Mistakes in Ch 8 Testbank – Flashcards
Unlock all answers in this set
Unlock answersquestion
Search engine optimization (SEO) techniques play a minor role in a Web site's search ranking because only well-written content matters.
answer
FALSE
question
Clickstream analysis does not need users to enter their perceptions of the Web site or other feedback directly to be useful in determining their preferences.
answer
TRUE
question
Having more Web traffic coming from organic search than other types of search is the goal of most companies.
answer
TRUE
question
Voice of customer (VOC) applications track and resolve business process and usability obstacles for a Web site.
answer
FALSE
question
Decentralization, the need for specialized skills, and immediacy of output are all attributes of Web publishing when compared to industrial publishing.
answer
FALSE
question
Consistent high quality, higher publishing frequency, and longer time lag are all attributes of industrial publishing when compared to Web publishing.
answer
FALSE
question
Descriptive analytics for social media feature such items as your followers as well as the content in online conversations that help you to identify themes and sentiments.
answer
FALSE
question
What does Web content mining involve?
answer
analyzing the unstructured content of Web pages.
question
What does Web structure mining involve?
answer
analyzing the universal resource locators in Web pages
question
In the extremist groups case study, what approach is used to discover the ideology and fund raising of extremist groups through their Web sites?
answer
Content Analysis
question
Search engines do not search the entire Web every time a user makes a search request, for all the following reasons EXCEPT
answer
most users are not interested in searching the entire web.
question
PageRank for Webpages is useful to Web developers for which of the following reasons?
answer
It gives developers insight into Web user behavior.
question
In general, what is the best kind of Web traffic to a Web site?
answer
organic Web traffic
question
What does advanced analytics for social media do?
answer
It examines the content of online conversations.
question
Web ________ involves discovering relationships from Web pages.
answer
mining
question
In the IGN case, IGN Entertainment used search engine optimization to increase their search engine rankings and thereby their ________ search engine traffic.
answer
organic
question
A ________ Web site contains links that send traffic directly to your Web site.
answer
Referral
question
________ statistics help you understand whether your specific marketing objective for a Web page is being achieved.
answer
Conversion
question
Social networks consist of nodes, representing individuals or organizations and ________, which relate them.
answer
ties/connections
question
________ is a connections metric for social networks that measures the ties that actors in a network have with others that are geographically close.
answer
Propinquity
question
________ is a segmentation metric for social networks that measures the strength of the bonds between actors in a social network.
answer
Cohesion
question
ow is a conversion defined on an organization's Web site? Give examples.
answer
t is the act of converting site visitors into paying customers (Links to an external site.).
question
What is the Voice of the customer (VOC) strategy? List and describe its 4 steps.
answer
Listen (encompasses both the capability to listen to the open web and the capability to access enterprise information analyze (making sense of unstructured data) relate (connect insights to your unstructured data) act ( how do you go about accomplishing goals and take action)
question
What are the three categories of social media analytics technologies and what do they do?
answer
descriptive analytics: find trends, how many followers, gender, etc. social network analysts: follows links between sources of influence advance analytics: includes predictive analysis.
