ad group, but can also set different bids for individual keywords
66
How is Ad Ranking determined
position is determined by how much an advertiser is willing to pay
67
What is also taken into effect when determining position?
Quality score
68
Quality Score
reported on a 1-10 scale and its components include expected click through rate, ad relevance, and landing page experience
69
The more relevant your ads and landing pages are to the user
the more likely it is that you'll see higher Quality Scores
70
Higher quality ads can lead to
lower prices and better ad positions
71
Quality Score depends
* Your click-through-rate (CTR)
* The relevance of each keyword to its ad group
* Landing page quality and relevance
* The relevance of your ad text
* Your historical AdWords amount
72
Cost-Per-Action
a metric that measure how much your business pays in order to attain a conversion
73
Cost-Per-Action, you choose a price you are
willing to pay for a certain action on your site, such as "request more info" or "contact form submission"
74
What is the most important aspect of a PPC campaign?
Writing Ads
75
Writing Ads
you have a few words to convince a user you have the exact product/service they are looking for
76
Reminders for Writing Ads
* keep information concise but descriptive
* include a call to action in the ad: click here, try now, order online or sign up
* test different offers
* include top keywords in the ads
77
General text ad limits
* Headline: 25 Characters
* Display URL: 35 Characters
* Description Line 2: 35 Characters
78
Guideline for Writing Ads
* Do NOT use your competitors name or trademarked phrases within the ad
* Do NOT use all capital letters
* Do NOT use words like "best" or "better" of #1
* Use exclamation points sparingly
79
Landing page
a standalone web page, created specifically for the purposes of a marketing or advertising campaign
80
Microsites
where a visitor "lands" when they have clicked on a Google AdWords ad or Facebook ad etc
81
Landing pages are designed with a single focused objective...
Call to Action (CTA)
82
Landing page experience is one of the several factors that helps determine
a keyword's Quality Score
83
The experience of a landing page is represented by
usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page
84
Google Analytics provides
in-depth reporting on how people use your website
*can use to learn what people do after click your ads*
85
Google Analytics shows you how
people found your site and how they explored it which allows you to optimize the content and user experience based on the data
86
Using Google Analytics and AdWords together, you can learn about what customers
do on your site after clicking your ad and in return improve your customers experience on your website, which in turn can help you increase conversions ( like sales and sign-ups) and your overall return on ad spend (ROAS)
87
Acquisition Overview section of Google Analytics enables
you to keep an eye on traffic sources
88
Bounce rate
the number of users that enter your site, then leave after viewing just a single page (or custom settings)
89
A conversion occurs
when a user takes a specific action that you have set-up as a goal
90
Audience reports
provides insight into characteristics of your users
91
Characteristics of audience reports
* Audience Overview
* Lifetime Value
* Cohort Analysis
* Demographics
* Interests
* Geography
* Behavior
* Technology (Browser/OS)
* Mobile (Devises)
92
Lifetime Value (LTV)
the prediction of the value a customer will have over there lifetime with your company or brand - an estimate or average
93
With LTV you can determine
a profitable allocation of marketing resources to the acquisition of those users
94
Website Development Process
1. Discovery & Strategy
2. User Experience
3. Creative Development
4. Front End & Back End Coding
5. Q&A
6. Launch & Optimization
95
Immersion, Discovery & Strategy: The Team
* The Creatives
* The Suites
* Developers
* Project Manager
96
Immersion, Discovery & Strategy: Objectives, Research, Insights
* Corporate Goals/Project Goals
* Key Stakeholder Interviews
* Competitive Analysis
* Category Trends - mobile/usage/pricing/packaging, marketing, acquisition, distribution
* Target Audience Analysis -
search trends & seasonality
* Brand Positioning
* Google Analytics
97
IA & User Experience: The Team
* Creative Team
* Account Team
* Developers
* Project Manager
97
IA & User Experience: Tasks & Deliverables
* User Persona creation
* Site Map -
IA
* Wireframes
* User Flow Diagrams, User Pathways -
Sketches --> PSD
* Content Management Planning
98
Concepting/Web Design: The Team
* Creative Team
* Account Team
* Developers
* Project Manager
99
Concepting/Web Design: Web Design
* PSD or AI Based
* User Friendly
* Performance Based
* Engaging
* Beautiful
100
Front-End Coding: The Team
* Digital Creative Team
* Account Team
* Developers
* Project Manager
101
Front-End Coding: Key Pillars
* HTML
* CSS
* JavaScript
102
Back-End Development: Solutions
* PHP
* ASP
* .NET
* CGI
* Apache
103
Back-End Development: CMS
* WordPress
* Drupal
* Magento
104
Back-End Development: Team Members
* Back-end Developer
* Front-end Developers
* Project Manager
105
Back-End Development: E-commerce Solutions
* Volusion
* Shopify
* Big-Commerce
* Fortune 3
* Go Daddy Quick Shopping Cart
106
Quality Assurance & Testing
* Registration Form
* Login Form
* Search
* Contact Us Form
* Subscription Form
* Media Uploading & Downloading
* Check-out
* Devises
* Content & Style
* SEO
* Security
* Performance
107
Inbound Marketing
Strangers -> Visitors -> Leads -> Customers -> Ambassadors
108
Attract
AdWords
Facebook
Microblogging
109
Convert
Microsites
Contact Form
Phone Number
110
Close
Salesforce Data
E-mail
Sales Team
111
Nurture
Qualtrics
Targeted Content
Social Listening
112
Content marketing is the art of
communicating with your customers and prospects WITHOUT selling (non-interruption marketing)
113
Instead of pitching your products or services
you are delivering information that makes your buyer more intelligent
114
The essence of this content strategy is the belief that if we
as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty
115
Goal with content marketing is
to become more than just a solutions provider
116
a strong, consistent content strategy will position a brand as
a subject matter expert and trusted resource for consumers
117
Content marketing will provide a company with the opportunity to
engage and educate consumers about relevant topics, not the company's products, while building a trusted relationship
118
the trust factor will ultimately lead to
consumer loyalty and long-term brand enrollment lift, customer satisfaction and long-term relationships
119
Content Marketing Strategy: Plan
Goals
Strategy
Buyer Personas
Buyer Journey
Matching Content to Channels
120
Content Marketing Strategy: Create
Map Content to Buyer Personas
Create Content that - educates, is easy-to-consume, informs and entertains
Matching Content to Channels
121
Content Marketing Strategy: Distribute
Create a content calendar
Distribute according to calendar
122
Content Marketing Strategy: Analyze
Determine Metrics and KPIs
Create testing parameters and carry out tests
Measure and Refine
123
A content strategy needs to be
Relevant (Plan) + Efficient & Effective (Create, Distribute) + Continually Optimized (Analyze)
124
This is a crucial first step in "Plan"
developing a robust target description and profile
125
what are 3 buyer personas
* Young + cost-conscious
* Discerning digitial native
* time-pressured parent
126
Describe young + cost-conscious
fitness-focused millennials seeking value
shop + save
127
Describe discerning digital native
highly engaged young professionals online health users
online + onboard
128
describe time-pressured parent
busy gen x looking for convenience above all else
online + onboard
