Information Systems A Managers Guide To Harnessing Technology Version 7.0 1st Edition John Gallaugher - Solutions

List the four factors that determine an ad's quality score.
How difficult is it for a website to join an ad network? What does this imply about ad network switching costs? Does it have to exclusively choose one network over another? Does ad network membership prevent a firm from selling its own online advertising, too?
Does it make sense for organizations to move their e-mail and calendaring services off their own machines and pay Google, Microsoft, or someone else to run them? Why or why not? Has your university "Gone Google"? What factors influenced this decision?
Which method is used to bill most graphical advertising? What's the term used for this method and what does it stand for?
What is the danger of checking the "remember me" box when logging in to a website using a public computer?
Visit Google's Ad Preferences page. Is Google tracking your interests? Do you think the list of interests is accurate? Browse the categories under the "Ad Interest" button. Would you add any of these categories to your profile? Why or why not? What do you gain or lose by taking advantage of
What is a "search appliance"? Why might an organization choose such a product?
What are the consequences if click fraud were allowed to continue? Does this ultimately help or hurt firms that run ad networks? Why?
How much do firms typically pay for a single click?
What is the content adjacency problem? Why does it occur? What classifications of websites might be particularly susceptible to the content adjacency problem? What can advertisers do to minimize the likelihood that a content adjacency problem will occur?
What are Chrome, the Chrome OS, and Android? Are these software products successful in their respective categories? Investigate the state of the market for products that leverage any of these software offerings. Would you say that they are successful? Why or why not? What do you think the outlook
How many impressions are recorded if a single user is served the same ad one thousand times? How many if one thousand users are served the same ad once?
What's a third-party cookie? What kinds of firms might use these? How are they used?
Visit Google Dashboard. What information is Google collecting about you? Does any of this surprise you? How do you suppose the firm uses this to benefit you? After seeing this information, did you make any changes to the settings in the privacy center? Why or why not?
Become a better searcher: Look at the advanced options for your favorite search engine. Are there options you hadn't used previously? Be prepared to share what you learn during class discussion.
Sites like SpyFu.com and KeywordSpy.com provide a list of the keywords with the highest cost per click. Visit the Top Lists page at SpyFu, KeywordSpy, or a comparable site, to find estimates of the current highest paying cost per click. Which keywords pay the most? Why do you think firms are
Apple's CEO Tim Cook calls Android a "toxic hellstew" of security vulnerabilities and fragmentation running on so many kinds of devices that it fails to offer the latest features to users. Reach out to friends or visit stores to compare Android and Apple devices and conduct research online. Do you
Imagine the two scenarios below. Decide which type of campaign would be best for each: text-based CPC advertising or image ads paid for on a CPM basis. Explain your reasoning.a. Netflix is looking to attract new customers by driving traffic to its website in hopes that this will increase
How can users restrict cookie use on their Web browsers? What is the downside of blocking cookies? Check your desktop and mobile devices. What is your current setting for cookie tracking?
List the types of information that Google might store for an individual. Do you feel that Google is a fair and reliable steward for this information? Are there Google services or other online efforts that you won't use due to privacy concerns? Why?
What is bidder's remorse? How does Google's ad discounting impact this phenomenon?
Google offers several tools useful to managers trying to gain insight on the public use of search. One of these is Google Trends. Visit Google Trends. Explore the tool as if you were comparing a firm with its competitors. What sorts of useful insights can you uncover? How might businesses use these
Do research on Google Glass. Come to class with powerful, interesting, or fun examples of Glass use. Advocate for industries that should be using Glass and how the product could deliver value. What challenges does Glass present to IT managers, users, legislators, and society in general?
Which firm runs the world's largest affiliate program? Why is this form of advertising particularly advantageous to the firm (think about the ROI for this sort of effort)?
As firms like Microsoft and Apple block tracking technologies or set defaults for higher levels of user privacy, how might this impact the future of the ad-based Internet?
What do you think of the Google-Acxiom partnership to show online ad influence for offline purchasing. Does this concern you? Why or why not?
Some websites are accused of being "content farms," offering low-quality content designed to attract searchers that include popular query terms and using this content to generate ad revenue. Demand Media, which went public at $1.5 billion, and Associated Content, which Yahoo! purchased for $100
Visit WhatIsMyIPaddress.com (or a similar website that displays a device's IP address) using a desktop, laptop, and mobile phone (work with a classmate or friend if you don't have access to one of these devices). How do results differ? Why? Are they accurate? What factors go into determining the
What will it take for Android Pay to be successful? What challenges must the effort overcome? Research the current state of Android Pay's competitors. What competing efforts exist? Which firms are best positioned to dominate this market? How large could this market become?
What is remarketing? Have you ever seen an ad that you suspect was part of a remarketing effort? If so, describe what you experienced. Do you think remarketing is effective? Why or why not?
Google's "interest-based advertising" was launched as an opt-out effort. What are the pros and cons for Google, users, advertisers, and AdSense partner sites if Google were to switch to an opt-in system? How would these various constituencies be impacted if the government mandated that users
Consider Google's influence on society, understanding, education, and perception. When Google delivers the majority of search results and most users default first to Google's products, do you feel that gives a single firm too much power? Do you think governments have a role in regulating a firm
List and briefly describe other methods of geotargeting besides IP address, and indicate the situations and devices where these methods would be more and less effective.
Google's unofficial motto is "Don't be evil." But sometimes it's challenging for managers to tell what path is "most right" or "least wrong." Google operates in countries that require the firm to screen and censor results. Short term, this is clearly a limitation on freedom of speech. But long
Work with a faculty member and join the Google Online Marketing Challenge (held in the spring of every year-see http://www.google.com/onlinechallenge). Google offers ad credits for student teams to develop and run online ad campaigns for real clients and offers prizes for winning teams. Some of the
What is Google's unofficial motto?
The field of search engine marketing (SEM) is relatively new and rising in importance. And since the field is so new and constantly changing, there are plenty of opportunities for young, knowledgeable professionals. Which organizations, professional certification, and other resources are available
Investigate Google+. Are you a Google+ user? Why or why not? What will it take for Google+ to attract users and usage? Compared with rivals, how has the service performed? What advantages does Google have that it can leverage with Google+? What competitive advantages do rivals have over Google?
What is "Street View"? Where and on what grounds is it being challenged?
How do you, your friends, or your family members search on mobile devices? How has search changed over time? Are there certain product categories that you used to go to Google for, but where you'll now rely on an app? How do you suppose this impacts Google's revenue? If you were Google, how might
Investigate how Google TV has performed on the market. Why does Google offer a TV product? How might the firm make money from this effort? What obstacles does the firm have to overcome in order for Google TV to grow?
Cite two court cases where Google has mounted a vigorous defense of data privacy.
What is Google doing to combat users migrating to other apps and services for their search? What are the risks in this approach?
Google innovation seems to be so far ahead that our legal regimes can't keep up. What legal issues are raised by driverless cars? Have any laws been changed to address this technology? Google Glass also raises potential privacy concerns. What are the main issues with Glass, and have laws or
Even well-intentioned firms can compromise user privacy. How have Google's missteps compromised user privacy? As a manager, what steps would you take in developing and deploying information systems that might prevent these kinds of problems from occurring?
Research the EU's "right to be forgotten" ruling and the current status as it pertains to Google. Why is the ruling so challenging to Google? How does it burden Google? Does this harm other civil liberties like free speech? Why or why not? Advocate in favor of or against the ruling.
Research how Apple has contrasted its approach to privacy against those of Google and other rivals that rely on ad- driven business models. Does this contrast influence your decision to choose Apple or Google products? Why or why not?
The issue of civil liberties versus national security may be one of the most defining tensions of modern times. Research the US government's Foreign Intelligence Surveillance Act (FISA) and related legislation or programs. What role do tech companies play in this effort? What are the arguments made
Investigate Amazon's performance over the last decade. How has the firm done with respect to revenue, net income, and share price? How does this compare with competitors mentioned?
What advantages does Amazon enjoy by being able to consider various shipping options at the time a package is to be shipped?
Both Amazon and Apple would like you to store books, music, and other media in their "cloud." What critical key strategic advantage comes to a firm when consumers adopt one firm's cloud versus the other?
How do Amazon warehouse staff know where to find items? How does technology help make the process most efficient?
Do you use personal cloud services? Do you use Amazon products, or products provided by rivals? Why have you made these choices regarding cloud platforms?
How have robots changed the way Amazon warehouses operate? What are the benefits these robots bring to Amazon? Which firm supplies Amazon's shelving robots and why might this be important for Amazon?
Amazon prices Kindle hardware at or below cost. Conduct research to find out Apple's margins on iPad hardware. How does Amazon make money from the Kindle? Which firm do you think will win the battle for tablet computing? Is it the same firm you think will win the battle for e- readers? Do you think
Why is Amazon leasing planes that are painted with the "Prime Air" logo? Why is it involved in ocean freight shipping? What advantages does this give the firm? Should Amazon fear other e-commerce rivals might do the same? Why or why not?
What are some of the advantages in having a longer time horizon? What are some of the challenges? What needs to happen to enable Amazon to continue to "think long term"? What could derail this approach?
How is Amazon using Whole Foods? How is the firm creating synergies between the grocery chain and its existing businesses? What benefits, other than more sales through groceries, does Amazon get through Whole Foods?
What is AWS, and what services are provided? Investigate online and report back on the costs associated with key services such as EC2 and S3.
Why is e-ink useful in an e-reader?
Does Amazon buy most of its warehouse automation software from others, or is most of the software written in house? Why do you suppose this is the case?
What sort of customer would use Amazon Key or Amazon Key In-Car (auto-delivery) options? Would you? Do you think this will be successful? Why or why not?
What does the accounting term "goodwill" mean? What was included in the goodwill category when Amazon acquired Whole Foods?
Consider Amazon WorkSpaces: Why would a firm want a virtual version of Windows served in a browser? How might AWS AppStream help the firm's Fire efforts?
What operating system do Fire devices use? How does this impact the firm's network effects from complementary products?
Do firms that dominate their markets with network effects risk government intervention? Why or why not? Explain through an example.
Why does Adobe allow the free download of Acrobat Reader?
Visit a wiki, either an established site like Wikipedia, or a wiki service like Socialtext, PBworks, or Atlassian Confluence. Make an edit to a wiki entry or use a wiki service to create a new wiki for your own use (e.g., for a class team to use in managing a group project). Be prepared to share
Have you used Facebook apps for the browser? For Messenger? Which are your favorites, or why don't you use them? What makes some Facebook apps successful? Have you used Facebook apps for the browser? For Messenger? Which are your favorites, or why don't you use them? What makes some Facebook apps
What other areas could Rent the Runway expand into? Would you recommend these? What about men's fashion? Casual fashion?
In what ways do retail storefronts help the firm? In what ways are Rent the Runway stores like Apple stores?
How does Rent the Runway price product? What other firms use this approach and why?
Research and find additional women-led or -founded tech firms, and share these with your class.
It's been suggested that younger consumers spend less on fashion and prioritize experiences like food and travel. Do you think this is the case? What do these trends mean for retailers? Is Rent the Runway in a position to capitalize on or be hurt by these trends?
Describe the concepts of agile software development and continuous deployment. Why do they make sense in an entrepreneurial environment like Rent the Runway? What do these techniques imply about the skills set of technologists and managers?
Describe the resources Rent the Runway is building for sustainable competitive advantage. Which of these do you think is exceptionally strong and will keep the firm at the top of the industry? Why? Is the firm vulnerable? If so, how so, and if not, why not?
Research examples of firms that have created new store- based retail experiences like Bonobos and Warby Parker, where customers shop in a smaller footprint store, but get items shipped to their home address. Have you visited a firm like this? How was your experience? How have these firms fared
Explain the difference between hardware and software.
Interview a systems development person at your university or at another organization. Does the firm use software development methodologies? If so, do they use one approach for all projects? What factors went into their decision? What do they see as the pros and cons of each approach?
What does an operating system do? Why do you need an operating system? How do operating systems make a programmer's job easier? How do operating systems make life easier for end users?
Search online for examples of failed information systems development efforts. Come to class prepared to describe the failure, give its size and scope, the perceived reasons for the failure, and what managers could have done to prevent this failure. As a class, see if any key takeaways emerge. Are
What is the difference between desktop and enterprise software?
Differentiate the term "server" used in a hardware context, from "server" used in a software context.
List popular programming languages.
Why should a manager care about software and how software works? What critical organizational and competitive factors can software influence?
Investigate scrum. Is it possible to get scrum training online? What alternatives have you discovered? Does this seem like something you would want to pursue? Why or why not?
Healthcare.gov was clearly botched at the start. Some have claimed this suggests private enterprise is better suited to lead such projects than the government, but are there examples of corporations that have failed, as well? Are there any additional takeaways that would help both government
What kinds of operating systems are used in the devices that you own? On your personal computer? Your mobile phone? The set-top box on top of your television? Are there other operating systems that you come into contact with? If you can't tell which operating system is in each of these devices, see
Who are the two leading ERP vendors?
Describe the "client-server" model of distributed computing. What products that you use would classify as leveraging client-server computing?
What are programming frameworks, and why would you use one? Name some of the more popular programming frameworks used for web development, and name the programming languages they are used with.
What role has software played in your decision to select certain products? Has this influenced why you favored one product or service over another?
Scrum isn't limited to technology projects. Would scrum work for projects that you are working on-including school group projects or more complex tasks in other organizations? If so, try using scrum and report back to your class with results, if you have them before semester's end.
For your list in the prior question (and to the extent that you can), diagram the hardware/software "layer cake" for these devices.
List the functions of a business that might be impacted by an ERP.
How are firms using APIs to transform from being a product to being a platform? How can APIs and web services enhance a firm's competitive advantage?
What's an IDE? Why do programmers use IDES? Name IDEs popular for Windows and Mac users.
Find the Fortune 500 list online. Which firm is the highest ranked software firm? While the Fortune 500 ranks firms according to revenue, what's this firm's profitability rank? What does this discrepancy tell you about the economics of software development? Why is the software business so
Investigate some of the other approaches that are sometimes combined with agile development, such as paired programming and team programming. Would you prefer to use these approaches? Why or why not?
For this same list, do you think each device's manufacturer wrote all of the software that you use on these devices? Can you add or modify software to all of these devices? Why or why not? What would the implications be for cost, security, complexity, reliability, updates and upgrades, and the

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Information Systems A Managers Guide To Harnessing Technology Version 7.0 1st Edition John Gallaugher - Solutions

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