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

Accepted Answer

A page view represents each time a user fully loads and views an entire page of information. Hits can include multiple components of a single page (such as images or scripts) and therefore can be inflated. Ad views represent each time an ad is displayed on a page, while link views do not accurately represent user engagement on the page. Visits refer to a series of interactions with a website and contain multiple page views.

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

Accepted Answer

Privacy concerns surrounding cookie usage are a well-known issue. The other statements are not true - cookies are used in both B2B and B2C environments, data stored in cookie files can be deleted by the user, and cookies are still widely used today despite some user dislike.

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.

Accepted Answer

Learning and growth performance metrics can be used to address employee motivation by providing feedback on employee progress and development.

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

Accepted Answer

Shopping basket analysis can be used to assess and predict product demand, develop an understanding of customers' purchasing behavior, and improve product placement. Additionally, the insights gained from shopping basket analysis can be used to offer a recommendation to a customer. Therefore, all of the above are valid uses of shopping basket analysis.

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

Accepted Answer

Multi-dimensional scorecards are a useful tool because they incorporate different categories of metrics, such as financial, customer, internal process, and learning and growth metrics. This allows organizations to have a more comprehensive view of their performance and align their metrics with their strategic objectives.

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.

Accepted Answer

Fixed cost analysis is not a marketing measurement, it is a financial measurement. The other options are all common marketing measurements that provide insights into customer behavior, preferences, and demographics.

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

Accepted Answer

The term "infomediaries" refers to organizations that provide information services and advice for a fee. In the context of web activity, infomediaries would be organizations that monitor, analyze and report on web activity, such as traffic, clicks, and user behavior, for a fee. Therefore, option E is the best choice. Options A, B, and C are not commonly used terms in industry jargon, and option D is too general to refer specifically to organizations that monitor web activity.

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

Accepted Answer

Web bugs are often used by websites and advertisers to track user movements within their own website or network of websites. However, they cannot track user movements at competing websites without the user's consent or knowledge. Therefore, option C is the correct answer. Options A, B, and D are incorrect because web bugs can track user movements, capture click-stream data, and be used to enhance website design.

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

Accepted Answer

Traffic metrics can provide all of the above information, including traffic volumes, site usage, sources of traffic, and visitor attributes. By analyzing traffic metrics, website owners can gain insights into how their site is performing and make informed decisions about how to improve it.

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

Accepted Answer

Clear GIFs are also known as web bugs.

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

Accepted Answer

ROI only focuses on the tangible financial gains and does not take into account the intangible benefits such as innovation, customer satisfaction, and employee morale, that are difficult to quantify but can have a significant impact on the overall success of a business. Therefore, ROI is limited in its ability to fully assess the value of an investment or decision.

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

Accepted Answer

Infomediaries provide industry comparisons and external information that may not be available internally, which can be valuable for a business's decision-making processes. While it may be difficult to collect and analyze metric data internally, this is not the only reason businesses use infomediaries. Additionally, the service may not always be free and privacy concerns are not directly related to the use of infomediaries.

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.

Accepted Answer

Click-stream analysis is a method by which a user's path through a website can be tracked and analyzed. A click-stream is the recording of a user's mouse clicks on a website, which can provide valuable insights into user behavior, navigation patterns, and preferences. This information can be used to optimize the user experience and improve website design and content. URL tracking, user path tracking, and URL analysis are related concepts but not necessarily the same as click-stream analysis. User stream analysis is not a commonly used term in web analytics.

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

Accepted Answer

Monthly commission costs are typically directly tied to the level of sales or revenue, and therefore fall under the variable cost subset. The other expenses listed are typically fixed costs or are not directly tied to revenue.

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

Accepted Answer

These features are all aimed at enhancing the relationship between the website and its users by providing support and personalized experiences, which falls under the category of Relationship Services.

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

Accepted Answer

Electronic wallets are most suitable for small ticket purchasers who make frequent transactions of small dollar values, as they offer convenience and speed in making payments. It may not be as advantageous for big ticket purchasers, who make infrequent transactions of large dollar values, as they may prefer more traditional methods of payment like credit cards or bank transfers. Price sensitive shoppers may not be willing to use an electronic wallet if there are additional fees and charges. Consumers who do not own a credit card or make online payments exclusively through PayPal may not find an electronic wallet necessary as they already have alternative modes of payment.

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.

Accepted Answer

Transaction databases are useful for tracking the quantity of items sold and other accounting data related to transactions. They do not measure site traffic, track user movement or generate click-through reports, although they may provide insights into internal processes.

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.

Accepted Answer

Click-stream analysis involves tracking user behavior on a website or application. Analyzing this data can help identify website design errors, such as confusing navigation or a poorly designed user interface. Therefore, the best choice is option A. The other options do not directly relate to click-stream analysis.

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

Accepted Answer

An influencer is someone who has a large following and can sway the opinions of others. They are often at the center of conversations on social media sites and can be valuable for marketing and advertising purposes. A social media expert may know how to navigate the platforms but may not necessarily have a large following or be a hub of conversation. An infomediary is someone who collects and distributes information, but may not necessarily be involved in social media specifically. A blogger may be a hub of conversation on their own website, but not necessarily in a social media site. A web bug is a hidden graphic used to track user behavior, and is not relevant to this question.

Question 20

Financial metrics track all but the following:
A) revenues
B) expenses
C) return on investment
D) shareholder value creation
E) product prices

Accepted Answer

The answer of Financial metrics track all but the following:
A)...

Quiz 12: Metrics for Performance Measurement in E-commerce

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

Which of the following statements about cookies is true?

Learning and growth performance metrics can be used to:

Shopping basket analysis can be used to:

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

Marketing measurements include all of the following except:

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

Web bugs cannot:

Traffic metrics can provide useful information about:

What is the other term for clear GIFs?

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

Ebusinesses use infomediaries that report on web activity because:

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

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

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?

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

Transaction databases can be used to:

Click-stream analysis can be used to:

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

Financial metrics track all but the following: