Shared Flashcard Set

Details

eCommerce
USC Marshall Professor Ivan Nikhoo's Fall 2020 Midterm
76
Business
Graduate
02/20/2020

Additional Business Flashcards

 


 

Cards

Term
Ad Network
Definition
A company that connects advertisers to websites that want to host advertisements.
Term
The key function of an ad network is...
Definition
Aggregation of ad space supply from publishers and matching it with advertiser demand
Term
Adwords
Definition
Google Pay Per Click contextual advertisement program, very common way of basic website advertisement
Term
Affiliate Marketing
Definition
Revenue sharing between online advertisers/merchants and online publishers/salespeople, where compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model
Term
AMU
Definition
Active Monthly Users
Term
Banner
Definition
An ad or image displayed on one or more websites to attract visitors to your site
Term
Basket Size
Definition
the size of an online transaction
Term
Bot (robot, spider, crawler)
Definition
A program which performs a task more or less autonomously. Spammers often use bots to "scrape" content for the purpose of plagiarizing it for exploitation by the Spammer.
Term
Bounce Rate
Definition
the percentage of users who enter a site and then leave it without viewing any other pages
Term
B2B e-commerce
Definition
the buying and selling of goods and services over the internet between two businesses. A distributor might use a B2B e-commerce system to purchase goods from a manufacturer
Term
B2C e-commerce
Definition
the buying and selling of goods and services over the internet between a merchant and a consumer
Term
CAC
Definition
customer acquisition cost
Term
Churn
Definition
% loss of existing customers
Term
Click Fraud
Definition
improper clicks on a PPC advertisement usually by the publisher or his minions for the purpose of undeserved profit
Term
Click-Through
Definition
the act of clicking on an online advertisement (banner) to the advertiser's website
Term
Cohort Analysis
Definition
Calculating the LTV (lifetime value of a customer)
Term
Contextual Advertisement
Definition
advertising which is related to the content
Term
Conversion Rate
Definition
the percentage of visitors who take a desired action on your website
Term
Cookie
Definition
Info stored on the user's computer by a website. The information can be recalled by the website at a later time.
Term
Cost of Goods Sold (COGS)
Definition
the total cost to purchase a finished product. In manufacturing, the total cost associated with purchasing raw materials and manufacturing finished products.
Term
CPA
Definition
cost per action
Term
CPC (cost per click)
Definition
the rate that is paid per click for a Pay Per Click Advertiser
Term
CPM (cost per thousand impressions)
Definition
A statistical metric used to quantify the average value/cost of Pay Per Click advertisements. M - from Roman numeral for 1,000.
Term
Crawler
Definition
A program which moves through the worldwide web by way of the link structure to gather data
Term
Curation
Definition
To individually personalize an online offer
Term
Disintermediation
Definition
Removing barriers and frictions between the provider and consumers of a service
Term
Email Marketing
Definition
the use of email to promote or market your products or services
Term
Engagement
Definition
the amount of time that a user spends on one page before clicking off. An indication of quality and relevance.
Term
Flash Sales
Definition
a discount or promotion offered by an ecommerce store for a short period of time
Term
Google Bowling
Definition
Maliciously trying to lower a sites rank by sending it links from the "bad neighborhood" (may or may not be effetcive)
Term
Google Dance
Definition
The change in SERPs caused by an update of the Google database or algorithm
Term
Google Juice
Definition
Trust/authority from Google, which flows through outgoing links to other pages
Term
Googlebot
Definition
Google's spider program
Term
Impression
Definition
The event where a user vies a webpage one time. A single instance of an online ad being displayed.
Term
In-Organic Traffic
Definition
Traffic that has been purchased
Term
Keyword Cannibalization
Definition
the excessive reuse of the same keyword on too many web pages within the same site. This practice makes it difficult for users and search engines to determine which page is most relevant for the keyword.
Term
Landing Page
Definition
The page that a user lands on when they click on a link
Term
Lifetime Value of a Customer
Definition
total amount of money a customer is expected to spend in your business, or on your products, during their lifetime
Term
Long Tail
Definition
Longer, more specific search queries that are often less targeted than shorter broad queries
Term
LTV
Definition
Lifetime Value of a Customer
Term
Marketplace
Definition
a site where provisers and consumers of a service deal directly with each other
Term
Merchant Account
Definition
a bank service account that allows you to accept credit card transactions
Term
Mirror Site
Definition
an identical site at a different address
Term
Monetization Mechanism
Definition
to extract income from a site. Adsense ads are an easy way to monetize a website.
Term
MRR
Definition
Monthly Recurring Revenue
Term
Natural Search Results
Definition
The search engine results which are not sponsored, or paid for in any way. The non-paid listings displayed as a result of a key phrase search using a search engine.
Term
Featured, pay-per-click and sponsored listings are used by less than what percentage of search engine users?
Definition
40%
Term
Natural search placement is ________ as effective as paid search results.
Definition
Twice
Term
Omnichannel commerce
Definition
offering customers a flexible, shopping experience without friction, regardless of device, from any location
Term
Organic Traffic
Definition
traffic that comes to the site that is not paid for by ads
Term
Page View
Definition
A request to load a single HTML page
Term
Pagerank
Definition
a value between 0 and 1 assigned by the Google algorithm, which quantifies link popularity and trust among other (proprietary) factors
Term
Pay For Inclusion (PFI)
Definition
the practice of charging a fee to include a website in a search engine or directory
Term
Payback Cycle
Definition
Time it takes to recover the cost of acquiring a customer
Term
Payment Gateway
Definition
a business or software that enables e-commerce systems to communicate with a merchant's Merchant Account Provider to enable online credit card processing
Term
Pop-Up Ad
Definition
an ad that automatically opens a new browser window
Term
Portal
Definition
a web service which offers a wide array of features to entice users to make the portal their "home page" on the web. Google, Yahoo, MSN are portals.
Term
PPA (Pay Per Action)
Definition
Very similar to Pay Per Click except publishers get paid when click-throughs result in conversions.
Term
PPC (Pay Per Click)
Definition
Used to describe those search engine services that charge for creating
visitors to your site. The cost of each visitor is determined either by a BID or FLAT FEE that you
are charged each time a search engine user clicks on a link to your site from these sponsored links.
Term
Retargeting
Definition
Following a propsect online with a specific offer
Term
SE (Search Engine)
Definition
- A program, which searches a document or group of documents for relevant
matches of a users keyword phrase and returns a list of the most relevant matches. Internet search engines such as Google and Yahoo search the entire internet for relevant matches
Term
SEM (Search Engine Marketing)
Definition
Often used to describe acts associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your
Web site. SEM includes things such as search engine optimization, paid listings and other searchengine related services and functions that will increase exposure and traffic to your Web site.
Term
SEO (Search Engine Optimization)
Definition
The process of increasing a web sites ranking in the search
engine results pages. Search Engine Optimization includes modifying on page factors (content) and off page factors such as linking strategies
Term
SMM (Social Media Marketing)
Definition
Website or brand promotion through social media
Term
Splash Page
Definition
Often animated, graphics pages without significant textual content. Splash pages are intended to look flashy to humans, but without attention to SEO may look like dead ends to search engine spiders, which can only navigate through text links.
Term
Splog
Definition
Spam Blog which usually contains little if any value to humans, and is often machine
generated or made up of scraped content
Term
Static Page
Definition
A web page without dynamic content or variables such as session IDs in the URL.
Static pages are good for SEO work in that they are friendly to search engine spiders
Term
Stickiness
Definition
Mitigation of bounce rate. Website changes that entice users to stay on the site longer, and view more pages improve the sites “stickiness”
Term
Stock Keeping Unit (SKU)
Definition
A unique identifier of a product. The SKU is used to track inventory and may or may not be shown to customers when shopping online
Term
UGC (User Generated Content)
Definition
Social Media, wikis, Folksonomies, and some blogs rely heavily on User Generated Content
Term
UMV
Definition
Unique Monthly Visitors
Term
Unique Visitors
Definition
An individual visitor to a web site at least once within a fixed time frame
Term
URL - Universal Resource Location
Definition
Location of a resource (web page, file, image, etc.) on the Internet
Term
VAC / SAC
Definition
Vendor / Supplier Acquisition Cost
Term
Web Analytics
Definition
The study of user activity on a web site or web application to understand how well it fulfills its objectives.
Term
Web site traffic
Definition
The number of visitors and visits to your web site. Can be measured in Hits, Page Hits or Unique Visitors.
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