Question 1

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

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Question 2

What is an "influencer"?

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Question 3

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

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Question 4

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

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Question 5

List and describe four main categories of marketing measurements.

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Question 6

List at least four benefits of metrics.

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Question 7

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

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Question 8

The oldest traffic metric involves measuring search engine ranking.

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The oldest traffic metric involves counting hits, which refers to the number of times a web server receives a request for a file.

Question 9

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.

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Click fraud is a real issue in the digital advertising industry where someone or something mimics a legitimate user to click on an ad to generate revenue for the fraudster.

Question 10

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

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Quiz 12: Metrics for Performance Measurement in E-commerce