Digital Marketing Fundamentals - 1st edition 2018
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A/B testing
A form of split testing, used for comparing the response to 2 variants of, for example, a web page, advertisement or email, in order to increase the effectiveness (such as the conversion rate).
Abandonment rate
The percentage of visitors who fail to complete a step in the ordering process.
ABC model
Digital analytics model that examines the marketing funnel from bottom to top by looking at conversion (C) first, then behaviour (B) and finally the (acquisition) channels (A).
Acquisition costs
Cost per click or impression.
Actionable insights
Discerning conclusions drawn from analyses that are then developed into actionable items relevant to specific areas for improvement.
Amplification rate
How often something is retweeted (Twitter), shared (Facebook) or similarly forwarded via social media.
App analytics
Measuring, reporting and analysing data for the purpose of gaining insight into the effectiveness of apps.
App-installs
The number of times an app is installed.
Applause rate
How often something receives a 'like', '+1' or a similar appraisal on social media.
Assisted conversions
Key figures in Google Analytics that show which online channels played a role in the preliminary stage of the conversion.
Attribution models
Models for determining which traffic source conversions will receive ‘credits’ for conversions. This means that instead of assigning a conversion to a single traffic source, you may also assign it to several sources. Also referred to as: conversion attribution models.
Attrition
Measured over a fixed period of time, this describes the phenomenon of previously active customers who cease to be active.
Bounce rate
The number of people exiting the site from the page on which they initially landed, compared to the number of people who stay on the site.
Cart abandonment rate
The percentage of visitors who add something to their shopping cart, but then fail to complete the order.
Check-out abandonment rate
Percentage of visitors that place an order, but do not complete the full ordering process.
Churn
Leaving customers.
Click rate
The number of clicks on an email, advertisement or other expression in relation to the number of impressions of this expression.
Content Engagement Index
Index that provides insight into the extent to which your content has reached your target audience and achieved engagement.
Conversion attribution
Method for determining which traffic source conversions will receive ‘credits’ for conversions. This means that instead of assigning a conversion to a single traffic source, you may also assign it to several sources.
Conversation rate
The number of responses to an organisation’s message.
Costs per contact
The marketing expenses over a period per obtained visitor.
CPC
Cost per click. Fee per click.
CPM
Cost per mille. Fee per 1,000 impressions.
CPO
Cost per order. Reimbursement per order.
CPS
Cost per sale. Reimbursement per product sold.
Dashboard
Visual representation of an organisation's key performance indicators.
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