Deck 8: Web Analytics, Web Mining, and Social Analytics

Question 1

Social media analytics companies provide integrated support that is helpful to many parts of a business, not only the Sales and Marketing functions.

Answer 1

True

Question 2

Companies understand that when their product goes "viral," the content of the online conversations about their product does not matter, only the volume of conversations.

Answer 2

False

Question 3

Social network analysis can help companies divide their customers into market segments by analyzing their interconnections.

Answer 3

True

Question 4

Participating in social media is so new that it is still optional for most companies in the United States.

Question 5

With the PageRank algorithm, a Web page with more incoming links will always rank higher than one with fewer incoming links.

Question 6

Decentralization, the need for specialized skills, and immediacy of output are all attributes of Web publishing when compared to industrial publishing.

Question 7

Search engine optimization (SEO) techniques play a minor role in a Web site's search ranking because only well-written content matters.

Question 8

Voice of customer (VOC) applications track and resolve business process and usability obstacles for a Web site.

Question 9

Web site visitors who critique and create content are more engaged than those who join networks and spectate.

Question 10

Consistent high quality, higher publishing frequency, and longer time lag are all attributes of industrial publishing when compared to Web publishing.

Question 11

Many Web analytics tools are free to download and use, including Google Web Analytics.

Question 12

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.

Question 13

It is possible to use prescriptive tools for Web analytics to describe current Web site use comprehensively.

Question 14

Web crawlers or spiders collect information from Web pages in an automated or semi-automated way. Only the text of Web pages is collected by crawlers.

Question 15

Having more Web traffic coming from organic search than other types of search is the goal of most companies.

Question 16

Generally, making a search engine more efficient makes it less effective.

Question 17

The main purpose of frequent recrawling of some Web sites is to prevent search users from retrieving stale search results.

Question 18

Since little can be done about visitor Web site abandonment rates, organizations have to focus their efforts on increasing the number of new visitors.

Question 19

Web mining is exactly the same as Web analytics: the analysis of Web site usage data.

Question 20

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.

Question 21

What does descriptive analytics for social media do?

A) It helps identify your followers.
B) It identifies links between groups.
C) It examines the content of online conversations.
D) It identifies the biggest sources of influence online.

Question 22

What is one major way that Web-based social media is the same as publishing media?

A) They cost the same to publish.
B) They have the same immediacy of updates.
C) They require the same skill and training to publish.
D) They can both reach a global audience.

Question 23

In general, what is the best kind of Web traffic to a Web site?

A) European Web traffic
B) paid Web traffic
C) bot-generated traffic
D) organic Web traffic

Question 24

Web site usability may be rated poor if

A) the average number of page views on your Web site is large.
B) the time spent on your Web site is long.
C) Web site visitors download few of your offered PDFs and videos.
D) users fail to click on all pages equally.

Question 25

What does advanced analytics for social media do?

A) It helps identify your followers.
B) It identifies links between groups.
C) It examines the content of online conversations.
D) It identifies the biggest sources of influence online.

Question 26

A voice of customer (VOC) strategy involves all of the following EXCEPT

A) connecting captured insights to unstructured data in order to take action.
B) capturing both unstructured Web data and enterprise data as a starting point.
C) analyzing unstructured data with minimal effort on the user's part.
D) taking actions related to your market, customers and services.

Question 27

Understanding which keywords your users enter to reach your Web site through a search engine can help you understand

A) the hardware your Web site is running on.
B) the type of Web browser being used by your Web site visitors.
C) most of your Web site visitors' wants and needs.
D) how well visitors understand your products.

Question 28

Clickstream analysis is most likely to be used for all the following types of applications EXCEPT

A) determining the lifetime value of clients.
B) hiring new functional area managers.
C) designing cross-marketing strategies across products.
D) predicting user behavior.

Question 29

Common sources of traffic to your Web site include all of the following EXCEPT

A) paid search from search engines.
B) referral Web sites.
C) accidental visitors.
D) direct links.

Question 30

Search engine optimization (SEO) is a means by which

A) Web site developers can negotiate better deals for paid ads.
B) Web site developers can increase Web site search rankings.
C) Web site developers index their Web sites for search engines.
D) Web site developers optimize the artistic features of their Web sites.

Question 31

Breaking up a Web page into its components to identify worthy words/terms and indexing them using a set of rules is called

A) preprocessing the documents.
B) document analysis.
C) creating the term-by-document matrix.
D) parsing the documents.

Question 32

In the extremist groups case study, what approach is used to discover the ideology and fund raising of extremist groups through their Web sites?

A) hyperlink analysis
B) e-mail responses to questions sent to the sites
C) physical visits to addresses on the site
D) content analysis

Question 33

Which of the following statements about Web site conversion statistics is FALSE?

A) Web site visitors can be classed as either new or returning.
B) Visitors who begin a purchase on most Web sites must complete it.
C) The conversion rate is the number of people who take action divided by the number of visitors.
D) Analyzing exit rates can tell you why visitors left your Web site.

Question 34

PageRank for Webpages is useful to Web developers for which of the following reasons?

A) It gives developers insight into Web user behavior.
B) It is used in citation analysis for scholarly papers.
C) Developing many Web pages with low PageRank can help a Web site attract users.
D) They uniquely identify the Web page developer for greater accountability.

Question 35

What are the two main types of Web analytics?

A) old-school and new-school Web analytics
B) Bing and Google Web analytics
C) off-site and on-site Web analytics
D) data-based and subjective Web analytics

Question 36

What does Web structure mining involve?

A) analyzing the universal resource locators in Web pages
B) analyzing the unstructured content of Web pages
C) analyzing the pattern of visits to a Web site
D) analyzing the PageRank and other metadata of a Web page

Question 37

All of the following statements about social networks are true EXCEPT

A) it is possible to gain insights into how products go viral.
B) companies should invest equally to retain all members of a group.
C) members of a group are affected by the behavior of others in the group.
D) a group with all interconnected individuals is called a clique.

Question 38

Search engines do not search the entire Web every time a user makes a search request, for all the following reasons EXCEPT

A) the Web is too complex to be searched each time.
B) it would take longer than the user could wait.
C) most users are not interested in searching the entire Web.
D) it is more efficient to use pre-stored search results.

Question 39

What does Web content mining involve?

A) analyzing the universal resource locator in Web pages
B) analyzing the unstructured content of Web pages
C) analyzing the pattern of visits to a Web site
D) analyzing the PageRank and other metadata of a Web page

Question 40

What is one major way in which Web-based social media differs from traditional publishing media?

A) Most Web-based media are operated by the government and large firms.
B) They use different languages of publication.
C) They have different costs to own and operate.
D) Web-based media have a narrower range of quality.

Question 41

Advanced ________ examine the content in online conversations to identify themes, sentiments, and connections.

Question 42

________ is a segmentation metric for social networks that measures the strength of the bonds between actors in a social network.

Question 43

________ is a connections metric for social networks that measures the ties that actors in a network have with others that are geographically close.

Question 44

A(n) ________ engine is a software program that searches for Web sites or files based on keywords.

Question 45

Social networks consist of nodes, representing individuals or organizations and ________, which relate them.

Question 46

________ is far and away the most popular search engine.

Question 47

In the IGN case, IGN Entertainment used search engine optimization to increase their search engine rankings and thereby their ________ search engine traffic.

Question 48

________ Web analytics refers to measurement and analysis of data relating to your company that takes place outside your Web site.

Question 49

________ statistics help you understand whether your specific marketing objective for a Web page is being achieved.

Question 50

Web ________ involves discovering relationships from Web pages.

Question 51

A ________ Web site contains links that send traffic directly to your Web site.

Question 52

Web pages contain both unstructured information and ________, which are connections to other Web pages.

Question 53

The ________ is perhaps the world's largest data and text repository, and the amount of information on it is growing rapidly.

Question 54

Web ________ are used to automatically read through the contents of Web sites.

Question 55

A low number of ________ views may be the result of poor Web site design.

Question 56

A(n) ________ is one or more Web pages that provide a collection of links to authoritative Web pages.

Question 57

In the Social Network Analysis (SNA) for Telecommunications case, SNA can be used to detect ________, i.e., those visitors who about to leave the Web site and persuade them to stay with you.

Question 58

In the Lotte.com retail case, the company deployed SAS for Customer Experience Analytics to better understand the quality of customer traffic on their Web site, classify order rates, and see which ________ had the most visitors.

Question 59

Google Web ________ generates detailed statistics about a Web site's traffic and traffic sources and tracks conversions.

Question 60

Analyzing server ________ files is the traditional way to collect Web site information for on-site Web analytics.

Question 61

How would you define clickstream analysis?

Question 62

What is the difference between white hat and black hat SEO activities?

Question 63

Why are the users' page views and time spent on your Web site important metrics?

Question 64

What is the Voice of the customer (VOC) strategy? List and describe its 4 steps.

Question 65

What is search engine optimization (SEO) and why is it important for organizations that own Web sites?

Question 66

What is a Web crawler and what function does it serve in a search engine?

Question 67

In social network analysis, who are your most powerful influencers and why are they important?

Question 68

How is a conversion defined on an organization's Web site? Give examples.

Question 69

What are the three categories of social media analytics technologies and what do they do?

Question 70

In what ways does the Web pose great challenges for effective and efficient knowledge discovery through data mining?