Deck 12: Metrics for Performance Measurement in E-commerce
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Deck 12: Metrics for Performance Measurement in E-commerce
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
A) hit
B) page view
C) ad view
D) link view
E) visit
page view
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
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
Privacy concerns surround cookie usage.
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.
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.
address employee motivation.
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
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
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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
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
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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.
A) customer profile analysis.
B) shopping basket analysis.
C) referrer analysis.
D) fixed cost analysis.
E) location analysis.
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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
A) web informers
B) net reporters
C) web click-reporters
D) electronic media
E) infomediaries
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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
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
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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
A) traffic volumes
B) site usage
C) sources of traffic
D) visitor attributes
E) all of the above
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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
A) clear graphical image features
B) clear animated images
C) web images
D) web bugs
E) photoshop images only
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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
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
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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
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
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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.
A) URL tracking.
B) user path tracking.
C) URL analysis.
D) user stream analysis.
E) click-stream analysis.
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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
A) store development costs
B) monthly commission costs
C) incremental revenue from new traffic
D) site maintenance costs
E) advertising costs
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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
A) Relationship services
B) Ease of use
C) Online resources
D) Customer confidence
E) Watchfire's tool
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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
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
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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.
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.
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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.
A) identify website design errors.
B) increase employee productivity.
C) decrease employee turnover.
D) assess the competition.
E) monitor employee performance.
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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
A) social media expert
B) influencer
C) infomediary
D) blogger
E) web bug
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20
Financial metrics track all but the following:
A) revenues
B) expenses
C) return on investment
D) shareholder value creation
E) product prices
A) revenues
B) expenses
C) return on investment
D) shareholder value creation
E) product prices
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21
Maximizing traffic will always lead to maximum profit.
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22
A visit is a collection of webpages viewed by a single user during a period of time on a website - usually 30 minutes.
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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
A) wiki
B) blog
C) cloud
D) data mart
E) log file
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24
Multi-dimensional scorecards can be created externally using approaches such as the balanced scorecard.
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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
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
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26
The conversion of traffic into customers represents a metric best suited for online businesses that only sell goods.
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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
A) click-through rate
B) conversion rate
C) click-stream rate
D) click-wrap rate
E) eprocurement rate
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28
Site usage metrics help an ebusiness assess the effectiveness of its ecommerce website.
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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
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
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30
Management and measurement are conflicting concepts.
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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
A) click-through rate.
B) pay-per-view
C) pay-per-action
D) pay-per-call
E) pay-per-click
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32
Maximizing revenues is not the same as maximizing traffic.
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33
During the dot-com bubble, investors focused on financial metrics like return on investment (ROI) when assessing ecommerce sites.
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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
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
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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.
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.
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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
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
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37
Metrics can be used to elicit specific actions while creating a standard for evaluation and reward.
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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
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
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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
A) month
B) week
C) day of week
D) hour of day
E) second
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40
Metrics can be used to define the actions required to meet business objectives.
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41
Name the four major categories used in Kaplan and Norton's balanced scorecard.
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42
What is an "influencer"?
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43
What is the major difference between increasing market share and maximizing sales?
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44
List the different social media sources of information for creating performance metrics.
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45
List and describe four main categories of marketing measurements.
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46
List at least four benefits of metrics.
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47
For site usage metrics, list 4 ways that spatial usage analysis can identify visitor behaviour.
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48
The oldest traffic metric involves measuring search engine ranking.
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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.
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50
List five broad categories of measurements that are considered for use in assessing performance of ecommerce units.
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