Question 1

Learning and growth performance metrics can be used to:

Accepted Answer

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

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

What is an "influencer"?

Accepted Answer

An individual or website that is at the hub of conversation in social media sites.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

List at least four benefits of metrics.

Accepted Answer

The answer of List at least four benefits of metrics....

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about cookies is true?

Accepted Answer

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

Question 8

Shopping basket analysis can be used to:

Accepted Answer

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 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

Transaction databases can be used to:

Accepted Answer

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 12

Traffic metrics can provide useful information about:

Accepted Answer

A)   traffic volumes
B)   site usage
C)   sources of traffic
D)   visitor attributes
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:

Accepted Answer

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

Question 14

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

Accepted Answer

The answer of What is the major difference between increasing...

Question 15

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

Accepted Answer

The answer of List five broad categories of measurements that...

Question 16

Marketing measurements include all of the following except:

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

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

Question 19

The oldest traffic metric involves measuring search engine ranking.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Exam 12: Metrics for Performance Measurement in E-commerce

Learning and growth performance metrics can be used to:

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

What is an "influencer"?

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

List at least four benefits of metrics.

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

Which of the following statements about cookies is true?

Shopping basket analysis can be used to:

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

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

Transaction databases can be used to:

Traffic metrics can provide useful information about:

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

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

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

Marketing measurements include all of the following except:

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

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

The oldest traffic metric involves measuring search engine ranking.

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