EMBS – European Master in Business Studies

Final Master Thesis presentation

Ronan Chardonneau

Università degli studi di Trento IMUS Universität Kassel Universidad de Léon

June 30th 2009Date

2007 - 2009

Risks of search engine dependency and its influence on data quality

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

http://master-thesis/topic_introduction.html

EMBS – European Master in Business Studies

The Internet as an information

provider

Search engine as an information

provider

The most used (58% of people

turned to it when need help)

2nd most popular activity (71%)

after email (96%)

The largest

(600,000,000 websites)

Most flexible way to search the

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)

Facts:

Introduction of the topic background

Individuals and companies information are

mixed up on the Internet (confusion)

Are search engines the best way to search

the information on the Internet?

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/topic_introduction2.html

Problems:

Focus:

Introduction of the topic background

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

http:// master-thesis/data_quality.html

EMBS – European Master in Business Studies

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)

No proper goals defined about information search (49%)

Data quality issues represents15 to 25% of the operating profit

62% of businesses agree that information search is critical

http:// master-thesis/data_quality2.html

EMBS – European Master in Business Studies

Concept of data quality

Summary:

Data quality is the concern of everyone: writing,

extracting, making it findable

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

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

http:// master-thesis/search_engine_dependency.html

EMBS – European Master in Business Studies

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

Search engine dependency

Search engine market:

Two types of search engines and markets

Search engine user profile:

CSE: free, available to all, advertisement, Internet

ESE: pay service, customized, free of ad, Intranet…

http:// master-thesis/search_engine_dependency2.html

EMBS – European Master in Business Studies

Search engine dependency

Reasons:

CSE are not only a search experience

Risks:

Vicious circle (mail services, blogs, ad services…)

To not develop a culture of information search tools and techniques

Sticking to one CSE and not using different search tools for plurality of

results

CSE are designed for consumers, they know them better and better

More familiar with CSE

Considering CSE as the best way to search for information

To become a « slave of technology »

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

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:

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)

Confusion between CSE and the Internet (Web 2.0)

The situation is worst and worst because the future

generations have not been trained and are growing

up in a CSE dependency state

search_engine_and_its_influence_on_data_quality2.html

EMBS – European Master in Business Studies

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:

Information search training have to be implemented

at all levels

The Invisible Web

The evolution of the Web (visual, real time info…)

How search engines are working

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

Presentation:

http//master-thesis/the_Google_example.html

EMBS – European Master in Business Studies

The Google example

Google is a « Killer App »

Provide for free a service that everybody look for

All key factors in hand to keep a dominant position

Increase of its use

70% of Google users consider it as the Internet

Strong and positive image

http//master-thesis/the_Google_example2.html

EMBS – European Master in Business Studies

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

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

Solutions:

EMBS – European Master in Business Studies

http//master-thesis/conclusion.html

Recommendations

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

Employees do not need to be search experts they

need to do their job the best way they can

Better to invest in one solution which does not fix all

issues rather than multiple ones which fixes

everything but that no one use

EMBS – European Master in Business Studies

Final Master Thesis presentation

Table of contents

1 - 6

Chapter 2: Concept of data qualityExplanations of data quality issues on the Internet

master-thesis/data_quality.html – 3 min

Chapter 3: Search engine dependencySearch 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 qualitySearch 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 exampleGoogle presentation and risks of using its services

master-thesis/the_Google_example.html – 1 min

ConclusionRecommendations for individuals and businesses

master-thesis/conclusion.html – 1 min 30 sec

Chapter 1: Introduction to the topic backgroundIntroduction of the topic

master-thesis/topic_introduction.html – 2 min

Sponsored Links

MethodologyModifications since the last

presentation

methodology.html – 30 sec

EMBS – European Master in Business Studies

End _of_the_presentation.html

http://internationalemarketing.blogspot.com/

EMBS – European Master in Business Studies

http://international.unitn.it/

EMBS – European Master in Business Studies

http://www.imus.univ-savoie.fr/49.158.0.0.1.0.phtml

EMBS – European Master in Business Studies

http://cms.uni-kassel.de/

EMBS – European Master in Business Studies

http://www.unileon.es/

EMBS – European Master in Business Studies

http://www.embs-european-master-business-studies.com

EMBS – European Master in Business Studies