E-commerce Implementation Flashcards
What are the pros and cons of being the first to the digital marketplace?
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
Gaining traction in a digital marketplace may involve a combination below. Define below
disintermediation
reintermediation
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
What is channel conflict?
Online and also in store
o Compensate B and M
o Close down one or each do different
Michael Porter argues that successful organizations in mature industries must compete on exactly one of 3 bases
Cost
Uniqueness of product
Quality of service to a particular market segment
One concern that a top-down IA should address that bottom-up IA does not
I know what I’m searching for – how do I search for it? Resolved with a search box
3 best practices for crafting web page prose
Create scannable content
Keep choices simple
Omit needless words
Search zone
- 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
High recall ratio vs high precision ratio
- Getting more results with less precision versus getting fewer results with more precision
- Depends on why a user is seeking a result
TEMPEST
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
Injection attack
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
KRACK
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
Trojan horse
disguised as something safe and then attacks once activated
Computer virus
activated by a user’s action
attacks specific files until activated to attack other files
Worm
spreads and replicates itself throughout everything it has contact with, rendering a computer useless
attacks up front
Backdoor
installed to provide access to the victim’s machine
Shih’s 4-part framework for effective sales professionals
Be findable
Grow your network
Research, listen, and act on important signals
Exercise and engage
Rosenfeld et al
Guidelines for devising labels
Develop consistent labeling systems, not labels
o Consistency in style (punctuation), presentation (font, color), syntax, granularity
o For more representational and less ambiguous
Rosenfeld et al
3 Categories of Navigation
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.
Rosenfeld et al
Heuristic evaluation
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
Best practices to follow when creating wireframes (2 of 5)
Maintain consistent graphical language and terminology
Use callouts to provide details about page element operation
What is Top-down architecture?
4 questions?
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)
What is Bottom-up architecture?
3 questions?
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?”
Invisible architecture
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
What is the foundation of many good IAs?
Top-down, hierarchical schemes
Their advantages include their simplicity and familiarity
What’s an issue with Hybrid schemes?
Exception?
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.”
Krug
“Happy Talk”
Needless words that increase the noise level and are self-promoting
Serve no purpose and simply adds clutter without providing any information
Covert
Purpose of Diagrams?
Types?
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
Examples of security/legal issues related to e-Commerce
Strategies
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
GDPR
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
COPPA
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
CIPA
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
Mobile-first mindset
3 methods
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
Exactitude
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?
Covert
4 structures
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
Ontology
A set of terms that characterize a domain together with their meanings and relationships
Satisficing
Why?
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.
Synonym rings vs authority files
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)
Polyhierarchies vs hierarchies
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
Canonicalization issues (canonical issues)
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
Digital display advertising (DDA)
A form of digital marketing that uses digital ads on webpages to communicate relevant commercial messages to a specific audience based on their profile
KPI
Key performance indicators
• Quantifiable measures for evaluating success in meeting objectives for performance (i.e., organic traffic, downloads)
Long-tail keyword
3 or 4 word keyword phrases that generate a low volume response
Proximity marketing
Sending content to users at nearby locations
Specific to mobile devices
Generally cheaper, simpler, and more manageable than banner ads
SEO
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
Entry deterring price
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
Buyer selection
Strategic response to buyer power – marketing to buyers with the least power to influence price adversely
Forward integration
Business activities are expanded to include control of the direct distribution or supply of a company’s products
Diseconomies of scale
Super linear cost per unit as setup for production
Rosenfeld et al
IA a 3-part process
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
4 Approaches to seeking information
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
The “content as place” metaphor for grouping information
3 organizing principles from physical architecture for architecting information:
structure and order
typology
modularity and extensibility
Typology
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.
3 categories of concerns
..and are included in an information ecology
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
3 Kinds of thesauri
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
Covert
Information is inherently subjective – 2 potential sources
People interpret a scenario differently
The imprecise nature of human communication – ambiguous and potentially incomplete
Rosenfeld et al
How is the Discipline of IA both an art and a science?
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.
Diagrams should be both ____ and ____
Diagrams should be tidy but flexible
3 types of metadata
- 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
A project plan includes 5 elements
teams, deliverables, schedule, milestones, and budget
Wireframes
diagrams that show how an IA’s items are to be laid out on a page
Krug
3 key points about usability
- [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.
Krug
Summary of laws
- Don’t make me think!
- If you can’t make something self-evident, at least make it self-explanatory.
- CLARITY TRUMPS CONSISTENCY.
- It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.
- Get rid of half the words on each page, then get rid of half of what’s left.
Krug’s three principles of web page usage
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.
Search Engine Marketing
The use of paid advertising to market products and services
PPC
CPC
CPL
QC - Google assigns each firm a quality score
Digital display advertising (DDA)
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
Strategy based on 5 key types of efforts to establish a presence across all major consumer channels
Shih’s five “pillars”
1) excellent content
2) content distribution through employees, customers, and influencers.
3) mobile-first mindset.
4) data mastery
5) integrated multichannel campaigns
Successful risk management, according to Shih, consists of taking action on four concerns
- 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
Weinschenk
How do people think? (some)
- People do two kinds of thinking: quick, effortless (system 1) thinking and deeper (system 2) thinking.
- People view web pages based on mental models generated from past experience.
- Different types of tasks impose different types of loads on people.
- People’s minds wander at least 30% of the time.
- People process information better when it arrives just in time, in right-sized chunks.
The seven universal emotions
joy, sadness, contempt, fear, disgust, surprise, and anger
Porter
4 step Analysis for formulating corporate strategy
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.
3 Types of Threats
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)
Krug lists 7 qualities that people have emphasized when defining usability
usefulness, learnability, memorability, effectiveness, efficiency, desirability, and delightfulness.
Covert
What is an advantage of making terms less exact (less exactitude)?
It can allow for more flexibility in design. Changes may be easily made and allow for more creativity.
Covert
What is an advantage of making terms more exact (more exactitude)?
It prohibits deviation from the design - good for safety-critical or high-security environments where design needs to be strictly controlled.
What is faceted classification?
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
SERP
Search Engine Results Page
The higher the value, the better up on the page the site will be
SEM
Search Engine Marketing
Need to improve, relevance, timing, control, and cost of advertising on site
Gamification
The use of gameplay and game design in a non-game environment.
Used to promote a good or “fun” user experience
Non-repudiation
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
Taxonomies vs Thesauri
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.
Give 2 circumstances in which Rosendfeld et al. see iconic labels as particularly useful
small surface areas where there’s little room for text.
kid’s sites
Difference between personalization and customization?
While customization is initiated by the user, personalization is done for the user
Stemming
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.
Firms in any industry can adopt any of three generic strategies to compete in that industry:
- overall cost leadership
- differentiation
- focus
**total commitment is needed to effectively implement any of the 3 strategies above.
Freytag’s dramatic story 5 elements
Exposition (intro), rising action, climax, falling action, and resolution
To get content to go viral
Make material surprising but not shocking.
Target egocentric extroverts - the people who are already habitual sharers of content.
2 commodities that make it attractive for online selling
commodity items, low shipping costs
