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Google Searching for Revenue

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Case Study 2: “Searching for Revenue – Google”
1. In determining if Google’s search results are examples of transactional information or analytical information, Google uses both transactional and analytical information. Viewing it from customer’s perspective Google’s search results are an example of analytical information, using the information to make a decision or perform an analysis. From a business perspective each Google search result is an example of transactional information since it is their primary business process.
2. The ramifications of Google’s business if the search information it presented to its customers was of low-quality can drastically affect their business. Displaying links that do not work, links that have nothing to do with the query, or multiple duplication of links will cause customers to switch to a different search engine. If Google’s search results were of low-quality, they would quickly lose business. Since providing search results is Google’s primary line of business, it must display high-quality search results.
3. Explain how the Web site RateMyProfessors.com solved its problem of low-quality information The developers of the Web site turned to Google’s API to create an automatic verification tool. If Google finds enough mentions in conjunction with a professor or university then it considers the information valid and posts it to the Web site.
4. Identify how Google might use a data warehouse to improve its business. A data warehouse can improve the quality of storing the current and historical data making it readily accessible to the people who need it without interrupting on-line operational workloads and

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