Week 5 | E-business/M-business

Question 1

Mobile intensives

Answer 1

he majority of mobile intensives are Gen X or Y, they own a smartphone (usually the latest model), earn higher incomes, and the first or second thing they do when they wake up is check their mobile phone. This group and their data usage is growing rapidly (and demographics widening).

Question 2

Mobile casuals

Answer 2

he numbers for mobile casuals—those who use their mobile sparingly and are usually owners of near obsolete models—are stable.

Question 3

Mobile restrained

Answer 3

The numbers of mobile restrained—those who may or may have a mobile device, rarely use it (if they own one) and generally own obsolete pre-smart phones—is in sharp decline.

Question 4

Defining mobile technology and its benefits

Answer 4

• laptop and palmtop (netbook) computers
• mobile phones and ‘smart phones’
• tablets
• global positioning system (GPS) devices
• embedded technology (for example; in-car systems, media players etc.)
• wireless debit/credit card payment terminals.

Question 5

Mobile devices can be enabled to use a variety of communications network technologies such as:

Answer 5

• wireless fidelity (Wi-Fi)—a type of wireless local area network technology
• Bluetooth—connects mobile devices wirelessly
• ‘third generation’ (3G), global system for mobile communications
  (GSM) and general packet radio service (GPRS) data services—data
  networking services for mobile phones
• fourth generation (4G) systems—higher speeds than 3G
• dial-up services—data networking services using modems and telephone lines
• virtual private networks (VPN)—secure access to a private network.

Question 6

Benefits of business mobility

Answer 6

• Enhances mobility—activities previously tied to physical locations are now performed (almost) anywhere.
• Provides immediate data access—for example, real-time data for GPS.
• Increases location and monitoring capability—tracking books, containers, cars, cattle, to monitoring the weather.
• Improves workflow—paper or cables, no longer constraining work flows.
• Provides mobile business opportunities—digital content, banking, payments, mobile shopping, location based services (LBS).
• Provides an alternative to wiring—wireless networks provide an alternative.

Question 7

• Bring Your Own device (BYOD)—connecting to a network, downloads, viruses.

Answer 7

• Bring Your Own device (BYOD)—connecting to a network, downloads, viruses.
• Protecting against theft—mobile devices are more vulnerable to theft because of their relatively small size.
• Protecting wireless connections—hackers have millions of wireless access points to use to gain access into hard-wired networks.
• Preventing viruses on a mobile device— mobile devices can get viruses too! For example, the Cabir virus in 2004. Turn off to help prevent viruses. Bluetooth discoverable
• Addressing privacy concerns with RFID and LBS—your mobile tells your location.

Question 8

Digital commerce

Answer 8

Digital commerce is the buying and selling of goods
and services over public and private computer networks (Kroenke, Bunker
& Wilson 2014, p. 232).

Question 9

E-Commerce

Answer 9

E-Commerce refers to the use of the internet and the
web to transact business. More formally, E-Commerce is about digitally
enabled commercial transactions between and among organisations and
individuals (Laudon & Laudon 2014, p. 403).

Question 10

E-Business is conducting business

Answer 10

E-Business is conducting business on the internet—not only buying and selling, but also serving customers and collaborating with business partners (Baltzan, Lynch & Fisher 2015, p. 429).

Question 11

Benefits of e-business - Global reach

Answer 11

The technology reaches across national boundaries seeing commerce enabled across cultural and national boundaries seamlessly and without modification. Marketspace includes, potentially, billions of consumers and millions of businesses worldwide.

Question 12

Benefits of e-business - Ubiquity

Answer 12

Internet/Web technology available everywhere and at anytime. Marketplace removed from temporal, geographic locations to become ‘Marketspace’. Marketspace includes potentially billions of consumers and millions of businesses worldwide. Ubiquity also allows for enhanced enhanced customer convenience and reduced shopping costs

Question 13

Benefits of e-business - Personalisation/customisation

Answer 13

When a website can ‘know’ enough about a person’s likes and dislikes to be able to fashion offers that are more likely to appeal to that person. Personalisation involves tailoring a presentation of an e-Business website to individuals or groups of customers based on profile information, demographics or previous transactions. For example Amazon uses personalisation to create a unique portal for each of its customers.

Question 14

Benefits of e-business

Answer 14

• Global reach
• Ubiquity
• Personalisation/customisation

Question 15

Challenges of e-business

Answer 15

• Protecting customers
• leveraging existing systems
• increasing liability
• Providing security
• Adhering to taxation rules

Question 16

Use of Web Analytics

Answer 16

According to the Web Analytics Association, Web Analytics (WA) is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.

Question 17

Benefits of Web Analytics

Answer 17

• to better understand website traffic and usage
• to optimise the website (e.g. navigation, structure, usability, design, content)
• to analyse behavior of users and online customers
• to improve eCRM (customer orientation, acquisition and retention)
• to improve eMarketing (campaigns and search enginge optimisation)
• to optimise eBusiness and eCommerce transactions
• to facilitate a better and easier website management and rational decision-making process.

Question 18

The mechanics of Web Analytics

Answer 18

• the analysis of log files (server-side data collection)
• page tagging (client-side data collection)
• the use of packet sniff-ing
• web beacons and,
• reverse proxies.

Question 19

Understanding the log

Answer 19

imilar to a car’s logbook, the log files can tell you a lot about the product (in this case a car). In this example it can tell you where it’s been, when it gets serviced and even the parts replaced during those services. It may also alert the user of possible infringements and incidents that the car may have been involved i

Question 20

Deep Log Analyzer

Answer 20

Deep Log Analyzer is an advanced and affordable web analytics solution for small and medium size websites. Deep Log Analyzer can analyse web site visitors’ behaviour and get complete website usage statistics in a very simple graphical format. With this information you’ll know exactly where your customers came from, how they moved through your site and where they left it.

Question 21

Google Analytics

Answer 21

Google Analytics is one of the best free Web log analysis tools available. As a free product, there are a few reports that are not included, but the graphs and well-defined reports make it very usable and powerful tool. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. rough the use of this tool, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.

Question 22

Piwik

Answer 22

Piwik - Piwik is downloadable, Free (GPLv3 licensed) real time web analytics software. It provides the business with detailed reports on your website visitors; the search engines and keywords they used, the language they speak, your popular pages, and much more. Piwik is a free software alternative to Google Analytics, and is already used on more than 320,000 websites.

Question 23

Unique visitor data

Answer 23

Unique visitor data shows whether your content and campaigns are successfully driving visitors to your site. This data can indicate a good upward trend over time, or in conjunction with specific marketing campaigns. If your unique visitor count isn’t rising, you may need to reassess your marketing tactics.

Question 24

repeat visitor rate

Answer 24

If the repeat visitor rate is only in the single digits, the site might not offer enough valuable information to capitalise on the link or campaign that attracted a new visitor in the first place. Conversely, if the repeat visitor rate is higher than 30%, the site is probably not growing the audience enough to generate new business. Most marketing
agencies would recommend a healthy rate of repeat visitors to be approx 15%

Question 25

Direct traffic

Answer 25

Direct traffic comes from people who have typed your website’s URL directly into their browser, visited your web pages via a bookmark, or clicked on an untagged link from an email or document you produced.

Question 26

Organic traffic

Answer 26

Organic traffic comes from a link found on a search engine results page. Referral traffic comes from a link on another website. Checking the traffic sources tells you how well your search engine optimisation (SEO) efforts are performing.

Question 27

Referring URLs

Answer 27

Referring URLs track changes in referring URL list monthly to see if the SEO link-building efforts are paying off. To measure success, the business would want to see the list of referring URLs growing steadily over time as the site produces more content that other site owners and bloggers deem worthy of sharing with their audience. You also can study the referring URLs to determine which types of sites or bloggers are linking to the site and what type of content they tend to like. All of this information can be fed back into the business SEO strategy, helping the business to produce more content that is likely to generate inbound links.

Question 28

Most and least popular pages

Answer 28

Most and least popular pages is a comparison of the pages on the site that receive the most and least traffic. Studying the most popular pages helps the business understand what kind of content visitors and prospects find most interesting. Popular pages also are good places to focus the database building efforts. For instance, you can add an email opt-in box or offer a registration form for a content download on those pages.

Question 29

indexed pages

Answer 29

Knowing information about indexed pages allows the business to then drill down to see which landing pages receive the highest percentage of visits. Popular entry points into the website are great places to optimise for lead generation by adding calls-to-action for content offers (e.g. Books, webinars, or other downloads). The business should also track the number of unique landing pages the website has monthly in order to discover pages that perform poorly in organic search that may only generate a few monthly visitors but may turn out to be highly converting pages. Once the business has identified these pages, they can take measure to optimise them for maximum conversions. Business blogging is one of the ways to create new pages that can be indexed by search
engines. Furthermore, having more indexed blog pages means more opportunities to get found through an organic search.

Question 30

Landing page conversion rate

Answer 30

Landing page conversion rate refers to the percentage of visitors attracted to the site who take a desired action, such as purchasing a product or filling out a lead generation form.

Question 31

How to use the Landing page conversation rate

Answer 31

How to use it: By monitoring the conversion rates, the business will know how well they have been capitalising on the traffic coming to the site. The business can monitor several different types of conversion rates, including:

• Visitor-to-lead conversion rate: the percentage of visitors who become leads
• Lead-to-customer conversion rate: the percentage of leads who become customers
• Visitor-to-customer conversion rate: the percentage of visitors who become customers

Tracking each of these conversion rates is like giving the marketing funnel a check-up. The business can see where they’re doing well—such as converting visitors into leads—and where the funnel may be leaky, such as failing to convert those leads into customers.

Question 32

bounce rate

Answer 32

A high bounce rate means the business’s pages aren’t compelling or useful to visitors. This could be a reflection of problems with the marketing strategy, such as having inbound links from irrelevant sources or not optimising landing pages for specific campaigns. A high bounce rate could also indicate problems with the site itself, such as confusing architecture, weak content, or no clear calls-to-action.

Question 33

Value proposition

Answer 33

A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you. In a nutshell, value proposition is a clear statement that:

• explains how your product solves customers’ problems or improves their situation (relevancy)
• delivers specific benefits (quantified value)
• tells the ideal customer why they should buy from you and not from the competition (unique differentiation)
• builds trust
• builds security
• builds reliance and reliability.

Question 34

Defining customer experience

Answer 34

1. Where are the customers coming from?
2. What are they looking at?
3. How long are they spending on each page?
4. Your average conversion rate (sales, registration, download, and so on)?
5. Your top-visited pages?
6. The average visit time on site and how often visitors come back?
7. The referral source or channel that is driving the most traffic
   geographic distribution of visitors and what language setting they are
   using?
8. How ‘sticky’ your pages are: whether visitors stay or simply bounce off (single page visits)?

Question 35

Measuring the social aspects of engagement

Answer 35

Social analytics is monitoring, analyzing, measuring and interpreting digital interactions and relationships of people, topics, ideas and content. Interactions occur in workplace and external-facing communities. Social analytics include sentiment analysis, natural-language processing and social networking analysis (influencer identification, profiling and scoring), and advanced techniques such as text analysis, predictive modeling and recommendations, and automated identification and classification of subject/topic, people or content.(Gartner 2016)

Question 36

Why it’s important to measure social networks.

Answer 36

Why it’s important to measure social networks.

Question 37

The measures used

Answer 37

Social network analysis (SNA) is the mapping and measuring of relationships and flows between people, groups, organizations, computers, URLs, and other connected information/knowledge entities. The three key social network analysis (SNA) types used are as follows:

• Content analysis, i.e. what is being said.
• People analysis, i.e. who is saying it.
• User interaction analysis, i.e. how are other people reacting.