Expectations, Personalizing and Integrity

Question 1

What is convergence?

Answer 1

“Two lines direction to the same point”.
• Information in digital form
• Merging of data and telecommunications

Question 2

What is Hype?

Answer 2

Hype means that visions are described as the reality that we will soon meet.

The Term is linked to digital media.

Question 3

According to Rogers, what are important characteristics for successful innovation?

Answer 3

•Advantage
Innovation should have a relative advantage over the technology it replaces
• Compatible
with the needs of the recipient
• Complexity
The less complexity, the greater the conditions
for dissemination
• Testable
News that is testable spreads more easily
• Observable
A readily observable innovation increases the spread

Question 4

What is personalization?

Answer 4

Ability to treat people based on personal qualities and prior history with site

Question 5

What is customization?

Answer 5

Ability to change the product to better fit the needs of the customer

Question 6

What is said about cookies and personalization?

Answer 6

Primary method to achieve personalization

Question 7

What three types of data mining are mentioned?

Answer 7

• Query-driven data mining
• Model-driven data mining
• Rule-based data mining

Question 8

What is marketing analytics software?

Answer 8

Software that analyzes data at each stage of the customer conversion process

Question 9

What stages are there in the online purchasing process? (5)

Answer 9

– Awareness
– Engagement
– Interaction
– Purchase activity
– Loyalty and post-purchase

Question 10

What are the two different filtering models?

Answer 10

• Static (the user profile does not change over time)

- Adaptive (dynamic as the user profile is updated over time)

Question 11

What is “profiling”?

Answer 11

– Creation of data images that characterize online individual and group behavior

• Anonymous profiles
  – Personal profiles
  – Facial recognition a new dimension

Question 12

What is advertising networks?

Answer 12

Specialized marketing firms that connect online marketers
with publishers by
displaying ads to
consumers based on
detailed customer
information

Question 13

What is collaborative filtering?

Answer 13

Filtering that takes into account the relationship between two users’ profiles

often used in recommendation systems

Question 14

What types of log data is there?

Answer 14

– cookies
– Web beacons
– Flash cookies

Question 15

What are three benefits of personalization?

Answer 15

• Saves time (Eliminates repetitive information, remembers transaction details, recognizes patterns)
• Saves money (Reduces excess work eg. eliminates information components that are of no interest to a consumer)
• Better information (Filter out information that is irrelevant to a person.)

Question 16

What are four disadvantages of personalization?

Answer 16

Want anonymity:
– Do not want to be identified as potential customer
Lack of relevance:
– The system can “misunderstand” the consumer
Lack of credibility:
– Companies that one does not want to deal with
suddenly offer personal service
Lack of security:
– What happens to all the personal information that the system collects?

Question 17

What four layers create the e-commerce security environment?

Answer 17

• Data
• Technology Solutions
• Organizational Policies and Procedures
• Laws and Industry Standards

Question 18

What are some security issues with Internet of Things ?

Answer 18

• Challenging environment to protect
• Vast quantity of interconnected links
• Near identical devices with long service lives
• Many devices have no upgrade features
• Little visibility into workings, data, or security

Question 19

What are the four premises of information privacy?

Answer 19

– Right to control information collected about them
■ “Right to be forgotten”
– Right to know when information is collected and give consent
■ “Informed consent”
– Right to personal information due process
– Right to have personal information stored in a secure manner