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computer science
information systems
Questions and Answers of
Information Systems
Why did hackers develop botnets? What advantage do they offer the criminals? How are they detected? Why do larger ad networks have an advantage in click fraud detection?
Why are grocery stores attractive for Amazon? In what ways is Amazon entering the grocery business, and how do these models differ?
What is bundling? What are the upsides and downsides of bundling?
What kind of features should a programmer build into systems in order to design for security? Think about the products that you use. Are there products that you feel did a good job of ensuring
The Geneva Conventions are a set of international treaties that in part set standards for protecting citizens in and around a war zone. Should we have similar rules that set the limits of
Why are SQL injection attacks more difficult to address than the latest virus threat?
What does the rise of cyberwarfare suggest for businesses and organizations? What sorts of contingencies should firms consider and possibly prepare for? How might considerations also impact a firm's
How should individuals and firms leverage encryption?
Investigate how you might use a VPN if traveling with your laptop. Be prepared to share your findings with your class and your instructor.
Why was the Heartbleed bug so concerning? What sorts of products and services were impacted by the bug? Do some research online. Did you use any products or services that were vulnerable because of
Gmail uses contextual advertising. The service will scan the contents of e-mail messages and display ads off to the side. Test the "creep-out" factor in Gmail-create an account (if you don't already
List the reasons why Google has been considered a particularly attractive firm to work for. Are all of these associated with perks?
Why is it difficult for an unscrupulous individual to pull off enriching click fraud simply by setting up a website, running ad network ads, and clicking?
How do search engines discover pages on the Internet? What kind of capital commitment is necessary to go about doing this? How does this impact competitive dynamics in the industry?
How does your media time differ from your parents'? Does it differ among your older or younger siblings, or other relatives? Which media are you spending more time with? Less time with?
Which firm invented pay-per-click advertising? Why does Google dominate today and not this firm?
On a percentage basis, how important is AdSense to Google's revenues?
Perform identical queries on both Google and rival search engines (Bing, Yahoo!, Blekko, and DuckDuckGo are all possibilities). Try different categories (research for school projects, health,
What is the IAB and why is it necessary?
Give examples of how the ability to identify a surfer's computer, browser, or operating system can be used to target tech ads.
Google has never built user profiles based on Gmail messages. Ads are served based on a real-time scanning of keywords. Is this enough to make you comfortable with Google's protection of your own
Market capitalization and market share change frequently. Investigate Google's current market cap and compare it with other media companies. Do patterns suggested in this case continue to hold? Why
How does Google rank search results? Investigate and list some methods that an organization might use to improve its rank in Google's organic search results. Are there techniques Google might not
Put yourself in the role of a traditional media firm that is seeing its market decline. What might you do to address decline concerns? Have these techniques been attempted by other firms? Do you
How are ads sold via Google search superior to conventional advertising media such as TV, radio, billboard, print, and yellow pages? Consider factors like the available inventory of space to run ads,
Why do ad networks appeal to advertisers? Why do they appeal to content providers? What functions are assumed by the firm overseeing the ad network?
Investigate new services that attempt to extend the possibilities for leveraging online content. Visit Wolfram Alpha and any other such efforts that intrigue you. Assume the role of a manager and use
What are the major ad format categories?
Describe how IBM targeted ad delivery for its college recruiting efforts. What technologies were used? What was the impact on click-through rates?
List the negative consequences that could result from the misuse of tracking cookies.
Google has been dominant in the US for years. Research online to find out if Google's dominance spreads to international markets, as well. Give examples of markets where Google's share is as strong
Sometimes websites returned by major search engines don't contain the words or phrases that initially brought you to the site. Why might this happen?
How can you prevent botnet software from inhabiting your computers? Are you reasonably confident that your computer is free from a botnet infection? Why or why not?
Put yourself in the role of an advertiser for a product or service that you're interested in. Is the Internet an attractive channel for you? How might you use the Internet to reach customers you are
Are there certain kinds of advertising campaigns and goals where search advertising wouldn't be a good fit? Give examples and explain why.
What factors determine the appeal of an ad network to advertisers and content providers? Which of these factors are potentially sources of competitive advantage?
Assume the role of an industry analyst: Consider the variety of firms mentioned in this section that may become competitors or partners. Create a chart listing your thoughts on which firms are likely
What's an interstitial? What's a rich media ad? Have you seen these? Do you think they are effective? Why or why not?
What is a cookie? How are cookies used? Is a cookie a computer program? Which firms can read the cookies in your Web browser?
What steps does Google take to protect the privacy of user information? What steps has Google taken to give users control over the user data that the firm collects and the ads the users wish to see?
What other businesses is Google investing in? Is Alphabet a credible innovator in these areas? Do you think innovation across such a broad portfolio is a wise business decision? Why or why not?
What's a cache? What other products or services have a cache?
What are spamdexing and keyword stuffing? What risks does a legitimate business run if it engages in these practices, and if they are discovered by search engines? What would this mean for the career
List ways in which you or someone you know has been targeted in an Internet ad campaign. Was it successful? How do you feel about targeting?
Can a firm buy a top ad ranking? Why or why not?
Do dominant ad networks enjoy strong network effects? Are there also strong network effects that drive consumers to search? Why or why not?
Assume the role of an IT manager: To the extent that you can, evaluate online application offerings by Google, Microsoft, Apple, and rivals. In your opinion, are these efforts ready for primetime?
List four major methods for billing online advertising.
Does a cookie accurately identify a user? Why or why not?
Which topics does "Ads Preferences Manager" avoid in its targeting system?
Make a list of firms that currently compete with Google and that will likely see Google as a significant competitor in the future. Which firms and job titles will require a substantial understanding
What can be done if you want the content on your website to remain off limits to search engine indexing and caching?
Which types of fraud can be attempted against search advertising? Which are perpetrated over its ad network?
List the four factors that determine an ad's quality score.
How difficult is it for a website to join an ad network? What does this imply about ad network switching costs? Does it have to exclusively choose one network over another? Does ad network membership
Does it make sense for organizations to move their e-mail and calendaring services off their own machines and pay Google, Microsoft, or someone else to run them? Why or why not? Has your university
Which method is used to bill most graphical advertising? What's the term used for this method and what does it stand for?
What is the danger of checking the "remember me" box when logging in to a website using a public computer?
Visit Google's Ad Preferences page. Is Google tracking your interests? Do you think the list of interests is accurate? Browse the categories under the "Ad Interest" button. Would you add any of these
What is a "search appliance"? Why might an organization choose such a product?
What are the consequences if click fraud were allowed to continue? Does this ultimately help or hurt firms that run ad networks? Why?
How much do firms typically pay for a single click?
What is the content adjacency problem? Why does it occur? What classifications of websites might be particularly susceptible to the content adjacency problem? What can advertisers do to minimize the
What are Chrome, the Chrome OS, and Android? Are these software products successful in their respective categories? Investigate the state of the market for products that leverage any of these
How many impressions are recorded if a single user is served the same ad one thousand times? How many if one thousand users are served the same ad once?
What's a third-party cookie? What kinds of firms might use these? How are they used?
Visit Google Dashboard. What information is Google collecting about you? Does any of this surprise you? How do you suppose the firm uses this to benefit you? After seeing this information, did you
Become a better searcher: Look at the advanced options for your favorite search engine. Are there options you hadn't used previously? Be prepared to share what you learn during class discussion.
Sites like SpyFu.com and KeywordSpy.com provide a list of the keywords with the highest cost per click. Visit the Top Lists page at SpyFu, KeywordSpy, or a comparable site, to find estimates of the
Apple's CEO Tim Cook calls Android a "toxic hellstew" of security vulnerabilities and fragmentation running on so many kinds of devices that it fails to offer the latest features to users. Reach out
Imagine the two scenarios below. Decide which type of campaign would be best for each: text-based CPC advertising or image ads paid for on a CPM basis. Explain your reasoning.a. Netflix is looking to
How can users restrict cookie use on their Web browsers? What is the downside of blocking cookies? Check your desktop and mobile devices. What is your current setting for cookie tracking?
List the types of information that Google might store for an individual. Do you feel that Google is a fair and reliable steward for this information? Are there Google services or other online efforts
What is bidder's remorse? How does Google's ad discounting impact this phenomenon?
Google offers several tools useful to managers trying to gain insight on the public use of search. One of these is Google Trends. Visit Google Trends. Explore the tool as if you were comparing a firm
Do research on Google Glass. Come to class with powerful, interesting, or fun examples of Glass use. Advocate for industries that should be using Glass and how the product could deliver value. What
Which firm runs the world's largest affiliate program? Why is this form of advertising particularly advantageous to the firm (think about the ROI for this sort of effort)?
As firms like Microsoft and Apple block tracking technologies or set defaults for higher levels of user privacy, how might this impact the future of the ad-based Internet?
What do you think of the Google-Acxiom partnership to show online ad influence for offline purchasing. Does this concern you? Why or why not?
Some websites are accused of being "content farms," offering low-quality content designed to attract searchers that include popular query terms and using this content to generate ad revenue. Demand
Visit WhatIsMyIPaddress.com (or a similar website that displays a device's IP address) using a desktop, laptop, and mobile phone (work with a classmate or friend if you don't have access to one of
What will it take for Android Pay to be successful? What challenges must the effort overcome? Research the current state of Android Pay's competitors. What competing efforts exist? Which firms are
What is remarketing? Have you ever seen an ad that you suspect was part of a remarketing effort? If so, describe what you experienced. Do you think remarketing is effective? Why or why not?
Google's "interest-based advertising" was launched as an opt-out effort. What are the pros and cons for Google, users, advertisers, and AdSense partner sites if Google were to switch to an opt-in
Consider Google's influence on society, understanding, education, and perception. When Google delivers the majority of search results and most users default first to Google's products, do you feel
List and briefly describe other methods of geotargeting besides IP address, and indicate the situations and devices where these methods would be more and less effective.
Google's unofficial motto is "Don't be evil." But sometimes it's challenging for managers to tell what path is "most right" or "least wrong." Google operates in countries that require the firm to
Work with a faculty member and join the Google Online Marketing Challenge (held in the spring of every year-see http://www.google.com/onlinechallenge). Google offers ad credits for student teams to
What is Google's unofficial motto?
The field of search engine marketing (SEM) is relatively new and rising in importance. And since the field is so new and constantly changing, there are plenty of opportunities for young,
Investigate Google+. Are you a Google+ user? Why or why not? What will it take for Google+ to attract users and usage? Compared with rivals, how has the service performed? What advantages does Google
What is "Street View"? Where and on what grounds is it being challenged?
How do you, your friends, or your family members search on mobile devices? How has search changed over time? Are there certain product categories that you used to go to Google for, but where you'll
Investigate how Google TV has performed on the market. Why does Google offer a TV product? How might the firm make money from this effort? What obstacles does the firm have to overcome in order for
Cite two court cases where Google has mounted a vigorous defense of data privacy.
What is Google doing to combat users migrating to other apps and services for their search? What are the risks in this approach?
Google innovation seems to be so far ahead that our legal regimes can't keep up. What legal issues are raised by driverless cars? Have any laws been changed to address this technology? Google Glass
Even well-intentioned firms can compromise user privacy. How have Google's missteps compromised user privacy? As a manager, what steps would you take in developing and deploying information systems
Research the EU's "right to be forgotten" ruling and the current status as it pertains to Google. Why is the ruling so challenging to Google? How does it burden Google? Does this harm other civil
Research how Apple has contrasted its approach to privacy against those of Google and other rivals that rely on ad- driven business models. Does this contrast influence your decision to choose Apple
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