Part A The term “metrics” is commonly used by digital marketers. Explain your understanding of the meaning of the term.

Part B List and describe the specific metrics that measure traffic, audiences, and campaigns. Which ones do you think are most important?

Part C Using a mobile site or app with which you are familiar, describe a scenario that tells the story of how one user segment would behave on a visit to the site—their customer journey using the app. When you are satisfied that your scenario represents behavior of one segment adequately, identify the metrics that would be useful in ascertaining if the segment’s needs are being met and if the customer experience for this segment is satisfactory.