MGT 6311 final – test questions with verified
answers
3 types of metrics Ans✓✓✓ aggregate, segmented, individual
9 principles of mobile Ans✓✓✓ personal, always carried, always on, build in
payment, available point of creative inspiration, accurate audience measure,
social context, augmented reality, digital interface
behavior and content metrics Ans✓✓✓ analyzing data around user behaviors
(e.g. time spent on site, number of pages viewed)
big data Ans✓✓✓ - measure trends, not absolute figures
- focus on patterns
- investigate anomalies
bounce rate Ans✓✓✓ single page view visits divided by entry pages
building block metrics Ans✓✓✓ traffic, page, page views, session, unique visitors,
new visitor, returning visitor
call to action Ans✓✓✓ a phrase written to motivate the reader to take action
such as sign up for our newsletter or book car hire today
click density analysis Ans✓✓✓ looking at a heatmap to see where users are
clicking on the site and if there are any noteworthy clumps of clicks such as many
users clicking on a page element that is not actually a button or link
, conversion Ans✓✓✓ completing an action that the website wants the user.
usually a conversion results in revenue for the brand in some way conversions
include signing up to a newsletter or purchasing a product.
conversion optimization process Ans✓✓✓ gather data, analyze data, fix anything
broken, design tests, run tests, report and repeat
conversion rate Ans✓✓✓ number of conversions/number of visitors
cookie Ans✓✓✓ small text files that are used to transfer information between
browsers and web servers - they help web servers to provide right content when
it is requested
data mining Ans✓✓✓ process of finding patterns hidden in large numbers and
databases
defining mobile channels Ans✓✓✓ SMS/MMS, USSD (menu of options when
customer calls you), beacon (low energy bluetooth device), AR/VR
direct marketing options Ans✓✓✓ promotional emails, newsletters, transactional
emails, SMS marketing
email service provider Ans✓✓✓ a service that helps you design and send emails
event Ans✓✓✓ a step a visitor takes in the conversion process
answers
3 types of metrics Ans✓✓✓ aggregate, segmented, individual
9 principles of mobile Ans✓✓✓ personal, always carried, always on, build in
payment, available point of creative inspiration, accurate audience measure,
social context, augmented reality, digital interface
behavior and content metrics Ans✓✓✓ analyzing data around user behaviors
(e.g. time spent on site, number of pages viewed)
big data Ans✓✓✓ - measure trends, not absolute figures
- focus on patterns
- investigate anomalies
bounce rate Ans✓✓✓ single page view visits divided by entry pages
building block metrics Ans✓✓✓ traffic, page, page views, session, unique visitors,
new visitor, returning visitor
call to action Ans✓✓✓ a phrase written to motivate the reader to take action
such as sign up for our newsletter or book car hire today
click density analysis Ans✓✓✓ looking at a heatmap to see where users are
clicking on the site and if there are any noteworthy clumps of clicks such as many
users clicking on a page element that is not actually a button or link
, conversion Ans✓✓✓ completing an action that the website wants the user.
usually a conversion results in revenue for the brand in some way conversions
include signing up to a newsletter or purchasing a product.
conversion optimization process Ans✓✓✓ gather data, analyze data, fix anything
broken, design tests, run tests, report and repeat
conversion rate Ans✓✓✓ number of conversions/number of visitors
cookie Ans✓✓✓ small text files that are used to transfer information between
browsers and web servers - they help web servers to provide right content when
it is requested
data mining Ans✓✓✓ process of finding patterns hidden in large numbers and
databases
defining mobile channels Ans✓✓✓ SMS/MMS, USSD (menu of options when
customer calls you), beacon (low energy bluetooth device), AR/VR
direct marketing options Ans✓✓✓ promotional emails, newsletters, transactional
emails, SMS marketing
email service provider Ans✓✓✓ a service that helps you design and send emails
event Ans✓✓✓ a step a visitor takes in the conversion process
