2)your site.com has pages A through C.

assume that there 5 sessions in a particular day with the

following pageview orders:

What is the bounce rate of page C?

Answer: 100%

3) Based on the following information, how much is Company A’s customer acquisition costs for cost to
acquire EACH customer), assuming all customer are acquired through banner advertising? Company A
paid a CPC (cost per click) rate of $2, ran 20,000 total impressions, and achieved a clickthrough rate of
5% and a conversion rate of 10%

Answer:

4) Purchasing an online ad on a CPA(cost per action) basis means that the advertiser

Answer: pays only for those users who perform a specific action such as registering, purchasing etc

5) which of the following is Not an example of measuring reach?

Answer:

6) If a company’s acquisition mode ratio is between 0.25 and 2.0 what mode is the company currently
in?

Answer: Balanced growth and retention mode.

7) your site.com has pages A through C. assume that there 5 sessions in a particular day with the
following pageview orders:

What is the bounce rate of page A?

Answer: 0%.

8) which of the following is not a metric to measure acquisition

Answer: number of hits.

9) Company A is paying $1 per click on popular generic keyword search. It is getting 1000 clicks per day
and has a conversion rate of 3% what should be the average order value(AOV) if it wants a return of 3
times its ad spending

Answer: $100

10) If a company’s acquisition mode ratio is between 2.0 and 5.0,what mode is the company currently
in?

Answer: strong growth mode

11)which of the following is NOT a metric to a measure conversion?

Answer: Number of visits

12) what is the normalized degree of node Mary in the network below
Answer: 1

13) what is the betweenness of node Peter in the network below;

Answer: 0.

14) which of the following is not evidence for homophily?

Answer: there are usually an equal number of boys and girls in a preschool.

15) which of the following is not a measure of centrality in a social network?

Answer: Density

16) Which of the following is not a metric to measure retention

Answer: Abandonment Rates

17) which of the sites is more likely to have a shorter span of time for measuring retention that the
others

Answer: Customer Support Site

18) You have paid $2,000 to a website to run an ad campaign for a month…. What is the current return
on the investment(ROI) of the ad campaign

Answer: 75%

19) A marketer places a banner…percentage of people who clicked on the ad to the total number of
impressions. This metric is called

Answer: Click-through rate

20) 25,000 people viewed a particular….how much will the advertiser be charged for advertising

Answer: 250

21) which of the following is the correct formula for computing a conversion rate

Answer: visitors to the final step/ visitors to the first step

22) yoursite.com has….

What is the exit rate of page A during this period?

Answer: 33%

23) 25,000 people viewed a particular….how many hits did the site scored

Answer: 150,000

24) Your analytics package reports the following dates of visit for a customer to your site this year:

10/10; 10/23; 10/23;11/3;11/9;11/19; what is your frequency of visit.

Answer: 8
25) what type of tools form your web analytics package can generate browser-to-bye ratios

Answer: commerce measurement tools

26) what is the betweenness of node mary in the network below

Answer: 2/3

Betweenness: sum of nodes crossing x / [(n-1)(n-2) / 2]

Hits = views * files

Click through rate = clicked/total views

Closeness = sum of shortest dist/ sum of rem node

27) 25,000 people viewed a particular….what is the click through rate for the banner ad?

Answer: 1/27

28) what is the closeness of node Mary in the network below:

Answer: 1

29) What is meant when a web page is describe as “sticky”

Answer: Highest visit duration

30) What type of tools in your web analytics package help to track the flow of visitors from step to step,
measuring abandonment between steps

Answer: Process measurement tools

31) you are paying $3 for each response to a campaign you are running. Your goal is to sell a product for
which you make $15.00 per sale. What should be the conversion rate just to break even

Answer: 5%

32) what are the pieces of analytical delta mode:

Answer: Data, Enterprise, Leadership, Target, Analysis

33) what is the closeness of node john in the network below:

Answer: 3/5

34) Four V’s associated with Big Data

Answer: Volume, Velocity, Variety and Veracity

35) Which of the following is an example of conversion:

Answer: start a download of a document or application on your website

36) which of the following is not an example of a path in the following network:
Answer: (A,B,)(B,D),(D,A)

37) what type of tools form your web analytics page package help measure the effectiveness of any
marketing program to draw visitors to your site

Answer: Campaign Analysis Tools

38) what is the closeness of node sarah in the network below:

Answer: ¾

39) 25,000 people..How many ad impressions are served

Answer: 25,000

ND = connecting nodes/ N-1

40) what is the normalized degree of node Peter in the network below

Answer: 2/3

41) what is the normalized degree of node john in the network below

Answer: 1/3

42) what is the betweenness of node sarah in the network below:

Answer: 0

43) yoursite.com has pages A through C. assume that there 5 sessions in a particular day with the
following pageview orders:

What is the exit rate of page B during this period

Answer: 50%

44) What is geodesic:

Answer: Shortest length between two nodes in a network

45) what is the normalized degree of node sarah in the network below:

Answer: 2/3

46) Company A reports 90,000 new visitors and 30,000 daily returning visitors. What is the acquisition
mode ratio for this company?

Answer: 3

47) 20,000 people viewed a certain web page in one day. The page contained a total of 5 files, including
HTML file, an animated gif banner ad across the top, a css file, and 2 javascript files, 1,000 people clicked
on the banner. The banner ad is served how many impressions?

Answer: 20,000
48) In a Clique containing 5 vertices, what is the closeness of any vertex:

Answer:

49) Which of the following is not a measure of cohesion in a social network

Answer: Closeness

50) yoursite.com has pages A through C. assume that there 5 sessions in a particular day with the
following pageview orders:

What is the bounce rate?

Answer: 33%

Questions from today’s exam

Web & Social – Final 10,11,36,28,26

12. What type of tools from your Web Analytics package will help answer the question: Do different
groups of visitors spend more/less time

or return more/less frequently than others? Visitor Segmentation Tool

19. Yoursite.com has pages A through C. Assume that there are five sessions in a particular day with the
following pageview orders:

Session 1: Page B > Page A > Page C > Exit

Session 2: Page B > Exit

Session 3: Page A > Page C > Page B > Exit

Session 4: Page C> Exit

Session 5: Page B > Page C > Page A > Exit

What is the exit rate of Page C during this period? 50%

31. A Web site http://readingbooksonline.com receives 10.000 hits in one day. It contains only 2 files,
one of which is an ad for another

company, say. http://www.BookStore.com. With a $10 Cost per Thousand impressions, how much does
the site owner of

readingbooksonline.com earn from the BookStore.com? $100

42. What are the stages in the customer life cycle

Reach, Acquisition, Conversion, Retention

49. What type of edges or links are present in a Twitter followers’ network. Directed, Unweighted