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Complete summary Digital Marketing and Analytics course 2018/2019 $10.54   Add to cart

Summary

Complete summary Digital Marketing and Analytics course 2018/2019

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This is a complete summary of the course Digital Marketing & Analytics teached by professor Konus. The summary includes: all required articles which are integrated with lecture slides and lecture notes. Graphs and diagrams are added for clarity.

Last document update: 5 year ago

Preview 7 out of 84  pages

  • December 1, 2018
  • December 9, 2018
  • 84
  • 2018/2019
  • Summary

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By: maxvanderkolk • 5 year ago

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Available practice questions

Flashcards 187 Flashcards
$6.09 2 sales

Some examples from this set of practice questions

1.

Whare the 5 \"S\" of Digital Marketing?

Answer: 1.Sell: Grow Sales 2.Serve: Add Value 3.Speak: Get closer to customers 4.Save: reduce costs 5.Sizzle: Expand brand online

2.

What are the main touchpoints?

Answer: Owned Media Paid Media Earned Media Sold Media Hijacked Media

3.

What are the carryover and spillover effects?

Answer: Customers’ prior visits through a specific channel have: -carryover effects in the same channel -spillover effects across channels at both visit and purchase stages.

4.

What are the stages of the purchase decision hierarchy ?

Answer: 1.The consideration stage 2.The visit stage 3.The purchase stage

5.

How digital data types can be classified?

Answer: 1.Online On-Site Data 2.Clickstream/Behavioral Data 3.CRM data

6.

What are the main customer data types?

Answer: 1.Contact Information 2.Profile Information (including personal information) 3.Access platform usage: Web analytics system 4.Behavioural Information on a single site 5.Behavioural information across multiple sites: Third party cookies, search engines, Hitwise.

7.

What is the impression rate?

Answer: Percentage of customers exposed to an ad/content on a certain webpage

8.

What is the in-view rate?

Answer: Percentage of customers who actually see the online content he is exposed to.

9.

What is the viewability rate?

Answer: Total measured viewable ad impressions/Total measured ad impressions

10.

What is the click-through rate?

Answer: Clicks/Impressions.

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