1. how globalisation has impacted the marketing function.
2. explain how theconcept of Human Sigma can help organisations to improve customer experiences.
3. A/B testing of websites was once considered the domain of experimental cultures. Explain why it is important for all marketing personnel to be familiar with website A/B testing.
4. Describe the skills and knowledge a modern digital marketer should possess.
5. Marketing Metrics are measurable values used by marketing teams to demonstrate the effectiveness of

campaigns across all marketing channels. Explain why marketing metrics are important and describe what the

following metrics can illustrate, including a suggested KPI for each:

a) Web traffic sources

b) Bounce rate