A/B Testing ~CORRECT ANSWER~✓✓comparing two versions of a web page
to see which one performs better
Acquisition ~CORRECT ANSWER~✓✓channels that site visits come through to
get to your site.
How your visits are acquired
Attribution ~CORRECT ANSWER~✓✓assigning values to touch points within a
users journey to conversion
Attribution Analysis ~CORRECT ANSWER~✓✓Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to
complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking ~CORRECT ANSWER~✓✓the process of measuring a business's
performance against competitors and industry standards
Bounce Rate ~CORRECT ANSWER~✓✓the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
,Click Through Rate (CTR) ~CORRECT ANSWER~✓✓# of users who clicked an
ad / by # of impressions (times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
Common Key Performance Indicators (KPI) ~CORRECT ANSWER~✓✓Tie KPI's
to marketing objectives, align them to business goals, make them measurable and
easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning
visitors
-Landing page: create a bounce rate KPI
Content Marketing ~CORRECT ANSWER~✓✓a strategic marketing approach
that focuses on creating and distributing content that is valuable, relevant and
consistent
Conversion Rate Optimization (CRO) ~CORRECT ANSWER~✓✓improving the
commercial returns from a transactional site through increasing conversion to
key goals such as sales, quotes, bookings or leads. Combines customer and
, competitor research with evaluation of customer behavior using web analytics
and AB/multivariate testing.
Cost per conversion ~CORRECT ANSWER~✓✓Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing ~CORRECT ANSWER~✓✓sending highly targeted, highly
personalized, relationship-building marketing messages via email
Engagement Rate ~CORRECT ANSWER~✓✓Percentage of people who see a
brand post and then interact with it on social media
Exit Pages ~CORRECT ANSWER~✓✓Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights ~CORRECT ANSWER~✓✓Tracking user interaction on your
FB page
Google Adwords ~CORRECT ANSWER~✓✓Pay to have links and/or ads
placed on relevant Web pages and in search results
Google Analytics ~CORRECT ANSWER~✓✓Tracks website visits (sessions),
where they came from, what search queries (or keywords) they used, how long
to see which one performs better
Acquisition ~CORRECT ANSWER~✓✓channels that site visits come through to
get to your site.
How your visits are acquired
Attribution ~CORRECT ANSWER~✓✓assigning values to touch points within a
users journey to conversion
Attribution Analysis ~CORRECT ANSWER~✓✓Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to
complete a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking ~CORRECT ANSWER~✓✓the process of measuring a business's
performance against competitors and industry standards
Bounce Rate ~CORRECT ANSWER~✓✓the percentage of visitors to a particular
website who navigate away from the site after viewing only one page.
,Click Through Rate (CTR) ~CORRECT ANSWER~✓✓# of users who clicked an
ad / by # of impressions (times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
Common Key Performance Indicators (KPI) ~CORRECT ANSWER~✓✓Tie KPI's
to marketing objectives, align them to business goals, make them measurable and
easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning
visitors
-Landing page: create a bounce rate KPI
Content Marketing ~CORRECT ANSWER~✓✓a strategic marketing approach
that focuses on creating and distributing content that is valuable, relevant and
consistent
Conversion Rate Optimization (CRO) ~CORRECT ANSWER~✓✓improving the
commercial returns from a transactional site through increasing conversion to
key goals such as sales, quotes, bookings or leads. Combines customer and
, competitor research with evaluation of customer behavior using web analytics
and AB/multivariate testing.
Cost per conversion ~CORRECT ANSWER~✓✓Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing ~CORRECT ANSWER~✓✓sending highly targeted, highly
personalized, relationship-building marketing messages via email
Engagement Rate ~CORRECT ANSWER~✓✓Percentage of people who see a
brand post and then interact with it on social media
Exit Pages ~CORRECT ANSWER~✓✓Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights ~CORRECT ANSWER~✓✓Tracking user interaction on your
FB page
Google Adwords ~CORRECT ANSWER~✓✓Pay to have links and/or ads
placed on relevant Web pages and in search results
Google Analytics ~CORRECT ANSWER~✓✓Tracks website visits (sessions),
where they came from, what search queries (or keywords) they used, how long
