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digital marketing and analytics > W4 L1 > Flashcards

W4 L1 Flashcards

1
Q

Review/Rating analytics refers to

A

to sophisticated analysis focusing on CAUSAL relationships

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2
Q

atings & Review Analytics: Start with Asking a Relevant Question 3 examples

A

What happens when a firms increase by one star (4 to 5) ?
* What is the impact of my online reviews’ sentiment score from positive (7) to very positive (9) ?
* To what extent my hotel’s bookings are influenced by online customer reviews ? Should I really focus on improving my review scores?

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3
Q

Online Reviews: Review Components examples

A

Customer Textual Review-Comment * Actual Star-Score rating: (1-5 stars or 1-10 points) * Total number of reviews (ratings) * Timing of reviews: (recency, day-night, weekdays vs weekend) * Visual Elements (with/without, content of image) * Review Device: mobile vs non-mobile
* Location, Country, Status of Reviewers

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4
Q

Google = Largest review platformDoes it mean it is per-se the most influential one?

A

NO Specialized (yet smaller) platforms can bevery influential on customer decison in their fieldThink of Tripadvisor (Hotels),

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5
Q

On VIVINO: “4” implies a very good wine
On UBER platform: “4” is considered considerably (almost very) negative
It is always best to have a good understanding of

A

of the DISTRIBUTION of review scores on different platforms.

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6
Q

Knowing distribution is essential to decide your 3

A

analysis scale, transformations and statistical-regression model (UBER: 4 to 5)

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7
Q

analysis two step process

A

: (1) scraping and (2) sentiment analysis*

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8
Q

Reasons of Mismatch: between rating score and sentiment anlysis 3

A

PosiƟve/negaƟve keywords → decide senƟment analysis
Comparison of different product → wrong idenƟficaƟon
No posiƟve and negaƟve keywords → “Neutral”

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9
Q

Impact of Reviews: Mere Presence Matters 2

A

The purchase likelihood for a product with reviews is greater than the purchase likelihood of a product with no reviews.
For higher-priced products having reviews matter even more. The conversion (%) increase for high-priced products is higher w/ reviews

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10
Q

The review-rating scores have strong impact on

A

purchase probability.

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11
Q

Position Matters

A

Replacing a one-star review in position one (top position) by a five-star review increases purchase probability.

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12
Q

Reviews increase purchase probability especially when: 2

A

(1) Resolve uncertainty about product quality and when (2) they provide informationthat contrasts with other information displayed on the page

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13
Q

A Tricky Question: Do you think the positive reviews for I-Phone 13 positively effects the new model (I-Phone 14) or itself?

A

Research finds the positive reviews keep coming for older generation of products mainly helps in driving sales for the current generation – not themselves.Besides – this time not surprisingly – current generation + reviews negatively affects the sales of older generation product.

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14
Q

The positive impact of previous generation valence becomes stronger when 2

A

(1) as the uncertainty in reviews for the current generation increases
(2) when the current generation valence is high.

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15
Q

The positive impact of previous generation valence becomes weaker when 2

A

(1) as the uncertainty in reviews for the previous generation increases (2) when the current generation has been on the market for a longer time

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16
Q

Purchase likelihood typically peaks at … en begins to decrease as rting aproach …

A

Purchase likelihood typically peaks at ratings in the 4.0 - 4.7 range, and then begins to decrease as ratings approach 5.0

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17
Q

Negative reviews matter:

A

Most shoppers actively seek out negative reviews

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18
Q

Peripheral (Reviewer) Factors =

A

name, gender age total reviews etc

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19
Q

central manifest (content) factors

A

reviw rating, wrd count, reviw image

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20
Q

central latent factors (content)

A

message valence, comprehensiveness, reviw readablility ect

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21
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 (comprehensiveness, relevance to the experience) andreview valence,influence the helpfulnness of the reviews better and beyond (b) manifest content and (c) reviewer related factors.

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22
Q

what review is most helpful? low arousal, moderate arousal, high arousa;

A

Research results suggest that MODERATE Emotional Arousal leads to HIGHER perceived HELPFULLNESS.

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23
Q

Research results suggest that MODERATE Emotional Arousal leads to HIGHER perceived HELPFULLNESS. Psychological Explanation:

A

Readers may perceive reviewers who appear overly “relaxed” or “fired up” as less helpful, even when they have provided objectively useful information.Inferences on Perceived Reviewer Effort > Highest for moderate arousal and utilitarian products

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24
Q

do you have to respond for moe customer enagement? so yes how?

A

: Be responsive, respond fast with short-concise responses

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25
Q

Search Marketing Definition

A

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.

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26
Q

Search Stage: captures

A

captures the most touchpoint rich and longest phase in customer journeys for most industries.

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27
Q

e how “search keywords” can help us assess at what (activation) stage of her/his customer journey a customer is ! example audi

A

If a customer searches the keyword “Audi” we may think s/he is yet at initial stages – how about if s/he searches: “Audi A4 Avant 2020 Amsterdam”

28
Q

In contrast to traditional marketing – in Search Marketing

A

the custome rinitiates search process

29
Q

Online SEARCH behavior is a good predictor for online

A

PURCHASES.

30
Q

Search-Comparison Channels often are strongly influential on purchases: example

A

60% of the online insurance sales in the Netherlands is initiated, created or influenced by Independer.nl – on online comparison engine.

31
Q

Most Search Behavior though is not related to a purchase or product/service search intent hw many procent is?

A

Only 1-5% of Google search is directed to a purchase and another 10-15% is directed to a product/service pre-purchase effort.

32
Q

Search Engine Optimization (SEO)

A

Search engine displays results based on “relevance”: How do I make my website relevant for the searched keyword?

33
Q

Search Engine Advertising (SEA)

A

earch engine auctions its advertisement space. Position in search results determined mainly by “bid” and other factors. How much better is it to be #1 vs. #2? How much do I bid for someone searching “vacation Greece”?

34
Q

Search engine marketing =

A

seo + sea

35
Q

Why does it so much matter to have higher – preferably #1 ranking in organic search results ?

A

CTR drops from 33% to 9% while going from #1 to #3 in organic search results.

36
Q

SEO On-Page optimisation: 3

A

Keyword frequency and density
Keyword in headings/ in document name
Meta name description & keywords

37
Q

ODEO ff-Page optimisation: 3

A

Link anchor text contains keyword
Page assessed as a hub/as an authority
Social media, Press and Blog signals (newer ranking signal)

38
Q

The main end-goal seo on page and of page optimization

A

to have a higher position (#) in organic search results

39
Q

what is the main ranking algorithm for websites

A

google rankbrain

40
Q

RankBrain evaluates pages in “real time” : whether the page satisfies the uers’s search intent… but how? 3

A
  • Click through rate (percentage of users who click to visit) * Bounce rate (users who bounce back as they haven’t been served most relevant content) * Dwell time (how long someone stayed on your site after they’ve arrived)
41
Q

In SEA a brand can only initiate the advertisement when the potential customer is searching for certain keywords: 2 facts

A
  • Keywords should not be limited to what you are trying to communicate, especially if the novelty of message is high
  • Anticipate which keywords are likely to be used when your potential customers are performing searches
42
Q

SEA how to rawch customers who are new with products/begin jourenny

A

Generic, popular and short keywords

43
Q

SEA and niches

A

Conversion rates (likelihood of purchase) is much higher for “niche” less costly yet very targeted key words

44
Q

SEA advabtages 3

A
  1. extremely targeted: catch wo where already looking 2. low cost 3. jeyword advertising is flexible
45
Q

SEA limitations 4

A
  1. not effective for raising awareness in genral. 2. depending on potential customers to inititate search
  2. restricted for cases who are new 4. SEO is potentially costly and less flexible
46
Q

Google AdWords Data provides

A

All kinds of insights on your historical data: impressions, clicks, conversions, costs, etc.

47
Q

Google AdWords Data does not provide 2

A

Other users information (you don’t know your competitors bid) – though you can guess through resulting positions from bidding results !
Statistics on individual searches (only aggregated per day, week etc.)

48
Q

SEA and Ad-Ranking: Google AdWords Terminology 4 rank/position terms

A

Keyword * AdGroup / AdCampaign
* Quality Score (1-10) * Rank (or Position) (1-up)

49
Q

3 factors for position google ad word

A

(1) Bid (2) Quality Score (3) Ad Extensions — > # Rank in Paid Search Results

50
Q

Ad Extensions:

A

information with your ad, like an address,phone number, rating, or more links.
Contributes less to # rank in search results (though stillimportant) – if bids and quality scores are close

51
Q

Google Quality Score 3 factors

A

Expected CTR: how likely it is someone will click your ad when searching for the keyword associated with it. Estimated (by Google) on the basis of your
past click performance and the match between keyword – users’ search term.
Ad Relevance: Is your ad copy and relevant to the keywords in your ad group? Estimated by Google.
Landing Page Experience: whether your landing page is likely to provide a good experience to customers who click your ad and land on your website:
Useful, Engaging, Good past performance – estimated by Google using historic data.

52
Q

Position in Paid Search Results formule

A

(CPC Bid X 0,5) X (Quality Score X 0,4) X (Ad Extensions Score X 0,1) = Ad Rank Score*

53
Q

Keyword Matching Options in SEA Broad Match:

A

Ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms. Thishelps the firm attract more visitors, spend less time building keyword lists.

54
Q

Keyword Matching Options in SEA Exact Match

A

Ads may show on searches that are the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives the firm the most control over who sees their ad.

55
Q

not only Ranking or Position have an impact on CTR also SEA elements 7

A

Call to Action: Advertisement asks the consumer to do something. “Come compare the prices now!”
* Price: Advertisement includes a specific price.
* Choice: Gives the consumer more than one option. Examples: “Select
from our wide range of vehicles”;
* Keyword: the exact search keyword used by the searcher.
* Promotion: Advertisement includes a specific offer.
* Value puffery: Advertisement makes an unspecified claim to value.Example: “Great price on cars!”
* Punctuation: Advertisement uses forms of punctuation to attractattention, including excessive capitalization of words within a headlineand/or text. Example: “Get a Great Deal on Toyota

56
Q

Elements with mostly a positive effect on CTRs are

A

brand, value “puffery,” and price;

57
Q

Elements with mostly a negative effect on CTRs are

A

promotions and questions

58
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

59
Q

SEA: (Indirect) Impact on Mindset Metrics: they increase (2)

A

Ad Awareness and Brand Image – even if when they are NOT clicked

60
Q

keyword popularity is a key determinant of

A

f consumer click behavior after a keyword search.

61
Q

Consumers’ click activity after a keyword search is (2)

A

low and heavily concentrated on the organic list.

62
Q

searches of less popular keywords are associated with (2)

A

with more clicks per search and a larger fraction of sponsored clicks.

63
Q

why are searches of less popular keywords are associated with more clicks per search and a larger fraction of sponsored clicks.?

A

compared with more popular keywords, consumers who search for less popular keywords expend more effort in their search for information and are closer to a purchase, which makes them more targetable for sponsored search advertising

64
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.

65
Q

how is the sea cost structure

A

as a relatively less however – constant/ongoing type of cost structure: when a firm stops investing in SEA – SEA impact fades away

66
Q

investments and results SEM en SEO

A

SEA: money consuming and immediate but short term
SEO: time consuming, slow but long tertm

digital marketing and analytics (9 decks)

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