1. Discuss three (3) major issues in Web analytics--measuring performance and de
ID: 3826034 • Letter: 1
Question
1. Discuss three (3) major issues in Web analytics--measuring performance and determining the ROI of digital marketing.
2. Describe any three (3) components of a best-in-class dashboard and their benefits for an organization.
3. Cyberethics: Briefly discuss one ethical issue and/or legal case that has emerged from companies doing business in cyberspace. Use any of the readings or a recent news items for your discussion. There's been a lot of stories about this issue in the news lately. Take your pick!:)
Explanation / Answer
Here are some types of key performance indicators:
General Performance - Traffic, leads, Reach
Channel Based - Website, blog, social networks, search engines
Source based performance - Direct traffic, Organic search, referrals, email, PPC
Campaign based performance - Lead generation, click throughs, conversions, conversion rates
Setting realistic and measurable goals.
2. three (3) components of a best-in-class dashboard and their benefits for an organization:
Drill down: Ability to go from a summary metric or view to additional detail that provides more context and/or breakout of the information.
Filters: Allow users to define the scope of the data in the dashboard to reflect their needs. Filters can either be global (refining scope for the entire dashboard) or local (refining scope for a specific chart or metric or view).
Comparison: Ability to see two or more subsets of the data side-by-side. A line chart, for example, may let the user view two geographic regions as separate lines.
Alerts: Highlight information based on pre-defined criteria. The alert may be activated when a metric goes outside of a particular threshold. For more detail on best practices in dashboard alerts, read this article www.juiceanalytics.com/writing/dashboard-alertschecklist/
Export / print: Give users the ability to pull information out of a dashboard. Export to formats that let users do more with the data like Excel and CSV rather than PDF.
Ethics is the branch of philosophy that studies whats right and wrong. Ethical rules are rules to follow in our interactions with other people and in our actions that affect other people. They apply to all of us and are intended to achieve good results for people in general, and for situations in general; not just for ourselves, and not just for one situation. Business ethics is concerned with the numerous ethical questions that managers must confront as part of their daily business decision-making.
Ethical Issue that has emerged from companies doing business in cyberspace:
Web Spoofing: Web spoofing is an electronic deception relates to the Internet. It occurs when the attacker sets up a fake website which almost totally same with the original website in order to lure consumers to give their credit card number or other personal information.
Cyber-Squatting: Cyber-squatting is an activity which a person or firm register, purchase and uses the existing domain name belong to the well-known organization for the purpose of infringing its trademarks. This type of person or firm, called cyber-squatters usually infringed the trademarks to extort the payment from original trademarks owner.
Privacy Invasion: This issue is related to consumer. The privacy invasion occur when the personal details belong to consumers are exposed to the unauthorized party.
Email Spamming: E-mail spamming, also known as unsolicited commercial e-mail (UCE) involves using e-mail to send or broadcast unwanted advertisement or correspondence over the Internet. The individual who spam their e-mail usually called spammer. Many spammers broadcast their e-mail for the purpose of trying to get peoples financial information such as credit card or account bank numbers in order to defraud them.
Popular antivirus service Webroot mistakenly flagged core Windows system files as malicious and even started temporarily removing some of the legit files, trashing user computers around the world.
Atlassian's group chat platform HipChat is notifying its users of a data breach after some unknown hacker or group of hackers broke into one of its servers over the weekend and stole a significant amount of data, including group chat logs.
Script kiddies and online criminals around the world have reportedly started exploiting NSA hacking tools leaked last weekend to compromise hundreds of thousands of vulnerable Windows computers exposed on the Internet.
The son of a prominent Russian lawmaker was sentenced on Friday by a US federal court to 27 years in prison after being convicted of stealing millions of US credit card numbers and causing some $170 million in damages to businesses and individuals.
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