Chapter 14: Measuring and Evaluating Web Marketing Programs
MULTIPLE CHOICE
1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
8. 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.
9. 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.
10. 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.
11. 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.
12. 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.
13. Which of the following are traffic measures?
a.
Unduplicated audience and consumer panels
b.
Hits and server logs
c.
Hits and ad impressions
14. 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.
15. 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.
16. 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.
17. 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.
18. 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.
19. ________ is a summary display of metrics data for the marketer’s desktop.
a.
Top-line
b.
Dashboard
c.
Report
20. 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.
21. 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.
22. 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.
23. 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
24. 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.
TRUE/FALSE
1. Most marketers find measuring their performance across all channels a difficult challenge.
2. Enterprise metrics include traffic, audience and campaign metrics.
3. Website usability is concerned with the customer’s ability to use the site easily to complete tasks.
4. It is important that marketers take a technical perspective in assessing website usability.
5. A prototype is a website that is not yet fully functional.
6. Only enterprises with sophisticated testing laboratories can conduct meaningful usability tests.
7. It is necessary to have a large random sample in order to conduct a usability test that uncovers
most website problems.
8. Marketers are able to choose which data items from the clickstream to record on the server logs.
9. Site performance data provides a key set of metrics for IT technicians to use in assessing the
success of their programs.
10. Hits are the most useful of the Internet metrics.
11. Traffic, audience and campaign measures are all important in evaluating the business effectiveness
of a website.
12. A tag is a small piece of code that allows marketers to track visitor’s movement from one page to
another.
13. A cookie is a few lines of computer code that is placed on the user’s computer.
14. Tagged pages and cookies work together to produce useful metrics for the marketer.
15. Panel data allows marketers to obtain Internet usage data from identified users.
16. Audience measures include profile data about all website visitors.
17. It is not possible for marketers to obtain metrics from campaigns that take place off the website.
18. The number of Internet metrics that can be obtained from websites and marketing programs is
almost infinite.
19. It is important to choose relevant metrics with marketing program objectives in mind.
20. Metrics platforms allow marketers to analyze Internet metrics by audience segment.
21. Path analysis helps marketers understand how their customers are using the site.
22. A commercial metrics platform identifies KPIs for each customer.
23. Mobile marketing websites produce essentially the same types of metrics as traditional websites.
24. The issues surrounding Internet metrics have generally been resolved and marketer can trust that
they are using satisfactory measures going forward.
ESSAY
1. 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.
2. The two basic approaches to producing in-depth traffic and audience metrics are server log data
and the collection of panel data. Describe each in detail, indicating both how they are similar and how
they differ from one another. Give an example of a metric produced by each.
3. It is important for marketers to use objectives to guide their selection of relevant metrics. Discuss
in detail the meaning and implications of this statement.
4. 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.
