MKTG 371 EXAM 2 QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS VERIFIED
digital marketing analytics
field focused on the measurement, analysis, and communication of digital marketing
data to inform strategic decision making
digital marketing analytics inputs
consumers, companies, government
digital marketing media
owned, paid, earned
marketing value creation model
a 4 phase model for marketers to create value
digital age
characterized by digital media including websites, search engines, and electronic
communication
segmentation and targeting
create hyper specific categories of customer segments
the marketing mix
Product, Price, Place, Promotion
features of analog promotions
-mass communication
-limited measurement
-static
-lead times
-wide reach
-interrupts consumers
features of digital promotions
-targeted
-highly measurable
-interactive
, -instant campaign launches
-personalization
-feedback
structured data
organized data with defined data variable types and relationships
examples of structured data
data tables, databases, and data warehouses
unstructured data
does not have standardized data variable types and relationships
reports
created to facilitate extraction of insights from data
types of reports
ad hoc, alert, dashboard, in tool, scheduled
ad hoc report
-created by strategists
-answers business questions
-explore data
alert report
-set up by strategists but generated by a platform
-automated
dashboard report
-continuously updated
-often features KPIs
in tool report
-available to strategists
-have limited flexibility
-generated in an application
scheduled report
-recurring
-created on regular basis
-standardized and easily shared
COMPLETE SOLUTIONS VERIFIED
digital marketing analytics
field focused on the measurement, analysis, and communication of digital marketing
data to inform strategic decision making
digital marketing analytics inputs
consumers, companies, government
digital marketing media
owned, paid, earned
marketing value creation model
a 4 phase model for marketers to create value
digital age
characterized by digital media including websites, search engines, and electronic
communication
segmentation and targeting
create hyper specific categories of customer segments
the marketing mix
Product, Price, Place, Promotion
features of analog promotions
-mass communication
-limited measurement
-static
-lead times
-wide reach
-interrupts consumers
features of digital promotions
-targeted
-highly measurable
-interactive
, -instant campaign launches
-personalization
-feedback
structured data
organized data with defined data variable types and relationships
examples of structured data
data tables, databases, and data warehouses
unstructured data
does not have standardized data variable types and relationships
reports
created to facilitate extraction of insights from data
types of reports
ad hoc, alert, dashboard, in tool, scheduled
ad hoc report
-created by strategists
-answers business questions
-explore data
alert report
-set up by strategists but generated by a platform
-automated
dashboard report
-continuously updated
-often features KPIs
in tool report
-available to strategists
-have limited flexibility
-generated in an application
scheduled report
-recurring
-created on regular basis
-standardized and easily shared
