Yourself! Measuring the Performance of Personalized Information Resources

Google Yourself! Measuring the Performance of personalized Information Resources Exponential growth of social media applications on the Web People started publishing personal information about themselves on the Web People started actively monitoring and shaping their online image Started tracking personal and related information via search engines

Exponential growth of social media applications on the Web

People started publishing personal information about themselves on the Web

People started actively monitoring and shaping their online image

Started tracking personal and related information via search engines

Google Yourself! Defined Theory of narcissism can be used to explain the phenomenon Distinguishing between a clinical and a cultural narcissism Cultural narcissism is based on the hypothesis that narcistic behaviour is a highly common personality characteristic found in all modern society Raskin et al. found evidence that narcistic behaviour has increased by more than 30 percent between 1982 and 2006

Theory of narcissism can be used to explain the phenomenon

Distinguishing between a clinical and a cultural narcissism

Cultural narcissism is based on the hypothesis that narcistic behaviour is a highly common personality characteristic found in all modern society

Raskin et al. found evidence that narcistic behaviour has increased by more than 30 percent between 1982 and 2006

Google Yourself! Defined Self-googling can be defined as a self-focused concentration of the attention of an individual to themself by actively monitoring and shaping their persona and perception online

Self-googling can be defined as a self-focused concentration of the attention of an individual to themself by actively monitoring and shaping their persona and perception online

Google Yourself! Research Questions (1) To what extend is the self-googling visible in the usage of search engines? (2) Is any significant difference measurable between queries related to self-googling, and generic search queries? (3) To what extend do self-googling search requests match the selected personalised web pages?

(1) To what extend is the self-googling visible in the usage of search engines?

(2) Is any significant difference measurable between queries related to self-googling, and generic search queries?

(3) To what extend do self-googling search requests match the selected personalised web pages?

Google Yourself! Research Methodology Analysis of search engine usage by online users 2.46 million search engine requests extracted from a set of 100 million log file entries Time period of 14 months In-depth analysis of the search terms used and search results clicked on

Analysis of search engine usage by online users

2.46 million search engine requests extracted from a set of 100 million log file entries

Time period of 14 months

In-depth analysis of the search terms used and search results clicked on

Google Yourself! Research Methodology Analysis of search and click-through trends for (I) personalised information resources and (II) non-personalised information resources measurement Sergey Brin

Analysis of search and click-through trends for (I) personalised information resources and (II) non-personalised information resources

Google Yourself! Research Methodology Creation of 7 million personalised web pages and 20 million non-personalised web pages Web pages indexed by Google search engine Analysis of search engine referrer from Google

Creation of 7 million personalised web pages and 20 million non-personalised web pages

Web pages indexed by Google search engine

Analysis of search engine referrer from Google

Google Yourself! Personalized Web Page

Google Yourself! Non-Personalized Web Page

Google Yourself! Personalised Web Pages

Google Yourself! Non-Personalised Web Pages

Google Yourself! Non-Personalised vs. Personalised

Google Yourself! Search Term Similarity for personalised URIs

Google Yourself! Research Results Correlation in the quality of matches between personalised search queries and selected hyperlinks (URI paths) More than 0.3 million referrals show matching score of 100 percent, out of 1.66 million search engine referrals for personalised web pages Very high quality of interaction with personalised web pages Average of everyday search queries provides an equivalent quality score of 64.74 percent

Correlation in the quality of matches between personalised search queries and selected hyperlinks (URI paths)

More than 0.3 million referrals show matching score of 100 percent, out of 1.66 million search engine referrals for personalised web pages

Very high quality of interaction with personalised web pages

Average of everyday search queries provides an equivalent quality score of 64.74 percent

Google Yourself! Limitations Problem to separate between people-googling and self-googling requests using our methodology Only a combination of quantitative and qualitative approaches can reliably separate these two types

Problem to separate between people-googling and self-googling requests using our methodology

Only a combination of quantitative and qualitative approaches can reliably separate these two types

Google Yourself! Conclusion Personalised web pages are twice as popular as generic web pages and still growing Rise of narcissism as a cultural entity in society may explain in part the evolution of social media services, and vice versa Some evidence that a growing narcissism, related to the rise of social media, is visible in the self-googling phenomenon WWW is transforming itself from a web of documents and hyperlinks into a web of social relationships

Personalised web pages are twice as popular as generic web pages and still growing

Rise of narcissism as a cultural entity in society may explain in part the evolution of social media services, and vice versa

Some evidence that a growing narcissism, related to the rise of social media, is visible in the self-googling phenomenon

WWW is transforming itself from a web of documents and hyperlinks into a web of social relationships

Google Yourself! Questions?

Questions?