This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.

Recursos Educacionais Abertos (REA) podem ser definidos como materiais de ensino, aprendizagem e pesquisa, em qualquer meio de armazenamento, que estão amplamente disponíveis por meio de uma licença aberta que permite reuso, readequação e redistribuição sem restrições ou com restrições limitadas. Atualmente, diversas instituições de ensino e pesquisa têm investido em REA para ampliar o acesso ao conhecimento. Entretanto, os usuários ainda têm dificuldades de encontrar os REA com os mecanismos de busca atuais. Essa dificuldade deve-se principalmente ao fato dos mecanismos de busca na Web serem genéricos, pois buscam informação em qualquer lugar, desde páginas de vendas até materiais escritos por pessoas anônimas. De fato, esses mecanismos não levam em consideração as características intrínsecas de REA, como os diferentes padrões de metadados, repositórios e plataformas existentes, os tipos de licença, a granularidade e a qualidade dos recursos. Esta dissertação apresenta o desenvolvimento de um mecanismo de busca na Web especificamente para recuperação de REA denominado SeeOER. As principais contribuições desta pesquisa de mestrado consistem no desenvolvimento de um mecanismo de busca na Web por REA com diferenciais entre os quais se destacam a resolução de conflitos em nível de esquema oriundos da heterogeneidade dos REA, a busca em repositórios de REA, a consulta sobre a procedência de dados e o desenvolvimento de um crawler efetivo para obtenção de metadados específicos. Além disso, contribui na inclusão de busca de REA no cenário brasileiro, no mapeamento de padrões de metadados para mecanismos de busca na Web e a publicação de uma arquitetura de um mecanismo de busca na Web. Ademais, o SeeOER disponibiliza um serviço que traz um índice invertido de busca que auxilia encontrar REA nos repositórios dispersos na Web. Também foi disponibilizada uma API para buscas que possibilita consultas por palavras chaves e o uso de palavras booleanas. A forma de validação em mecanismos de busca na Web, como um todo, e de forma quantitativa e específica por componentes foi feita em grau de especialidade. Para validação de qualidade foram considerados 10 participantes com grupos distintos de escolaridade e área de estudo. Os resultados quantitativos demonstraram que o SeeOER é superior em 23.618 REA indexados em comparação a 15.955 do Jorum. Em relação à qualidade o SeeOER demonstrou ser superior ao Jorum considerando a função penalizada e o score utilizada nesta pesquisa. / Open Educational Resources (OER) has been increasingly applied to support students and professionals in their learning process. They consist of learning resources, usually stored in electronic device, associated with an open license that allows reuse, re-adaptation and redistribution with either no or limited restrictions. However, currently the Web search engines do not provide efficient mechanisms to find OER, in particular, because they do not consider the intrinsic characteristics of OER such as different standards of metadata, repositories and heterogeneous platforms, license types, granularity and quality of resources. This project proposes a Web search engine, named SeeOER, designed to recover OER. Main features of SeeOER are: schema-level con ict resolution derived from the heterogeneity of OER, search for Brazilian OER repositories, query considering data provenance and the development of an effective crawler to obtain specific metadata. In addition, our project contributes to the inclusion of the search OER research issues in the Brazilian scenario, to the mapping of metadata standards to Web search engine. In addition, SeeOER provides a service which internally has an inverted index search to find the OER which is different from traditional Web repositories. We also provide an API for queries which make it possible to write queries based on keywords and boolean. The validation of the search engine on the Web was both qualitative and quantitative. In the quantitative validation it was observed in level of specialty of the search engines components. In conclusion, the quality and quantitative results experiments showed that SeeOER is superior in OER indexed 23,618 compared to 15,955 the Jorum. In relation to the quality SeeOER shown to be superior to Jorum 27 points considering the metric used in project.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-05-10T12:54:13Z No. of bitstreams: 1 Carolina Ferreira Souza.pdf: 1903774 bytes, checksum: fb12be505b4c7a36b6455c716c3e0891 (MD5) / Made available in DSpace on 2018-05-10T12:54:13Z (GMT). No. of bitstreams: 1 Carolina Ferreira Souza.pdf: 1903774 bytes, checksum: fb12be505b4c7a36b6455c716c3e0891 (MD5) Previous issue date: 2018-03-14 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Fundação São Paulo - FUNDASP / The present work deals with the lack of transparency of the Google search engine, analyzing what the rights of consumers users of this service are affected, as well as the damage caused to the balance of the digital environment. The capture of data and information circulating in the most different pages, programs and applications belonging to the large corporations of the network is increasingly refined and less transparent. In addition, access to existing data and information is increasingly being filtered and directed to partners, advertisers, in more or less explicit ways, depending on the service provided or the page accessed. In this way, the treatment that must be reserved for the digital environment must begin with the immediate and full universalization of Internet access and its data in favor of all without distinction or privileges, exclusions or exceptions, as well as the transparency of the algorithms that operate in the network through machine learning and other forms of artificial intelligence, under penalty of not authorizing those harmed by state inaction and / or by the action of capitalist speculation, to take the administrative and judicial measures applicable and applicable to the species for the realization of their rights. The methodology used was based on a bibliographic review to analyze the data obtained, with the collection of textual documents such as: legislation, jurisprudence, relevant doctrine, and publications of a technical nature, as well as an analysis of some of the terms of use and data policies of Google, in order to verify the lack of transparency and disrespect for human rights and Brazilian consumer rights and help in understanding the problem of commercialization and bias of the digital media. The results of the research indicated that the existing legislation is sufficient for the protection of consumers users of the Google search service in several aspects; however, considers the possibility of new data protection legislation as one more strategy within the law for the protection of human rights to communicate / O presente trabalho trata da falta de transparência do buscador Google, analisando-se quais os direitos dos consumidores usuários desse serviço são afetados, bem como o prejuízo causado ao equilíbrio do meio ambiente digital. A captação de dados e informações que circulam nas mais diferentes páginas, programas e aplicativos pertencentes às grandes corporações da rede está cada vez mais refinada e menos transparente. Além disso, o acesso aos dados e informações já existentes está sendo cada vez mais filtrado e direcionado para parceiros, anunciantes, de formas mais ou menos explícitas, dependendo do serviço prestado ou da página acessada. Desta forma, o tratamento que se deve reservar ao meio ambiente digital deve começar pela imediata e plena universalização do acesso à internet e aos seus dados em favor de todos, sem distinção ou privilégios, exclusões ou exceções, bem como pela transparência dos algoritmos que operam na rede através do aprendizado de máquina e outras formas de inteligência artificial, sob pena de, em não o sendo, autorizar os prejudicados pela inação estatal e/ou pela ação da especulação capitalista, a tomar as medidas administrativas e judiciais cabíveis e aplicáveis à espécie para a efetivação de seus direitos. A metodologia empregada valeu-se de revisão bibliográfica para análise dos dados obtidos, com a coleta de documentos textuais como: legislações, jurisprudências, doutrina pertinente, e publicações de caráter técnico, bem como análise de parte dos termos de uso e de políticas de dados do Google, a fim de se constatar a falta de transparência e o desrespeito aos direitos humanos e direitos do consumidor brasileiros e auxiliar na compreensão da problemática da mercantilização e parcialidade dos meios de comunicação digital. Os resultados da pesquisa indicaram que a legislação já existente é suficiente para a proteção dos consumidores usuários do serviço do buscador Google em diversos aspectos; entretanto, considera a possibilidade de uma nova legislação de proteção de dados como mais uma estratégia dentro do direito para a proteção dos direitos humanos à comunicar-se

<p>Examensarbetet har gått ut på att genom kvalitativa undersökningar ta reda på hur grafisk form ochinformationsstruktur samverkar för att skapa användarcentrerade webbplatser. Målet var att ta fram en grund för huranvändarcentrerade webbplatser bör byggas. Denna grund är tänkt att fungera som riktlinjer för formgivare som villskapa användarcentrerad webbdesign.</p><p>Studien visar att det viktigaste för att skapa användarcentrerad webbdesign är att involvera användarna kontinuerligti utvecklingsprocessen. Detta sker genom användartester och intervjuer med representanter för målgruppen. Vi harkommit fram till att graden av användbarhet spelar stor roll för hur målgruppen uppfattar webbplatsen som sådan,men också vilken uppfattning de får om företaget bakom.</p> / <p>This thesis considers a qualitative study in how info structure and graphical design collaborate to form a usercentredweb site. The aim was to produce guidelines for how to build user-centred web sites. The results from thestudy are built on qualitative interviews, user tests with the target group and expert evaluation.</p><p>The study has shown that the most important thing for creating user-centred web sites is to continuously involve thetarget group in the development process. This should be done through interviews and user tests. The level ofusability determines how the target group experience both the company and their web site.</p>

<p>I all teori om sökmotorsoptimering finns det många olika tankar om hur man ska sökmotorsoptimera. De flesta berättar mest om den tekniska biten och har endast som en kort punkt förklarat att innehållet på en webbplats också är viktigt. Syftet med uppsatsen är att undersöka webbföretags förhållningssätt till både hur de arbetar och resonerar kring sökmotorsoptimering och webbstatistik, men även gå djupare in på hur förhållandet mellan kund och företag påverkar vart marknaden är på väg. Genom att utföra kvalitativa intervjuer med webbföretag där främst marknaden för sökmotorsoptimering, sponsrade länkar och webbstatistik diskuterats har ett resultat utformats.</p><p>Baserat på de senaste artiklarna, respondenternas svar och mina egna personliga reflektioner av situationen, visar det att det blivit en förskjutning i vad definitionen av sökmotorsoptimering är. Den tekniska biten är kvar men inte alls lika viktig längre då sökmotorerna hela tiden ändrar sina algoritmer och blir smartare, utan fokus läggs istället mer på innehållet. Ett rikt innehåll med bra skriven text samt ett intressant video- eller bildmaterial är mycket viktigare än att ändra på småsaker i strukturen av webbplatsen. Sökmarknaden idag ser annorlunda ut mot bara några år sedan. Det innebär att sökmotorsoptimering inte enbart handlar om att förbättra den egna hemsidan, utan även innefattar all marknadsföring på webben.</p> / <p>In all theory about Search Engine Optimization there are lots of different ideas on how to optimize search engines. Much of the theory concerns the technical aspects and only offers a short explanation on the importance of the actual content of the website. In this essay I will examine how web companies think and act around search engine optimization and web statistics, but also go deeper into how the relationship between customer and company affects where the market is heading. By doing qualitative interviews with web companies where the subject search engine optimization, paid ads and web statistics were discussed, a result has been formed.</p><p>Based on the latest articles, the answers from the respondents and my own personal reflections of the situation, there are clear signs that the definition of Search Engine Optimization has changed. The technical aspect is still there, but with less importance since the search engines keeps changing the algorithms in order to become smarter. Instead the focus is on the content. Rich content, good written text, interesting videos and images has a larger impact than changing the little things in the structure of a website.</p><p>The search market looks different today than it did a few years ago. The term Search Engine Optimization has changed its meaning into something more than just improving your own homepage. Now it also includes all the marketing your company does outside of the web.</p>

<p>This thesis examines companies offering their services for free to Internet users, byemploying digital free business models. As a framework Chris Anderson’s classificationsof “free” business models are used. A sample of eleven companies that provide “free”services was selected and divided into four groups. These were search engine, socialnetworking/community, content based and others. Their profitability was then measuredin relation to their valuation with the help of P/E ratios within and among the groups. Aregression analysis was also conducted to compare profitability of either one of two“free” business models used by the researched companies.Findings were that search engine and social networking/community companies appear tohave profits for the period researched. No strong trend for overvaluation could be foundin either of these groups, except for individual companies with high P/E ratios. Neithercompany within the content based group showed any profits. Their marginal costs weretoo high but this may change with technological progress. Regression analysis could notshow any significant results employing either the “Freemium” or the advertising “free”business model to be more profitable than the other. Significant results could be shownbeing a content based company and being unprofitable. Comparison between specificcompanies gave mixed results but network effects appear to create dominant playerswithin each group. Employing more than only the advertising “free” business modelseems to be efficient in raising revenue per user for social networking/communitycompanies.</p>

Recently much research effort has been devoted to the discovery of relevant Web services. It is widely recognized that adding semantics to service description is the solution to this challenge. Web services with explicit semantic annotation are called Semantic Web Services (SWS). This research proposes an indexation and discovery architecture for SWS, together with a prototype application in the area of bioinformatics. In this approach, a SWS repository is created and maintained by crawling both ontology-oriented UDDI registries and Web sites that hosting SWS. For a given service request, the proposed system invokes the matching algorithm and a candidate set is returned with different degree of matching considered. This approach can add more flexibility to the current industry standards by offering more choices to both the service requesters and publishers. Also, the prototype developed in this research shows the value can be added by using SWS in application areas such as bioinformatics.

Examensarbetet har gått ut på att genom kvalitativa undersökningar ta reda på hur grafisk form ochinformationsstruktur samverkar för att skapa användarcentrerade webbplatser. Målet var att ta fram en grund för huranvändarcentrerade webbplatser bör byggas. Denna grund är tänkt att fungera som riktlinjer för formgivare som villskapa användarcentrerad webbdesign. Studien visar att det viktigaste för att skapa användarcentrerad webbdesign är att involvera användarna kontinuerligti utvecklingsprocessen. Detta sker genom användartester och intervjuer med representanter för målgruppen. Vi harkommit fram till att graden av användbarhet spelar stor roll för hur målgruppen uppfattar webbplatsen som sådan,men också vilken uppfattning de får om företaget bakom. / This thesis considers a qualitative study in how info structure and graphical design collaborate to form a usercentredweb site. The aim was to produce guidelines for how to build user-centred web sites. The results from thestudy are built on qualitative interviews, user tests with the target group and expert evaluation. The study has shown that the most important thing for creating user-centred web sites is to continuously involve thetarget group in the development process. This should be done through interviews and user tests. The level ofusability determines how the target group experience both the company and their web site.

<p>Millions of people are using search engines every day when they are trying to find information on the Internet. The purpose of this report is to find out how people formulate search queries. The result in this report is based on an empirical study which is based on a search log from the Swedish search engine Seek.se.</p><p>One of the results in this thesis is that nearly all search queries are based on keywords.</p> / <p>Miljoner människor använder sökmotorer varje dag när de försöker hitta information på Internet. Syftet med den här uppsatsen är att ta reda på hur individer formulerar sökfraser. Resultatet i rapporten är baserad på en empirisk studie som är baserad på sökloggen för den svenska sökmotorn Seek.se.</p><p>Uppsatsen kommer bl.a. fram till att nästan alla sökningar som görs på Internet är nyckelordsbaserade.</p>

The dissertation research explores an approach to automatic concept-based query expansion to improve search engine performance. It uses a network-based approach for identifying the concept represented by the user's query and is founded on the idea that a collection-specific association thesaurus can be used to create a reasonable representation of all the concepts within the document collection as well as the relationships these concepts have to one another. Because the representation is generated using data from the association thesaurus, a mapping will exist between the representation of the concepts and the terms used to describe these concepts. The research applies to search engines designed for use in an individual website with content focused on a specific conceptual domain. Therefore, both the document collection and the subject content must be well-bounded, which affords the ability to make use of techniques not currently feasible for general purpose search engine used on the entire web.