Question 1

Construct a brief, one paragraph, description of a user Internet session.Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm's Internet marketing.

Accepted Answer

This is a thought question not covered i...

Question 2

It is important to choose relevant metrics with marketing program objectives in mind.

Accepted Answer

A) True 
 B)False

Question 3

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.

Accepted Answer

A) True 
 B)False

Question 4

Which is a type of metrics not readily available on conventional web metrics platforms?

Accepted Answer

A)  Social media marketing metrics
B)  Mobile marketing metrics
C)  Neither of the above A

Question 5

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.

Accepted Answer

A) True 
 B)False

Question 6

Explain in detail the nature and purposes of usability testing.Be sure to discuss whether usability testing can and should be done for websites of any size or age.

Accepted Answer

Dr.Nielsen's approach is described in th...

Question 7

Audience measures include profile data about all website visitors.

Accepted Answer

A) True 
 B)False

Question 8

The best description of Key Performance Indicators (KPIs)  is:

Accepted Answer

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

Question 9

Marketers are able to choose which data items from the clickstream to record on the server logs.

Accepted Answer

A) True 
 B)False

Question 10

IT technicians monitor performance by studying metrics on:

Accepted Answer

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.

Question 11

Website usability is concerned with the customer's ability to use the site easily to complete tasks.

Accepted Answer

A) True 
 B)False

Question 12

The Sybase metrics program described in the text showed that:

Accepted Answer

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.

Question 13

Which of the following data items is not recorded by server request logs?

Accepted Answer

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.

Question 14

A prototype is a website that is not yet fully functional.

Accepted Answer

A) True 
 B)False

Question 15

Metrics platforms allow marketers to analyze Internet metrics by audience segment.

Accepted Answer

A) True 
 B)False

Question 16

The two categories of website metrics are:

Accepted Answer

A)  file loading time and successful page loads.
B)  business performance and technical site performance.
C)  marketing metrics and operations metrics.

Question 17

It is not possible for marketers to obtain metrics from campaigns that take place off the website.

Accepted Answer

A) True 
 B)False  False

Question 18

Which of the following are traffic measures?

Accepted Answer

A)  Unduplicated audience and consumer panels
B)  Hits and server logs
C)  Hits and ad impressions

Question 19

Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.

Accepted Answer

A) True 
 B)False

Question 20

The best way to assess Internet usage patterns of individuals both at home and at work is to use:.

Accepted Answer

A)  consumer panels.
B)  cookies.
C)  special measurement software.

Exam 14: Measuring and Evaluating Web Marketing Programs

Construct a brief, one paragraph, description of a user Internet session.Explain what specific metrics this session might produce and how a marketer might use the metrics to evaluate or improve some aspect of the firm's Internet marketing.

Correct AnswerverifiedThis is a thought question not covered i...View AnswerShow Answer

It is important to choose relevant metrics with marketing program objectives in mind.

Correct AnswerverifiedShow Answer

Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.

Correct AnswerverifiedShow Answer

Which is a type of metrics not readily available on conventional web metrics platforms?

Correct AnswerverifiedA

The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.

Correct AnswerverifiedShow Answer

Explain in detail the nature and purposes of usability testing.Be sure to discuss whether usability testing can and should be done for websites of any size or age.

Correct AnswerverifiedDr.Nielsen's approach is described in th...View AnswerShow Answer

Audience measures include profile data about all website visitors.

Correct AnswerverifiedShow Answer

The best description of Key Performance Indicators (KPIs) is:

Correct AnswerverifiedB

Marketers are able to choose which data items from the clickstream to record on the server logs.

Correct AnswerverifiedShow Answer

IT technicians monitor performance by studying metrics on:

Correct AnswerverifiedShow Answer

Website usability is concerned with the customer's ability to use the site easily to complete tasks.

Correct AnswerverifiedShow Answer

The Sybase metrics program described in the text showed that:

Correct AnswerverifiedShow Answer

Which of the following data items is not recorded by server request logs?

Correct AnswerverifiedShow Answer

A prototype is a website that is not yet fully functional.

Correct AnswerverifiedShow Answer

Metrics platforms allow marketers to analyze Internet metrics by audience segment.

Correct AnswerverifiedShow Answer

The two categories of website metrics are:

Correct AnswerverifiedShow Answer

It is not possible for marketers to obtain metrics from campaigns that take place off the website.

Correct AnswerverifiedFalse

Which of the following are traffic measures?

Correct AnswerverifiedShow Answer

Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.

Correct AnswerverifiedShow Answer

The best way to assess Internet usage patterns of individuals both at home and at work is to use:.

Correct AnswerverifiedShow Answer

Correct Answer
verified
This is a thought question not covered i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified
Dr.Nielsen's approach is described in th...
View Answer

Correct Answer
verified

Correct Answer
verified
B

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified