CIW Web and Mobile Design Series 1D0-623 CIW Study Notes

Evaluating the success of a social media campaign for a software start-up firm, particularly when the goal is to build a larger potential customer base, involves looking at metrics that indicate growth and engagement. Among the options, the total number of followers on each platform (Option A) is a relevant metric because an increase in followers indicates that the campaign is effectively attracting new potential customers. Gaining at least 10% more followers on each platform can be seen as a tangible goal that reflects increased brand awareness and potential market expansion. This metric aligns with the objective of building a larger customer base and provides a clear, measurable target for success.

References:

Social Media Examiner: "How to Measure Your Social Media Marketing Success"

HubSpot: "Social Media Metrics: How to Measure and Prove ROI"

The "last social touch" conversion attribution model assigns all credit for a conversion to the last social media interaction before a customer makes a purchase. In the scenario described, the typical customer journey involves hearing about the product on social media, visiting the company website, and then making a purchase. This model acknowledges the crucial role of the final social media touchpoint in driving conversions, emphasizing the importance of social media in the decision-making process and helping businesses understand the effectiveness of their social media strategies.

References:

HubSpot: "What Is Marketing Attribution and How Do You Report on It?"

Sprout Social: "Understanding Social Media Attribution and Its Models"

The missing big data value component in the analysis was context. While there was a spike in online postings about the product, the company failed to consider the nature of these posts. Most of the postswere likely complaints about product performance, which negatively impacted consumer perception. Increasing paid advertising without understanding the negative sentiment led to a decline in sales. Proper contextual analysis would have revealed the dissatisfaction, allowing the company to address the issues and improve the product before increasing advertising spend. Contextual understanding is crucial for making informed decisions and ensuring effective marketing strategies.

Click-through rates (CTR) are the most relevant metric for measuring the number of followers who noticed and responded to a paid advertisement. This metric calculates the percentage of people who clicked on the ad after seeing it. CTR is crucial for understanding the effectiveness of an ad in attracting attention and encouraging interaction.

Relevance: CTR directly measures user engagement by showing how many users acted on seeing the ad.

Effectiveness: High CTR indicates that the ad was compelling enough to prompt users to click and explore further.

Optimization: Monitoring CTR helps marketers refine their ad content and targeting to improve performance.

References:

Digital marketing experts highlight CTR as a key performance indicator for paid advertisements (HubSpot, WordStream).