ISWA Paper Answers

GUJARAT TECHNOLOGICAL UNIVERSITY

BE - SEMESTER–VII (NEW) EXAMINATION – WINTER 2021

Subject Code:3171616

Date:17/12/2021

Subject Name: Internetwork Security and Web Analytics

Time: 10:30 AM TO 01:00 PM

Total Marks: 70

MARKS

Q.1 (a) Explain key performance indicator

03

A Key Performance Indicator (KPI) is a measurable value that indicates how well an organization is

achieving its key business objectives. It is a quantifiable metric that is used to evaluate the success

of a specific activity or process. KPIs are used to track the performance of a business, department,

project, or campaign. They help organizations to understand how well they are performing,

identify areas for improvement, and make data-driven decisions.

KPIs can be used to track a wide range of performance metrics, such as website traffic, conversion

rates, revenue, customer satisfaction, and employee productivity. For example, in web analytics, a

common KPI is the number of website visitors, the bounce rate, the conversion rate, the average

time on site, etc.

KPIs should be specific, measurable, actionable, relevant, and time-bound (SMART). This means

they should be:

•

Specific: clearly defined and easy to understand

Measurable: quantifiable, able to be tracked and measured

Actionable: able to be used to make decisions and take action

Relevant: directly related to the business objectives

Time-bound: have a specific timeframe for measuring and reporting

By selecting the right KPIs, organizations can track the performance of their business and make

data-driven decisions to improve their overall performance.

(b) Discuss and describe types of cyber-attacks.

04

There are many different types of cyber-attacks, but some of the most common include:

1. Phishing: This type of attack involves tricking people into giving away sensitive information,

such as passwords or credit card numbers, through fake emails or websites.

2. Malware: This type of attack involves using software, such as viruses or Trojan horses, to

damage or gain unauthorized access to a computer or network.

3. Denial of Service (DoS) and Distributed Denial of Service (DDoS) attacks: These types of

attacks involve overwhelming a website or network with traffic, making it unavailable to

legitimate users.

4. SQL injection: This type of attack involves injecting malicious code into a website's database,

allowing the attacker to access sensitive information or take control of the site.

5. Advanced persistent threat (APT): APT is a targeted and prolonged cyber-attack in which an

intruder establishes an unlawful, long-term presence on a network to steal sensitive data.

6. Ransomware: Ransomware is a type of malware that encrypts the victim's files and demands

a ransom payment to restore access.

7. IoT attack: IoT attacks are a type of cyber-attack that targets Internet of Things (IoT) devices,

such as smart home devices, to gain access to a network or steal sensitive information.

8. Social engineering: Social engineering is a non-technical method of intrusion that relies

heavily on human interaction and often involves tricking people into breaking security

procedures.

(c) Write a short note on security issues in TCP/IP model protocol

2 Security problems of TCP

07

In this section, we address problems of the current version of TCP.

TCP provides fundamental communication service and is used by many application

protocols. Therefore, TCP becomes one of the most popular protocol. But TCP has several

security problems as follows.

•

TCP cannot guard a segment against the message modification attacks.

TCP has a checksum field. This field is used in order to identify a modification of a segment.

However, since this field is not protected against the message modification attacks, it is

possible to modify any TCP segments. Moreover, there is no ways for peer entities to find

out the message modification attacks.

•

TCP cannot keep segment data secure against the message eavesdropping attacks.

TCP transports stream data used in the application layer. Since TCP does not provide any

data encryption functions, anyone can gain any valuable information.

TCP cannot protect connections against the unauthorized access attacks.

TCP certifies a peer entity by a source IP address and a port number. However, it is possible

to modify the source address and port number.

OR

TCP/IP, or Transmission Control Protocol/Internet Protocol, is the foundation of the internet and is

used to transmit data between devices. However, the TCP/IP model also has several security issues

that can be exploited by attackers.

One major security issue is the lack of built-in encryption, which makes it easy for attackers to

intercept and read sensitive information being transmitted over the network. Another issue is the

lack of authentication, which allows attackers to impersonate other devices on the network.

The TCP/IP protocol also has several vulnerabilities in its implementation, such as buffer overflow

attacks, which can allow attackers to gain unauthorized access to a device or network. Additionally,

TCP/IP is susceptible to spoofing attacks, which involve altering the source address of a packet to

hide the attacker's identity.

There are several security measures that can be implemented to mitigate these issues, such as

using virtual private networks (VPNs) to encrypt data, using firewalls to block unauthorized access,

and implementing intrusion detection and prevention systems (IDPS) to detect and respond to

attacks.

However, it's important to note that despite these security measures, the TCP/IP protocol is still

vulnerable to new attack methods and vulnerabilities that can be discovered in the future. It's

important to keep the network and devices updated and maintain a security-conscious mindset to

protect against potential security issues.

Q.2 (a) Explain the types of web analytics.

03

Web analytics is the process of collecting, measuring, and analyzing data about website visitors

and their behavior. There are several types of web analytics, including:

1. On-site analytics: This type of analytics focuses on measuring the behavior of visitors while

they are on the website, such as the pages they visit, the amount of time they spend on the

site, and the actions they take. This type of analytics typically includes data such as page

views, unique visitors, bounce rates, and conversion rates.

2. Off-site analytics: This type of analytics focuses on measuring the behavior of visitors

outside of the website, such as the referring website or search engine, and the keywords

used to find the site. This type of analytics can provide insights into the effectiveness of

external marketing campaigns and the sources of website traffic.

3. Real-time analytics: This type of analytics provides real-time data about the behavior of

visitors on the website. Real-time analytics can help website owners quickly identify and

respond to issues, such as high bounce rates or low conversion rates.

4. Marketing analytics: This type of analytics helps website owners measure the effectiveness

of their marketing campaigns. Marketing analytics can track the performance of different

channels, such as email marketing, social media, and pay-per-click advertising, and provide

insights into which campaigns are driving the most conversions and revenue.

5. E-commerce analytics: This type of analytics is specific to online stores and provides data on

sales, revenue, and customer behavior. E-commerce analytics can help website owners

optimize their store and improve the customer experience.

6. Web scraping: This type of analytics uses bots to automatically collect data from a website,

in order to track the performance of a website, competitor or industry.

By using these types of web analytics, website owners can gain valuable insights into the behavior

of their visitors and make data-driven decisions to improve their website and online marketing

efforts.

(b) Explain objective and benefits of web analytics

04

The main objective of web analytics is to collect, measure, and analyze data about website visitors

and their behavior in order to gain insights into how to improve the website and online marketing

efforts. By understanding how visitors interact with the website, website owners can make data-

driven decisions to optimize the user experience, increase conversions, and ultimately drive more

revenue.

Some of the key benefits of web analytics include:

1. Understanding customer behavior: Web analytics provides insights into how visitors interact

with the website, such as the pages they visit, the amount of time they spend on the site,

and the actions they take. This information can be used to optimize the website and

improve the customer experience.

2. Improving website performance: By analyzing website data, website owners can identify

areas of improvement, such as high bounce rates or low conversion rates, and make

changes to improve the website's performance.

3. Identifying trends: Web analytics can help website owners identify trends in customer

behavior, such as the most popular pages, products, or services, and use this information to

make strategic decisions.

4. Measuring marketing effectiveness: Web analytics can help website owners measure the

effectiveness of their marketing campaigns, such as pay-per-click advertising, email

marketing, and social media, and make data-driven decisions about which campaigns to

invest in.

5. Identifying new opportunities: Web analytics can help website owners identify new

opportunities for growth, such as new products, services, or markets to expand into.

6. Cost-effective: It's a cost-effective way to understand the customer behavior, website

performance, and marketing effectiveness as it don't require any additional cost.

(c) Explain different types of websites in detail.

07

There are several different types of websites, each with their own unique purpose and features.

Some of the most common types of websites include:

1. E-commerce websites: E-commerce websites are designed for online shopping, allowing

customers to purchase products or services directly from the website. These websites often

include features such as product catalogs, shopping carts, and checkout pages.

2. Informational websites: Informational websites are designed to provide information about a

particular topic or industry. These websites often include features such as articles, blog

posts, and FAQs. They are often used for providing information about a company, its

products or services, or a particular topic.

3. Blog websites: Blog websites are designed to provide a platform for individuals or

companies to share their thoughts and opinions through written content, such as articles or

blog posts. These websites often include features such as comments sections, social media

integration, and the ability to subscribe to updates.

4. Social media websites: Social media websites are designed to connect people online and

allow them to share content and interact with one another. These websites often include

features such as user profiles, friend lists, and the ability to post and share content.

5. News websites: News websites are designed to provide up-to-date information on current

events, often with a focus on a specific topic or industry. These websites often include

features such as breaking news alerts, articles, and video content.

6. Business websites: Business websites are designed to provide information about a company,

its products or services, and its mission. These websites often include features such as

company information, product catalogs, and contact information.

7. Educational websites: Educational websites are designed to provide educational resources,

such as online courses, tutorials, and videos. These websites often include features such as

quizzes, interactive activities, and progress tracking.

8. Portfolio websites: Portfolio websites are designed to showcase the work of an individual or

company, such as a graphic designer, artist, or photographer. These websites often include

features such as galleries, case studies, and client testimonials.

9. Non-profit websites: Non-profit websites are designed to provide information about a non-

profit organization, its mission and goals, and ways to get involved. These websites often

include features such as donation forms, volunteer opportunities, and events calendars.

Each website type has its own unique features and functionalities, and the choice of which type of

website to use will depend on the goals and objectives of the website owner.

OR

(c) Explain the features of web analytics tool

07

Web analytics tools are software applications that are used to collect, measure, and analyze

data about website visitors and their behavior. Some of the key features of web analytics

tools include:

1. Data collection: Web analytics tools collect data about website visitors and their behavior, such

as the pages they visit, the amount of time they spend on the site, and the actions they take.

2. Data visualization: Web analytics tools provide easy-to-understand visual representations of the

data, such as charts, graphs, and dashboards, to help website owners quickly identify patterns

and trends.

3. Segmentation: Web analytics tools allow website owners to segment the data by different

criteria, such as geographic location, device type, or referral source, to gain a more detailed

understanding of visitor behavior.

4. Goal tracking: Web analytics tools allow website owners to set and track specific goals, such as

tracking the number of conversions or sales, and measure the performance of the website in

achieving these goals.

5. Funnel analysis: Web analytics tools allow website owners to track how visitors move through

different stages of a process, such as the checkout process, and identify any areas where visitors

are dropping out.

6. A/B testing: Many web analytics tools include A/B testing functionality, which allows website

owners to test different versions of a webpage to see which one performs better.

7. Integration: Some web analytics tools can be integrated with other tools and platforms, such as

Google Analytics, to provide more comprehensive data and insights.

8. Real-time data: Many web analytics tools provide real-time data about the behavior of visitors

on the website, allowing website owners to quickly identify and respond to issues.

9. Multi-channel tracking: Web analytics tools allow website owners to track the performance of

different marketing channels, such as email marketing, social media, and pay-per-click

advertising, and make data-driven decisions about where to invest.

10. Mobile tracking: Many web analytics tools include mobile tracking functionality, which allows

website owners to track the behavior of visitors accessing the website from mobile devices.

By using these features, website owners can gain valuable insights into the behavior of their

visitors and make data-driven decisions to improve their website and online marketing

efforts.

Q.3 (a) Differentiate internal search and external search

03

Internal search refers to the search function on a website that allows users to search for specific

content or information within the website. External search refers to the use of search engines, such

as Google, to search for information on the internet.

Here is a comparison of internal search and external search:

Internal search

External search

Searches within a specific website

Searches the entire internet

Can provide more precise and relevant results

May not include results from other websites

Can provide a wider range of results

May include results from other websites

Can help to improve the user experience on the website Can help to drive traffic to the website

Internal search can be a useful tool for improving the user experience on a website by allowing

users to easily find specific information within the site. External search can be a powerful tool for

driving traffic to a website and increasing visibility on the internet.

(b) Explain the analytics metrics life cycle

04

The analytics metrics life cycle is the process of identifying, collecting, analyzing, and acting on

data to improve website performance and online marketing efforts. The life cycle typically includes

the following stages:

1. Identify: The first stage of the analytics metrics life cycle is to identify the key metrics that

will be tracked and analyzed. These metrics should align with the goals and objectives of the

website, such as increasing conversions or driving more revenue.

2. Collect: Once the key metrics have been identified, the next stage is to collect the data. This

involves setting up tracking and measurement tools, such as web analytics software, to

collect data on website visitors and their behavior.

3. Analyze: The collected data is then analyzed to identify patterns and trends, and gain

insights into how visitors interact with the website. This stage also includes creating

visualizations and reports to help website owners understand the data.

4. Act: The final stage of the analytics metrics life cycle is to take action based on the insights

gained from the data. This could include making changes to the website, such as optimizing

the user experience or improving the checkout process, or adjusting marketing campaigns

to improve performance.

5. Monitor: After taking action it is important to monitor the result, to know if the changes had

the desired effect, and if not, re-evaluate the strategy.

6. Iterate: Iterating the process by repeating the steps over time and continuously monitoring,

analyzing and acting on data to improve the website performance.

It's important to note that the analytics metrics life cycle is an iterative process, meaning that it's

not a one-time event but a continuous process of data collection, analysis, action, and monitoring.

By continuously going through this process, website owners can make data-driven decisions to

improve the performance of their website and online marketing efforts over time.

(c) Explain SEO and its working

07

SEO (Search Engine Optimization) is the process of improving the visibility and ranking of a

website or a web page in search engine results pages (SERPs) through organic or unpaid search

results. The goal of SEO is to increase website traffic by making it easier for users to find the

website through search engines, such as Google, Bing, and Yahoo.

SEO works by making a website more search engine-friendly, so that search engines can

understand the relevance and value of the website's content. This is done by optimizing the

website's structure, content, and keywords to make it more relevant to specific search queries.

There are several key factors that are taken into account by search engines when determining the

relevance and value of a website's content, including:

1. Keyword research: Identifying the keywords that users are searching for and incorporating

them into the website's content, meta tags, and URLs.

2. On-page optimization: Optimizing the website's content, structure, and images to make it

more search engine-friendly.

3. Link building: Building high-quality links to the website from other relevant websites, as

search engines view links as a signal of the website's relevance and authority.

4. Content creation: Creating high-quality, informative, and engaging content that is relevant

to the website's target audience, that helps to establish the website as an authority on a

particular topic.

5. Technical SEO: Technical SEO includes optimizing the website's code and structure to make

it more search engine-friendly, such as optimizing the website's loading speed, mobile

optimization, and other technical aspects.

6. Social signals: Social signals such as likes, shares, and comments, also play an important role

in SEO as it helps to increase visibility and attract more traffic to the website.

OR

Q.3 (a) Define PPC and explain its working.

03

Pay-per-click (PPC) is an online advertising model in which advertisers pay a fee each

time one of their ads is clicked. PPC ads typically appear on search engine results pages

or on websites that are part of a PPC advertising network.

Here is how PPC works:

1. Advertisers create ads and bid on keywords: Advertisers create ads and bid on specific

keywords that they want their ads to appear for when users search for those terms. The

higher the bid, the more likely the ad is to appear in a prominent position on the search

results page.

2. Ads are displayed: When a user searches for a keyword that an advertiser has bid on, their

ad may appear on the search results page or on other websites in the PPC network.

3. Users click on the ad: If a user clicks on the ad, they are directed to the advertiser's website.

4. The advertiser pays the fee: The advertiser pays the fee for the ad click, which is usually a

small amount, such as a few cents or dollars.

(b) Explain FCP.LCP, CLS, FID in detail

04

FCP (First Contentful Paint) is a performance metric that measures the time it takes for a website to

render the first content on the page. This can include text, images, or other types of content. FCP is

an important metric because it can impact the user experience, as users may become frustrated if

they have to wait too long for content to load.

LCP (Largest Contentful Paint) is a performance metric that measures the time it takes for the

largest content element on a webpage to load. This can include images, videos, or other types of

content. LCP is an important metric because it can impact the user experience, as users may

become frustrated if they have to wait too long for the main content of a page to load.

CLS (Cumulative Layout Shift) is a performance metric that measures the stability of a webpage. It

measures the amount of unexpected layout shifts that occur on a page, such as when content

moves or changes unexpectedly as a result of images or other elements loading. A high CLS score

can indicate a poor user experience, as it can make a webpage feel unresponsive or jarring to use.

FID (First Input Delay) is a performance metric that measures the time it takes for a webpage to

respond to user input, such as a click or a keystroke. A high FID score can indicate a poor user

experience, as it can make a webpage feel unresponsive or slow to use.

(c) Explain the protocols involved with application layer.

07

The application layer is the highest layer in the OSI (Open Systems Interconnection) model, which

is a framework for understanding how communication occurs between computers and devices. It is

responsible for enabling application programs to access network resources and services.

There are several protocols that are involved with the application layer, including:

1. HTTP (Hypertext Transfer Protocol): This protocol is used to transmit hypertext documents,

such as web pages, over the internet. It is the foundation of the World Wide Web and is

used by web browsers and servers to communicate with each other.

2. HTTPS (Hypertext Transfer Protocol Secure): This protocol is an extension of HTTP that uses

encryption to secure the communication between a web browser and a web server. It is

used to transmit sensitive information, such as login credentials and financial data, over the

internet.

3. FTP (File Transfer Protocol): This protocol is used to transfer files between computers over

the internet. It is commonly used to upload and download files from web servers.

4. SMTP (Simple Mail Transfer Protocol): This protocol is used to transmit electronic mail

(email) between servers. It is the foundation of email communication and is used by email

clients and servers to send and receive messages.

5. DNS (Domain Name System): This protocol is used to translate human-readable domain

names, such as "example.com," into the numerical IP addresses that computers use to

communicate with each other. It is an essential part of the internet infrastructure.

By using these and other protocols, the application layer enables application programs to access

network resources and services and communicate with other devices and systems.

Q.4 (a) Explain the three layers of ‘SO WHAT TEST’.

03

The "SO WHAT test" is a method used to evaluate the significance of data and metrics in web

analytics. It involves asking three questions to determine if a particular metric or data point is

meaningful and actionable. The three layers of the SO WHAT test are:

1. "What?" - This question is used to identify the data or metric in question. It involves

defining the metric, such as the number of website visitors, and determining where it can be

found in the analytics data.

2. "So What?" - This question is used to evaluate the significance of the data or metric. It

involves analyzing the data to determine if it is meaningful and if it has any impact on the

business or website. For example, if the website has a high number of visitors, it may be

significant, but if the majority of those visitors are not converting into customers, then it

may not be meaningful.

3. "Now What?" - This question is used to determine the next steps or actions that should be

taken based on the data or metric. It involves identifying opportunities for improvement

and making decisions on how to optimize the website or business based on the insights

gained from the analysis. For example, if the data shows that a high number of visitors are

leaving the website on a specific page, the next step could be to optimize that page to

improve the user experience and reduce bounce rate.

By answering these questions, you can determine whether a particular metric or data point is

meaningful and actionable, and make decisions on how to improve your website or business based

on the insights gained from the analysis.

(b) What is A/B Testing?

04

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions

of a webpage or app to determine which one performs better. It is a way to make data-driven

decisions by testing different variations of a page or feature with a sample of real users.

The process of A/B testing typically includes the following steps:

1. Identify the goal or objective of the test: Before starting an A/B test, it's important to have a

clear objective in mind, such as increasing conversion rates, improving the user experience,

or reducing bounce rate.

2. Create a control and a variation: The control is the original version of the webpage or

feature that is currently live. The variation is a new version that includes changes made to

the design, layout, or functionality of the page.

3. Select a sample of users: The sample of users will be randomly divided into two groups: the

control group, who will see the original version of the page, and the variation group, who

will see the new version of the page.

4. Run the test: The test is run for a specified period of time, during which both versions of the

page are shown to the sample of users. It's important to run the test for a long enough

period to ensure that the sample size is large enough to make meaningful conclusions

5. Analyze the results: Once the test is complete, the data is analyzed to determine which

version of the page performed better. The results are usually measured in terms of key

metrics such as conversion rates, bounce rate, time on site, and revenue.

6. Implement the winning version: After the test is complete, the winning version of the page

is implemented on the live website.

A/B testing is a powerful tool that can help businesses optimize their websites and improve the

user experience by making data-driven decisions. It allows for testing different hypotheses,

variations, and ideas without risking the whole website or app performance.

(c) What is site search analysis?

07

Site search analysis is the process of analyzing the search queries and behaviors of users on a

website. It involves analyzing data from the site's search engine to understand what users are

searching for, how they are using the search function, and what they are finding (or not finding) on

the website.

Site search analysis can provide valuable insights into user behavior and preferences and help

businesses identify opportunities to improve the user experience on their website. It can also help

businesses identify gaps in their content or identify areas where users may be struggling to find

what they are looking for.

To perform site search analysis, businesses can use tools such as Google Analytics or specialized

site search analytics software. These tools can provide data on search queries, search results, and

other metrics, such as the number of searches, the number of clicks on search results, and the

average time spent on search results pages.

By analyzing this data, businesses can understand the needs and preferences of their users and

identify opportunities to optimize their website and improve the user experience.

OR

Q.4 (a) Explain the tracking matrices for SEO

03

Tracking matrices are tools used to monitor and measure the performance of search engine

optimization (SEO) efforts. They allow businesses to track the effectiveness of their SEO strategies

and identify areas for improvement.

There are several different types of tracking matrices that can be used for SEO, including:

1. Keyword tracking matrix: This matrix tracks the ranking of specific keywords or phrases in

search engine results pages (SERPs). It can help businesses understand how their website is

performing for different keywords and identify opportunities to improve their ranking.

2. Traffic tracking matrix: This matrix tracks the number of visitors to a website and how they

arrived at the site. It can help businesses understand the sources of their traffic and identify

opportunities to increase website traffic.

3. Conversion tracking matrix: This matrix tracks the number of conversions (e.g., sales or

leads) generated from a website and the conversion rate (i.e., the percentage of visitors who

convert). It can help businesses understand the effectiveness of their website in generating

conversions and identify opportunities to improve the conversion rate.

4. Link tracking matrix: This matrix tracks the number and quality of links pointing to a website.

It can help businesses understand the value of their inbound links and identify opportunities

to improve their link profile.

(b) What are the responsibilities of webmaster?

04

A webmaster is a person who is responsible for the maintenance and management of a website.

Some of the responsibilities of a webmaster may include:

1. Updating and maintaining the website: This may involve adding or modifying content, fixing

broken links, and ensuring that the website is functioning properly.

2. Monitoring website traffic and performance: Webmasters may use tools to track the number

of visitors to a website, the pages they visit, and other metrics. They may also use this data

to identify and troubleshoot issues with the website.

3. Improving search engine optimization (SEO): Webmasters may work to improve the ranking

of a website in search engine results pages by optimizing the website's content and

structure.

4. Ensuring website security: Webmasters may implement security measures to protect a

website from attacks or breaches, such as installing and updating security software.

5. Providing technical support: Webmasters may provide technical support to website users,

such as helping them troubleshoot issues with the website or answering questions about its

features.

6. Collaborating with other team members: Webmasters may work with other team members,

such as designers, developers, and content creators, to ensure that the website meets the

needs of the business and its users.

(c) Explain the process of website testing.

07

Website testing is the process of evaluating a website's functionality, usability, and performance in

order to identify any issues and improve the user experience. The process typically includes the

following steps:

1. Plan the test: Before testing the website, it's important to have a clear plan in place. This

includes defining the goals of the test, identifying the target audience, and selecting the

appropriate testing methods.

2. Prepare the test environment: Set up the testing environment, including the hardware and

software needed to run the test. This can include installing testing tools, creating test

accounts, and configuring the website to be tested.

3. Conduct the test: There are different types of website testing, including functional testing,

usability testing, compatibility testing, performance testing, and security testing. Each of

these types of testing are designed to evaluate different aspects of the website.

4. Analyze the results: After the test is complete, the data is analyzed to identify any issues or

problems that were found during the test. The results are usually reported in the form of a

detailed test report.

5. Implement fixes and improvements: Based on the results of the test, changes and

improvements are made to the website. These can include fixing bugs, optimizing the user

interface, and improving the overall performance of the website.

6. Retest: Once the changes are made, it is important to retest the website to ensure that the

issues have been resolved and that the website is functioning as expected.

Website testing is an ongoing process that is essential for ensuring that a website is functioning

correctly and providing the best possible experience for users. It helps to ensure that the website is

accessible, easy to use, and free of errors, which can lead to a better user experience, higher

conversion rates, and improved overall performance.

Q.5 (a) What are streaming analytics.

03

Streaming analytics is the process of analyzing data in real-time as it is generated or received,

rather than in batch mode. It allows businesses to monitor and analyze data streams in near real-

time, enabling them to make informed decisions and take actions based on the most up-to-date

information.

Streaming analytics can be used in a variety of applications, including:

1. Fraud detection: Streaming analytics can be used to identify and prevent fraudulent activity

in real-time, such as credit card fraud or identity theft.

2. Customer analytics: Streaming analytics can be used to track customer behavior and

preferences in real-time, allowing businesses to tailor their marketing and sales efforts to

individual customers.

3. Supply chain management: Streaming analytics can be used to monitor and optimize the

flow of goods and materials through a supply chain, enabling businesses to respond to

changes in demand or supply in real-time.

4. Financial trading: Streaming analytics can be used to monitor and analyze financial data in

real-time, enabling traders to make informed decisions about buying and selling stocks,

bonds, and other financial instruments.

(b) What are the benefits of multichannel marketing

04

Multichannel marketing is the use of multiple channels or platforms to reach and engage with

customers. Some of the benefits of multichannel marketing include:

1. Increased reach: By using multiple channels, businesses can reach a wider audience and

increase their visibility.

2. Improved customer experience: Multichannel marketing allows businesses to deliver a more

seamless and personalized customer experience by providing customers with multiple ways

to interact with the brand.

3. Enhanced tracking and measurement: Multichannel marketing allows businesses to track

the performance of their marketing efforts across multiple channels and gather valuable

data about their customers.

4. Increased conversions: By providing customers with multiple ways to engage with a brand,

businesses can increase the likelihood of converting leads into customers.

5. Greater flexibility: Multichannel marketing allows businesses to adjust their marketing

efforts and pivot to different channels as needed, depending on the needs and preferences

of their target audience.

OR

1. Extend your audience reach with multichannel marketing

2. Simplify the customer journey using a multichannel marketing model

3. Take advantage of the benefits different channels have to offer

4. Enhance the success of your retargeting campaigns through multichannel marketing

5. Turn leads into conversions by utilizing each channel’s advantages

(c) Discuss various media and channels of marketing

07

There are several different media and channels that can be used for marketing, including:

1. Print media: This includes traditional print channels, such as newspapers, magazines, and

brochures.

2. Television and radio: These channels allow businesses to reach a wide audience through

television and radio commercials.

3. Digital media: This includes online channels, such as social media, websites, and email

marketing. Digital media allows businesses to reach and interact with customers in real-time

and track the effectiveness of their marketing efforts.

4. Out-of-home advertising: This includes advertising placed in public spaces, such as

billboards, bus shelters, and transit stations.

5. Events and experiential marketing: This include marketing efforts that involve creating

memorable experiences for customers, such as trade shows, product demonstrations, and

promotional events.

6. Public relations: This includes efforts to manage and improve a company's reputation

through media relations, crisis management, and corporate social responsibility.

7. Direct mail: This includes marketing efforts that involve sending promotional materials

directly to customers, such as newsletters, catalogs, and postcards.

By using a mix of these and other media and channels, businesses can reach and engage with their

target audience and effectively promote their products or services.

OR

Q.5 (a) Write down the steps to create web analytics report.

03

1. Data collection

2. Data processing

3. Data analysis

4. Data visualization

5. Report creation

6. Report distribution

7. Ongoing monitoring and analysis

(b) Explain features of email marketing

04

Email marketing is a form of digital marketing that involves sending marketing messages to a

group of subscribers via email. Some of the features of email marketing include:

1. Targeted messaging: Email marketing allows businesses to segment their subscribers into

different groups and send targeted messages based on their interests and preferences.

2. Personalization: Email marketing allows businesses to personalize their messages by

including the recipient's name, location, and other relevant information.

3. Analytics and tracking: Email marketing tools typically include analytics and tracking

features, such as the ability to track the number of opens, clicks, and conversions. This

allows businesses to measure the effectiveness of their email campaigns.

4. Mobile optimization: Email marketing campaigns should be optimized for mobile devices,

as many people access their emails on their phones.

5. Integration with other marketing channels: Email marketing can be integrated with other

marketing channels, such as social media and website analytics, to provide a more

comprehensive view of the customer journey.

6. Automation: Email marketing campaigns can be automated, allowing businesses to

schedule and send messages in advance and trigger messages based on certain actions or

events.

(c) Explain OSI Model with all layers in detail.

07

The OSI (Open Systems Interconnection) model is a framework for understanding how

communication occurs between computers and devices. It was developed by the International

Organization for Standardization (ISO) as a way to standardize communication protocols and

promote interoperability between different systems and devices.

The OSI model divides the communication process into seven distinct layers, each with its own

specific functions and protocols. These layers are the physical layer, data link layer, network layer,

transport layer, session layer, presentation layer, and application layer.

The OSI model is hierarchical, with each layer building upon the functions of the lower layers. For

example, the application layer relies on the functions of the lower layers to transmit data, while the

physical layer is responsible for transmitting raw data over a communication channel.

The OSI model is a theoretical model that provides a standard framework for understanding how

communication occurs between computers and devices. It is not a strict protocol, but rather a

guide for understanding the different functions and protocols involved in communication.

layers are:

1. Physical layer: The physical layer is responsible for transmitting raw data over a

communication channel. It defines the electrical, mechanical, and functional characteristics

of the communication medium, such as cables and connectors.

2. Data link layer: The data link layer is responsible for creating a reliable link between devices

and ensuring that data is transmitted correctly. It performs error detection and correction

and controls the flow of data between devices.

3. Network layer: The network layer is responsible for routing data between devices and

networks. It uses logical addressing to determine the path that data should take and can

also provide quality of service (QoS) for different types of data.

4. Transport layer: The transport layer is responsible for end-to-end communication between

devices. It provides reliability and error control for transmitted data and can also segment

and reassemble data for efficient transmission.

5. Session layer: The session layer is responsible for establishing, maintaining, and terminating

connections between devices. It enables devices to communicate and exchange data in a

structured manner.

6. Presentation layer: The presentation layer is responsible for formatting and encoding data

for transmission and ensuring that it can be understood by the receiving device. It can also

provide encryption and compression for transmitted data.

7. Application layer: The application layer is the highest layer in the OSI model and is

responsible for enabling application programs to access network resources and services. It

provides the interface between the application and the network and defines protocols for

communication between devices.

By dividing the communication process into these distinct layers, the OSI model provides a

standard framework for understanding how communication occurs between computers and

devices.

*************

1

S2022 ISWA

MARKS

03

Q.1(a)

What is cyber-attack? List out different types of cyber-attacks.

A cyber-attack is a deliberate attempt to compromise the security of a

computer system, network, or device in order to steal or destroy data, gain

unauthorized access, or disrupt services. Cyber-attacks can take many

forms and can be launched by a variety of actors, including hackers,

nation-states, and organized crime groups.

Here are some examples of different types of cyber-attacks:

1. Malware

2. Phishing

3. Denial of service (DoS) attack:

4. SQL injection

5. Man-in-the-middle (MitM) attack

(b)

What is the importance of cyber security matrices?

04

Cybersecurity matrices are tools that are used to assess the level of

cybersecurity risk faced by an organization. They provide a framework for

evaluating an organization's cybersecurity posture and identifying areas

where improvement is needed. Cybersecurity matrices are important

because they help organizations to:

1. Identify vulnerabilities: Cybersecurity matrices can help organizations to

identify vulnerabilities and weaknesses in their cybersecurity posture, such

as outdated software, unsecured networks, or insufficient access controls.

2. Evaluate risk: Cybersecurity matrices can be used to evaluate the level of

risk posed by different vulnerabilities and threats, and to prioritize the

implementation of controls to mitigate these risks.

3. Monitor and assess progress: Cybersecurity matrices can be used to track

and assess progress in improving an organization's cybersecurity posture

over time. This can help to ensure that the organization is continuously

improving its defenses and staying ahead of emerging threats.

4. Communicate risk: Cybersecurity matrices can be used to communicate the

level of risk faced by an organization to stakeholders, such as

management, employees, and external partners. This can help to ensure

that everyone is aware of the importance of cybersecurity and is working

to protect the organization's assets and data.

(c)

Explain strategies for developing suitable information security policies for

organization.

07

Developing suitable information security policies is an important step in

protecting an organization's sensitive data and assets. Here are some

strategies for developing such policies:

1. Identify the organization's critical assets: The first step in developing

information security policies is to identify the organization's critical assets,

such as its data, systems, and networks. This will help to determine which

policies and controls are necessary to protect these assets.

2. Conduct a risk assessment: A risk assessment can help to identify potential

threats and vulnerabilities that could compromise the organization's critical

assets. This can inform the development of policies that address specific

risks and protect against potential breaches.

3. Involve all stakeholders: It is important to involve all stakeholders in the

development of information security policies, including employees,

management, and external partners. This will help to ensure that the

policies are effective and supported by all relevant parties.

4. Review and update policies regularly: Information security policies should

be reviewed and updated on a regular basis to ensure that they remain

relevant and effective in protecting the organization's critical assets. This

may involve reviewing new threats and vulnerabilities, as well as changes

to the organization's business practices or systems.

5. Communicate policies clearly: Information security policies should be

communicated clearly to all relevant parties, including employees,

management, and external partners. This can help to ensure that everyone

understands their responsibilities and is aware of the appropriate measures

to take in order to protect sensitive data and assets.

Q.2(a)

Explain behavior analysis.

03

Behavior analysis involves collecting data on an individual's behavior in

order to understand and predict how they will behave in different

situations. This data can be collected through a variety of methods,

including observation, self-report, and measurement.

Behavior analysis is often used to understand and treat a range of

psychological and behavioral issues, including phobias, anxiety disorders,

and substance abuse. It is also used in fields such as education and

business, where it can help to understand and influence the behavior of

employees or customers.

Some of the key principles of behavior analysis include the following:

1. Behavior is shaped by its consequences: Behavior is influenced by the

consequences that follow it, such as reinforcement or punishment.

2. Learning occurs through the process of reinforcement: Learning occurs

when an individual's behavior is followed by a reinforcing consequence,

such as a reward or positive feedback.

3. Behavior can be changed through the manipulation of consequences: The

consequences that follow a behavior can be manipulated to encourage or

discourage that behavior.

4. Behavior is shaped by the environment: The environment plays a

significant role in shaping behavior, as it provides the stimuli that elicit

responses and the consequences that reinforce or punish behavior.

(b)

Give the difference between internal search and external search.

04

Internal search refers to the search functionality provided on a website or

other online platform that allows users to search for specific content within

that platform. This is often provided through a search bar or box on the

website, and it searches only the content that is available on that particular

site.

External search, on the other hand, refers to searching the entire World

Wide Web using a search engine, such as Google, Bing, or Yahoo. External

search allows users to search for content from multiple websites and

sources, rather than just the content that is available on a single site.

Feature

Internal Search

Single site

High

External Search

Entire web

Low

Scope

Relevance

Control

Website owner

High

Search engine

Low

Privacy

Customization

Access to external content

High

Low

High

(c)

Explain the importance of web analytics.

07

Web analytics is the process of collecting, analyzing, and reporting on data

from a website or other online platform in order to understand and

optimize the user experience. It is an important tool for businesses, as it

helps them understand how users interact with their website and provides

insights into how to improve the user experience.

Here are some specific reasons why web analytics is important:

1. Improve website performance: Web analytics can help you understand how

users interact with your website, including which pages they visit, how long

they stay on each page, and which actions they take. This can help you

identify areas of your website that are performing poorly and make

improvements to increase engagement and conversion rates.

2. Understand customer behavior: Web analytics can provide insights into

how customers use your website, including which products or services they

are interested in, what their goals are, and how they navigate through your

site. This can help you tailor your marketing and sales efforts to better

meet the needs of your customers.

3. Identify opportunities for growth: Web analytics can help you identify areas

of your website that are performing well, as well as opportunities for

growth and expansion. For example, you may discover that a particular

product or service is particularly popular with your customers, which could

inform your future marketing and product development efforts.

4. Make data-driven decisions: Web analytics provides data and insights that

can help you make informed decisions about your website and online

presence. Rather than relying on assumptions or gut feelings, you can use

data to understand what is working and what is not, and make decisions

based on that information.

5. Monitor and optimize marketing efforts: Web analytics can help you

understand the effectiveness of your marketing efforts and optimize your

campaigns. For example, you can use web analytics to track the success of

a particular email campaign or social media advertising effort, and make

adjustments based on the data you see.

OR

(c)

Explain OSI reference model.

Explain Data capturing for web analytics.

07

03

Q.3(a)

Data capturing for web analytics refers to the process of collecting and

storing data from websites and other online platforms in order to perform

analysis and gain insights. There are several different methods for

capturing data for web analytics, including:

1. Server log files: Web servers generate log files that record information

about each request made to the server. These log files can be analyzed to

understand the traffic patterns on a website and identify any issues or

errors.

2. Tracking tags: Tracking tags, also known as "web beacons" or "tracking

pixels," are small pieces of code that are embedded in a website or email

and used to track user behavior. When a user visits a website or opens an

email, the tracking tag sends data back to the analytics platform, which can

be used to understand how users interact with the website or email.

3. JavaScript tracking: JavaScript is a programming language that is

commonly used to add interactive elements to websites. JavaScript

tracking involves using JavaScript code to collect data about user behavior

on a website and send it back to the analytics platform.

4. APIs: APIs, or application programming interfaces, allow different systems

to communicate with each other and exchange data. APIs can be used to

collect data from a variety of sources, such as social media platforms or

mobile apps, and send it to the analytics platform for analysis.

5. Data warehouses: A data warehouse is a centralized repository for storing

data from multiple sources. Data can be extracted from different sources

and loaded into the data warehouse, where it can be cleaned and

transformed before being analyzed.

(b)

What are the disadvantages of Streaming Analytics?

04

Streaming analytics can have several disadvantages, including:

Complexity: Building and maintaining a streaming analytics system can be

complex, as it involves dealing with large amounts of data in real-time, and

often requires specialized knowledge and expertise.

Scalability: Streaming analytics systems can be challenging to scale, as they

need to be able to handle an increasing volume of data without a decrease

in performance.

Latency: Some streaming analytics systems can have high latency, which

means that there may be a delay between the time data is received and

when it is processed and made available for analysis.

Cost: Setting up and maintaining a streaming analytics system can be

expensive, as it requires specialized hardware and software, as well as

skilled personnel to manage it.

Data Quality: Streaming analytics systems rely on the quality of the data

they receive in order to produce accurate results. If the data is of poor

quality or contains errors, the results of the analysis may also be inaccurate.

(c)

Explain SEO and its working.

07

SEO, or Search Engine Optimization, is the process of improving the

ranking of a website or web page in search engine results pages (SERPs) in

order to increase the visibility and traffic to the site. SEO is accomplished

through a variety of techniques, including optimizing the content and

structure of a website, building high-quality backlinks, and ensuring that

the website is accessible and crawlable by search engines.

Here is an overview of how SEO works:

1. Search engines use algorithms to crawl and index web pages: Search

engines use special algorithms to crawl the web and index web pages.

These algorithms are designed to understand the content and structure of

a webpage, as well as the relevance of the content to specific search

queries.

2. SEO techniques are used to optimize websites: SEO techniques are used to

improve the ranking of a website in search engine results pages. These

techniques include optimizing the content and structure of the website,

building high-quality backlinks, and ensuring that the website is accessible

and crawlable by search engines.

3. Search engines use ranking algorithms to determine the relevance and

quality of websites: Search engines use ranking algorithms to determine

the relevance and quality of websites based on a variety of factors, such as

the content of the website, the number and quality of backlinks, the

structure and organization of the website, and the user experience.

4. Websites with higher rankings appear higher in search results: Websites

that are ranked higher by search engines will appear higher in search

results, which can lead to increased traffic and visibility for the site.

5. Ongoing optimization is required to maintain good rankings: SEO is an

ongoing process, as search engines are constantly updating and refining

their algorithms. As a result, it is important to continuously optimize a

website in order to maintain good rankings and stay competitive in search

results.

OR

Q.3(a)

What is trust and security in E-commerce website?

03

Trust and security are important considerations for e-commerce websites,

as they play a crucial role in building customer confidence and ensuring

the success of the business. Trust and security can be established in a

number of ways, including:

1. Using secure connections: E-commerce websites should use secure

connections, such as HTTPS, to protect the privacy and security of

customer data. This helps to prevent data from being intercepted or

compromised during transmission.

2. Protecting customer data: E-commerce websites should have robust

measures in place to protect customer data from unauthorized access or

theft. This includes encrypting sensitive data, using secure servers, and

implementing strict access controls.

3. Ensuring website security: E-commerce websites should be regularly

monitored and tested for vulnerabilities to ensure that they are secure and

free from threats, such as malware or hackers.

4. Providing clear privacy policies: E-commerce websites should have clear

and concise privacy policies that outline how customer data will be

collected, used, and protected. This helps to build trust and confidence

with customers.

5. Displaying trust seals: Trust seals, such as the Better Business Bureau (BBB)

logo or the Verified by Visa logo, can help to establish trust with customers

by demonstrating that the website has been independently reviewed and

found to be reputable.

By taking these measures, e-commerce websites can build trust and

security with customers and create a safe and secure online shopping

experience.

(b)

What is PPC? Describe the factors affecting on PPC.

04

PPC, or pay-per-click, is a type of online advertising in which advertisers

pay a fee each time one of their ads is clicked. PPC allows advertisers to bid

on specific keywords or phrases that are related to their products or

services, and the ads are displayed to users who search for those terms on

a search engine or other platform.

There are several factors that can affect the success of a PPC campaign,

including:

1. Keyword selection: Choosing the right keywords is crucial for a successful

PPC campaign, as it determines which users will see the ads. Advertisers

should select keywords that are relevant to their products or services and

that have a high search volume in order to reach the right audience.

2. Ad relevance: Ad relevance is the degree to which an ad is related to the

keywords that were used to trigger it. Ads that are more relevant to the

keywords are more likely to be clicked, and they may also have a higher

quality score, which can help to lower the cost of the campaign.

3. Ad placement: The position of an ad on a search engine results page can

also affect its performance. Ads that are higher up on the page are more

likely to be clicked, but they may also be more expensive to bid on.

4. Budget: The budget for a PPC campaign can also affect its success.

Advertisers should carefully manage their budget to ensure that they are

getting a good return on investment, while also ensuring that they have

sufficient resources to reach their target audience.

5. Landing page experience: The quality of the landing page, or the page that

users are directed to when they click on an ad, can also affect the success

of a PPC campaign. Landing pages should be relevant to the ad and

provide a good user experience in order to maximize the chances of a

conversion.

(c)

Explain any three analytic tools.

07

There are many different analytics tools available, each with its own unique

features and capabilities. Here are three examples of popular analytics

tools:

1. Google Analytics: Google Analytics is a free web analytics service offered

by Google that tracks and reports website traffic. It provides a range of

features, including the ability to track website traffic, conversions, and user

behavior.

2. Adobe Analytics: Adobe Analytics is a cloud-based analytics platform that

provides insights into customer behavior across multiple channels,

including websites, mobile apps, and social media. It offers a range of

features, including the ability to track and analyze customer journeys,

segmentation, and predictive analytics.

3. Mixpanel: Mixpanel is a real-time analytics platform that allows businesses

to track and analyze user actions within their apps and websites. It provides

a range of features, including the ability to track user behavior, understand

user flows, and identify trends and insights.

Q.4(a)

Explain three layers of ‘SO WHAT TEST’.

03

The SO WHAT test is a tool that is used to evaluate the value and impact of

a data analytics project. It consists of three layers:

1. Relevance: The first layer of the SO WHAT test is relevance, which refers to

the importance of the data and the insights it provides. This layer helps to

ensure that the data being analyzed is meaningful and relevant to the

problem or question being addressed.

2. Actionability: The second layer of the SO WHAT test is actionability, which

refers to the ability to take action based on the insights provided by the

data. This layer helps to ensure that the insights being generated are useful

and can be used to inform decision-making or drive change.

3. Impact: The third layer of the SO WHAT test is impact, which refers to the

potential impact or value of the insights generated by the data. This layer

helps to ensure that the data analytics project is worth the time and

resources invested in it, and that it will lead to tangible results.

The SO WHAT test is a useful tool for evaluating the value and impact of

data analytics projects and ensuring that they are aligned with the needs

and goals of the organization.

(b)

What is email marketing? Explain its fundamentals.

04

Email marketing is a form of digital marketing that involves sending

marketing messages or advertisements to a group of people via email. It is

a cost-effective way to reach a large audience and can be a powerful tool

for building relationships with customers, promoting products or services,

and driving conversions.

Here are some fundamentals of email marketing:

1. Targeted audience: Email marketing is most effective when it is targeted to

a specific audience, rather than being sent to a general list of email

addresses. This may involve segmenting the email list based on

demographics, interests, or past behavior.

2. Relevant content: The content of an email marketing campaign should be

relevant to the target audience and aligned with the goals of the

campaign. This may involve promoting specific products or services,

providing valuable content or resources, or offering special deals or

promotions.

3. Personalization: Personalization can be a powerful tool in email marketing,

as it helps to make the content more relevant and engaging to the

recipient. This may involve using the recipient's name, location, or past

behavior to tailor the content of the email.

4. Call to action: Email marketing campaigns should include a clear call to

action, such as a button or link, that encourages the recipient to take a

specific action, such as making a purchase or visiting a website.

(c)

Explain Black-Hat SEO Technique.

07

Black-hat SEO techniques are tactics that are used to manipulate search

engine rankings in ways that violate the terms of service of the search

engines. These techniques are designed to trick search engines into

ranking a website higher in search results, and they are often used by

unscrupulous individuals or companies who are looking to gain an unfair

advantage over their competitors.

Here are some examples of black-hat SEO techniques:

1. Keyword stuffing

2. Cloaking

3. Link spamming

4. Doorway pages

5. Hidden text or links

6. Article spinning

7. Duplicate content

8. Meta tag stuffing

9. Negative SEO

10. Link farming

11. Sneaky redirects

12. Spamming blog comments or forums

13. Buying or selling links

14. Scraping content from other websites

1. Keyword stuffing: Keyword stuffing involves cramming a website with

irrelevant or hidden keywords in an attempt to manipulate search rankings.

This can result in poor user experience and can be detected by search

engines, leading to penalties or even a ban.

2. Cloaking: Cloaking involves presenting different content to search engines

and users in an attempt to manipulate rankings. For example, a website

might show search engines one version of a page with relevant keywords,

while showing users a completely different version of the page.

3. Link spamming: Link spamming involves creating or buying links from low-

quality or irrelevant websites in an attempt to manipulate search rankings.

This can result in poor user experience and can be detected by search

engines, leading to penalties or a ban.

4. Doorway pages: Doorway pages are low-quality pages that are created

specifically for the purpose of ranking high in search results and redirecting

users to another page. These pages are often filled with irrelevant or

spammy content and can be detected by search engines, leading to

penalties or a ban

OR

Q.4(a)

Write short note on email automation concept.

03

Email automation refers to the process of using technology to

automatically send and receive emails. It involves creating rules or triggers

that determine when and how emails are sent and received, as well as

defining the content of the emails.

There are many benefits to using email automation, including increased

efficiency and productivity, as well as the ability to personalize and target

emails to specific audiences. It can also be used to automate follow-up

emails and reminders, as well as to send newsletters and other bulk emails.

To implement email automation, businesses typically use email marketing

software that allows them to design and schedule emails, as well as track

and analyze the results of their email campaigns.

(b)

Explain A/B Testing.

04

A/B testing, also known as split testing, is a method of comparing two

versions of a product or marketing campaign to determine which performs

better. It involves randomly assigning a group of people to receive one

version (the "A" group) and another group to receive the other version (the

"B" group). The performance of the two versions is then compared based

on a predetermined metric, such as click-through rate or conversion rate.

A/B testing is commonly used in the field of marketing to optimize

websites, emails, and other marketing campaigns. It allows businesses to

make informed decisions about which version of a product or campaign is

most effective and to continuously improve their marketing efforts.

A/B testing can be a powerful tool for improving the performance of a

product or campaign, but it is important to design the test properly and to

have a large enough sample size to ensure statistical significance. It is also

important to consider external factors that may impact the results, such as

the timing of the test or the specific audience being targeted.

(c)

Explain SEO-KPI.

07

SEO-KPI, or Search Engine Optimization Key Performance Indicators, are

metrics used to measure the effectiveness of an organization's SEO efforts.

These indicators help organizations track the progress of their SEO strategy

and identify areas where they can improve.

There are many different SEO-KPIs that organizations can track, including:

1. Search engine rankings: The position of a website in the search engine

results pages (SERPs) for specific keywords.

2. Traffic: The number of visitors to a website from search engines.

3. Conversion rate: The percentage of visitors to a website who take a desired

action, such as making a purchase or filling out a form.

4. Click-through rate (CTR): The percentage of users who click on a website's

link in the search engine results pages.

5. Bounce rate: The percentage of visitors who leave a website after viewing

only one page.

6. Time on site: The amount of time a visitor spends on a website.

7. Backlinks: The number of external websites that link to a website.

By tracking these and other SEO-KPIs, organizations can gain insights into

the effectiveness of their SEO strategy and make data-driven decisions to

improve their search engine rankings and drive traffic to their website.

Q.5(a)

Explain web master.

03

A webmaster is a person responsible for maintaining a website. This can

include tasks such as updating content, ensuring that the website is

functioning properly, monitoring the website's performance, and ensuring

that the website is optimized for search engines.

Webmasters may also be responsible for managing the website's domain

name and hosting, as well as implementing security measures to protect

the website from cyber threats. In addition, they may work with web

developers to design and improve the website's user experience.

Webmasters may work in-house for a company or organization, or they

may be freelance or work for a web design or digital marketing agency.

Some webmasters also have a background in computer science or web

development.

(b)

List and explain E-Commerce Models.

04

There are several different models that businesses can use for e-commerce,

including:

1. Business-to-consumer (B2C) model: This model involves businesses selling

directly to consumers over the internet. Examples include online retail

stores, such as Amazon or eBay.

2. Consumer-to-consumer (C2C) model: This model involves consumers

selling directly to other consumers over the internet. Examples include

online marketplaces such as Etsy or eBay.

3. Business-to-business (B2B) model: This model involves businesses selling

products or services to other businesses over the internet. Examples

include wholesalers or manufacturers selling to retailers.

4. Consumer-to-business (C2B) model: This model involves consumers selling

products or services to businesses over the internet. Examples include

freelance professionals or individuals selling products or services on

platforms such as Upwork or Etsy.

5. Business-to-administration (B2A) model: This model involves businesses

providing services or products to government agencies or other

organizations. Examples include companies providing software or

consulting services to government agencies.

6. Consumer-to-administration (C2A) model: This model involves consumers

interacting with government agencies or other organizations over the

internet. Examples include individuals filing taxes or applying for

government benefits online.

(c)

Explain the difference types of websites.

07

There are several different types of websites that serve different purposes:

1. Informational websites: These websites provide information on a particular

topic or issue. They may include articles, news, research, and other types of

content.

2. E-commerce websites: These websites allow businesses to sell products or

services online. They typically include features such as shopping carts,

payment processing, and product listings.

3. Blogs: These websites consist of regularly updated content, usually in the

form of articles or posts. Blogs can cover a wide range of topics and may

be written by individuals or organizations.

4. Social media websites: These websites allow users to connect with each

other and share content, such as text, images, and videos. Examples

include Facebook, Twitter, and Instagram.

5. Portfolio websites: These websites showcase the work of individuals or

organizations, such as artists, photographers, or designers.

6. News websites: These websites provide news and information on current

events and issues.

7. Educational websites: These websites provide educational resources, such

as online courses, tutorials, and information on a particular subject.

8. Government websites: These websites provide information and resources

related to government agencies and services.

9. Nonprofit websites: These websites provide information and resources

related to nonprofit organizations and their causes.

OR

Q.5(a)

How to create web analytics report?

03

To create a web analytics report, you will need to follow these steps:

1. Set up web analytics tracking: To collect data on your website, you will

need to install a web analytics tool on your website. This will allow you to

track the traffic, behavior, and performance of your website.

2. Define your objectives: Determine what you want to achieve with your web

analytics report, such as increasing website traffic or improving conversion

rates.

3. Choose your metrics: Select the key performance indicators (KPIs) that you

will use to measure the success of your website, such as page views,

bounce rate, or conversion rate.

4. Collect and analyze data: Use your web analytics tool to gather data on

your website's performance. You can then use this data to identify trends

and patterns, and to compare the performance of different pages or

campaigns.

5. Create the report: Use a spreadsheet or reporting software to organize and

present your data in a clear and visually appealing way. Be sure to include

relevant charts, graphs, and tables to help illustrate your findings.

6. Share the report: Share your web analytics report with relevant

stakeholders, such as your marketing team or upper management. Make

sure to include recommendations for how to improve the performance of

your website based on your findings.

(b)

Explain the components of successful email marketing.

04

There are several key components that contribute to the success of an

email marketing campaign:

1. A targeted email list: To ensure the success of an email marketing

campaign, it is important to have a targeted email list of individuals who

are interested in your products or services. This can be achieved through

email list building efforts, such as offering incentives for subscribers or

using sign-up forms on your website.

2. Engaging subject lines: The subject line of an email is often the first thing

that a recipient sees, so it is important to create a subject line that is

attention-grabbing and compelling.

3. Personalization: Personalizing emails by using the recipient's name or other

personal information can help increase the likelihood that the email will be

opened and read.

4. Relevant content: The content of the email should be relevant and

interesting to the recipient. It should also be well-written and visually

appealing.

5. A clear call to action: The email should include a clear and compelling call

to action, such as "Sign up for our newsletter" or "Buy now."

6. Mobile-friendly design: With the increasing number of people accessing

emails on their smartphones, it is important to ensure that your emails are

mobile-friendly and easy to read on small screens.

7. Testing and optimization: To continually improve the effectiveness of your

email marketing campaigns, it is important to test different elements of the

email, such as subject lines, content, and calls to action, and to use data to

optimize your campaigns based on what works best.

(c)

Explain the process of website testing.

07

Website testing is the process of evaluating a website to identify and fix

any issues or problems. It is an important step in the development process,

as it helps ensure that the website is functional, user-friendly, and performs

well.

There are several steps involved in the website testing process:

1. Define testing goals and objectives: Determine what you want to achieve

with your website testing, such as identifying and fixing bugs or improving

the user experience.

2. Identify the target audience: Determine who will be using the website, as

this will help inform the testing process and ensure that the website meets

the needs of its intended users.

3. Plan the test: Develop a detailed plan for how the testing will be

conducted, including what will be tested, how it will be tested, and who will

be responsible for conducting the tests.

4. Set up the testing environment: Set up the necessary tools and resources

for conducting the tests, such as testing software and devices.

5. Conduct the tests: Follow the testing plan and conduct the tests according

to the specified criteria. Make sure to document any issues or problems

that are identified.

6. Analyze the results: Review the results of the tests and identify any

problems or areas for improvement.

7. Fix any issues: Address any problems or issues identified during the testing

process by making the necessary changes to the website.

8. Retest: After making changes to the website, it is important to retest to

ensure that the issues have been properly resolved.

By following this process, businesses can ensure that their website is fully

functional and meets the needs of their target audience.

Q6. steps for performing site search analytics