Deck 12: Metrics for Performance Measurement in E-commerce

Question 1

The term that represents each download of an entire page of information is a ________.

A) hit
B) page view
C) ad view
D) link view
E) visit

Answer 1

page view

Question 2

Which of the following statements about cookies is true?

A) Cookies are primarily used in B2B environments.
B) Privacy concerns surround cookie usage.
C) Data stored in cookie files cannot be deleted by the user.
D) Cookies are rarely used today because of user dislike.
E) all of the above

Answer 2

Privacy concerns surround cookie usage.

Question 3

Learning and growth performance metrics can be used to:

A) address employee motivation.
B) increase value delivery per customer.
C) evaluate the number of internal processing errors.
D) decrease the cost per online customer.
E) track employee training hours.

Answer 3

address employee motivation.

Question 4

Shopping basket analysis can be used to:

A) assess and predict product demand.
B) develop an understanding of customers' purchasing behavior.
C) improve product placement.
D) offer a recommendation to a customer.
E) all of the above

Question 5

Which of the following statements best describes multi-dimensional scorecards?

A) Useful tool because it focuses on one metric category.
B) Rarely used because it is impossible to track soft metrics.
C) Guarantees that the metrics chosen align with the entity's strategic objectives.
D) Useful tool because it incorporates different categories of metrics.
E) none of the above

Question 6

Marketing measurements include all of the following except:

A) customer profile analysis.
B) shopping basket analysis.
C) referrer analysis.
D) fixed cost analysis.
E) location analysis.

Question 7

Organizations that monitor, analyze and report on web activity for a fee are called ________.

A) web informers
B) net reporters
C) web click-reporters
D) electronic media
E) infomediaries

Question 8

Web bugs cannot:

A) track user movements without the user knowing.
B) capture click-stream data.
C) track user movements at competing websites.
D) be used to enhance website design.
E) all of the above

Question 9

Traffic metrics can provide useful information about:

A) traffic volumes
B) site usage
C) sources of traffic
D) visitor attributes
E) all of the above

Question 10

What is the other term for clear GIFs?

A) clear graphical image features
B) clear animated images
C) web images
D) web bugs
E) photoshop images only

Question 11

Return on investment (ROI) is a widely used financial metric but suffers from the following weakness:

A) it includes variable costs and excludes fixed costs
B) it omits certain financial measures including sales returns
C) intangible benefits such as innovation are not captured in ROI
D) revenues, expenses and assets are difficult to calculate making ROI subject to error
E) none of the above

Question 12

Ebusinesses use infomediaries that report on web activity because:

A) it is very difficult to internally collect and analyze metric data.
B) the service is free.
C) the information provided extends beyond internal information and includes industry comparisons.
D) the internet has changed the landscape in which privacy must be protected.
E) all of the above

Question 13

A method by which a user's path through a website can be tracked and analyzed is called:

A) URL tracking.
B) user path tracking.
C) URL analysis.
D) user stream analysis.
E) click-stream analysis.

Question 14

Identify which expense metric below belongs to the variable cost subset.

A) store development costs
B) monthly commission costs
C) incremental revenue from new traffic
D) site maintenance costs
E) advertising costs

Question 15

Which category of criteria identified by Watchfire GomezPro is represented by the following: online help, tutorials, glossary, FAQs, advice, personalization of data and re-use of customer data to facilitate future transactions?

A) Relationship services
B) Ease of use
C) Online resources
D) Customer confidence
E) Watchfire's tool

Question 16

Which type of consumer would most likely use an electronic wallet?

A) big ticket purchasers (making infrequent transactions of large dollar values)
B) small ticket purchasers (making frequent transactions of small dollar values)
C) price sensitive shoppers
D) consumers who do not own a credit card
E) Consumers who make online payments exclusively through PayPal

Question 17

Transaction databases can be used to:

A) measure and understand site traffic.
B) track the quantity of items sold and other similar accounting data.
C) track user movement.
D) measure and evaluate internal processes.
E) generate annual click-through reports.

Question 18

Click-stream analysis can be used to:

A) identify website design errors.
B) increase employee productivity.
C) decrease employee turnover.
D) assess the competition.
E) monitor employee performance.

Question 19

An individual or website that is at the hub of conversations in a social media site is known as a ________.

A) social media expert
B) influencer
C) infomediary
D) blogger
E) web bug

Question 20

Financial metrics track all but the following:

A) revenues
B) expenses
C) return on investment
D) shareholder value creation
E) product prices

Question 21

Maximizing traffic will always lead to maximum profit.

Question 22

A visit is a collection of webpages viewed by a single user during a period of time on a website - usually 30 minutes.

Question 23

A _____ is a website where materials can be posted and edited by a group of interested participants.

A) wiki
B) blog
C) cloud
D) data mart
E) log file

Question 24

Multi-dimensional scorecards can be created externally using approaches such as the balanced scorecard.

Question 25

Which of the following statements about metrics is true?

A) All categories of measurement are well understood and universally accepted.
B) The popular metric of today may not be used tomorrow.
C) The cost of using metrics is very low.
D) Metrics are objective and therefore always reliable.
E) none of the above

Question 26

The conversion of traffic into customers represents a metric best suited for online businesses that only sell goods.

Question 27

Which of the following terms represents the proportion of click-throughs that actually result in the purchase of goods or services?

A) click-through rate
B) conversion rate
C) click-stream rate
D) click-wrap rate
E) eprocurement rate

Question 28

Site usage metrics help an ebusiness assess the effectiveness of its ecommerce website.

Question 29

Metrics can help an entity do which of the following?

A) better target promotions
B) up-sell and cross-sell
C) better manage price points
D) provide guidance to personnel
E) all of the above

Question 30

Management and measurement are conflicting concepts.

Question 31

The following are all related marketing metrics except:

A) click-through rate.
B) pay-per-view
C) pay-per-action
D) pay-per-call
E) pay-per-click

Question 32

Maximizing revenues is not the same as maximizing traffic.

Question 33

During the dot-com bubble, investors focused on financial metrics like return on investment (ROI) when assessing ecommerce sites.

Question 34

Metrics have limitations including all of the following except:

A) subject to faulty analysis and interpretation
B) vulnerable to tampering by both internal and external parties
C) usefulness decreases with rapid strategic change
D) cannot be used to improve internal processes
E) all of the above

Question 35

Which of the following statements about performance metrics is false?

A) Metrics should be linked to specific company objectives.
B) You can never have too many metrics.
C) Metrics must be synchronized with business realities.
D) Metrics should be unambiguous.
E) Metrics should involve a reasonable cost.

Question 36

Which of the following metrics could be used to achieve the objective of cost reduction?

A) number of customer support minutes per visitor
B) revenue per hour
C) hits per year
D) hits per month
E) all of the above

Question 37

Metrics can be used to elicit specific actions while creating a standard for evaluation and reward.

Question 38

Location analysis can be used with marketing initiatives to:

A) assess the performance of widely dispersed managers.
B) create marketing campaign budgets.
C) replace the need for marketing managers.
D) adjust product prices to fit supply and demand.
E) all of the above

Question 39

Temporal site usage analysis can identify traffic by all of the following except:

A) month
B) week
C) day of week
D) hour of day
E) second

Question 40

Metrics can be used to define the actions required to meet business objectives.

Question 41

Name the four major categories used in Kaplan and Norton's balanced scorecard.

Question 42

What is an "influencer"?

Question 43

What is the major difference between increasing market share and maximizing sales?

Question 44

List the different social media sources of information for creating performance metrics.

Question 45

List and describe four main categories of marketing measurements.

Question 46

List at least four benefits of metrics.

Question 47

For site usage metrics, list 4 ways that spatial usage analysis can identify visitor behaviour.

Question 48

The oldest traffic metric involves measuring search engine ranking.

Question 49

A person, an automated script, or a computer program may imitate a legitimate user of a web browser clicking on an ad for the purpose of generating a charge per click. This is known as click fraud.

Question 50

List five broad categories of measurements that are considered for use in assessing performance of ecommerce units.