Question 1

The number of Internet metrics that can be obtained from websites and marketing programs is almost infinite.

Accepted Answer

A) True 
 B)False

Question 2

Most marketers find measuring their performance across all channels a difficult challenge.

Accepted Answer

A) True 
 B)False

Question 3

It is necessary to have a large random sample in order to conduct a usability test that uncovers most website problems.

Accepted Answer

A) True 
 B)False

Question 4

When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:

Accepted Answer

A) confident they are measuring ROI effectively. 
B) working to improve their measurement capabilities. 
C) not satisfied with the commercial metrics platforms. 
A) confident they are measuring ROI effectively. 
B) working to improve their measurement capabilities. 
C) not satisfied with the commercial metrics platforms.

Question 5

Usability tests should be conducted:

Accepted Answer

A) at various points during a site's life cycle. 
B) before the site is first deployed onto the Internet. 
C) both of the above. 
A) at various points during a site's life cycle. 
B) before the site is first deployed onto the Internet. 
C) both of the above.

Question 6

The primary criterion for choosing which web metrics are required to measure effectiveness is:

Accepted Answer

A) the metrics that are available from the server logs. 
B) the objectives of Internet marketing. 
C) the ability of web metrics firms to provide the necessary data. 
A) the metrics that are available from the server logs. 
B) the objectives of Internet marketing. 
C) the ability of web metrics firms to provide the necessary data.

Question 7

Path analysis helps marketers understand how their customers are using the site.

Accepted Answer

A) True 
 B)False

Question 8

The two basic approaches to producing in-depth traffic and audience metrics are server log data and the collection of panel data.Describe each in detail, indicating both how they are similar and how they differ from one another.Give an example of a metric produced by each.

Accepted Answer

Server logs collect each file request as

Question 9

The time frames available for Internet metrics are:

Accepted Answer

A) chosen at the time the metrics platform is installed. 
B) include by day, week, or month. 
C) are controlled by the supplier of the metrics platform. 
A) chosen at the time the metrics platform is installed. 
B) include by day, week, or month. 
C) are controlled by the supplier of the metrics platform.

Question 10

Comparative data about various websites is available:

Accepted Answer

A) from the user's own metrics platform. 
B) from interactive advertising agencies. 
C) from platforms that produce metrics from user panels. 
A) from the user's own metrics platform. 
B) from interactive advertising agencies. 
C) from platforms that produce metrics from user panels.

Question 11

Which of the following is a true statement about Internet metrics?

Accepted Answer

A) Hit counters provide useful data about the characteristics of the audience that visits a site. 
B) Usability testing assess how well the site works from the customer's perspective. 
C) Marketers and IT technicians are both direct users of website performance statistics. 
A) Hit counters provide useful data about the characteristics of the audience that visits a site. 
B) Usability testing assess how well the site works from the customer's perspective. 
C) Marketers and IT technicians are both direct users of website performance statistics.

Question 12

The type of cookie that remains on a user's computer for a specified period of time is called:

Accepted Answer

A) a session cookie. 
B) a persistent cookie. 
C) no cookie remains on a computer longer than a single website visit. 
A) a session cookie. 
B) a persistent cookie. 
C) no cookie remains on a computer longer than a single website visit.

The number of Internet metrics that can be obtained from websites and marketing programs is almost infinite.

Most marketers find measuring their performance across all channels a difficult challenge.

It is necessary to have a large random sample in order to conduct a usability test that uncovers most website problems.

When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:

Usability tests should be conducted:

The primary criterion for choosing which web metrics are required to measure effectiveness is:

Path analysis helps marketers understand how their customers are using the site.

The two basic approaches to producing in-depth traffic and audience metrics are server log data and the collection of panel data.Describe each in detail, indicating both how they are similar and how they differ from one another.Give an example of a metric produced by each.

The time frames available for Internet metrics are:

Comparative data about various websites is available:

Which of the following is a true statement about Internet metrics?

The type of cookie that remains on a user's computer for a specified period of time is called:

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

The number of Internet metrics that can be obtained from websites and marketing programs is almost infinite.

Most marketers find measuring their performance across all channels a difficult challenge.

It is necessary to have a large random sample in order to conduct a usability test that uncovers most website problems.

When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:

Usability tests should be conducted:

The primary criterion for choosing which web metrics are required to measure effectiveness is:

Path analysis helps marketers understand how their customers are using the site.

The two basic approaches to producing in-depth traffic and audience metrics are server log data and the collection of panel data.Describe each in detail, indicating both how they are similar and how they differ from one another.Give an example of a metric produced by each.

The time frames available for Internet metrics are:

Comparative data about various websites is available:

Which of the following is a true statement about Internet metrics?

The type of cookie that remains on a user's computer for a specified period of time is called:

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