Session 5 Flashcards
(47 cards)
4 steps of the optimisation plan (post customer journey) APIC
- Audit and analysis
- Planning
- Implementation
- Control and evaluation
Is the ‘Planning’ stage when you develop objectives and then the actions
True
The ‘audit and analysis’ stage will audit the xxxx situation and analyse the key issues
current
A gap analysis compares current state with the xxxx state or goals of an organisation
ideal
A gap analysis highlights shortcomings and opps for improvements
true
Using the VQVC mnemonic can be a useful technique in helping to set the right goals and xxxxx
measures
What does VQVC stand for?
- Volume Measures
- Quality Measures
- Value Measures
- Cost Measures
What does SMART stand for?
Specific
Measurable
Attainable
Realistic
Time-related
Setting objectives to improve the digital customer experience will need to consider and measure traffic, xxx and costs
value
A Volume measure is a specific measure of xxxxx
traffic
Examples of volume measures
Unique visits, page views, users
Examples of quality measures
bounce rate, duration, pages per visit
A value measure measures outcomes and xxxx
intent
Examples of a value measure
Revenue, page value, leads
A cost measure measures media effectiveness and xxx of content and experience
cost
Examples of cost measure
CPA, CPL, CPC
Another objective setting model is RACE. What does it stand for?
Reach
Act
Convert
Engage
The RACE framework enables objectives to be developed based on different stages of the xxxxx lifecycle
customer
Example ‘Reach’ objective. ‘‘Reduce website bounce rate from 85% to less than 70% within 6 months’’
True
Examples of Act metrics
Leads, lead conversion rate, time on site, engagement
Is ‘Increase time on site from 1min 30 to 2mins within 6 months’ an example of a Convert?
No. Act
Examples of Convert metrics are sales, revenue, profit, average order value
yes
Examples of Engage metrics
Repeat purchase, lifetime value. satisfaction, advocacy
'’Increase NPS from 20 to 26 within 6 month’s’’ is a xxxx objective
engage
