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Data Analytics for Digital Media
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Flashcards
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Return on Investment (ROI)
Importance: Evaluates the profitability of an investment. How to Measure: ROI = (Net Profit / Cost of Investment) * 100
Click-Through Rate (CTR)
Importance: Measures the effectiveness of online advertising. How to Measure: CTR = (Total Clicks on Ad / Total Impressions) * 100
Bounce Rate
Importance: Indicates the percentage of visitors who navigate away after viewing only one page. How to Measure: Bounce Rate = (Single-page visits / Total visits) * 100
Cost Per Click (CPC)
Importance: Used to determine the financial efficiency of online advertising. How to Measure: CPC = Total Cost of Campaign / Total Number of Clicks
Net Promoter Score (NPS)
Importance: Measures customer loyalty and brand perception. How to Measure: NPS = % Promoters - % Detractors, where promoters score 9-10 and detractors score 0-6 on a scale of recommending the brand.
Abandonment Rate
Importance: Reflects the percentage of shopping carts or processes that are initiated but not completed. How to Measure: Abandonment Rate = (1 - (Number of Completed Transactions / Number of Shopping Carts Created)) * 100
Sentiment Analysis
Importance: Measures the tone of customer feedback and brand mentions - positive, negative, or neutral. How to Measure: Requires natural language processing (NLP) tools to categorize sentiments from text data.
Unique Visitors
Importance: Shows the number of distinct individuals visiting the website within a given period. How to Measure: Unique Visitors = Total Visitors - Repeat Visitors
Traffic Sources
Importance: Represents where the website's traffic originates, useful for refining marketing strategies. How to Measure: Divided into direct, referral, organic search, and social traffic, among others.
Social Share of Voice (SSoV)
Importance: Measures brand visibility and how much it is being talked about on social media. How to Measure: SSoV = (Brand Mentions / Total Industry Mentions) * 100
Email Open Rate
Importance: Indicates the effectiveness of email subject lines and the relevance of content to subscribers. How to Measure: Email Open Rate = (Number of Email Messages Opened / Number of Email Messages Sent - Number of Bounced Emails) * 100
Average Session Duration
Importance: Measures the average amount of time users spend on the site. How to Measure: Average Session Duration = Total Duration of All Sessions / Number of Sessions
Average Order Value (AOV)
Importance: Measures the average dollar amount spent each time a customer places an order. How to Measure: AOV = Total Revenue / Number of Orders
Keyword Performance
Importance: Reflects how well a website or piece of content is ranking for desired search terms. How to Measure: Use search console tools or SEO platforms for ranking data.
Engagement Rate
Importance: Reflects the level of audience interaction with content. How to Measure: Engagement Rate = (Total Engagement Actions / Total Reach) * 100
Customer Lifetime Value (CLV)
Importance: Estimates the total revenue a business can reasonably expect from a single customer account. How to Measure: CLV = Average Purchase Value x Purchase Frequency x Customer Lifespan
Conversion Rate
Importance: Measures the percentage of users who take a desired action. How to Measure: Conversion Rate = (Number of Conversions / Number of Total Interactions) * 100
Email Click Rate
Importance: Measures the percentage of email recipients who clicked on one or more links contained in an email. How to Measure: Email Click Rate = (Number of Clicks / Number of Delivered Emails) * 100
Pageviews
Importance: Represents the total number of pages viewed. How to Measure: Tracked automatically in most web analytics platforms.
Impressions
Importance: Reflects the count of how many times your content is displayed. How to Measure: Often provided by the advertising platform or analytics service.
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