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MGT 6311 FULL PROGRAM & SYSTEM
RECAP MASTER DOMAIN 2026.
โ open rate. Ans: The percentage of emails determined as opened out of the total number of emails sent โ opt-in. Ans: Giving permission for emails to be sent to you โ Opt-out. Ans: Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email โ self bounce. Ans: The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure. โ unique forwarders. Ans: This refers to the number of individuals who forwarded a specific email on. โ white list. Ans: A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings โ direct marketing options. Ans: promotional emails, newsletters, transactional emails, SMS marketing
โ goals of promotional emails. Ans: user makes a purchase, user downloads content, user requests further info โ rules for unsolicited emails and SMS. Ans: you cannot send communications without someone's permission and if they want to unsubscribe, you have to meet their request or face penalties in many jurisdictions โ parts of an email. Ans: sender information, subject line, preheader, header, personalized greeting, footer, unsubscribe link โ writing for direct marketing. Ans: 1. limit in message links to just the CTA if possible
- subject line is all important โ useful email KPIs. Ans: open rate, CTR< number of emails forwarded, ROI, number of social shares, database growth, conversion rate, delivery or bounce rate โ video cards. Ans: calls to action that pop up during a video and entice certain actions from viewers โ video search engine optimization. Ans: optimizing video for search engines, similar to the way in which one would optimize a website to rank higher on the SERPs
โ strategic uses of social media. Ans: community management, support and customer service, reputation management, SEO, communication and outreach, advertising and awareness, sales and lead generation, insights and research โ social media strategy. Ans: 1. get buy in
- listen and understand the landscape
- analyze
- set objectives (SMART)
- create an action plan
- implement
- track, analyze, optimize โ recovering from an online brand attack. Ans: 1. be prepared
- act immediately
- if what they say is false, ask to remove
- if what they say is true, apologize, be honest and sincere
- keep the negative pages out of the search engines โ cookie. Ans: small text files that are used to transfer information between browsers and web servers - they help web servers to provide right content when it is requested โ conversion. Ans: completing an action that the website wants the user. usually a conversion results in revenue for the brand in some
way conversions include signing up to a newsletter or purchasing a product. โ conversion rate. Ans: number of conversions/number of visitors โ funnel. Ans: web analytics or conversion optimization, an established set of steps a user should take in reaching a goal, such as making a purchase โ heat map. Ans: a data visualization tool that shows levels of activity on a web page in different colors โ micro-conversion. Ans: a small conversion in the path to a full conversion, such as going from step one to step 2 in a checkout process of four steps โ multivariate test. Ans: testing combinations of versions of the website to see which combination performs better โ split test. Ans: aka A/B test โ testing email. Ans: subject lines, CTA, offers โ testing display/search advertising. Ans: different adverts affect CTR, CTA, headlines
โ big data. Ans: - measure trends, not absolute figures
- focus on patterns
- investigate anomalies โ gathering data. Ans: views, customization, real time data, audience data characteristics, acquisition, behavior/performance, conversions โ web analytics measurements. Ans: counts and ratios โ 3 types of metrics. Ans: aggregate, segmented, individual โ building block metrics. Ans: traffic, page, page views, session, unique visitors, new visitor, returning visitor โ original referrer. Ans: a URL that sent a new visitor to the website โ page views per visit. Ans: number of page views in a reporting period divided by the number of visits in that same period โ page exit ratio. Ans: Number of exits from a page divided by total number of page views of that page. โ bounce rate. Ans: single page view visits divided by entry pages
โ click density analysis. Ans: looking at a heatmap to see where users are clicking on the site and if there are any noteworthy clumps of clicks such as many users clicking on a page element that is not actually a button or link โ behavior and content metrics. Ans: analyzing data around user behaviors (e.g. time spent on site, number of pages viewed) โ
