ROSELYN M.

KITAY OA 402 A ( TTH 6:00-7:30pm)

BSOA FOURTH YEAR

PART 1. BASIC CONCEPTS AND TERMINOLOGY

1. Search engine optimization (SEO)

SEO stands for “search engine optimization.” In simple terms, SEO means the process of
improving your website to increase its visibility in Google, Microsoft Bing, and other search
engines whenever people search for:

 Products you sell.

 Services you provide.
 Information on topics in which you have deep expertise and/or experience.

2. Pay-per-click (PPC) advertising

PPC stands for pay-per-click, a model of digital advertising where the advertiser pays a fee each
time one of their ads is clicked. Essentially, you’re paying for targeted visits to your website (or
landing page or app). When PPC is working correctly, the fee is trivial because the click is worth
more than what you pay for it

3. Click-through rate (CTR)

In online advertising, the click-through rate (CTR) is the percentage of individuals viewing a
web page who view and then click on a specific advertisement that appears on that page. Click-
through rates measure how successful an ad has been in capturing users' attention. The higher the
click-through rate, the more successful the ad has been in generating interest. A high click-
through rate can help a website owner support the site through advertising dollars measured
in cost-per-click.

4. Boolean expression

A Boolean expression, also known as a Boolean function or logical expression, is a mathematical

expression that consists of variables, constants, and logical operators. These expressions are used
in computer science, mathematics, and logic to represent and manipulate true or false values,
typically denoted as "1" for true and "0" for false

5. E-commerce

E-commerce (electronic commerce) is the buying and selling of goods and services, or the
transmitting of funds or data, over an electronic network, primarily the internet. These business
transactions occur either as business-to-business (B2B), business-to-consumer (B2C), consumer-
to-consumer or consumer-to-business.
PART 2. ONLINE INFORMATION SOURCES (15 POINTS EACH)

1. Describe the types of online sources commonly used for business research, including
databases, websites, and social media platforms.

Online research is a research method that involves the collection of information from the
internet. With the advent of the internet, the traditional pen-and-paper research techniques have
taken a backseat and made room for online research design.

5 Online Research Methods and Techniques:

 Online focus group: A subset of the online research techniques, online focus groups are
methods usually used for B2B research, consumer research and political research. A
moderator is assigned to conduct and supervise the focus group who invites pre-selected
and qualified participants who represent a specific area of interest to be a part of this
focus group at a particular time. The respondents are usually incentivized to be a part of
the discussion, which usually is an hour and 90 minutes.

 Online interview: This online research method is quite similar to the face-to-
face interview methods yet different in terms of the required standard practices,
understanding with respondents, and sampling. Online interviews are organized using
various computer-mediated communication (CMC), essentially SMS or Email.
 Online qualitative research: Other than the mainstream online focus groups and online
interviews, there are various aspects of online qualitative research. These aspects include
blogs, mobile diaries, and communities. These methods contribute toward cost and time
savings and are supremely convenient for the researchers to gather information for their
research topics
 Online text analysis: This analysis technique is an extension of text analysis which exists
since the 17th century which is a collection of various online research examples used to
derive insights from content available online. By using this online research technique,
researchers can explain penned, verbal or graphic communication formats. Categories
such as web pages, paragraphs, sentences, quasi-sentences, documents, etc.
 Social network analysis: Social network analysis is an emerging online research
technique which is gaining acceptance due to the increased adoption of social networking
platforms. By conducting social network analysis, a researcher can map and measure
flows and relationships between people, organizations, URLs, groups or computers using
graph theory.
 2. Explain the advantages and disadvantages of using primary and secondary sources
in online research for business purposes.

Primary data collection involves the collection of original data directly from the source or
through direct interaction with the respondents. Example of this are Surveys and Questionnaires,
Interviews, Observations, Experiments and etc. Primary sources provide unfiltered, first-hand
data. Whether through surveys, interviews, experiments, or observations, they offer a direct and
immediate connection to the information required. This feature ensures that the data is accurate,
up-to-date, and well-aligned with specific research needs. However, conducting primary research
can be time-consuming and resource-intensive. Also the quality of research heavily relies on the
researcher's ability to reach the right audience and collect data in an unbiased manner.

Secondary sources are a prevalent and convenient choice in online business research, offering
several advantages: Convenience, Cost effective, Broad Coverage. On the other hand, secondary
sources has also disadvantages. This includes Lack of Control, Risk of bias, low responses and
etc.
PART 3. ONLINE MARKET ANALYSIS (15 POINTS EACH)

1. How can businesses use social media monitoring to gather insights about their
customers and competitors?

Social media monitoring is a valuable tool that businesses can use to gather insights about
their customers and competitors. It allows companies to tap into the vast amount of data
and conversations happening on social media platforms.

Here are some actionable insights you should pull from your social media market
research and how to find them:

Audience intent to know what customers want

Social media market research gives you valuable insights into customer intent when they
mention you or your competitors. Deep dive into social listening data to get to know your
audience on a personal level, from how they feel about certain topics to what influences
their purchase decisions.

What existing customers like and dislike about your brand

Social media listening tools help you understand what people like and dislike about your
product and services. In fact, business leaders surveyed by The Harris Poll said that 42%
of their company’s product development is influenced by social media data insights.

Competitor intelligence to know where you stand

Understand your competitors’ content and ad strategy, track how the market responds to
them and know where you are in terms of audience segmentation.

What customers expect from you in the future

Consumers frequently take to social to share what they want from brands in the future. A
brand may receive a request for a future store location or a coffee company might see
comments asking for a specific roast or drink to come back on the menu.

Trends your audience is interested in

Be attentive to market drivers and use them to catapult your brand strategy. To harness
trends successfully, it’s important to map out your business objectives, data analysis
plans and baseline metrics before you start scrolling for inspiration.
2. What are the key metrics used to measure the success of an online marketing
campaign, and why are they important?

Measuring the success of an online marketing campaign is crucial for assessing its
effectiveness, optimizing strategies, and demonstrating a return on investment (ROI).
Key metrics play a vital role in this evaluation.

Here are examples of KPIs you can use to measure marketing campaign success.

Return on Investment (ROI)

ROI is a ubiquitous business metric showing how much you make from a specific action.

Return on Ad Spend (ROAS)

ROAS is a metric that provides a picture of the amount of revenue earned for every dollar
you spend on ads. ROAS equals the revenue attributed to ads divided by the cost of those
same ads.

Customer Lifetime Value (CLV)

Here’s an example to help explain this metric: If a customer pays $1,000 a year to
subscribe to your company’s service, and they’re expected to remain a subscriber for four
years, the CLV of that customer is $4,000.

Conversion Rate

The conversion rate measures the number of visitors to a website who are either
converted into leads or customers during a campaign

Average Session Duration

Average session duration is metric that measures the average amount of time visitors
spend on your website from when they first land on a webpage to when they leave or are
inactive for more than 30 minutes. It’s calculated by dividing the total duration of all
sessions on your site by the total number of sessions.
PART 4: LEGAL AND ETHICAL CONSIDERATIONS (20 POINTS EACH)

Discuss the privacy and security concerns related to online data collection and customer
information. How can businesses address these concerns?

Privacy and security concerns related to online data collection and customer information have
become increasingly significant in the digital age. Businesses that collect and manage customer
data must be aware of these concerns and take measures to address them to build trust and
maintain compliance with data protection regulations. This concerns includes data breaches, data
sharing, lack of transparency and etc. In order to address this Businesses should be transparent
about their data collection and usage practices. Clearly communicate data privacy policies and
inform customers about what data is collected, how it is used, and who it is shared with. In
addition, collect only the data necessary for your business purposes. Avoid over-collection of
personal information to reduce the risk associated with storing unnecessary data. It is also
important to use encryption to protect customer data in transit and at rest. This ensures that even
if data is intercepted, it remains unreadable to unauthorized parties.

Explain the importance of complying with copyright and intellectual property laws when
using online content for business purposes.

Businesses often create and own copyrighted works that are valuable assets. These works can
include logos, websites, marketing materials, software, product designs, and more. Copyright
protection allows businesses to prevent others from using their works without permission, thus
safeguarding their competitive advantage and preserving their brand identity. In today’s digital
age, copyright law plays a crucial role in protecting the intellectual property of businesses.
Whether you are a content creator, a designer, or a business owner, having a solid understanding
of copyright law is essential to safeguard your work and avoid legal disputes.
Sources:

https://www.wordstream.com/ppc

https://searchengineland.com/guide/what-is-seo

https://www.investopedia.com/terms/c/clickthroughrates.asp

https://www.techtarget.com/searchcio/definition/e-commerce

https://www.questionpro.com/blog/execute-online-research/

https://www.historyskills.com/2023/05/02/primary-or-secondary-sources-which-are-more-
reliable/#:~:text=Advantages%20of%20primary%20sources%3A&text=Primary%20sources
%20offer%20an%20unfiltered,on%20the%20events%20they%20describe.

https://sproutsocial.com/insights/social-media-market-research/

https://www.yellowbrick.co/blog/entertainment/understanding-copyright-law-for-your-
business#:~:text=In%20today's%20digital%20age%2C%20copyright,work%20and%20avoid
%20legal%20disputes.