- One of the important priorities of the Papa Gino’s metrics program described in the text was:
a. improve the effectiveness of their email marketing.
b. redesign their website.
c. collect data about pizza topping preferences.
a. improve the effectiveness of their email marketing
p 376
- The Sybase metrics program described in the text showed that:
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.
c. combining website metrics and data from regional sales forces can shed light on the effectiveness of marketing activities.
ANS: C REF: pp. 376-377
- Which of the following is a true statement about the nature of participants in a usability test?
a. Participants need to have a high level of computer expertise.
b. Fifteen participants can identify virtually all the usability problems.
c. A large sample is required.
b. Fifteen participants can identify virtually all the usability problems.
p 381
- A site that is partly or fully functioning but that has not yet been released to the public is called a:
a. concept site.
b. model.
c. prototype.
c. prototype.
ANS: C REF: p. 379
- The primary purpose of a usability test is to:
a. ensure that the site works properly to assure good customer experience.
b. give programmers the data they need to produce a usable site.
c. help marketers estimate the volume of sales the site will produce.
a. ensure that the site works properly to assure good customer experience.
p379
- Usability tests should be conducted:
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.
ANS: C REF: p. 381
- The two categories of website metrics are:
a. file loading time and successful page loads.
b. business performance and technical site performance.
c. marketing metrics and operations metrics.
b. business performance and technical site performance.
p 381
- Which of the following is appropriate when designing a usability test?
a. Restricting participants to only selected pages on the site.
b. Requiring a random sample of the Internet-using population.
c. Asking participants to perform specific tasks on the site.
c. Asking participants to perform specific tasks on the site.
ANS: C REF: p. 380
- Which of the following is a true statement about Internet metrics?
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.
b. Usability testing assess how well the site works from the customer’s perspective.
p 380-383
- Which of the following data items is not recorded by server request logs?
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.
b. The e-mail address of the requesting computer.
p 385
- IT technicians monitor performance by studying metrics on:
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.
c. the performance of each file on a web page.
ANS: C REF: p. 384
- Which of the following is a true statement about tagged web pages?
a. The user must give permission to have web pages tagged.
b. The marketer can turn tagged pages off and on at will.
c. Neither of the above.
c. Neither of the above.
ANS: C REF: p. 387
- Which of the following are traffic measures?
a. Unduplicated audience and consumer panels
b. Hits and server logs
c. Hits and ad impressions
c. Hits and ad impressions
ANS: C REF: p. 389
- Tagged web pages and cookies work together to:
a. produce useful metrics for marketers.
b. ensure efficient site performance.
c. they don’t work together.
a. produce useful metrics for marketers.
p 388
- The type of cookie that remains on a user’s computer for a specified period of time is called:
a. a session cookie.
b. a persistent cookie.
c. no cookie remains on a computer longer than a single website visit.
b. a persistent cookie.
p 387
- The best way to assess Internet usage patterns of individuals both at home and at work is to use:.
a. consumer panels.
b. cookies.
c. special measurement software.
a. consumer panels.
p 389
- The time frames available for Internet metrics are:
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
b. include by day, week, or month.
p 390
- The primary criterion for choosing which web metrics are required to measure effectiveness is:
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.
b. the objectives of Internet marketing.
p 390
- ________ is a summary display of metrics data for the marketer’s desktop.
a. Top-line
b. Dashboard
c. Report
b. Dashboard
P 391
- Path analysis metrics are important:
a. to marketers who need to understand how their advertising programs are working.
b. to marketers who need to understand how visitors are using the site.
c. to IT technicians who need to understand which pages are most used.
b. to marketers who need to understand how visitors are using the site.
p 398
- Comparative data about various websites is available:
a. from the user’s own metrics platform.
b. from interactive advertising agencies.
b. from platforms that produce metrics from user panels.
c. from platforms that produce metrics from user panels.
ANS: C REF: p. 400
- The best description of Key Performance Indicators (KPIs) is:
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. KPIs are collected using a special type of web bot.
402-403
- Which is a type of metrics not readily available on conventional web metrics platforms?
a. Social media marketing metrics
b. Mobile marketing metrics
c. Neither of the above
a. Social media marketing metrics
402
- When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:
a. confident they are measuring ROI effectively.
b. working to improve their measurement capabilities.
c. not satisfied with the commercial metrics platforms.
b. working to improve their measurement capabilities.
403
