Questions and Answers of Essentials Of Marketing Analytics

What percentage of sales occurs at each store?
Determine the influence that demographics such as age, income, gender and geographic location have on the likelihood that a person will subscribe to ESPN: The Magazine.
Investigate the effect of marketing promotions on sales at your favorite bakery.
Analyze the influence of weekday, seasonality, and the overall trend on sales at your favorite bakery.
Examine sales volume and percentage by store, month and product type.
How intuitive is the interaction? What other features do you think would be useful to have on the platform, or how we could make it more engaging for users like yourself?
How relevant could Meritwork be for you (assuming lots of people are on it)• as a service provider?• as a service consumer?
Do a comparative analysis for how you would you achieve a similar result using another platform (physical or digital, i.e., Facebook, newspaper, Google, etc.).Consider the following:• How long it
Have at least one transaction :• Ask someone to provide a service for you, or make an offer to someone who is interested in your services• It can be just “pretend,” it does not have to be a
Join the group created by your instructor .
Create a full profi le (you can delete it later after the semester is over), add at least one (or more) service you can provide and one or more services that you would like someone to provide for you.
Write in your own words: what is Meritwork?
Explain the steps needed to formulate a social media strategy.
What is the purpose of a social media strategy?
Briefl y, explain the role of CIO in aligning analytics with business objectives.
Explain the social media alignment matrix.
What is the goal of aligning Social Media Analytics with business objectives?
Explain common social media risk mitigation strategies.4 Explain different techniques to secure social media accounts.
Explain the four steps in social media risk management.
What are some common social media risks?
Explain the different app development options.
What are some key features of mobile apps?
Explain the different classes of mobile apps.
What is the purpose of Apps Analytics?
Explain the two main categories of Mobile Analytics.
Briefl y explain important network-level properties, such as clustering coeffi cient, density, diameter, average degree, and components.
Briefl y defi ne relevant node-level properties, such as degree, betweenness, eigenvector centralities, and structural holes.
Differentiate between weighted and unweighted networks.
What is the difference between one mode, two-mode, and multimode networks?
What is the difference between explicit and implicit networks?
Briefl y explain the different types of social media networks.
Briefl y differentiate among social networks, social network sites, social networking, and social network analysis.
What is the purpose of Network Analytics?
What is social media hyperlink analysis?
What is link impact analysis?
What is hyperlink website analysis?
What is Hyperlink Analytics, and its underlying assumptions?
Briefl y discuss in-links, out-links, and co-links.
What are hyperlinks, and why they are important?
Why it important to measure actions carried out by social media users?
Briefl y, list and defi ne different actions performed by social media users.
Defi ne Social Media Actions Analytics.
Discuss privacy concerns related to Location Analytics.
What are the main applications of social media data-driven Location Analytics?
What are the main applications of business data-driven Location Analytics?
What are the sources of location data?
Explain the two main categories of Location Analytics .
Defi ne Location Analytics.
Explain the common social media text analysis steps.
Explain the four main purposes of social media Text Analytics.
Discuss different social media texts.
Differentiate between static and dynamic social media text.
What is Text Analytics, and why it is useful?
True or false—second-party cookies are employed in Internet marketing.
How does iBeacon work? Where are iBeacons most commonly used?
What are the three types of geo-targeting?
What are the two most popular visual social media platforms discussed in this chapter?
What is the most effective SEO tactic? What is the most diffi cult, but rewarding SEO tactic?
Which platform helps members more easily fi nd new professional opportunities?What other platforms that we discussed in this chapter allow us to do that?
What is a “custom audience” and which social media platforms offer them? How does one create a custom audience?
Name the most popular social media infl uencer platform?
When is it appropriate to “seed” social media content?
Which social media channel/platform best facilitates online collaboration?
How is it the exact formula for search engine ranking is so hard to fi gure out? Be specifi c in your answer.
Which social media platform is at the “center” of the social media universe?
On average, how much time on a weekly basis does it take to leverage social media effectively?
Why are there so many different analytics platforms for each social media channel?
Compare different Social Media Analytics tools available in the market and explain their strengths and weakness.
What are some main challenges to Social Media Analytics?
What ethical issues should be considered when mining social media data?
Explain the Social Media Analytics cycle.
Briefl y explain the seven layers of social media data. Support the answer with examples.
What is Social Media Analytics, and how it is different from traditional Business Analytics?
Why it is important for business managers to understand and data-mine social media data?
What type of analytics does comScore provide? When would use comScore?
Discuss the issues around merging third-party data. Do you think this is a good idea? Why? Why not?
Is there such a thing as a second-party cookie?
How is third-party data different than fi rst-party and second-party data?
Name the two types of reports in Web Analytics.
What is segmentation and defi ne the steps to go into creating a custom segment in Web Analytics? Do Web Analytics platforms already have some predefi ned segments out of the box, or does the user
Defi ne the difference between point-based analysis and path-based analysis(for pathing/attribution).
What is a Calculated Metric? Does Google Analytics allow Calculated Metrics?What about Adobe Analytics—do they enable users to create Calculated Metrics?
What do the terms KBR and KPI stand for? Who defi nes them?
Defi ne the Five-Step Web Analytics Process. Do you think there could be more steps to add to this process?
Defi ne what Web Analytics is typically used for? What are some “non-typical”applications of Web Analytics? (Try to think of a few.)
What are the main data collection issues covered in this chapter?
What are the most common Web Analytics roles?
What are the fi ve main elements of the third-party data ecosystem?
Is there such a thing as a “second-party cookie?”
What is the difference between fi rst-party data and third-party data?
Differentiate among social media, Web 2.0, and social network sites.
Briefl y explain how businesses can leverage Facebook, YouTube, Twitter, blogs, and wikis?
Briefl y explain different social media types with examples.
What are some core characteristics of social media?
What is social media? Moreover, what makes it different from the traditional media?
What is the purpose of search engine trend analysis?
What is the purpose of Search Engine Optimization?
Explain the two main categories of search engine analytics.
What is search engine analytics?
Differentiate between local and global search engines.

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