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Exams > Digital and Social Analytics Exam 2 > Flashcards

Digital and Social Analytics Exam 2 Flashcards

1
Q

SEO

A

Search engine optimization
-practice of increasing quantity and quality of traffic to your website through organic search engine results

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2
Q

Search Engines

A

want to match people browsing with relevant content
- conversion rate

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3
Q

conversion rate

A

see AND buy; many people see

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4
Q

Rank Matters

A

SERP

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5
Q

SERP

A

Search engine result page (first few are critical to traffic)

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6
Q

How much of the internet search traffic does google own?

A

90% (bing owns 6%)

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7
Q

We have been seeing what within mimic pro

A

Ad rank (SEM)

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8
Q

What is the unpaid version of SEM referred to as?

A

SEO- organic or natural

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9
Q

Who searches the internet?

A

Google’s spiders

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10
Q

Not searching the internet

A

Google doesn’t search the internet as you need it; they’ve already searched it and pull it from their database

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11
Q

Robots.txt.

A

html to tell it to ignore a website/ not catalog it

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12
Q

Webpage marketing 101

A

SEO vs SEM

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13
Q

SEO (full description)

A

Organic based on:
-content= need words for what you are looking for
-structure= Google deprioritizes badly formed html
-links (references)= if people link to site it increases your results

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14
Q

SEM

A

paid placement of ads in search results:
-keywords
-campaigns
-metered/structured budgets= structure how you spend

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15
Q

The old days: Meta tags

A

key words in head of document to tell google what the site was about
- abused by people “stuffing” the key words with stuff just to drive up traffic

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16
Q

Common Meta tags

A

<meta name= “ “ content= >
-“ “= description, keywords, author, viewport

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17
Q

viewport

A

tells device if people are allowed to pinch (zoom) or not

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18
Q

SEO- HTML

A

Use <h1></h1>… <h6></h6>
Use paragraphs
Use attribute for images
-alternative text for what it is
Do not “game” the system, they detect and remember it
SEO layers on website

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19
Q

AMP

A

Accelerated mobile pages
-standard to help mobile users

Google gives credit if pages can load quickly on mobile device (SPEED MATTERS!)
HTML, javascript

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20
Q

Caching

A

Leaving something for someone else to find later
-allows content to be shared for a certain amount of time closer to where the users are using it

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21
Q

WYSIWYG Editors

A

What you see is what you get
A note to editors: Some editors let you control the HTML, others don’t
A fine level of control allows for better SEO, but also requires more talent to manage
- some editors do it for you- still have to know jargon and impacts

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22
Q

Matts Meta Message

A

CONTENT WINS EVERYTIME
quality content= quality traffic

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23
Q

CSS

A

Cascading style sheets
-control layout, color, look, and feel

24
Q

Three ways to accomplish

A
  1. In line:

<div> Content </div>

  1. Style tag in the head tag (internal)

<div> Content </div>

  1. Separate file (external)

<link></link>

25
Q

Three basic ways (to CSS text)

A

By element
By ID
By class

26
Q

By element

A

<p>content</p>

p{color:#EEOOFF;}

27
Q

By ID

A

<p i.d= mynamehere”>Content</p>
#Mynamehere {color:#004433;}

28
Q

by class

A

<p> Content </p>

Another name here {color:#223311;}

29
Q

MOST IMPORTANT (CSS) ADVICE

A

The world of CSS is seriously BIG
Code–> test–> fix–>code–>test–>fix–>…

30
Q

Location Analytics

A

Location Data Types

31
Q

Location Data Types

A

Address based location
Latitude/longitude (drop pin on map)

32
Q

Latitude/Longitude

A

Drop pin on map
Works on GPS Data
- doesn’t work on address based

33
Q

Postal address is challenging

A

Many different ways to express

34
Q

International addresses are difficult when…

A

-Ethnocentric
-only use numbers

35
Q

How should I construct the postal code

A

15 characters of characters and numbers (not five like the US)

36
Q

Locations

A

Phone=GPS:
-Phones can collect GPS data
–In app or background

37
Q

Website Visiting

A

IP address
VPN
iBeacons/ Bluetooth
NFC
RFID

38
Q

IP address

A

Geolocation translation (best guess, not precise)

39
Q

iBeacons/ Bluetooth

A

can tell when phone comes into range

40
Q

NFC

A

Near Field communication
(tap to pay-but more–>airdrop)

41
Q

RFID

A

Radio Frequency Identification
-Make sure to talk about tunneling

42
Q

GIS tools/systems (not simple)

A

Geographic Information Systems
…

43
Q

Google Maps and Google Fusion Table

A

Maps +Fun (pin drop on many locations)

44
Q

ERSI

A

This is the cadillac
Arc GIS is awe inspiring –> You need serious cash or a relationship with a provider
(helps with layering, crime hot spotting, exact pin dropping, etc.)

45
Q

Microsoft and SQL server

A

they’ve added a specific data type for coordinate based systems

46
Q

Geometry

A

Critical for doing things like drawing zip code maps

47
Q

Advantage and disadvantage of SILOS

A

silo-ed practices vs combined practices
-Social analytics
- Traditional Business Data Sources
- Website analytics

48
Q

Silo-ed practices

A

all separate jobs
less argument but less collab

49
Q

Combined practices

A

Collab and shared resources

50
Q

Javascript

A

Action, like movement and calculations

51
Q

HTML

A

structure of tags

52
Q

Three basic languages/ building blocks

A

HTML
CSS
JAVASCRIPT

53
Q

JAVASCRIPTS

A

-Client side language that runs in the browsers context
-event driven–> click a button, move a mouse, change a field, etc.
>On click (), Om command (), on mouse over()

54
Q

interpreted language (javascript)

A

the source code is provided each time and then executed by the browsers engine

55
Q

Libraries

A

common to use libraries others have written (copy and paste Java into HTML)
just include in HTML and “things happen”


















56










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AJAX


















A













Asynchronous JavaScript and XML
 -Allows JavaScript to interact web server without reloading the page















57










Q













Box Model


















A













Margin- How much space before drawing thing
Border- around drawing
Padding- Between border and drawing
Content- the “drawing”






























Exams (10 decks)


























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