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What is marketing?
The promotions and sales of products or services through advertising, market research, and public relations. It involves identifying customer needs, creating value, and building customer relationships to satisfy those needs. Marketing aims to attract, retain, and satisfy customers while achieving organizational goals.
What can we market?
goods
services
experiences
events
people
places
information
ideas
companies
What is the evolution of Modern Marketing?
product/production orientation
sales orientation
customer orientation
What does URL stand for? What is it?
Uniform Resource Locator. It is the address used to locate a resource, such as a webpage or a file, on the internet
What is a domain name?
A domain name is the unique address of a website on the internet. It allows users to access a specific website by typing it into a web browser. A domain name consists of the name (e.g., google) and the extension (e.g., .com).
What is an IP Address?
An IP address is a unique label assigned to each device on a computer network that uses the Internet Protocol. It has two main purposes: identifying the device and providing its location in the network. IP addresses are vital for internet communication and data exchange.
What is a server in Marketing
A server is a computer that stores and manages data, files, or applications, and provides them over a network. In marketing, a server hosts websites, email services, databases, or other marketing-related applications, allowing for storage, processing, and delivery of marketing content and data to users or clients.
What is a Cookie?
A small text file stored on a user's device when visiting a website. It holds information about the user's browsing activity on that site, including preferences and personalized experiences. Cookies can store data like login credentials, shopping cart items, and language preferences. Websites use them to improve functionality and user experience.
What is server side programming language?
A server-side programming language manages the server-side logic of a website or web application. It processes requests, accesses databases, and generates dynamic content for the client-side. Examples include PHP, Python, Ruby, and Java.
What is the client side programming language
The client-side programming language is JavaScript. It is used to create interactive elements and dynamic content on web pages.
What is a web browser
A web browser is a software that lets users access and view websites on the internet. It interprets HTML code, retrieves web pages, and displays them. Popular browsers include Chrome, Firefox, and Edge.
What is transport layer security (TLS)
TLS is a cryptographic protocol that secures communication over a network. It encrypts data between applications, ensuring privacy and data integrity. TLS is used for secure web browsing, email communication, and other network protocols. It authenticates the server and client, establishing a secure connection and preventing unauthorized access or tampering.
What is webhosting
Web hosting is a service that provides storage space and access for websites on internet-connected servers. It allows individuals and organizations to make their websites accessible to others on the web. Web hosting providers offer different plans and features to suit various website needs.
What are some primary objectives of a website?
earn money through sales
Subscriptions
Comossoion
Advertising
Provide info to help generate sales
support a crome
provide customer support
What does AIDA stand for?
Awareness
Interest
Desire
Action
How can you analyze success of a website?
Traffic
Conversions
Revenue Per Conversions
What kinds of traffic can be used to analyze success of a website?
direct traffic
referral traffic (paid and unpaid)
Search traffic (paid and unpaid)
What kinds of conversions can be used to analyze the success of a website?
purchase
lead
booking
engagement
account creation
click-through
posting item for sale/making a purchase
What are some examples of direct traffic?
offline ads or habit
bookmarked pages
email marketing
mobile apps
What are some examples of Paid Referral Traffic?
banner ads
video ads
social media ads
affiliates
paid influencers
What are some examples of unpaid referral traffic?
social media
backlinks
homepage
product pages
How does search traffic work?
Search traffic is the visitors who come to a website from search engine results. When a user searches, the search engine ranks relevant web pages and displays a list of results. Clicking on a result generates search traffic to that website. Factors like content relevance, quality, website authority, and user intent determine search result rankings.
What is a conversion?
a target action you want your visitors to take
What are the web design frameworks?
design for usability
conversion-centered design
three questions
segments
mobile first
conversion rate optimization
What are some key points on the design for usability framework?
conventions
visual hierarchies
clearly defined areas
what’s clickable
eliminate distractions
support scanning
What are some key points on the conversion-centered design framework?
attention
context
clarity
congruence
credibility
closing
continuance
What are the 3 questions outlined by the frameworks?
what are you offering?
why should I pick you?
what do you want to do next?
What are some keypoints on the segments framework?
conversion, or the next step in the conversion process, should appeal to a variety of customers
segmentation can have many dimensions
Search vs. category navigation
Browse vs directed shopping
product category
new vs. returning customer
preference for online vs. in-store shopping
What are the key points of the mobile first framework?
design for smaller screens first
helps to convey the information with less frustration
opposite is not true
add features and content for larger screens
progressive enhancement
responsive web design
What are the Keypoints of Conversion Rate Optimization (CRO) framework?
A/B testing
looks at both designs and collects data to select the better design with better conversion rates
What are some web page elements?
images (enables scanning and professional photos increase credibility)
Videos
more info in a shorter amount of time and less affordable
Professional videos increase credibility
useful for mobile users
Forms
remove unnecessary fields
Call to action that incentives
form and submission
Phone Numbers
feature prominently (above the fold)
tracking (lead generation through website visits
Types of landing pages
single product
multi product
multi category
lead generation
subscription
single purpose
How do Analytics work
collects information every time the page is requested
Supplemental information
identity of requester
timing of the request
navigation source
technical info
geography
Summarizing Data
dependent on what the company wants to focus on
differences between device uses
behavioral insights
Marketing analytics requires an understanding of different metrics
Summarizing data
dependent on company wants us to focus on
Metrics
Analysis Paralysis
Actionable insights
Performance dimensions: Traffic, Conversion, Revenue Per Conversion
Three types of metrics
basic metrics- Built-in
calculated metrics - may need to be calculated
manual metrics- goal orientated
What are the basic metrics?
users
new users
sessions
pageviews (hits)
time on page
entry
exit
What are users
the number of individuals who accessed the website during the period
What are new users?
website traffic from new potential buyers or repeat sessions from previous users
What are sessions?
Number of individual sessions initiated by all the users to your site (period of time where a user interacts with your website or app
What are pageviews (hits)?
number of views on a website
What is the time on page metric?
how long the user stayed on the page
What is the entry metric?
the first page view is the entry point
Can be different from the homepage
What is the Exit metric?
either closed the website or was inactive for more than 30 minutes
What are the calculated metrics?
average page depth
average session duration
bounce rate
entrance rate
exit rate
unique page views
What is average page depth?
the number of pages on your web site that a visitor views during a single browser session
Average session duration
the sum of time on the page for every page view in the session (inactivity of 30 minutes is subtracted)
Bounce Rate
% of all sessions that consist of only one page view
Entrance Rate
% of sessions that start on that page
Exit Rate
% of page views that result in an exit
Unique page views
removing double counts give more accurate estimate about volume
What are the manual metrics?
destination
duration
pages/screens per session
event
Destination
A specific location loads
What is an example of the destination metric?
“Thank you for registering!” webpage or app screen
Duration
sessions that lasts a specific amount of time or longer
What is an example of the duration metric?
10 minutes or longer spent on a support site
Pages/Screens per session
user views a specific number of pages or screens
Example of Pages/Screens per session metrics?
5 pages or screens have been loaded
Event Metric
an action defined as an event is triggered
Example of Event Metric
Social recommendation, video play, ad click
What are the main types of KPIs
Retail KPIS
Lead Generation KPIS
Media KPIS
Social Media KPIS
Search Engine KPIS
What is the goal of Retail KPI’s?
to sell products
What are some types of Retail KPI’s
traffic - sessions
conversion
conversion rate= purchase conversions/ sessions
A/B testing
Revenue
revenue per purchase
revenue per session
What is the goal of lead generation KPI’s?
generate more leads
What are the types of Lead Generation KPI’s?
traffic: Users (esp. unique)
Conversion
Conversion rate
Close rate: % of leads that convert into revenue
Close deal value
Both external to the Website
Revenue
Revenue Per Session: Conversion Rate*Close Rate*Closed Deal Value
If conversion rate is 15%, the close rate is 25%, and the close deal value is $200 then the revenue per session is $7.50
What is the goal of Social Media KPIs?
Engagement
What are the types of Social Media KPI’s
conversion
new acct. sign ups
user-generated content (active v. passive users)
Engagement (likes or reposts)
avg time on the site
What is the goal of Search Engine KPIs?
Generate user exit
What are the types of Search Engine KPI’s
traffic
searches
Conversion
Converstion Rate - Search engines for hotels, flights, rental cars
Pages per session (Page Depth)
Want to Minimize this
What could be some causes of poor conversion rate?
poor messaging
poor audience selection
technical glitches
How can you use Channel Analysis to make better decisions?
Different traffic sources: When are they profitable?
organic search
paid search
display ads
emails
social media posts and ads
referrals
affiliate links
Organic Search
break down traffic by search terms
paid search
run multiple ads and track site behavior by ad
display ads
content, call to action, targeting method and websites
emails
which emails and which part of the email
social media posts and ads
content created by the company
content created by or shared by social media users
advertising on social media
Referrals
external links from other sites and partnering with similar sites
Affiliate links
optimize traffic and use insights given by partnering website
How can you use segmentation to make better decisions
browser (behavioral and technical reasons)
screen size
device (optimized behaviorally. Responsive design)
geography
timing (seasonality or time of day)
How can you use the conversion funnel to make better decisions?
Define the steps in the conversion, then look at those steps and define the biggest fallout points
What are the attribution methods?
last-click attribution
first-click attribution
linear attribution
time-decay attribution
None are accurate but they are reasonable
What are some attribution tools?
google analytics (sensitivity analysis for different attribution methods)
Data-driven attribution
algorithms to calculate returns through counterfactual comparisons
requires large quantity of data
Still cannot account for offline activities or activities on different platforms
Controlled experiment (Most Reliable)
What is the conversion rate, utilizing the following information?
Rates and Availability: 2,347,892
Review Itinerary: 367,495
Guest Info: 103,471
Confirmation: 72,498
Revenue: $23,464,220
Room Nights: 143,285
72,498/2,437,892 = 0.029 or 2.9%
What is the micro-conversion rate using the following information?
Rates and Availability: 2,347,892
Review Itinerary: 367,495
Guest Info: 103,471
Confirmation: 72,498
Revenue: $23,464,220
Room Nights: 143,285
Rates & Availability → Review Itinerary
367,495/2,347,892 = 0.1565 or 15.7%
Review Itinerary → Guest Info
103,471/367,495 = 0.2815 or 28.2%
Guest Info →Confirmation
72,498/103,471 = 0.7006 or 70.1%
What is the average revenue per booking using the following information?
Rates & Availability: 2,347,892
Review Itinerary: 367,495
Guest Info: 103,471
Confirmations: 72,498
Revenue: $23,464,220
Room Nights: 143,285
$23,464,220/72,498 = $323.65
What is the average revenue per night using the following information?
Rates & Availability: 2,347,892
Review Itinerary: 367,495
Guest Info: 103,471
Confirmations: 72,498
Revenue: $23,464,220
Room Nights: 143,285
23,464,220/143,285 = $163.75
What is the average nights per booking using the following information?
Rates & Availability: 2,347,892
Review Itinerary: 367,495
Guest Info: 103,471
Confirmations: 72,498
Revenue: $23,464,220
Room Nights: 143,285
143,285/72,498 = 1.97
If you could increase the percentage of people who arrive at the review itinerary step to 20%, what would the conversion be? How would revenue be affected?
Rates & Availability x .20 = 469,578.4
Review Itinerary x .281 = 131,951.53
Guest Info x .701 = 92,498
92,498/2,347,892 = 0.03939619 or 4% ← Conversion Rate
323.65 × 92,498 = 29,936,977.70 ← Revenue
Using the following information, what is the conversion rate for a lead generation rate?
Visits: 722
Leads: 65
Customers: 28
AVG contract value: $550
65/722 = 0.0900277 or 9%
Leads/Visits= conversion rate
Booking websites focuses on leads NOT customers
According to the following information, what is the close rate?
Visits: 722
Leads: 65
Customers: 28
AVG contract value: $550
28/65= 0.43076923 or 43.08%
Customers/leads = close rate
According to the following information, what is the revenue per visitor?
Visits: 722
Leads: 65
Customers: 28
AVG contract value: $550
(AVG Revenue x Customers)/ Visitors
(550 × 28)/722 = 15400/722 = 21.3296399 or $21.33
How would you find the conversion rate on a retail website?
conversions/sessions
How would you determine the average order value for a retail website?
revenue/conversions
How would you determine Revenue per visitor for a retail website?
revenue/sessions
What does SEO stand for?
Search Engine Optimization
What is the Goal of Search Engines?
provide relevant and high-quality results to search queries
What is an On-Site SEO?
formatting content on the website to maximize its chances of ranking for all desired searches
What is Off-Site SEO?
creation and dissemination of content on a website to build quality backlinks to the site
What is a backlink?
a link on any other website that links back to your website.
What are 5 components of SEO?
Size
Time
Popularity
Linking
Text
How can you Maximize relevance?
URL
Title Tag
Header Tag
Main content
Image Alt. Text
Anchor Text
How to use optimal keywork targeting?
rank well for as many searches as possible
ranking above 10- typically no traffic
choice of target search phrases:
Relevance of search intent
traffic
competition
long tail keywords vs. fat head keywords
Current Ranking
How do you create High-Quality Webpages?
Primary Sources: Backlinks
Secondary Source: info on webpage, behavior on web page when visitors interact with the page
Meta Description and Snippets: MUST be unique
Short load times
OG content
Fresh content
Quality content: Min 100 words
Low bounce rate from landing page
Note 
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