Google Presentation Search Engine Dependency

EMBS – European Master in Business Studies Final Master Thesis presentation Date June 30th 2009 Ronan Chardonneau Risks of search engine dependency and its influence on data quality Università degli studi di Trento IMUS Universität Kassel Universidad de Léon 2007 - 2009

EMBS – European Master in Business Studies Final Master Thesis presentation Table of contents 1-6 Chapter 1: Introduction to the topic background Sponsored Links Introduction of the topic master-thesis/topic_introduction.html – 2 min Methodology Modifications since the last presentation Chapter 2: Concept of data quality methodology.html – 30 sec Explanations of data quality issues on the Internet master-thesis/data_quality.html – 3 min Chapter 3: Search engine dependency Search engine market, search engine dependency definition master-thesis/search_engine_dependency.html – 3 min Chapter 4: Risks of search engine dependency and its influence on data quality Search engine dependency and its influence on data quality: issues and solutions master-thesis/search_engine_dependency_and_its_influence_on_data_quality.html – 4 min Chapter 5: The Google example Google presentation and risks of using its services master-thesis/the_Google_example.html – 1 min Conclusion Recommendations for individuals and businesses master-thesis/conclusion.html – 1 min 30 sec

EMBS – European Master in Business Studies http://master-thesis/topic_introduction.html Introduction of the topic background Facts: The Internet as an information Search engine as an information provider provider The most used (58% of people 2nd most popular activity (71%) turned to it when need help) after email (96%) The largest Most flexible way to search the (600,000,000 websites) Internet The most global The most accessible (mobile) Increasing everyday (in a decade from a thousand to millions) Vulgarization of the information (25% of young people (<34 year- old) have a website)

EMBS – European Master in Business Studies http://master-thesis/topic_introduction2.html Introduction of the topic background Problems: Individuals and companies information are mixed up on the Internet (confusion) Are search engines the best way to search the information on the Internet? Focus: To show the poor knowledge of Internet users regarding the Web and search engines Measuring the consequences of it on information quality and companies’ business

EMBS – European Master in Business Studies http:// master-thesis/data_quality.html Concept of data quality: Attitudes towards information search Internet users: Consider the Web as a reliable source of information (79,6%) Aware of information quality issues (50,1%) Least effort principle, “people will not seek information that makes their jobs harder (even if it may benefit the organization they work for)” Companies: Some companies are only living on information (banks, marketing) 62% of businesses agree that information search is critical No proper goals defined about information search (49%) Data quality issues represents15 to 25% of the operating profit

EMBS – European Master in Business Studies http:// master-thesis/data_quality2.html Concept of data quality Summary: All aware of data quality issues All underestimate the consequences of it No idea of the cost linked to those issues No idea of the potential value in fixing the problem Data quality is the concern of everyone: writing, extracting, making it findable

EMBS – European Master in Business Studies http:// master-thesis/search_engine_dependency.html Search engine dependency Search engine market: Two types of search engines and markets CSE: free, available to all, advertisement, Internet ESE: pay service, customized, free of ad, Intranet… Search engine user profile: Commercial search engines Enterprise search engines Confident (92%) Disappointed (49%) Satisfied (87%) Unexperienced Trusted (68%) Blame the technology Blame themselves (92%) Influenced (82%) Naïve (62%) Unexperienced

EMBS – European Master in Business Studies http:// master-thesis/search_engine_dependency2.html Search engine dependency Reasons: CSE are designed for consumers, they know them better and better More familiar with CSE CSE are not only a search experience Vicious circle (mail services, blogs, ad services…) Risks: Considering CSE as the best way to search for information Sticking to one CSE and not using different search tools for plurality of results To not develop a culture of information search tools and techniques To become a « slave of technology »

EMBS – European Master in Business Studies search_engine_and_its_influence_on_data_quality.html Search engine dependency and its influence on data quality Situation: Confusion between CSE and the Internet (Web 2.0) A more and more commercial configuration (SEO 45% of Online Ad, 3rd biggest advertising activity) Only a tiny part of the Web is explored (the most commercial) The situation is worst and worst because the future generations have not been trained and are growing up in a CSE dependency state

EMBS – European Master in Business Studies search_engine_and_its_influence_on_data_quality2.html Search engine dependency and its influence on data quality Solutions: Use of different search tools have to be considered Some aspects have to be understood: The Invisible Web The evolution of the Web (visual, real time info…) How search engines are working Information search training have to be implemented at all levels

EMBS – European Master in Business Studies http//master-thesis/the_Google_example.html The Google example Presentation: Google is a « Killer App » Provide for free a service that everybody look for Strong and positive image All key factors in hand to keep a dominant position Increase of its use 70% of Google users consider it as the Internet

EMBS – European Master in Business Studies http//master-thesis/the_Google_example2.html The Google example Risks: Search for information which is always the same Browse a restricted part of the Internet Consider google’s results as the only relevant ones If Google has some problems all its users are affected

EMBS – European Master in Business Studies http//master-thesis/conclusion.html Recommendations Solutions: No miracle solution yet on the market A state of dependency which is very worrying, training have to be done at all levels Companies should adapt to employees behavior Better to invest in one solution which does not fix all issues rather than multiple ones which fixes everything but that no one use Employees do not need to be search experts they need to do their job the best way they can

EMBS – European Master in Business Studies End _of_the_presentation.html

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Google Presentation Search Engine Dependency

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