IT test 3 Flashcards
What is crowd sourcing?
obtaining needed services, ideas, or content through contributions from a large group of people
What is the “Sharing economy”
asset owners use digital clearinghouses to capitalized the unused capacity of things they already have.
Explain the areas in which IT-based is crowd sourcing is commonly used.
hospitality (Air BnB), pet accomidation (DogVacay), shared rides (Uber)
What are pipes and platforms?
Pipes - firms create value and push it down to a customer/linear flow/created upstream consumed downstream
platform - environment owned by a company, customers creating the the value (ie YouTube)/not means of production but means of connection
how does managing a platform differ from managing a pipe?
platform providers support online marketplaces for complimentary digital goods, that are compatible with theirs to grow. pipeline doesn’t necessarily do this.
What are Moore’s law and its implications for IT?
if the current rate of improvement in the production proccess of transistor-based microprocesses continued the number of transistors that could be etched on an integrated circuit would double every one to two years.
(rate of improvement is consistent over time)
What are the issues associated with sustainable use of IT?
design, sourcing materials, manufacturing, use, reuse and recycling
How can IT enable sustainability efforts in other areas?
IOT, blockchain, connectivity, better decisions to impact things like:
- zero hunger
- Gender neutrality
- affordable and clean energy
What is information privacy?
- information that can be traced back to the individual – directly or indirectly through use of other information. (Examples: name, pictures, SSN, address, cell phone number, etc.)
- individuals can control the terms and conditions under which personal information is collected, managed, and utilized.
What is GDPR (General Data Protection Regulation)
Enables the EU to hold businesses and organizations accountable for how they collect and handle personal data.
How do individuals often reveal “private” information on-line?
through any internet or mobile activity:
- websites can recognize visitors based on IP addresses (unless proxy is used)
- websites can track users online activities through stored data in cookies
- mobile devices have location services
- mobile apps request access to contacts, photos, etc
How does “function creep” lead to revelation of private information?
occurs when data collected for a stated or implied purpose (for which the users gave consent) is reused for other unrelated objectives without user consent.
How can private information easily leak into the public?
augmented reality and google street car.
Give examples of the consequences for those who fail to respect and provide privacy of personal information
all leading to civil lawsuit:
- intrusion of solitude
- appropriation of name or likeness
- public disclosure of private facts
- false light.
describe the Results page
search query is at the top, sponsored ads below that, to the right is the knowledge graph, and organic search results below that
what is web crawling and indexing
web crawling is used to fetch information about existence of web pages, and how they are linked, then refresh that interconection to stay current.
indexing is a searchable table of contents of URLs in the web. matching contained words to query words
what is semantic search
conversational search queries, attempt to understand the INTENT behind the query and the contextual meaning of terms
what is pagerank
equals one minus a damping factor, plus, for every link into the page (except for the links to itself), add the page rank of that page divided by the number of outbound links on the page and reduced by the dampening factor
What is an SEO
Process of improving a page’s organic search results
What are the various models in online advertising
- performance measured by licks, impressions, or actions
- SEM (show relevant ads based on what they are searching)
- sponsored ads
- ad score rank ( a formula taking into account willingness to pay, quality score of ad, expected impact)
what is ad fraud
- enriching or depleting click fraud (bogus ads to get higher scores or click on opponent ads to waste their budget)
- rank-based impression fraud (search rivals key words without clicking)
- link fraud
- keyword stuffing
- disbarring fraud (framing an opponent)
- Social influence fraud
what is a social graph
mapping of everyone and how they are related
- things, organizations, products, everything
what is a social network
identify and understand groups that have formed (what topics, locations, interests) and who the important people are in that group (hold groups together, and link them)
what structural features indicate the significance of a node? (4)
- Cohesion - sum of shortest node paths among members of a cluster “how tight the group is”
- density - number of connections in the group as percent of total possible connections “robustness”
- centrality - number of direct connections a member has with other members in the group “importance”
- betweeness - how many shortest paths between nodes this node is on “facilitates connections”
how can we compare some nodes to be more significant than others? (3)
low centrality - peripheral
high centrality - central connector
high betweeness - broker
what is degree centrality?
most common measures of a node influence in a network, capturing reach and social capital
what is degree connectivity?
the number of edges connecting to that node (total/in/out)
what is closeness centrality?
- a node has higher degree of closeness centrality if it is ‘closer’ to other nodes in the network by more quickly and easily reach other nodes. (not geographical)
How do we calculate closeness centrality?
select a single node, then draw a set of shortest paths from that node to all other nodes. Then sum the distances. Repeat this for every node. The node with the smallest sum of distances will be the highest measure of closeness centrality
(Number of possible nodes - 1) / sum of all shortest paths to the other nodes = decimal (highest decimal is highest CC)
how do we calculate betweeness centrality?
BC (V) = the number of shortest paths that pass through V / number of shortest paths passing through the two points selected
ALL POINTS SELECTED FOR SHORTEST PATH MUST TRY TO PASS THROUGH V
