Search Engine Manipulation Effect

Regarded as one of the largest behavioral effects ever studied, the search engine manipulation effect refers to the changes in consumer preferences from manipulation by a search engine. A study conducted by the Proceedings of the National Academy of Sciences concluded that a population of undecided voters can be shifted towards different political leanings by upwards of 20% simply by altering internet search results. This manipulation of search results is able to happen through googles search algorithm used to tailer best fit results to your personal data profile. Essentially filtering results based on factors such as location, previous searches, and clicks. 

In short, PNAS’s study was conducted by using US based participants to form opinions on Australia’s federal election. They did so by separating participants into three separate pools. Pro Abbott, Pro Gillard, and neutral, and then told to research the nominees.The variable in this study comes in the form of manipulated search engine algorithms programmed to rank search results for their respective pool higher than the others. In other words, participants in the pro Abbott group when researching would see positive Abbott articles first second and third before seeing any Gillard news regardless of their search query. 

This experiment was conducted 3 times with slight variations but all reaching the same conclusion. That all candidate ratings in the bias groups shifted in the predicted direction of the whichever bias pool they were placed in. Ultimately showing that undecided/uneducated voters are supremely susceptible to the SEME phenomena. Agreeing and believing the information most highly ranked when researching. 

Moving beyond the PNAS study, I would like to discuss how this manipulations larger social and political effects on society. In todays digital world of information it is more important than ever to retrieve news as well as outside opinions from a multitude of different sources. When factoring this manipulation effect into the equation it is very possible that we are moving closer and closer to an extreme echo chamber of thought and ideas. Possible as your data profile within googles algorithm continues to develop more and more of the same leanings, effectively cementing your point of view based on type, source, and quality of news you consume. While platforms such as google that contribute to this manipulation do not necessarily do so with malice intentions. But rather do so with the intent to push more ad revenue based on your past viewing habits forming these externalities. 

Questions: 

Do you agree with googles algorithm for ranking and manipulating search results? 

What are the solutions to breaking these sorts of echo chambers? 

Do other platforms use similar manipulations? 

Citations: 

https://www.pnas.org/content/112/33/E4512

https://aibrt.org/downloads/EPSTEIN_&_ROBERTSON_2015-The_Search_Engine_Manipulation_Effect-SEME-PNAS-w_SUPPLEMENTS.pdf

http://adsabs.harvard.edu/abs/2015PNAS..112E4512E

Did You Know About Your Secret Customer Score?

By: Ariana Soofi & Kristin Chandler

Have you ever had an issue with a company, called their customer service line and waited for an obscene amount of time? That could be because your “customer number” is really low and you are not considered a priority to the company. Through customer tracking and profiles, companies are able to identify their frequent customers and distinguish them from ones who make a lot of returns or are new customers. They will then use this information to prioritize who they help first with their customer service because they know who spends the most money at their stores.

Many companies utilize this scoring technology to rate their customers. Chances are if you have a cell phone, bank account, or even just online shop, it’s very likely that you have at least one of these scores. Cell phone services let high-rated customers speak to their best agents. Credit card companies often use this information to determine what they offer their customers who want to cancel their cards. These are just a few examples of how these scores can affect your experience with a company.

Now the question is, is this really fair? Well, the way companies see it, the more profit you can generate for them, the more effort they are willing to put into you and the better service you will get. According to many businesses, these scores give them a better understanding of their customers and their consumer habits. This is an old tactic that companies have been using for hundreds of years. For example, back in the day, small shopkeepers would always build relationships with their most frequent customers and were even more likely to offer them better deals and discounts over customers that they were not as familiar with.

The same idea is being used nowadays, except now businesses have access to new technologies that enhance this process. The more you engage with a company, the more a company will try to build a relationship with you.

Questions:

1. Did you know that you had a “secret score” with companies?
2. Have you ever had a notable experience (good or bad) with a business? Was it a business that you were a frequent customer at?
3. Does this information encourage or discourage you to change your consumer shopping habits? Why or why not?

References:

On Hold for 45 Minutes? It Might Be Your Secret Customer Score

You've got a secret score that affects how customer service treats your call

Sustainability of Music Streaming Services

Music streaming services are wonderful for the consumer as music has gone from the rate of $1 to $1.50 per song to a subscription rate of $5 to $15 per month. However, there is a struggle for streaming services such as Spotify and Apple Music to turn a solid profit from this currently, which in turn snubs the artists on their potential profits from certain streaming services. Streaming services have increased in popularity exponentially from year to year, as Business Insider claims 75% of the US consumption of music is from streaming. With so much of the country leaning on this service, how is it that some streaming services aren’t generating enough revenue to stay afloat?

To put it simply, the companies just don’t know how much royalties are going to be paid out, which is how the artists get paid for their music on the streaming sites. With the flat rate of $1 per song, companies knew how much they would get from an individual sale and how much would be given to record labels, artists, etc. But with this new format of getting music, companies are having to give out royalties on a “per-click” basis. Since it is unknown how many clicks are going to occur per day, week, month, etc. then streaming companies are somewhat left in the dark while artists are benefitting heavily. “In 2017, specialist finance startup Sound Royalties pledged to invest $100m in artists and songwriters over the next two years without taking any rights ownership” (Music Business Worldwide). This is becoming increasingly more popular as artists are able to fund a concert tour or album creation, and in exchange the companies funding the artist receive nothing but royalties. However, nothing has been done yet to encourage the streaming services to continue on this music path.

              “Spotify posted net losses of €394 million ($461.4 million), which is more than twice the €188 million ($220 million) that it lost in the same period in 2017. Its operating loss, €90 million ($105.7 million), was also 14 percent higher than in the same period in 2017 — mostly because of a cash expense related to its New York Stock Exchange debut and higher-than-anticipated accrued social costs, the company said” (The Rolling Stone). That being said, with more subscriptions comes actual profit for Spotify. This isn’t necessarily guaranteed though as they haven’t turned a profit since launch in 2008.

Questions:

1.     Do you believe Spotify will eventually turn an actual profit, and if so when?

2.       Is there another way streaming services could go about generating revenue in order to stay afloat for longer? What would you suggest?

3.       Would financially backing the streaming services similar to how companies are financially backing artists work out? Why or why not?

Citations:

https://www.businessinsider.com/music-streaming-accounts-75-percent-consumption-album-sales-charts-2018-7

https://www.rollingstone.com/music/music-news/spotify-hits-180-million-users-and-loses-even-more-money-703781/

https://www.musicbusinessworldwide.com/how-streaming-will-continue-to-change-everything-in-the-music-business/

Importance of Cloud Content Management starring the Leading Company, Box, Inc.

Even as MIS majors, we tend to get confused regarding what the ‘cloud’ is and/or where the ‘cloud’ is located. In simple terms, the cloud is a network of servers that stores all of your electronic content through the internet. In the past, organizations and individuals would store this content physically on their hardware. The cloud is a much more efficient, effective, and safer way to store your content. The main benefits include:

• Usability & Accessibility
• Centralized
• Disaster Recovery
• Security
• Cost Savings
• Easy Sharing & Collaboration
• Automation
• Scalable Services
• Synchronization with Multiple Platforms
• Convenience

As cloud content storage/management blows traditional hardware content storage out the water with all of its wonderful benefits, nearly all competitive organizations have transitioned their content onto the ‘cloud’. It is crucial that us soon to be new professionals, are aware of the new technology and all of its benefits that we can use to our own advantage.

Box, Inc. is the leading Cloud Content Management company that powers over 90,000 businesses and 70% of Fortune 500 Companies. That being said, there is a great chance that one day you might run into using Box at your job. Box is an excellent company to display the power of cloud technology as they utilize a lot of its capabilities. Some of Box’s extraordinary cloud technology-driven products are:

• Cloud Content Management
• IT & Admin Controls
• Security + Compliance
• Box Governance
• Box Zones: International data residency
• Box Relay: workflow made easy
• Box Shuttle: migrate to the cloud
• Box KeySafe: manage your encryption keys
• Box Skills: artificial intelligence to your content
• Automations: automate your collaborative work
• Platform: customize processes and experiences
• Integration: thousands of connected apps

Besides Box’s cloud content management being used in a business setting, you can personally use it for free through the U of A. You can have your own Individual or Team Box Drive, Box Notes, and Box Capture. In essence, Box is similar to Google Drive but on steroids with serious technology like AI and automation to really excel at collaborative work.

Overall, cloud technology enables our fast-paced, technology-driven world to work cohesively with others at any time, any place, and with any device or application. Box Inc. has become a leader in cloud content management as they bring businesses and individuals the power to use cutting-edge cloud technology on their own devices at any given moment. Box’s products and services speak for themselves as they are growing exponentially. There is a high chance that you may encounter Box in your professional career. To understand the power of cloud technology is key for businesses today as they are expected to obtain massive amounts of content securely and keep up with the latest technology in order to stay competitive.

Questions

1. Have you ever used cloud content management platforms before? (Google Drive counts) If so, do you enjoy using them?
2. Do you see any of the cloud content management benefits listed above being a disadvantage to businesses?
3. Do you think it is smart for businesses to move all of their content on the cloud?

Sources

Benefits of Cloud Content Management

Box Company Website

Sharing Economy

Throughout the past ten years, many companies have developed a business model surrounding the use of a sharing economy. According to Wikipedia, the sharing economy "is a mode of consumption whereby goods and services are not owned by a single user, but rather only temporarily accessed by members of a network and underutilized assets are shared, either for free or for a fee."  Companies like Yelp, Air BnB, and Lyft have created an entire business model that runs solely from their users and has little interaction with actual employees from the business itself.  

Heres a quick video that explains how millennials are adopting the sharing economy at a much faster rate than generations:

The main thing that separates normal businesses from ones that depend on a sharing economy is that the interactions are more focused on peer to peer, rather than business to consumer. When this model was first adapted by businesses it was very different, because rather than trusting a business you are trusting someone that has no relation to the business itself. This creates a sense of trust in the sharing economy that users must trust each other that they'll get to their destination safe, the house they are staying at actually exists, or the users review is accurate and not misleading.

Advantages:
There are many advantages that come along with the use of a sharing economy, which benefit both the person using and consuming. People now have the opportunity to be their boss and create a work schedule that works best for them giving them flexibility that could not be offered at a normal job. Also, within a sharing economy prices are often cheaper than they would be when using a regular business model. People can now negotiate on their prices when using Air Bnb, and not have to deal with the middle man booking agent that can boost up the prices.

Disadvantages:
While there are many advantages to the sharing economy, there are also disadvantages that come along with it. One being the fact that consumers must put all their trust in the person that they are connecting with. For example, Taxis must be licensed by the state and undergo a fair amount of testing before they are able to drive compared to a Lyft driver that can sign up and start driving people the next day. The overall lack of control that businesses have over their employees or users is one thing that may draw consumers away from using services that are focused around a sharing economy.

Overall, I believe that a sharing economy creates a more efficient and effective means of communicating with consumers and providing services to them. By allowing them to reduce the need for a middle man and directly connect with the person providing the service, services are often cheaper and can be done much faster than normal.

Questions:

1. Why do you believe millennials are adopting the sharing economy at a much faster rate as compared to generations before it?

2. Do you believe that a sharing economy is a sustainable business model?   Why or why not?

3. How have you interacted or benefited from the use of a sharing economy? Or have you have a bad experience that you would like to share?

Sources:

• Sharing Economy Breakdown
• Pioneers of the Sharing Economy
• Pros and Cons of Sharing Economy

Advantages and Disadvantages of Technology in the Classroom

By: Jennica Larson, Lauren Radin, and Maddi O'Neil

It is predicted that there will be four devices for every human on Earth by the year 2020. With the prevalence of technology increasing in our lives each day, it has inevitably made its way into classrooms and learning environments. While there are many advantages that come with utilizing technology in the classroom, there are also many disadvantages, both of which will be described below.
 

Advantages: 
It is reported that boredom was the number one reason students resort to using their devices for something other than taking notes on a lecture in the classroom. With all the different uses of technology, professors and lecturers have the opportunity to experiment with new practices to engage students in the classroom. Technology in the classroom is not always bad as technology can be utilized to encourage students to “interact” with the lecture topics as a way to keep them interested, and thus keep them from using their devices in a distracting way. As highlighted in the Technology and Student Distraction article, some specific ways technology can be successfully utilized in classrooms: students can now respond instantaneously to online polls, collaborate in real time on written work, and engage with a range of media more flexibly than ever before.
 

Disadvantages: 
Device usage can hurt students’ performance in class, it is reported that students who text frequently during lectures take superior notes, retain less information given in lecture, and performed worse on tests than students who do not text during class. Using devices in class is not only distracting to the student using the device, but to people around them. A study actually revealed that students who sat in the vicinity of someone who texted during class, performed worse on tests than students who did not. The Digital Distraction article highlights the fact that students understand that the use of devices in class is a distraction as it causes them to not pay attention, miss instruction, their grades suffer, and there is a possibility of them being called out by their professors, yet they use the devices anyway.


Questions for Consideration:


1. What are some possible ways that professors and lecturers can use technology to benefit a student's learning experience?

2. Do you think students learn more in environments where technology is not prevalent or utilized?

3. Why do you think students continue to use their devices during class even though they know it is a distraction and hindering their learning experience?


References:


Technology and Student Distraction

Digital Distraction in Class is on the Rise

Social Media and Our Data

Many of us have probably noticed how our browser history is creepily being monitored and pops up on our social media apps like Facebook and Instagram. What many of us might not know, is how much data Facebook is collecting from us and leveraging it for their own advertising benefit. In 2016 alone, Facebook made over $6 Billion just from advertising and they are growing rapidly.

As consumers and Facebook users, we have always been curious as to HOW these applications know what we are looking at (i.e. websites and products) and frankly how annoying it is to constantly have to be reminded of things that we are thinking about purchasing. When you think about it, they are using our history to convince us to make these purchases subconsciously.

Furthermore, not only are they collecting data on our browser history to persuade our purchasing habits, but they are also using this data to create predictive algorithms from our interests. This is called a complete consumer profile. This essentially means that they can monitor our search trends to predict products and services that we might be interested in, and sell this access to companies.

This short video gives a summary of how Facebook ads are created and used to target users:

Many engineers agree, isn’t this extremely invasive? According the Washington Post:

“But while both the dashboard and the dropdown will rid you of ads you don’t like, neither actually lets users opt out completely of any of Facebook’s four tracking methods. The preferences manager, for instance, lets users tell Facebook they don’t have certain interests that the site has associated with them or their behavior, but there’s no way to tell Facebook that you don’t want it to track your interests, at all.”

Not only is it extremely invasive but ultimately anyone who wants to advertise with Facebook can have access to your information. Facebook makes an average of $18.68 on cost per action across all industries. This social media platform is the largest in the world and companies know that. It makes them the perfect advertising tool. It is reported that 57% of consumers say social media influences their shopping, leading by Facebook at 44%. Is it ethical that Facebook is partnering with companies to use our own data against us?

With a technology-centric society, we urge you to really think about and educate yourselves on how much data we are giving to companies like Facebook.

Questions:
1.  Is it even possible to get a company like Facebook to stop collecting our information if we don’t want them to?

2.  What can be some unforeseeable risks in the future of Facebook having this data on us?

3. Do you feel that using your browser history to influence purchases is ethical?

References:

98 Personal Data Points that Facebook Uses to Target Ads to You

This is How Facebook Uses Your Data for Ad Targeting

Facebook, Google and Others are Tracking You. Here's How to Stop Targeted Ads

Facebook Statistics for 2018