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Marketing Analytics
A Comprehensive Guide

v1.0 Christina J. Inge
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1.11 Questions for Further Study

  1. Why has marketing traditionally been difficult to measure? What has changed to make marketing easier to measure?

  2. Why are “hits” an inaccurate metric of website traffic?

  3. Outline three differences between qualitative and quantitative data.

  4. When would you use quantitative data? When would you use qualitative data? Is one form of data superior to the other? Why or why not?

  5. What are some of the factors that lead to data being siloed within an organization? How can organizations begin to reduce these silos?

  6. What is meant by ROI? Provide at least three examples of ROI for a for-profit company. Provide another three examples of ROI, this time for a nonprofit organization.

  7. What is a key performance indicator? What is the difference between a key performance indicator and a metric?

  8. What is the difference between a conversion and a micro-conversion? Support your answer with examples of each.

  9. Why is it important to measure return on ad spend?

  10. Describe the steps in a typical marketing funnel.

  11. Why is it important to use metrics throughout the marketing funnel?

  12. Thinking again about the marketing funnel, provide some examples of the different metrics marketers use at different stages in the funnel.

  13. Why do companies engage in optimization? What are some goals for an optimization program?

  14. Define the difference between A/B and multivariate testing.

  15. Why is CTR so often used as a metric of marketing success?

  16. Can micro-conversions be optimized, or can only conversions themselves be successful targets for optimization? Why or why not?

  17. What are some better metrics to use in place of, or alongside, CTR?