Hong Kong Digital Analytics

Credit-Point.com(奖励积分有限公司)说明
请阅读以下内容，并按照题目中所述角色的角度回答问题，而不是按照你现在的工作环境而回答问题。

Read the following exercise and answer the questions as if you are in the role described, not from the perspective of your current role or experiences

 

概述
您刚刚成为“Credit-Point”的高级分析师。Credit-Point是一个积分奖励程序，客户可通过在指定商店、杂货店和加油站购买商品而赚取积分， 然后用积分换取奖品。 如果根据会员数量排名，Credit-Point是美国第四大积分奖模式公司。

Credit-Point程序目前拥有约400万名会员。积分是按照每消费1美元即获得1点积分的比率积累的，并可兑换各种奖品，包括电子产品、礼品卡、玩具和体育用品。当前，Credit-Point提供的奖品是范围最广泛、式样最多的。

You have just taken a senior analyst role at “Credit-Point,” a rewards program that allows
customers to earn reward points for shopping at select retail stores, grocery stores, and gas
stations. Credit-Point is the fourth largest rewards program in the United States, measured
through number of members.

Credit-Point currently has a membership base of 4,000,000 members. Points are earned at the
rate of one point / $1 USD spent at participating locations and can be redeemed for a variety of
rewards including electronics, gift cards, toys and sporting goods. Credit-Point currently has the
most diverse set of rewards in the market place.

 

组织结构/部门职责
Credit-Point拥有一个完整的团队，负责管理项目的各个层面。分为以下几个部门：
===========================
领导部门-  管理方案和制定策略
奖品部门- 管理项目所提供的奖品
赞助部门 – 确定/管理与积分供应商的关系
体验部门 -管理网站设计和一切营销活动
执行部门 -确定客户在兑换积分后获得了奖品
服务部门 -通过网络和呼叫中心管理客户关系和服务
品牌部门 -管理品牌一致性和公共关系策略
技术部门 -管理信息技术的各个层面

目前，网络分析由技术部门负责。

Credit-Point currently has a full team of employees managing all aspects of the program. The
employees are divided between several groups:
===========================
Executive – Program management and strategy
Rewards Manage – reward set offered through the program
Sponsorship – Identify / manage relationship with providers of points
Experience – Managing web site design and marketing
Fulfillment – Ensure customers get their rewards after redeeming points
Service – Manage customer relationships and service through web and call center
Branding – Manage brand consistency in market and PR strategy
Technology – Manage all aspects of information technology

Web analytics responsibilities currently fall within the Technology group.

 

积分兑换
Credit-Point只在客户兑换积分时产生税收。无论客户是否通过网络兑换，均会产生相关费用。客户可通过Credit-Point的网站或呼叫中心兑换积分。目前，75%的积分兑换是通过网络进行的。网上兑换的平均费用是1美元，而通过呼叫中心兑换的平均费用是3.50美元。

Credit-Point only generates revenue when a customer redeems points, and there are costs
associated with setting up each customer whether they use the web site or not. Customers can
redeem points on the Credit-Point web site or through the call center.  75% of customers
redemptions occur online. Redemptions online cost $1.00 on average, while redemptions
through the call center cost Credit-Point $3.50 on average.

 

Credit-Point的网站
CreditPoint.com网站是客户与程序互动的主要方式。用户可通过网站了解程序、注册并获得积分卡、查看奖品、兑换奖品以及联系Credit-Point。Credit-Point 60%的客户每月至少使用一次CreditPoint.com网站。

CreditPoint.com is the primary way that customers interact with the program. The site allows
people to learn about the program, register to get a point card, browse rewards, redeem for a
reward, and get contact information to talk to someone at Credit-Point. 60% of Credit-Point’s
customer base use CreditPoint.com at least once a month.

 

当前网站衡量方式
当前，CreditPoint.com只针对9个关键绩效指标做出报告。每月初，程序针对这9个指标自动生成的报告将从解析包中直接发邮件给所有Credit-Point的员工。

Credit-Point当前追踪的指标有：

独特访客人数	注册次数	查看”联系我们”页面的次数
登录的人数	积分单检视次数	首次积分兑换次数
对换积分次数	页面查看量	搜索次数

所有员工均可查看Credit-Point的解析包。他们的工具供应商每周都提供非强制性的电话教育课程。有些员工参与了这些课程，但大部分员工在之前从未使用过这个工具。

对客户的调研表明，对于那些没有任何经验的用户来说，对网站很难驾驭；而最佳客户——那些经常兑换积分或获得最高积分的客户——表明，网站缺乏他们需要的功能。

Credit-Point正在重新审视对企业解析包的投资，因为尚未从数据上看到任何有效价值。他们还在考虑是否选择了正确、合适的解析包，因为解析包的使用率比较低。总的说来，Credit-Point相信，他们可以从分析实践中获得更多价值，但尚未确定下一步要采取何种措施。您的角色是负责让Credit-Point获得最好的网络分析结果和效果。

假如您被雇佣，领导层将阐明，他们最关心的是获得较高利润，但他们却不想参与网络运营的琐事。他们首先需要确定，当前追踪的是正确、适合的指标，然后让其他人做一个操作网站的计划及操作理由。

CreditPoint.com currently reports on 9 key performance indicators. Automated reports on
these nine metrics are emailed from the analytics package directly to all Credit-Point employees
on the first of each month.

Their current metrics tracked by Credit-Point are:

Unique Visitors	Number of Registrations	Visits to “Contact Us”
Unique Visitors Logging in	Number of Statement Views	First Time Redemptions
Number of Redemptions	Page Views	Number of Searches

All employees have access to the Credit-Point analytics package. Their tool provider facilitates
weekly, non-mandatory telephone education courses.  A few employees have attended these
sessions, but most employees have never used the tool before.

Customer surveys indicate the web site is difficult to navigate for those who do not have
experience with it, and the best customers – the ones who redeem the most often or for the
highest point levels – indicate the site lacks functionality they would like to have.

Credit-Point is starting to rethink their investment in an enterprise analytics package because of
the lack of value they see from the data. They are also now wondering if they chose the right
analytics package because of the low usage. In general Credit-Point believes they could be
getting significantly more value from their analytics practice, but are unsure what to do next.
Your new role leaves you responsible for championing web analytics at Credit-Point.

When you were hired, the executive level made it clear that their primary concern was driving
higher profitability but they did not want to be involved with the minutia of web operations. They
first want to make sure they are tracking the right metrics, then have someone tell them what
they should do with the site and why.

 

问题：

1. 根据上述材料，您最好将报告提交给以下哪个部门？
a. 领导部门
b. 技术部门
c. 体验部门
d. 品牌部门

1.  Given the information in the case, which of the following departments would be
optimal for you to report to?
a.   Executive
b.  Technology
c.   Experience
d.   Branding

2. Credit-Point当前所采用的指标面临的最大挑战是什么？
a. 员工不能计算重要比率
b. 指标与业务目标不一致
c. 报告并未根据各部门的需求进行自定义
d. 关注点是技术需求，而不是客户体验

2. What is the biggest challenge with the current metrics used by Credit-Point?
a. Employees are not able to calculate important ratios
b. Metrics are not aligned with business goals
c. Reporting is not customized to the needs of each department
d. Focus is on technical needs and not the customer experience

3. 对于Credit-Point来说，衡量税收增长的最重要的指标是哪一个？
a. 注册客户兑换积分的百分比
b. 访问者登录百分比
c. 主页蹦失率
d. 积分兑换总额

3. Which of the following is the most important metric for Credit-Point to measure in
terms of improving revenue generation?
a. Percent Registered Customers Redeeming
b. Percent Visitors Logging-In
c. Home Page Bounce Rate
d. Gross Redemptions

4. 报告生成频度是否有问题？如果有，是什么问题？
a. 报告生成频度没有任何问题
b. 应提高发送给每位员工的报告的频度
c. 报告是在月初发送的，而不是月末
d. 有些员工接收报告的频度需要更高或更低

4.  What could be a problem with the report distribution frequency, if anything?
a.  There is nothing wrong with the frequency of report distribution
b.  Reports should be sent more often to all employees
c.  Reports are being sent at the beginning of the month, not the end of the month
d.  Some employees may need to receive information more often or less often

5. 对于Credit-Point来说，要提高衡量标准，您首先应采取的措施是？
a. 推荐一套新的、可用的关键绩效指标
b. Institute an online tracking program for ad-hoc analytics requests
c. 采访关键利益相关者，并评估其需求
d. 停止发布月报告

5.  What is the first thing you should do to improve the metrics discipline at Credit-Point?
a. Recommend a new set of actionable key performance indicators
b. Institute an online tracking program for ad-hoc analytics requests
c. Identify and interview key stakeholders to assess their needs
d.  Stop distributing the current monthly report

6. 以下哪一点是Credit-Point衡量客户使用网站与程序互动的意愿的最可信赖的方式？
a. 客户通过呼叫中心兑换奖品的比率
b. 客户注册网站的比率
c. 奖品与购物车的转换比率
d. 网站退出率

6. Which of the following is Credit-Point’s most reliable measurement of customer
willingness to use the web site for interacting with the program?
a. Percentage of customers redeeming through the call center
b. Percentage of customers registering on the site
c. Reward shopping cart conversion rate
d. Site exit rate

 

 

 

《答案》

 

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选择题：
1. d
2. c
3. b
4. a
5. c

阅读题：
1. c
2. b
3. a
4. d
5. c
6. a

 

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