1. Before evaluating any web campaign or project it is essential to articulate and understand your KPI's. What are they? Explain why are they so important and provide 2 examples.
2. In any Marketing role, it is important to know not only the definition of terms, but also why they are important to a business. From the following list of reported metrics found in a web analytics tool (eg. SiteCatalyst, Google Analytics), define them and explain why they are valuable for a Marketer to monitor.
a) Referral source report
b) Mobile device type report
c) Landing page
d) Bounce rate
e) Entry page and Exit page
BONUS: Seasonality of visits
3. As it relates to an A/B test:
a) Explain the steps involved in an A/B test.
b) As a Marketer working with a Graphic Designer, you both disagree on which image to use for an ad. How can you use an A/B test to resolve your disagreement.