Mistakes in Ch 8 Testbank

question

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.

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