Digital Marketing Exam 2 Formulas

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Last updated 6:58 PM on 4/9/26
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12 Terms

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CTR — click through rate

clicks / impressions

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Conversion rate

conversions / visitors

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LTV — customer lifetime value

avg purchase value x purchase frequency x time

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ROI — return on investment

(rev - cost) / cost

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FPR — false positive rate

FP / (FP+TN)

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FNR — false negative rate

FN / (FN+TP)

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Mean

sum of values / num of values

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Median

middle value (sorted list)

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Mode

most frequent value

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|E|

(% change in Q demanded) / (% change in P)

measures how sensitive customers are to price changes

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|E| > 1

= elastic —> customers react strongly

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|E| < 1

= inelastic —> customers are less responsive