MKTG 410- Final Exam Guide - Comprehensive Notes for the exam ( 29 pages long!)
Document Summary
Web analytics: the internet, dns servers, cookies, first party, third party, persistence, terminology, software related, customer related, commerce related. Stored on your computer in a text file. Verizon and any websites, apps or advertisers that you visit from your phone. The company that set the cookie is the only one who can read it. Identify and target customers: understand the customer"s behavior, respond to problems, help in decision making. Website technical terminology: web analytic specific, url- unformed research locator, home page, landing page, root directory, javascript, ftp- file transfer protocol, dashboard, kpi- key performance indicator. Customer- key terminology: consumers- visitors/ surfers/ users, prospect (prior to being customers, suspects (lost or recoverable, visitor loyalty, repeat visitors, time spent, frequency of visit, visitor recency, recency of visit, reach and frequency. Performance- terminology: kpi- key performance indicators, conversions, conversion rate, customer acquisition costs (cac, churn, cost of maintenance, lifetime value (ltv) aka customer lifetime value (clv)
