Digital Marketing and Social Media Analytics — DU B.Sc. (Hons) Computer Science Previous Year Question Papers

6. (a) Explain the role of customer engagement in digital marketing and discuss how it helps in predicting customer buying b ehawiour. 7 (b) Explain how Google tools are used as research tools for assessing digital markets. Discuss their key features and applicatio n s. 8 7. Write any three shcirt notes on the following. (i) Role of mobile apps in marketing (ii) Symmetric-and asymmetric encryption (iv) Phi'shing and denial of service attack : Digital Marketing and Social Media Analytics : Generic Elective (b) The question paper has two sections. (e) Parts of a question must be answered together. (b) Describe the structure of the URL with an example. 3 (c) Briefly explain three main Properties of big data. 3 (e) Discuss different approa.ches to developing secure systems in digital marketing. 3 (f) Briefly explain any three types of marketing emails. 3 (g) Define Search Engine Optimization. List the two types of optimization techniques. (h) Define API (Application Programming Interface) and exp.lain its role in social media analytics. 3 (i) State any three key elements of an automated email campaign. 3 0.) What is parsing of data ? Explain briefly. 3 2. (a) Explain scraping and crawling with exafnples and their role in social media analytics. 7 (b) What is SERP? Discuss its importance and explain how high ranking on SERP improves digital marketing performance. 8 3. (a) Explain various types ofApls and illustrate each with a suitable example. 7 (b) Explain the off-page optimization techniques in detail. 8 4. (a) Differentiate between internet, intranet and extranet with suitable exam.pies. 7 (b) What is the role of email marketing and explain its five objectives. 8 5. (a) Discuss social media marketing and search engine analytics with their role and benefits. 7 (b) Explain any eight basic data cleaning [ techniques used in data preprocessing. 8