7 8 Laws of Internet Research7 8 Laws of Internet ResearchPresented by:Donato Diorio | Founder & CEOBroadlook Technologies

Presented by:Donato Diorio | Founder & CEOBroadlook Technologies

Sponsored by:Sponsored by:

Copyright 2009, Donato Diorio & Broadlook Technologies, All Rights Reserved. Do not reproduce without permission

My inspiration for defining the laws...My inspiration for defining the laws...

Moores Law Moores Law

Computing power doubles every 18 monthsComputing power doubles every 18 months

Neilsens Law Neilsens Law

Bandwidth grows 50% per yearBandwidth grows 50% per year

Kryder’s Law Kryder’s Law

Storage capacity grows 40% per yearStorage capacity grows 40% per year

2018 - $1000 buys 10 terabits (memory of human brain)2020 - $1000 computer has processing power of human brain2029 - $1000 computer has processing power of 1000 humans

2018 - $1000 buys 10 terabits (memory of human brain)2020 - $1000 computer has processing power of human brain2029 - $1000 computer has processing power of 1000 humans

http://en.wikipedia.org/wiki/The_Singularity_is_Near#Predictions

Source: Ray Kurzweil. The Singularity is NearSource: Ray Kurzweil. The Singularity is Near

Why define laws of Internet research?

Why define laws of Internet research?

•Laws are fundamental building blocks for creating theories

•Theories can be tested faster and with more certainty with a base of laws

•Processes can be formulated and tested based on theories

•Business models can be architected using combination of laws, theories and processes

•Laws are fundamental building blocks for creating theories

•Theories can be tested faster and with more certainty with a base of laws

•Processes can be formulated and tested based on theories

•Business models can be architected using combination of laws, theories and processes

The Laws of Internet Research

The Laws of Internet Research

1.Environment

2.Permutation

3.Completeness

4.Experimentation

5.Frequency

6.Documentation

7.Taxonomy

8.Measurable Results

1.Environment

2.Permutation

3.Completeness

4.Experimentation

5.Frequency

6.Documentation

7.Taxonomy

8.Measurable Results

A tale of 2 theoriesA tale of 2 theories

less than 1000 Resultsless than 1000 Results

Create a list of resumes from the Internet that have the skills CSharp and .NET

Create a list of resumes from the Internet that have the skills CSharp and .NET

Query google to search for all resumes that list CSharp and .NET (1.2 million)

Query google to search for all resumes that list CSharp and .NET (1.2 million)

Copy all 1.2 million resumes into the applicant tracking system

Copy all 1.2 million resumes into the applicant tracking system

AA

50,000+ Results50,000+ Results

Make a list of all search terms that could lead to resumes that mention the

skills CSharp and .NET

Make a list of all search terms that could lead to resumes that mention the

skills CSharp and .NET

Make a list of (1) target search engines and (2) all major geographic locations

Make a list of (1) target search engines and (2) all major geographic locations

Combine list of search terms with list of all geographic areas to create a master list of search queries. Optimize for all

search engines

Combine list of search terms with list of all geographic areas to create a master list of search queries. Optimize for all

search engines

BB

The State of the Internet The State of the Internet

The Internet is the world’s largest source of

information.

The Internet is the world’s largest source of

information.

How much information is there?

How much information is there?

Library of

congress11 terabytes

Surface Internet

167 terabytes

Deep Internet

91,000 terabytesIndiana University faculty member Javed Mustafa appeared on National Public Radio's

Science Friday program on July 27, 2007, and drawing on information in a published study from University of California, Berkeley entitled How much information is there?,

estimated that the deep web consists of about 91,000 terabytes. By contrast, the surface web, which is easily reached by search engines, is only about 167 terabytes. The Library of Congress contains about 11 terabytes, for comparison. Mustafa noted

that these numbers were a bit dated and were just rough estimates.

US businesses with websites (2008)

US businesses with websites (2008)

9.59.510.910.9

12.612.614.414.4

2002

2002

2003

2003

2004

2004

2005

2005

Mill

ions

of

Co.

Mill

ions

of

Co.

2008

2008

20.620.6

2006

2006

15.815.8

95% of companies over 5 employees has a website

(millions)(millions)

Dispelling 2 mythsDispelling 2 myths

• Everyone will eventually have access to all information.

• Search engines (google) indexes the entire Internet.

• Everyone will eventually have access to all information.

• Search engines (google) indexes the entire Internet.

POLLPOLL

What percent of the Internet is Indexed by

Google?

Answer: .18%Answer: .18%

The 8 Laws...The 8 Laws...

The Law of EnvironmentThe Law of Environment1111

Understand the capabilities and limitations of the

search medium

Understand the capabilities and limitations of the

search medium

Top environment questionsTop environment questions•Access: Free, Membership, paid, barter, hybrid

•Restrictions: Relationship, Metered?

•Updates: 14, 30, 60, real-time

•Search: fields, boolean, semantic, incremental?

•Results: Full, partial, pay-as-you-go?

•Access: Free, Membership, paid, barter, hybrid

•Restrictions: Relationship, Metered?

•Updates: 14, 30, 60, real-time

•Search: fields, boolean, semantic, incremental?

•Results: Full, partial, pay-as-you-go?

Google Attributes:

In-depth environment considerations

In-depth environment considerations•Access: Free, paid, barter

•Restrictions: Relationship, Metered

•Updates: days, weeks, months

•Search: fields, boolean, semantic, incremental

•Results: Full or partial

•Access: Free, paid, barter

•Restrictions: Relationship, Metered

•Updates: days, weeks, months

•Search: fields, boolean, semantic, incremental

•Results: Full or partial

Access Restrictions Updates Search Results

free none 14 days boolean partial

SimpleSimpleSimpleSimple

•Extended command set (intitle: inurl: )

•keywords supported (Google = 32)

•Homogeny: Similar or non-similar results

•Static or data-driven

•Structured, unstructured, derived

•Extended command set (intitle: inurl: )

•keywords supported (Google = 32)

•Homogeny: Similar or non-similar results

•Static or data-driven

•Structured, unstructured, derived

Command set Keywords Homogeny Static/Data driven

Results structure

intitle, inurl, etc 32 no combinatio

nunstructur

ed

AdvancedAdvancedAdvancedAdvanced

The Google EnvironmentThe Google Environmentintitle:resume OR inurl:resume java biochemistintitle:resume OR inurl:resume java biochemist

Chaos and confusionChaos and confusion

FacebookFacebook

PlaxoPlaxo

Corporate websitesCorporate websites PatentsPatentsFriendst

erFriendst

er

MySpace

SEC filings Bing Bing

YahooYahoo

HooversHoovers

Search enginesSearch engines

LinkedINLinkedIN

google alertsgoogle alerts

press releasespress releases

association websites

association websites

GoogleGooglePDF’sPDF’s

SpokeSpoke

Alta VistaAlta Vista

reference checksreference checks

white paperswhite

papers

ZoominfoZoominfo

TalentSpringTalentSpring

Internal CRMInternal CRM

monstermonster

An ordered visionAn ordered vision

AccessRestriction

sResults Search Updates

free orpaid

relationship, metered, barter

full orpartial

fields, boolean or semantic

days, months, years

Google free none partial boolean 14 days

LinkedIN free relationship partial fields daily

Facebook

free relationship partial fields daily

Hoovers paid metered partial fields yearly

Jigsaw hybrid barter partial fields quarterly

Zoominfo

paid metered partial fields quarterly

The Law of PermutationThe Law of

Permutation2222

The Internet is written in the language of the many and can not be encapsulated from one vantage point

The Internet is written in the language of the many and can not be encapsulated from one vantage point

POLLPOLL

As standard practice, when you search for a title, how many title

combinations do you use?

Permutation...

56 total

The Law of Completeness

The Law of Completeness3333

If possible, work with all the results from your

search

If possible, work with all the results from your

search

Example 1 - find an agent page

Example 1 - find an agent page

Example 2 - find an agent page

Example 2 - find an agent page

Example 3 - find an agent page

Example 3 - find an agent page

Example 4 - find an accountant

Example 4 - find an accountant

Incorrect!

??

Completeness...on zip codes

Completeness...correct

Completeness...correct

Correct!

The Law of Experimentation

The Law of Experimentation4444

The Internet is so vast, with so much information you

must experiment to attain optimal results

The Internet is so vast, with so much information you

must experiment to attain optimal results

Experimentation tipsExperimentation tips

• Research is fluid and changing

• Don’t treat the Internet like a database

• Each piece of knowledge you learn effects your next query/search

• Never rely solely on technology.

• Research is fluid and changing

• Don’t treat the Internet like a database

• Each piece of knowledge you learn effects your next query/search

• Never rely solely on technology.

Experimentation...example

Experimentation...exampleFinding manufacturing

engineers...Finding manufacturing

engineers...

1.First find out where they hang out2.Create a list of those places3.Talk to a few candidates & check your

premises4.Rework your search strategy

accordingly.

1.First find out where they hang out2.Create a list of those places3.Talk to a few candidates & check your

premises4.Rework your search strategy

accordingly.

Experimentation... finding manufacturing engineers...Experimentation... finding manufacturing engineers...

The Law of FrequencyThe Law of Frequency5555

Select a refresh cycle that fits the data you are searching for and the

mediums you are using

Select a refresh cycle that fits the data you are searching for and the

mediums you are using

Frequency tipsFrequency tips• Yesterday’s search does not equal

todays search

• Decide if you are “reactive” or pipeline building.

• Save your results (they may never be there again)

• Pick a refresh cycle

• Record your methods in your “toolbox”

• Yesterday’s search does not equal todays search

• Decide if you are “reactive” or pipeline building.

• Save your results (they may never be there again)

• Pick a refresh cycle

• Record your methods in your “toolbox”

Java resume search Java resume search

Java resume search - last 24 hours

Java resume search - last 24 hours

The Law of Documentation

The Law of Documentation6666

A process not documented is a process not scalable

A process not documented is a process not scalable

Documentation tipsDocumentation tips•Watch what your rainmakers are already

doing and document it.

•Make sure your CRM or ATS fits your process vs. being forced into it’s process

•You don’t need to understand the technical details of a process to document the workflow

•Corporate Wiki’s are great, cheap starting point to document process. (Integrating into your CRM is even better)

•Watch what your rainmakers are already doing and document it.

•Make sure your CRM or ATS fits your process vs. being forced into it’s process

•You don’t need to understand the technical details of a process to document the workflow

•Corporate Wiki’s are great, cheap starting point to document process. (Integrating into your CRM is even better)

The Law of TaxonomyThe Law of Taxonomy7777

There are internal and external taxonomies.

Success in searching comes by encapsulating the “self description” language of

internal taxonomies

There are internal and external taxonomies.

Success in searching comes by encapsulating the “self description” language of

internal taxonomies

Taxonomy...Taxonomy...External description:External description:

I need an engineer with experience developing “Ophthalmic lasers”

Internal description:Internal description:I specialize in “Foldable intraocular” lasers for performing “Phacoemulsification” on “corneal microkeratomes”.

Search for “ophthalmic lasers”

Search for “ophthalmic lasers”

Search for “Pharmoemulsification lasers”

-ophthalmic surgical-intraocular lenses-hydrophobic surgery-cataract + refractive surgery-phakic refractive-performance hydrophobic

-ophthalmic surgical-intraocular lenses-hydrophobic surgery-cataract + refractive surgery-phakic refractive-performance hydrophobic

Hold ON... aren’t Permutations (law #2) and Taxonomy (law #7)

the same thing?

Hold ON... aren’t Permutations (law #2) and Taxonomy (law #7)

the same thing?

Permutations are linearPermutations are linear

•Multiple combinations•Like things•Iterative•Diminishing returns

Taxonomies are not linear

•Fluid•Creative•Iterative•Expanding returns

•Fluid•Creative•Iterative•Expanding returns

The Law of Measurable Results

The Law of Measurable Results

• Research cannot be measured by what is done with that research

• Over time, research impact can be measured if good documentation is available

• Create an up front contract

• Measure research based on the definable, measurable and attainable goals set by the up front contract.

• Research cannot be measured by what is done with that research

• Over time, research impact can be measured if good documentation is available

• Create an up front contract

• Measure research based on the definable, measurable and attainable goals set by the up front contract.

8888

3 Biggest pitfalls of Internet Research

3 Biggest pitfalls of Internet Research

• Treating the Internet like a database

• Searching without planning.

• Expecting all sources to be homogenous

• Confusing a permutation with a taxonomy

• Treating the Internet like a database

• Searching without planning.

• Expecting all sources to be homogenous

• Confusing a permutation with a taxonomy

Summing up the laws...Summing up the laws...

Plan, understand & documentPlan, understand & document

Introducing Diver 3.0 Introducing Diver 3.0

Built to Leverage Environment, Permutation & Completeness

Built to Leverage Environment, Permutation & Completeness

Email: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com

Email: ddiorio@broadlook.comTwitter: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com

Thank you Thank you

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