Question 1

It is not possible for marketers to obtain metrics from campaigns that take place off the website.

Accepted Answer

A) True 
 B)False  False

Question 2

The best description of Key Performance Indicators (KPIs) is:

Accepted Answer

A) metrics that measure how the business is performing against objectives. 
B) KPIs are collected using a special type of web bot. 
C) KPIs are focused only on sales objectives. 
A) metrics that measure how the business is performing against objectives. 
B) KPIs are collected using a special type of web bot. 
C) KPIs are focused only on sales objectives. B

Question 3

Which is a type of metrics not readily available on conventional web metrics platforms?

Accepted Answer

A) Social media marketing metrics 
B) Mobile marketing metrics 
C) Neither of the above 
A) Social media marketing metrics 
B) Mobile marketing metrics 
C) Neither of the above A

Question 4

The Sybase metrics program described in the text showed that:

Accepted Answer

A) it is not possible for a B2B company to use website metrics effectively. 
B) it is not possible to combine data from offline and online marketing campaigns in metrics programs. 
C) combining website metrics and data from regional sales forces can shed light on the effectiveness of marketing activities. 
A) it is not possible for a B2B company to use website metrics effectively. 
B) it is not possible to combine data from offline and online marketing campaigns in metrics programs. 
C) combining website metrics and data from regional sales forces can shed light on the effectiveness of marketing activities.

Question 5

Explain in detail the nature and purposes of usability testing.Be sure to discuss whether usability testing can and should be done for websites of any size or age.

Accepted Answer

Dr.Nielsen's approach is described in th

Question 6

The best way to assess Internet usage patterns of individuals both at home and at work is to use:.

Accepted Answer

A) consumer panels. 
B) cookies. 
C) special measurement software. 
A) consumer panels. 
B) cookies. 
C) special measurement software.

Question 7

Metrics platforms allow marketers to analyze Internet metrics by audience segment.

Accepted Answer

A) True 
 B)False

Question 8

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following data items is not recorded by server request logs?

Accepted Answer

A) A code that indicates whether the request was successful or not. 
B) The e-mail address of the requesting computer. 
C) The site from which the visitor was referred. 
A) A code that indicates whether the request was successful or not. 
B) The e-mail address of the requesting computer. 
C) The site from which the visitor was referred.

Question 10

Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.

Accepted Answer

A) True 
 B)False

Question 11

Marketers are able to choose which data items from the clickstream to record on the server logs.

Accepted Answer

A) True 
 B)False

Question 12

Construct a brief, one paragraph, description of a user Internet session.Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm's Internet marketing.

Accepted Answer

This is a thought question not covered i

Question 13

Which of the following are traffic measures?

Accepted Answer

A) Unduplicated audience and consumer panels 
B) Hits and server logs 
C) Hits and ad impressions 
A) Unduplicated audience and consumer panels 
B) Hits and server logs 
C) Hits and ad impressions

Question 14

The two categories of website metrics are:

Accepted Answer

A) file loading time and successful page loads. 
B) business performance and technical site performance. 
C) marketing metrics and operations metrics. 
A) file loading time and successful page loads. 
B) business performance and technical site performance. 
C) marketing metrics and operations metrics.

Question 15

It is important to choose relevant metrics with marketing program objectives in mind.

Accepted Answer

A) True 
 B)False

Question 16

IT technicians monitor performance by studying metrics on:

Accepted Answer

A) click-throughs from advertising campaigns. 
B) the ability of users to perform desired tasks. 
C) the performance of each file on a web page. 
A) click-throughs from advertising campaigns. 
B) the ability of users to perform desired tasks. 
C) the performance of each file on a web page.

Question 17

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.

Accepted Answer

A) True 
 B)False

Question 18

Website usability is concerned with the customer's ability to use the site easily to complete tasks.

Accepted Answer

A) True 
 B)False

Question 19

A prototype is a website that is not yet fully functional.

Accepted Answer

A) True 
 B)False

Question 20

Audience measures include profile data about all website visitors.

Accepted Answer

A) True 
 B)False

It is not possible for marketers to obtain metrics from campaigns that take place off the website.

The best description of Key Performance Indicators (KPIs) is:

Which is a type of metrics not readily available on conventional web metrics platforms?

The Sybase metrics program described in the text showed that:

Explain in detail the nature and purposes of usability testing.Be sure to discuss whether usability testing can and should be done for websites of any size or age.

The best way to assess Internet usage patterns of individuals both at home and at work is to use:.

Metrics platforms allow marketers to analyze Internet metrics by audience segment.

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.

Which of the following data items is not recorded by server request logs?

Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.

Marketers are able to choose which data items from the clickstream to record on the server logs.

Construct a brief, one paragraph, description of a user Internet session.Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm's Internet marketing.

Which of the following are traffic measures?

The two categories of website metrics are:

It is important to choose relevant metrics with marketing program objectives in mind.

IT technicians monitor performance by studying metrics on:

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.

Website usability is concerned with the customer's ability to use the site easily to complete tasks.

A prototype is a website that is not yet fully functional.

Audience measures include profile data about all website visitors.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters

Exam 14: Measuring and Evaluating Web Marketing Programs

It is not possible for marketers to obtain metrics from campaigns that take place off the website.

The best description of Key Performance Indicators (KPIs) is:

Which is a type of metrics not readily available on conventional web metrics platforms?

The Sybase metrics program described in the text showed that:

Explain in detail the nature and purposes of usability testing.Be sure to discuss whether usability testing can and should be done for websites of any size or age.

The best way to assess Internet usage patterns of individuals both at home and at work is to use:.

Metrics platforms allow marketers to analyze Internet metrics by audience segment.

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.

Which of the following data items is not recorded by server request logs?

Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.

Marketers are able to choose which data items from the clickstream to record on the server logs.

Construct a brief, one paragraph, description of a user Internet session.Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm's Internet marketing.

Which of the following are traffic measures?

The two categories of website metrics are:

It is important to choose relevant metrics with marketing program objectives in mind.

IT technicians monitor performance by studying metrics on:

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.

Website usability is concerned with the customer's ability to use the site easily to complete tasks.

A prototype is a website that is not yet fully functional.

Audience measures include profile data about all website visitors.

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

The Direct Response and Database Foundations of Internet Marketing

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters