Exam (elaborations)
AMA DIGITAL MARKETING PROFESSIONAL EXAM
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AMA DIGITAL MARKETING PROFESSIONAL EXAM
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AMA DIGITAL MARKETING PROFESSIONAL EXAMA/B Testing - Answers-comparing two versions of a web page to see which one
performs better
Acquisition - Answers-channels that site visits come through to get to your site.
How your visits are acquired
Attribution - Answers-assigning values to touch points within a users journey to
conversion
Attribution Analysis - Answers-Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to complete
a conversion on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - Answers-the process of measuring a business's performance against
competitors and industry standards
Bounce Rate - Answers-the percentage of visitors to a particular website who navigate
away from the site after viewing only one page.
Click Through Rate (CTR) - Answers-# of users who clicked an ad / by # of impressions
(times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a
destination-site.
Engagement Rate - Answers-Percentage of people who see a brand post and then
interact with it on social media
Exit Pages - Answers-Last page accessed during a visit.
The pages on a website that drive customers away
# of exits on a page / total # of page views on that page
Facebook Insights - Answers-Tracking user interaction on your FB page
Google Adwords - Answers-Pay to have links and/or ads placed on relevant Web pages
and in search results
Google Analytics - Answers-Tracks website visits (sessions), where they came from,
what search queries (or keywords) they used, how long they stayed, how many pages
they viewed and what sort of activity they engaged in while on site.
Impressions - Answers-the number of times an ad is displayed to the user
, New/Unique Visitor - Answers-Unique: # of unduplicated visitors to your website over
the course of a specified time period
New: Users that have had at least 1 session within the selected date range. Includes
both new and returning users
Pay Per Click (PPC) - Answers-form of paid digital marketing where advertisers pay a
fee each time their ad is clicked. Highly targeted paid ads that drive traffic to a landing
page where you can generate leads
Payment Metrics - Answers-Conversions
Conversion Rate
CTR-click thru rate
cost per conversion
Total cost
clicks
Return on Investment (ROI) Analysis - Answers-Lets you know if money spent is
meeting advertising objectives. ROI: measure of a company's net income divided by its
total asset (ad cost) investment
Search Engine Optimization (SEO) - Answers-Making improvements on and off website
to gain more exposure in search engine results.
Search engine tries to find/understand all content on internet then quickly deliver
relevant/authoritative results based on phrase search
Keywords = foundation of SEO
Session - Answers-group of user interactions with your website that take place within a
given time frame.
Social Media Marketing - Answers-the utilization of social media technologies, channels,
and software to create, communicate, deliver, and exchange offerings that have value
for an organization
Traffic Sources - Answers-Where did users come from?
Search Engines (Keywords/Queries), Direct, Referrals, Social Media and Email
Marketing
Twitter Analytics - Answers-This dashboard provides a monthly summary of your
engagement in your Twitter account. It looks at total number of tweets you post, total
impressions, profile visits and mentions
Value per Visit - Answers-How much is each visit worth?
number of visits divided by total value created
ex: if conversion rate is 4% & average purchase = $100, then the VPV is $4
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