Introduction

As with all good business endeavors, business leaders will plan, organize, execute, and measure. The six sigma improvement program called DMAIC (define, measure, analyze, and control) also has strong data measurement components. The measure, analyze, and control elements all require the measurement of data.

This week's topic explores ways to measure and analyze the activity of a business' internet presence. Specific topics include the tracking, collection, and monitoring of data. It also includes topics of how to analyze the data collected and measuring conversion events.

Reading Assignment

All required textbooks are listed and available for download from the course Syllabus.

Kutz, M. (2016).Introduction to Electronic Commerce: Combining Business and Information Technology.Bookboon.com

• Chapter 8 (pages 171 - 186)

Watson, R.T., Berthon, P., Pitt, L. F.& Zinkham, G. M.(2008). Electronic Commerce: The Strategic Perspective. Global Text Project.Licensed under a Creative Commons Attribution 3.0 License.

• Chapter 5

Stokes, R. (2020, April 20). eMarketing - the essential guide to marketing in a digital world.LibreTexts.https://biz.libretexts.org/Bookshelves/Marketing/Book%3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)licensed by CC By-NC-SA 3.0

• Chapter 15

Video Resources

Digital Garage. (2019, April 20). Tracking specific goals with web analytics. [Video]. YouTube. https://youtu.be/De159AHXqXI

Digital Garage. (2019, January 14). Making web analytics work for you. [Video]. YouTube. https://youtu.be/rBueIF2w3zs

Learning Journal

Each week/unit, you are required to complete two Learning Journal activities:

1) Maintain a Learning Journal Record (of your accomplishments during the week). Learning Journal Record entries must be brief, direct sentences indicating:

-Date when students have completed each step in the Learning Guide -A record of research for additional materials used in the student's studies (the Internet, libraries) -Any problems or unexpected events that occurred during the week -Any other noteworthy points

2) Respond to a given Learning Journal Task. This Unit's task is: In three complete and well-composed paragraphs,and in your own words, describe the consequences of not knowing most of the users of a B2C site.

Note: Please post as a "draft" and submit only when completed, at the end of the Unit. The Learning Journal forms part of the formal final grade and is intended to help students organize, consolidate and record their thoughts, activities and accomplishments. It is also allows the course Instructor to get a sense of how a student is progressing and what he/she has done beyond the mandatory assignments.