Question 1

Management and measurement are conflicting concepts.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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 aboveF) A) and E)
G) C) and D)

Question 4

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?

Accepted Answer

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

Question 5

Web bugs cannot:

Accepted Answer

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 aboveF) A) and B)
G) A) and C)

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Ebusinesses use infomediaries that report on web activity because:

Accepted Answer

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 aboveF) A) and D)
G) None of the above

Question 8

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

Accepted Answer

Blogs, opinion sites, chat roo...

Question 9

Maximizing traffic will always lead to maximum profit.

Accepted Answer

A) True 
 B)False

Question 10

Financial metrics track all but the following:

Accepted Answer

A)   revenues
B)   expenses
C)   return on investment
D)   shareholder value creation
E)   product pricesF) B) and E)
G) A) and C)

Question 11

Which of the following statements about metrics is true?

Accepted Answer

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 aboveF) A) and E)
G) C) and E)

Question 12

Which of the following statements about performance metrics is false?

Accepted Answer

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.F) A) and B)
G) D) and E)

Question 13

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

Accepted Answer

A)   month
B)   week
C)   day of week
D)   hour of day
E)   secondF) A) and E)
G) A) and C)

Question 14

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

Accepted Answer

A)   wiki
B)   blog
C)   cloud
D)   data mart
E)   log fileF) A) and E)
G) A) and D)

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

a. Top entry pages - pages most commonly...

Question 17

Click-stream analysis can be used to:

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

Customer, internal p...

Question 20

What is the other term for clear GIFs?

Accepted Answer

A)   clear graphical image features
B)   clear animated images
C)   web images
D)   web bugs
E)   photoshop images onlyF) A) and E)
G) A) and B)

Exam 12: Metrics for Performance Measurement in E-commerce

Which of the following statements about metrics is true?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedBlogs, opinion sites, chat roo...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about performance metrics is false?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the other term for clear GIFs?

Correct AnswerverifiedShow Answer

Management and measurement are conflicting concepts.

Correct AnswerverifiedShow Answer

Maximizing traffic will always lead to maximum profit.

Correct AnswerverifiedShow Answer

Click-stream analysis can be used to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedCustomer, internal p...View AnswerShow Answer

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

Correct Answerverifieda. Top entry pages - pages most commonly...View AnswerShow Answer

Ebusinesses use infomediaries that report on web activity because:

Correct AnswerverifiedShow Answer

Financial metrics track all but the following:

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Web bugs cannot:

Correct AnswerverifiedShow Answer

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Blogs, opinion sites, chat roo...
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Customer, internal p...
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a. Top entry pages - pages most commonly...
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