E-commerce Implementation

Question 1

What are the pros and cons of being the first to the digital marketplace?

Answer 1

Pros
o It’s something new and gets a lot of sales up front

Cons
o The high upfront costs associated with trial and error
o The second to digital market usually makes out better

Question 2

Gaining traction in a digital marketplace may involve a combination below. Define below

disintermediation

reintermediation

Answer 2

Disintermediation – the removal of a traditional service broker from a transaction chain

Reintermediation – the insertion of the online form into the chain – middle man out and in

Question 3

What is channel conflict?

Answer 3

Online and also in store
o Compensate B and M
o Close down one or each do different

Question 4

Michael Porter argues that successful organizations in mature industries must compete on exactly one of 3 bases

Answer 4

Cost

Uniqueness of product

Quality of service to a particular market segment

Question 5

One concern that a top-down IA should address that bottom-up IA does not

Answer 5

I know what I’m searching for – how do I search for it? Resolved with a search box

Question 6

3 best practices for crafting web page prose

Answer 6

Create scannable content

Keep choices simple

Omit needless words

Question 7

Search zone

Answer 7

• A group of contexts whose searches yield the same results
• Can make searching more precise at the cost of extra effort
• Can be configured by physically segmenting documents or tagging content

Question 8

High recall ratio vs high precision ratio

Answer 8

• Getting more results with less precision versus getting fewer results with more precision
• Depends on why a user is seeking a result

Question 9

TEMPEST

Answer 9

Telecommunications Electronic Materials Protected from Emanating Spurious Transmissions

A government term that refers to the “unintended emissions from electronic equipment”

• EMR scavenging – obtaining information from incidental EMR
• Monitors radiation emitted by telephone wires, CPUs, modems, network cables, and ATMs

Question 10

Injection attack

Answer 10

A broad class of attack vectors that allow an attacker to supply untrusted input to a program, which gets processed by an interpreter as part of a command or query which alters the course of execution of that program

• Target the codes that create logic by combing a preexisting partial command with raw (unsanitized) user input
• It responds to a request for input with context that causes an application to execute a command on the attackers behalf

Question 11

KRACK

Answer 11

Key Reinstallation Attack

The attacker sets up a Wi-Fi network with the same name (SSID) as that of an existing network and target a specific user. When the attacker detects that the user is about to connect to the original network, they can send special packets that make the device switch to another channel and connect to the fake network with the same name.

• Wifi hacking that permits a hostile user to use “ordinary” URLs to gain “unauthorized” access to directories in a web server’s file system that are outside of the URL’s associated subdirectory

Question 12

Trojan horse

Answer 12

disguised as something safe and then attacks once activated

Question 13

Computer virus

Answer 13

activated by a user’s action

attacks specific files until activated to attack other files

Question 14

Worm

Answer 14

spreads and replicates itself throughout everything it has contact with, rendering a computer useless

attacks up front

Question 15

Backdoor

Answer 15

installed to provide access to the victim’s machine

Question 16

Shih’s 4-part framework for effective sales professionals

Answer 16

Be findable

Grow your network

Research, listen, and act on important signals

Exercise and engage

Question 17

Rosenfeld et al

Guidelines for devising labels

Answer 17

Develop consistent labeling systems, not labels

o Consistency in style (punctuation), presentation (font, color), syntax, granularity
o For more representational and less ambiguous

Question 18

Rosenfeld et al

3 Categories of Navigation

Answer 18

Major navigation
o Includes global, local and contextual
o The “main” IA that appears on every page except forms

Supplemental
o Includes sitemaps, indexes, and guides
o Compensate for the failure of an IA’s organization

Advanced
- include personalization and customization, visualization, and social navigation.

Question 19

Rosenfeld et al

Heuristic evaluation

Answer 19

An evaluation of an organization’s current IA

This is typically at the start of redevelopment

Asses the current IA’s quality, if it uses appropriate language and supports mutually reinforcing mechanism for searching and browsing

Question 20

Best practices to follow when creating wireframes (2 of 5)

Answer 20

Maintain consistent graphical language and terminology

Use callouts to provide details about page element operation

Question 21

What is Top-down architecture?

4 questions?

Answer 21

An IA’s entry point—e.g., a site’s home page—should address a typical user’s overarching questions about the IE it presents

• Where am I? (logo)
• I know what I’m looking for; how do I search for it? (search box)
• How do I get around this site? (top-level navigation bar)
• What’s important and unique about this organization? (“Where Gustavus can take you” tile)

Question 22

What is Bottom-up architecture?

3 questions?

Answer 22

Being directed by search engines to to arbitrary places in IAs.

• has a clear strong structure, as reflected by the contents’ sequential placement: i.e., title, list of ingredients, directions, with content displayed in chunks
• uses terms that could support further searching

use content to support answering questions like
“Where am I?”, “What’s here?”, and “Where do I go from here?”

Question 23

Invisible architecture

Answer 23

prearranged responses to likely searches (best bets), possibly identified from analyses of a site’s search logs

controlled vocabularies and thesauri, which support broadened searches using synonyms for user-specified terms

retrieval algorithms, which rank items by relevance

Question 24

What is the foundation of many good IAs?

Answer 24

Top-down, hierarchical schemes

Their advantages include their simplicity and familiarity

Question 25

What's an issue with Hybrid schemes? Exception?

Answer 25

Rarely scale well, should be avoided, with one exception. An IE's home page should have relatively few items, hence be easily maintainable: "[S]hallow hybrid schemes are fine, but deep hybrid schemes are not."

Question 26

Krug "Happy Talk"

Answer 26

Needless words that increase the noise level and are self-promoting Serve no purpose and simply adds clutter without providing any information

Question 27

Covert Purpose of Diagrams? Types?

Answer 27

Used to explore strategies for structuring information and communicating * hierarchical (block) diagrams - show how objects and their attributes interrelate to create a concept * flow diagrams - classic flow charts that show the starting points, steps, choices, and end points of workflows * Gantt charts - relate processes to one another over time * quadrant diagrams - position similar entities with regard to two specified ordinal attributes: e.g., cost vs. quality * Venn diagrams - highlight areas of similarity and differences among a group of objects * activity diagrams (a.k.a. swim lane diagrams, Petri nets) - show the potential sequencing of and dependencies among steps in concurrent activities * mind maps - show relations between concepts, objects, ideas, channels, people, and places in a particular context * schematics (a.k.a. wireframe diagrams, blueprints, sketches) - simplified depictions of objects and interfaces * exploded schematics - schematics with a vertical dimension to indicate order of assembly * sequence diagrams (a.k.a. journey maps) - show the steps involved in a process, relative to the process's entities

Question 28

Examples of security/legal issues related to e-Commerce Strategies

Answer 28

Examples • Negative comments or posts that defame company name • Leaking information about “secret” market trends • Leaking sensitive information data onto their sites • Leaking sensitive data from their site Strategies • Remove negative comments immediately • Include all applicable disclaimers and legal documentation • Make clients themselves aware of risk areas so they can limit their own risky behavior

Question 29

GDPR

Answer 29

Global data privacy regulations * Regulation on data protection and privacy in the UE and EEA areas * Also address the transfer of personal data outside the EU and EEA areas

Question 30

COPPA

Answer 30

Children’s online privacy protection act • Protects the privacy of children under the age of 13 by requesting parental consent for the collection or use of any personal information of the users

Question 31

CIPA

Answer 31

Children’s internet protection act • Addresses concerns about children’s access to obscene or harmful content over the internet • Imposes certain requirements on schools or libraries that receive discounts for internet access – filter adult content

Question 32

Mobile-first mindset | 3 methods

Answer 32

``` Making the website geared toward mobile phone o Larger buttons o Easy to navigate o Responsive display o Quick to load pages o Quick to find contact - allow zooming - make apps learnable, effective, and efficient ``` Send text messages of promotions / features / new blog posts Blog posts should be kept short

Question 33

Exactitude

Answer 33

A term that seems to refer to the number of items in a taxonomy's leaf nodes (precision) as well as the certainty with which an item can be assigned to exactly one leaf node (ambiguity). Determine an appropriate level of exactitude Strike a balance between ambiguity and exactitude * Greater ambiguity in a taxonomy provides more flexibility at the potential cost of cognitive overhead: e.g., do I classify a tomato as a fruit (which it technically is), a vegetable (which most people deem it to be), or both? * Greater exactitude increases precision at a potential cost of a different sort of cognitive overhead: e.g., do I search for serrano papers under peppers > hot > serrano, peppers > serrano, peppers, serrano, or serrano peppers?

Question 34

Covert 4 structures

Answer 34

SEQUENCES - Ordered lists HIERARCHIES- Tree-like structures where the siblings of every parent item are of uniform type. Hierarchies tend to be either broad and shallow or narrow and deep HETERARCHIES - Flat, interlinked structures GRAPHS, a.k.a. HYPERTEXTS - Bodies of content connected by one-way and two-way links

Question 35

Ontology

Answer 35

A set of terms that characterize a domain together with their meanings and relationships

Question 36

Satisficing Why?

Answer 36

A method of choosing an option to face an obstacle that states that we don’t choose the best option. Instead, we choose the first reasonable option, then do a quick mental test for possible problems For web browsing, this would mean guessing where to go since we’re in a hurry and there’s not much of a penalty People do this because • They're usually in a hurry. • There's not much of a penalty for guessing wrong. • Weighing options may not improve people's chances. • Guessing is more fun.

Question 37

Synonym rings vs authority files

Answer 37

Similar o Both are lists of equivalent terms Different o Authority files are typically synonym rings that add support for a preferred synonym  Synonym ring: Fridge, Icebox  Authority file: TN (preferred), Tenn (viable)

Question 38

Polyhierarchies vs hierarchies

Answer 38

Similar o Both show relationships between inter entities Different o Polyhierarchies aren’t as strict in their support for multi entry points (parentless nodes) and nodes with multiple parents

Question 39

Canonicalization issues (canonical issues)

Answer 39

When a site can be accessed by search engines from several different URLs Leads to the website’s being indexed under different URLs, suggesting the presence of duplicate content

Question 40

Digital display advertising (DDA)

Answer 40

A form of digital marketing that uses digital ads on webpages to communicate relevant commercial messages to a specific audience based on their profile

Question 41

KPI

Answer 41

Key performance indicators • Quantifiable measures for evaluating success in meeting objectives for performance (i.e., organic traffic, downloads)

Question 42

Long-tail keyword

Answer 42

3 or 4 word keyword phrases that generate a low volume response

Question 43

Proximity marketing

Answer 43

Sending content to users at nearby locations Specific to mobile devices Generally cheaper, simpler, and more manageable than banner ads

Question 44

SEO

Answer 44

Search engine optimization The process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine To improve SERP positioning

Question 45

Entry deterring price

Answer 45

Refers to any action taken by an existing business in a particular market that discourages potential entrants from entering into competition in that market. The structure of price together with related concepts such as product quality and services that just balances potential reward from entry with expected costs of overcoming threats to entry

Question 46

Buyer selection

Answer 46

Strategic response to buyer power – marketing to buyers with the least power to influence price adversely

Question 47

Forward integration

Answer 47

Business activities are expanded to include control of the direct distribution or supply of a company's products

Question 48

Diseconomies of scale

Answer 48

Super linear cost per unit as setup for production

Question 49

Rosenfeld et al IA a 3-part process

Answer 49

Structuring o Involves determining the appropriate levels of granularity for the information “atoms” and how they relate to each other Organizing o Involves grouping the components into meaningful and distinctive categories Labeling o Figuring out what to call these categories

Question 50

4 Approaches to seeking information

Answer 50

KNOWN-ITEM SEEKING: looking for something whose name, purpose, and location are already known EXHAUSTIVE SEARCH: looking for all that can be found on a given topic RE-FINDING: looking for something that had been found, but whose handle has since been forgotten. EXPLORATORY SEEKING: looking to learn something from searching and browsing

Question 51

The "content as place" metaphor for grouping information 3 organizing principles from physical architecture for architecting information:

Answer 51

structure and order typology modularity and extensibility

Question 52

Typology

Answer 52

Various industries have evolved characteristic styles of IA that, like physical storefronts, distinguish their IEs. Bank buildings and bank websites are cited as examples of architectures with a characteristic look and feel.

Question 53

3 categories of concerns ..and are included in an information ecology

Answer 53

Content - stuff that makes up sites and applications - document/data types, content objects, volume, existing structure Context - understand the business context, what makes it unique, understand business goals - business goals, funding, politics, culture, technology, resources, and constraints Users - people, demographics, behaviors - audience, tasks, needs, information-seeking behavior, response

Question 54

3 Kinds of thesauri

Answer 54

Indexing thesauri – specific to indexing – a desire to implement a consistent and efficient indexing process Searching thesauri – specific to searching – a desire to implement a consistent and efficient search process Classical thesauri - useful for searching and indexing

Question 55

Covert Information is inherently subjective – 2 potential sources

Answer 55

People interpret a scenario differently The imprecise nature of human communication – ambiguous and potentially incomplete

Question 56

Rosenfeld et al How is the Discipline of IA both an art and a science?

Answer 56

IA is a science because of the rigor that usability engineering and ethnographic studies can bring to analyzing how people search for and use information. It’s also an art because of what's involved in balancing the competing needs of an IA's stakeholders and addressing the risks to usability created by information, including differences in how users view content and interpret language.

Question 57

Diagrams should be both ____ and ____

Answer 57

Diagrams should be tidy but flexible

Question 58

3 types of metadata

Answer 58

* structural metadata - i.e., how to section it off and label its sections * descriptive metadata - starting with topic, audience, and format, and proceeding to its subjects * administrative metadata - i.e., creator, owner, date of creation, when to next modify, when to remove

Question 59

A project plan includes 5 elements

Answer 59

teams, deliverables, schedule, milestones, and budget

Question 60

Wireframes

Answer 60

diagrams that show how an IA's items are to be laid out on a page

Question 61

Krug 3 key points about usability

Answer 61

* [Something is useful if a] person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it's worth. * Usability is about guidelines rather than rules. "[T]here is no one 'right' answer to most usability questions. Design is a complicated process…." * More can be learned about usability from good web sites than from bad ones.

Question 62

Krug Summary of laws

Answer 62

1. Don't make me think! 1. 1. If you can't make something self-evident, at least make it self-explanatory. 1. 2. CLARITY TRUMPS CONSISTENCY. 2. It doesn't matter how many times I have to click, as long as each click is a mindless, unambiguous choice. 3. Get rid of half the words on each page, then get rid of half of what's left.

Question 63

Krug's three principles of web page usage

Answer 63

People don't read web pages. They scan them. People don't make optimal choices. They satisfice. People don't figure out how things work. They muddle through.

Question 64

Search Engine Marketing

Answer 64

The use of paid advertising to market products and services PPC CPC CPL QC - Google assigns each firm a quality score

Question 65

Digital display advertising (DDA)

Answer 65

A form of digital marketing that uses display ads on web pages to communicate relevant commercial messages to a specific audience based on their profiles

Question 66

Strategy based on 5 key types of efforts to establish a presence across all major consumer channels Shih's five "pillars"

Answer 66

1) excellent content 2) content distribution through employees, customers, and influencers. 3) mobile-first mindset. 4) data mastery 5) integrated multichannel campaigns

Question 67

Successful risk management, according to Shih, consists of taking action on four concerns

Answer 67

* identify key risks and procedures to address them. * implement social media policies and procedures * develop ongoing employee training, empowerment, and safeguards. * implement IT systems that enable and audit usage and protect information channels

Question 68

Weinschenk How do people think? (some)

Answer 68

1. People do two kinds of thinking: quick, effortless (system 1) thinking and deeper (system 2) thinking. 2. People view web pages based on mental models generated from past experience. 3. Different types of tasks impose different types of loads on people. 4. People's minds wander at least 30% of the time. 5. People process information better when it arrives just in time, in right-sized chunks.

Question 69

The seven universal emotions

Answer 69

joy, sadness, contempt, fear, disgust, surprise, and anger

Question 70

Porter 4 step Analysis for formulating corporate strategy

Answer 70

Determine what the firm is doing now. Determine what is happening in the firm's environment. Determine what the firm could be doing and the value of doing these things. Determine which alternative best relates a company's situation to its external opportunities and threats.

Question 71

3 Types of Threats

Answer 71

Physical - fire, bugs, flood Logical - theft, degradation and/or loss of resources, and loss of control of the target systems (malware, hijacking) Procedural - target vulnerabilities in human processes for securing systems (eavesdropping, scavenging)

Question 72

Krug lists 7 qualities that people have emphasized when defining usability

Answer 72

usefulness, learnability, memorability, effectiveness, efficiency, desirability, and delightfulness.

Question 73

Covert What is an advantage of making terms less exact (less exactitude)?

Answer 73

It can allow for more flexibility in design. Changes may be easily made and allow for more creativity.

Question 74

Covert What is an advantage of making terms more exact (more exactitude)?

Answer 74

It prohibits deviation from the design - good for safety-critical or high-security environments where design needs to be strictly controlled.

Question 75

What is faceted classification?

Answer 75

Refers to the "lens" you are classifying information through. Allows users to discover their own routes due to the specificity of scope of the classification Example: Business information - product type, doc type

Question 76

SERP

Answer 76

Search Engine Results Page The higher the value, the better up on the page the site will be

Question 77

SEM

Answer 77

Search Engine Marketing Need to improve, relevance, timing, control, and cost of advertising on site

Question 78

Gamification

Answer 78

The use of gameplay and game design in a non-game environment. Used to promote a good or "fun" user experience

Question 79

Non-repudiation

Answer 79

Assuring that actions can be associated with the entities that perform them. It is important to implement accountability in case something goes awry. If you want to make sure accountability was in place for security reasons

Question 80

Taxonomies vs Thesauri

Answer 80

A taxonomy is the simplest variant as it contains only terms that are organized into a hierarchical structure. A thesaurus adds non-hierarchical relationships between concepts and other properties to each concept.

Question 81

Give 2 circumstances in which Rosendfeld et al. see iconic labels as particularly useful

Answer 81

small surface areas where there's little room for text. kid's sites

Question 82

Difference between personalization and customization?

Answer 82

While customization is initiated by the user, personalization is done for the user

Question 83

Stemming

Answer 83

Refers to matching words that contain the same root as the original word. The degree that it affects precision may vary depending on the implementation.

Question 84

Firms in any industry can adopt any of three generic strategies to compete in that industry:

Answer 84

* overall cost leadership * differentiation * focus **total commitment is needed to effectively implement any of the 3 strategies above.

Question 85

Freytag’s dramatic story 5 elements

Answer 85

Exposition (intro), rising action, climax, falling action, and resolution

Question 86

To get content to go viral

Answer 86

Make material surprising but not shocking. Target egocentric extroverts - the people who are already habitual sharers of content.

Question 87

2 commodities that make it attractive for online selling

Answer 87

commodity items, low shipping costs