Ferris State University Marketing Analytics & Google Analytics Exam Questions

Marketing Analytics

INSTRUCTIONS: Answer the following questions and submit in a single Word document or PDF through Blackboard.  Note that these questions do not necessarily have a “correct” answer.  Your responses will be evaluated on the depth of your response, strength of arguments and supporting evidence for your position.

1. Distinguish between Web Analytics 1.0 and Web Analytics 2.0, as proposed by Kaushik in Web Analytics 2.0. Describe what you think Web Analytics 3.0 will entail.   (20 points)

2. In Chapter 3, Kaushik describes “8 critical web metrics.” Do you agree with his list? What would your list of critical web metrics entail, and why? Discuss.  (20 points)

3. On the last page is some output from Google analytics. From it, what insights would you provide to (a) the CMO and (2) a senior strategist. How do they differ, and why? (20 points)

4. The issue of attribution weighs heavily on digital marketers. Why is attribution so important? Why is it so troublesome?  What are your thoughts on how to address the issue? (10 points)

5. What is the single most important topic we covered in class (or which has the most impact for you personally)? How has your insight on this topic changed or improved? (10 points)

6. Family Tree has undergone some changes since you last saw them. com is a subscription-based website that allows consumers to conduct genealogical research.  There are three levels of subscriptions, Basic, Premier and Ultra.  The company still spends approximately $4 per customer on acquisition marketing, but they have raised their prices across all of the membership levels based on a prior CLV analysis.  Their retention rates have also changed as they now spend approximately $2 per year, per customer, to retain their customers, and no longer offer customers receive their first month as a free trial.  Monthly prices, variable costs and retention rates are provided below. Make sure to show all work and calculations or no partial credit can be awarded for wrong answers.  Include an explanation for the CLV formula you used and why you used it.

1. Calculate the customer lifetime value for a NEW customer at each level of membership, using a monthly discount rate of .01. (10 points)
2. Based on these numbers, what are your recommendations regarding the marketing of the various membership levels? (10 points)

Question 5 topic covered in the class