________ are techniques that use large quantities of data and variables to forecast specific future outcomes of marketing efforts.
Predictive analytics
Which of the following is a measure of the percentage of customers who defect over a given period of time?
churn rate
________ are put in place to identify deviations in expected performance of marketing efforts.
Marketing metrics
Marketers use the metric of ________ to see how engaging a website is to visitors in terms of the extent to which visitors explore it.
clickthrough rate
Which of the following is NOT a process included in marketing analytics?
creating marketing efforts
Marketers use the metric of ________ to understand where web traffic is coming from and which marketing investments are generating enough interest in users to get them to
follow a link to a product webpage.
click-through rate
The product alternatives a customer knows about are referred to as the ________.
evoked set
________ are Web applications that can help online shoppers find what they are looking for at the lowest available price.
Shopbots
Consumers often rely on decision guidelines, or mental rules of thumb, when weighing the merits of competing brands. These rules are referred to as ________.
heuristics
When a customer feels regret after purchasing a product, she is experiencing ________.
cognitive dissonance
The three main categories of influences that affect the consumer decision-making process are ________.
internal, situational, and social
