What is the process of tracking and analyzing data from marketing efforts, often to reach quantitative goals?
Marketing analytics
Insights gleaned from _____ _____ can enable orgs to improve their customers experience, increase the ROI (return on investment) of marketing efforts, and craft future marketing efforts.
marketing analytics
What is estimating the total revenue a business expects from a single customer over their entire relationship?
Customer Lifetime Value (CLV or LTV)
What is comparing performance across channels (email, social media, paid search)?
Campaign Performance Analysis
What are the 5 examples of marketing analytics?
customer lifetime value, campaign performance analysis, a/b testing, email marketing analytics, website analytics
What answers the question “how many people visited the site?”
web analytics
What answers the question “what is the cost per lead from FB Ads vs. Google Ads?
Digital Mktg Analytics
_____ _____ tracks, analyzes, and opitmizes your website performance.
web analytics
What is the measurement and analysis of data to inform an understanding of user behavior across web pages?
web analytics
Give some examples of popular web analytics tools:
Google Analyics, Clicky, Matomo
Any analytics package will allow a user to aggregate and organize the data in a variety of ways:
summarizing data
_______ are expressed through numbers in a Google Analytics report; they are quantitative measurements of data and show how a website is performing in relation to a specific dimension.
Metrics
Who are the visitors who initiated at least one session in the data range of interest?
Users
The number of first-time users (as opposed to to returning ones) in the data range?
New users
Google Analytics starts recording a ______ whenever someone visits a website and terminates it after 30 minutes of inactivity.
session
What is the percentage of all single-page sessions where the analytics server did not record any interactions?
bounce rate
The number of exits/number of page views for the specified page:
Exit rate
The average number of pages viewed within a single session:
Pages/Session
The average length of a session:
Session Duration
The percentage of sessions that include an ecommerce transaction?
Ecommerce Conversion Rate
The number of transactions that took place:
Transactions
What is the amount of money generated from the transactions?
Revenue
You learn from looking at your Google Analytics that one of your newest product pages has a 75% exit rate, meaning that ___ out of 10 people who make it there leave the website.
7.5
What are some KPIs (Key Performance Indicators)?
Traffic, conversion, revenue per conversion
