ISM 4402 EXAM 2 QUESTIONS & ANSWER
What is search engine optimization (SEO) and why is it important for organizations that
own Web sites? - Answer -Search engine optimization (SEO) is the intentional activity
of affecting the visibility of an e-commerce site or a Web site in a search engine's
natural (unpaid or organic) search results. In general, the higher ranked on the search
results page, and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users.
Being indexed by search engines like Google, Bing, and Yahoo! is not good enough for
businesses. Getting ranked on the most widely used search engines and getting ranked
higher than your competitors are what make the difference.
In what ways does the Web pose great challenges for effective and efficient knowledge
discovery through data mining? - Answer -• The Web is too big for effective data
mining. The Web is so large and growing so rapidly that it is difficult to even quantify its
size. Because of the sheer size of the Web, it is not feasible to set up a data warehouse
to replicate, store, and integrate all of the data on the Web, making data collection and
integration a challenge.
• The Web is too complex. The complexity of a Web page is far greater than a page in a
traditional text document collection. Web pages lack a unified structure. They contain far
more authoring style and content variation than any set of books, articles, or other
traditional text-based document.
• The Web is too dynamic. The Web is a highly dynamic information source. Not only
does the Web grow rapidly, but its content is constantly being updated. Blogs, news
stories, stock market results, weather reports, sports scores, prices, company
advertisements, and numerous other types of information are updated regularly on the
Web.
• The Web is not specific to a domain. The Web serves a broad diversity of communities
and connects billions of workstations. Web users have very different backgrounds,
interests, and usage purposes. Most users may not have good knowledge of the
structure of the information network and may not be aware of the heavy cost of a
particular search that they perform.
• The Web has everything. Only a small portion of the information on the Web is truly
relevant or useful to someone (or some task). Finding the portion of the Web that is truly
relevant to a person and the task being performed is a prominent issue in Web-related
research.
What are the three categories of social media analytics technologies and what do they
do? - Answer -• Descriptive analytics: Uses simple statistics to identify activity
characteristics and trends, such as how many followers you have, how many reviews
were generated on Facebook, and which channels are being used most often.
, • Social network analysis: Follows the links between friends, fans, and followers to
identify connections of influence as well as the biggest sources of influence.
• Advanced analytics: Includes predictive analytics and text analytics that examine the
content in online conversations to identify themes, sentiments, and connections that
would not be revealed by casual surveillance.
How would you describe information extraction in text mining? - Answer -Information
extraction is the identification of key phrases and relationships within text by looking for
predefined objects and sequences in text by way of pattern matching.
Why are the users' page views and time spent on your Web site important metrics? -
Answer -If people come to your Web site and don't view many pages, that is
undesirable and your Web site may have issues with its design or structure. Another
explanation for low page views is a disconnect in the marketing messages that brought
them to the site and the content that is actually available.
Generally, the longer a person spends on your Web site, the better it is. That could
mean they're carefully reviewing your content, utilizing interactive components you have
available, and building toward an informed decision to buy, respond, or take the next
step you've provided. On the contrary, the time on site also needs to be examined
against the number of pages viewed to make sure the visitor isn't spending his or her
time trying to locate content that should be more readily accessible.
Describe the query-specific clustering method as it relates to clustering. - Answer -This
method employs a hierarchical clustering approach where the most relevant documents
to the posed query appear in small tight clusters that are nested in larger clusters
containing less similar documents, creating a spectrum of relevance levels among the
documents.
What is the difference between white hat and black hat SEO activities? - Answer -An
SEO technique is considered white hat if it conforms to the search engines' guidelines
and involves no deception. Because search engine guidelines are not written as a
series of rules or commandments, this is an important distinction to note. White-hat
SEO is not just about following guidelines, but about ensuring that the content a search
engine indexes and subsequently ranks is the same content a user will see.
Black-hat SEO attempts to improve rankings in ways that are disapproved by the search
engines, or involve deception or trying to trick search engine algorithms from their
intended purpose.
Identify, with a brief description, each of the four steps in the sentiment analysis
process. - Answer -1. Sentiment Detection: Here the goal is to differentiate between a
fact and an opinion, which may be viewed as classification of text as objective or
subjective.
What is search engine optimization (SEO) and why is it important for organizations that
own Web sites? - Answer -Search engine optimization (SEO) is the intentional activity
of affecting the visibility of an e-commerce site or a Web site in a search engine's
natural (unpaid or organic) search results. In general, the higher ranked on the search
results page, and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users.
Being indexed by search engines like Google, Bing, and Yahoo! is not good enough for
businesses. Getting ranked on the most widely used search engines and getting ranked
higher than your competitors are what make the difference.
In what ways does the Web pose great challenges for effective and efficient knowledge
discovery through data mining? - Answer -• The Web is too big for effective data
mining. The Web is so large and growing so rapidly that it is difficult to even quantify its
size. Because of the sheer size of the Web, it is not feasible to set up a data warehouse
to replicate, store, and integrate all of the data on the Web, making data collection and
integration a challenge.
• The Web is too complex. The complexity of a Web page is far greater than a page in a
traditional text document collection. Web pages lack a unified structure. They contain far
more authoring style and content variation than any set of books, articles, or other
traditional text-based document.
• The Web is too dynamic. The Web is a highly dynamic information source. Not only
does the Web grow rapidly, but its content is constantly being updated. Blogs, news
stories, stock market results, weather reports, sports scores, prices, company
advertisements, and numerous other types of information are updated regularly on the
Web.
• The Web is not specific to a domain. The Web serves a broad diversity of communities
and connects billions of workstations. Web users have very different backgrounds,
interests, and usage purposes. Most users may not have good knowledge of the
structure of the information network and may not be aware of the heavy cost of a
particular search that they perform.
• The Web has everything. Only a small portion of the information on the Web is truly
relevant or useful to someone (or some task). Finding the portion of the Web that is truly
relevant to a person and the task being performed is a prominent issue in Web-related
research.
What are the three categories of social media analytics technologies and what do they
do? - Answer -• Descriptive analytics: Uses simple statistics to identify activity
characteristics and trends, such as how many followers you have, how many reviews
were generated on Facebook, and which channels are being used most often.
, • Social network analysis: Follows the links between friends, fans, and followers to
identify connections of influence as well as the biggest sources of influence.
• Advanced analytics: Includes predictive analytics and text analytics that examine the
content in online conversations to identify themes, sentiments, and connections that
would not be revealed by casual surveillance.
How would you describe information extraction in text mining? - Answer -Information
extraction is the identification of key phrases and relationships within text by looking for
predefined objects and sequences in text by way of pattern matching.
Why are the users' page views and time spent on your Web site important metrics? -
Answer -If people come to your Web site and don't view many pages, that is
undesirable and your Web site may have issues with its design or structure. Another
explanation for low page views is a disconnect in the marketing messages that brought
them to the site and the content that is actually available.
Generally, the longer a person spends on your Web site, the better it is. That could
mean they're carefully reviewing your content, utilizing interactive components you have
available, and building toward an informed decision to buy, respond, or take the next
step you've provided. On the contrary, the time on site also needs to be examined
against the number of pages viewed to make sure the visitor isn't spending his or her
time trying to locate content that should be more readily accessible.
Describe the query-specific clustering method as it relates to clustering. - Answer -This
method employs a hierarchical clustering approach where the most relevant documents
to the posed query appear in small tight clusters that are nested in larger clusters
containing less similar documents, creating a spectrum of relevance levels among the
documents.
What is the difference between white hat and black hat SEO activities? - Answer -An
SEO technique is considered white hat if it conforms to the search engines' guidelines
and involves no deception. Because search engine guidelines are not written as a
series of rules or commandments, this is an important distinction to note. White-hat
SEO is not just about following guidelines, but about ensuring that the content a search
engine indexes and subsequently ranks is the same content a user will see.
Black-hat SEO attempts to improve rankings in ways that are disapproved by the search
engines, or involve deception or trying to trick search engine algorithms from their
intended purpose.
Identify, with a brief description, each of the four steps in the sentiment analysis
process. - Answer -1. Sentiment Detection: Here the goal is to differentiate between a
fact and an opinion, which may be viewed as classification of text as objective or
subjective.
