Marketing Analytics
Midterm Study Guide |
Key Concepts, Tools &
Exam Review
|Guaranteed success|
, Decision-Making The critical role of analytics in supporting faster,
more informed decisions.
Customer Lifetime Value (CLV) An important metric to be familiar with.
Bounce Rate What a high bounce rate indicates.
Performance Interface Understand it as a bridge between goals and
performance.
Metric Selection Identifying what to measure and choosing
appropriate metrics is the crucial starting point.
Activity vs. Outcome Metrics Be able to differentiate between them (e.g., ad
impressions vs. attributed revenue).
Vanity Metrics Recognize what they are and why they are
problematic.
Efficiency vs. Effectiveness Metrics Understand the distinction and why effectiveness
metrics are more important.
Stakeholder Importance Why considering stakeholders in metric selection is
key.
Interpreting Reports Be able to draw basic conclusions from common
metric scenarios (e.g., high spend/low ROI, high
pageviews/high bounce rate).
Midterm Study Guide |
Key Concepts, Tools &
Exam Review
|Guaranteed success|
, Decision-Making The critical role of analytics in supporting faster,
more informed decisions.
Customer Lifetime Value (CLV) An important metric to be familiar with.
Bounce Rate What a high bounce rate indicates.
Performance Interface Understand it as a bridge between goals and
performance.
Metric Selection Identifying what to measure and choosing
appropriate metrics is the crucial starting point.
Activity vs. Outcome Metrics Be able to differentiate between them (e.g., ad
impressions vs. attributed revenue).
Vanity Metrics Recognize what they are and why they are
problematic.
Efficiency vs. Effectiveness Metrics Understand the distinction and why effectiveness
metrics are more important.
Stakeholder Importance Why considering stakeholders in metric selection is
key.
Interpreting Reports Be able to draw basic conclusions from common
metric scenarios (e.g., high spend/low ROI, high
pageviews/high bounce rate).
