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Google Yourself! Measuring the Performance of Personalized Information Resources (AoIR 2008)
 

Google Yourself! Measuring the Performance of Personalized Information Resources (AoIR 2008)

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Paper presented at the Association of Internet Researchers conference (Copenhagen, 15-19 Oct. 2008)

Paper presented at the Association of Internet Researchers conference (Copenhagen, 15-19 Oct. 2008)

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Google Yourself! Measuring the Performance of Personalized Information Resources (AoIR 2008) Google Yourself! Measuring the Performance of Personalized Information Resources (AoIR 2008) Presentation Transcript

  • 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
  • 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
  • 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
  • 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?
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Google Yourself!
    • Questions?