Answer: Search engine optimization is an important process for online marketers because more and more people search for product information online. If a company's website does not appear at or near the top of an online search for a phrase related to the company's products and services, then consumers are less likely to visit the company's website. Instead, they will select websites that appear at or close to the top of the list of search results. Difficulty: ModerateLO: 5.3: Describe what marketing analytics include and how both marketing analytics and predictive analytics can be leveraged to improve marketing performanceAACSB: Analytical thinking131) ________ are measures that marketers can use to watch the performance of their marketing efforts.132) ________ are put in place to identify deviations in expected performance of marketing efforts.
133) Which of the following is NOT an example of a marketing metric?134) Conversion rate is an example of ________.A) search engine optimizationB) predictive analyticsC) sentiment analysisD) customer equityE) marketing metricsAnswer: EDifficulty: ModerateLO: 5.4: Identify how organizations can use marketing metrics to measure performance and achieve marketing controlAACSB: Information technology135) Marketers use the metric of ________ to inform how they price a particular product or service.
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