WNM Handout 3

This set of vocabulary flashcards covers key concepts in web writing, user behavior analytics, digital ethics, and rhetorical scholarship as presented in the lecture notes.

Transactional Behavior

A form of behavior centering on users’ buying patterns, encompassing what products they purchase, their frequency of purchases, and the average value of each transaction.

Browsing Behavior

A type of behavior examining how users explore a website or app, including which pages they visit, the duration spent on each page, and the interactions performed during a session.

Clickstream Behavior

Behavior that monitors users’ click paths, indicating the sequence of pages visited, the links clicked, and the actions executed on each page.

Frequency

A component of behavior analysis referring to how often users interact with a system or carry out specific actions.

Duration

A component of behavior analysis indicating the length of time users spend on particular actions or within a system.

Recency

A component of behavior analysis describing the recent interactions users have had with a system or specific actions they have performed.

Intensity

A component of behavior analysis representing the degree of engagement or involvement users exhibit during their interactions.

User and Entity Behavior Analytics (UEBA)

An advanced approach that looks at both individual user behavior and the behavior of broader entities like accounts and devices to identify security threats.

Google Analytics

A platform offering detailed insights into website traffic, user engagement, and conversions through comprehensive reports and real-time analytics.

Hotjar

A tool that integrates heatmaps, user session recordings, and feedback polls to analyze user behavior and pinpoint website usability issues.

Mouseflow

A tool providing session replays, heatmaps, and conversion funnels to offer insights into user behavior and assist in optimizing website performance.

User journey mapping

The process of visualizing and comprehending the steps users take to pinpoint pain points and enhance experiences on a website or app.

Algorithms

Sets of rules or procedures computers use to solve problems or perform tasks, such as ranking and displaying content on search engines and social media.

Black Box AI

Artificial intelligence systems where the inner workings or decision-making processes are not visible or transparent to the user.

Ethics

A set of moral principles that govern a person’s behavior or the conduct of an activity, involving honesty, fairness, and respect in web writing.

Data

Information, often in the form of facts, statistics, or records, used to support arguments or provide evidence in web content.

Privacy

The protection of personal information and the right of individuals to control how their information is collected, used, and shared.

Data Ethics

The practice of doing the right thing regarding collecting, protecting, and using people’s personal information.

Personally Identifiable Information (PII)

Private customer information that must be kept secure, such as full names, birthdates, street addresses, and bank account numbers.

Disparate Impact

A situation where properly secured data accidentally hurts certain people or groups, which is against the law according to the Civil Rights Act.

Disinformation

Deliberately false or misleading information disseminated to deceive, incite, or provoke, originating from the Russian 'dezinformatsiya'.

Clickbait

Sensationalized or misleading content engineered to elicit user engagement irrespective of its veracity, often consisting of minimal information and attention-grabbing headlines.

Procedural Rhetoric

A field of study, explored by scholars like Ian Bogost, that examines how digital technologies shape persuasive discourse.

Visual Rhetoric

The study of the influence of visual elements on communication dynamics.

Digital Rhetoric

A field of scholarship that endeavors to comprehend the unique characteristics of computer-mediated discourse.