Jorge Serrano-Cobos

Jorge Serrano-Cobos
Universitat Politècnica de València | UPV · Department of Audiovisual Communication, Documentation and History of Art

Doctor of Philosophy

About

53
Publications
4,625
Reads
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161
Citations
Introduction
PhD., ex-googler & ex CIO (Innovation), Now Assistant Professor at UPV. Researching on HCI, Information Seeking & Search Behaviour, User Behaviour, Query Classification, Query Understanding, Digital Analytics, Cybermetrics, Consumer Research, Digital Transformation, Digital Marketing and Web Science. To Boldly Research Where (or What) no Query has Gone Before.
Additional affiliations
September 2014 - September 2020
Metric Salad
Position
  • Head of Department
September 2010 - present
Universitat Politècnica de València
Position
  • Lecturer
Description
  • Search Analytics, Human Compujter Interaction / Usability, Social Computing, Web User Mining & Web Content Mining and their applications to Academic & Scholar Marketing, Market Analysis, Digital & Web Analysis (Qualitative and Quantitative - Cybermetrics), Digital Transformation, Content Management, Information Architecture, Interaction Design, E-Marketing / Content Marketing / SEO.
September 2004 - September 2014
MASmedios.com
Position
  • Head of Department
Education
September 2014 - May 2019
University of Zaragoza
Field of study
  • Information & Communication
September 1998 - July 2000
University of Granada
Field of study
  • Documentation, Information & Communication

Publications

Publications (53)
Conference Paper
Full-text available
En la literatura científica se suele estudiar el marketing cultural de museos desde la perspectiva del caso, analizando proyectos específicos; o, por el contrario, de forma genérica, sin basar el estudio en datos, en ocasiones difíciles de capturar. En este caso, se analiza la actividad conjunta de una muestra de los museos de la red REMED en Twitt...
Presentation
Full-text available
En la literatura científica se suele estudiar el marketing cultural de museos desde la perspectiva del caso, analizando proyectos específicos; o, por el contrario, de forma genérica, sin basar el estudio en datos, en ocasiones difíciles de capturar. En este caso, se analiza la actividad conjunta de una muestra de los museos de la red REMED en Twitt...
Chapter
Full-text available
En la literatura científica se suelen encontrar estudios de medios desde la perspectiva del caso, analizando proyectos específicos; o, por el contrario, de forma genérica, incluyendo medios tanto nativos como no nativos digitales. En esta investigación, se realizará el análisis de la actividad conjunta de los nuevos medios nativos digitales (aquell...
Presentation
Full-text available
En la literatura científica se suelen encontrar estudios de medios desde la perspectiva del caso, analizando proyectos específicos; o, por el contrario, de forma genérica, incluyendo medios tanto nativos como no nativos digitales. En esta investigación, se realizará el análisis de la actividad conjunta de los nuevos medios nativos digitales (aquell...
Poster
Full-text available
The Master of Wine (MW) certification is the most prestigious in the world of wine. There are currently 384 MW worldwide-out of the 452 that have obtained the certificate since its founding in 1953-from 30 different countries. All of them have a great reputation and occupy important responsibilities in the different organizations that make up the g...
Thesis
Full-text available
Este estudio ha tenido como objetivo principal, determinar si los procesos y expresiones de búsqueda de información usados por los usuarios en motores de búsqueda, pueden considerarse como indicadores válidos para el análisis y estudio de los hábitos de lectura y posible interés en otros contenidos ofrecidos por las bibliotecas en España (como vide...
Conference Paper
Full-text available
In order to improve the perception of Statistics’ usefulness by the students of the Higher Technical School of Computer Science Engineering (ETSINF) at the Polytechnic University of Valencia (UPV), a teaching innovation project was developed based on the creation of a closed group in Facebook. The students were allowed to comment on different stati...
Conference Paper
Full-text available
En este trabajo se presenta una experiencia de innovación docente basada en la utilización de redes sociales. El principal objetivo de la experiencia es que los alumnos mejoren la percepción y comprensión de las aplicaciones de la Estadística en el mundo real. La experiencia fue realizada en el curso 2015 – 2016 con alumnos de grado y de máster que...
Article
Innovations and technological trends in 2016 are discussed along with a holistic analysis of where the Internet can may lead today’s society. The relationship between users/clients and institutions/brands is considered. The paradigm for the internet has shifted; internet marketing, communication, and information management revolve around the topics...
Article
The scientists' search behavior in their quest for scientific information has shift in recent years, increasing the use of Google Scholar as a main source of inquiry. Therefore, it is imperative to better understand how is possible to improve the findability of scientific production within this search engine. In the article, a selection of factors...
Article
Full-text available
The characteristics of a customer relationship management (CRM) applied to the world of health are described, especially in pediatrics, in an online environment, which is called "social CRM". Its benefits and disadvantages are discussed, as well as some tactics that pediatricians are following to manage communities online, based on current and pote...
Article
Full-text available
Responsible research & innovation, or RRI, is a discipline seeking that all stakeholders (researchers, citizens, policy makers, entrepreneurs, industry and the education sector) work together during the research and innovation process, anticipating and adapting to the needs of society. To that end, there are several techniques to help those scienti...
Poster
Full-text available
The arduousness of websites ranking generation rises on the hard data gathering processes, since obtaining information regarding any external website (i.e., those sites we do not have access to as webmasters) is not an easy task. We can find two different types of metrics. On the one hand the internal data (which capture the users’ interaction or b...
Article
Scientists have generally found on social media a valid platform to support their efforts to increase visibility of their scientific work between their peers. Pediatricians, in particular, can use social media with different objectives, depending on the social media or social network, in which they participate. Reasons why the pediatrician should p...
Article
Today it is very important to have visibility on the Internet, because potential patients who need our services usually find them on the web, using laptop, tablet or mobile phone, through search engines. In Spain, more than 95% of users do using Google. A portion of these queries are geolocated. Local queries occur when the user includes in the que...
Article
Full-text available
It is common for an international company to have different brands, products or services, information for investors, a corporate blog, affiliates, branches in different countries, etc. If all these contents appear as independent additional web domains (AWD), the company should be represented on the web by all these web domains, since many of these...
Poster
Full-text available
The main purpose of this poster is to show the objectives of the national funded project Trademetrics, which aims to develop and validate a webometrics analysis model oriented to the analysis of the Spanish online market for its internationalization, focusing on the presence, use and web impact of companies, products and brands abroad.
Article
A tour is provided of the features, possibilities, scientific, technical and technologies that are collected under the interdisciplinary umbrella of big data and web analytics from the point of view of its application in practice. A reflection is offered about the challenges, risks and problems that the tools and data cannot resolve on their own, a...
Chapter
The indicators that have traditionally been used to measure the activity of a library user satisfaction and other management data are not sufficient in the Library 2.0. This is a context in which in order to deliver user-centric services through the Web, libraries are increasingly using heterogeneous and specialized tools, which are not included in...
Article
La idea general del opac extendido o la biblioteca expandida es mejorar el opac para dotarlo de unas funciones que lo conviertan en un portal de internet como otro cualquiera, en el que los usuarios puedan interactuar tanto con la informacion bibliografica como de otra indole, con los bibliotecarios y con otros usuarios. Mas alla de las herramienta...
Conference Paper
Full-text available
This research aims to explore the integration possibilities of forms and techniques taken from Linked data and semantic web initiatives in the context of vertical applications, such as shared catalog systems. A theoretical model based on the combination of data detectors, learning by examples applications (LBE) and thematic knowledge databases is p...
Article
Full-text available
Using Web of Science (WoS) and Scopus, a bibliometric analysis of Middle Eastern countries, focusing on scientific production, thematic field, and collaboration, is presented for the period 1998-2007. Results show that scientific production is trending positively, though there were two significant declines in 2001 and 2004. The analysis of the them...
Article
Full-text available
Using Web of Science (WoS) and Scopus, a bibliometric analysis of Middle Eastern countries, focusing on scientific production, thematic field, and collaboration, is presented for the period 1998-2007. Results show that scientific production is trending positively, though there were two significant declines in 2001 and 2004. The analysis of the them...
Article
Full-text available
The evolution of size and visibility of the Spanish public universities websites according to various search engines (Google, Yahoo!, Live/Bing y Exalead) was studied from January to June 2009. Additionally, the article proposes two indicators for understanding the importance of a web domain: the Relative representativeness size factor (Rs) and the...
Article
Full-text available
To some degree the Open Access Initiative has failed, because too few people, even in the library profession, know of its existence. More marketing should be done, thus making more people aware of it. MARC became obsolete and has to be superseded by xml-based standards. With the advent of Google, people don't have any problems finding information....
Article
Full-text available
The validity of Google Scholar as a service that reflects properly the scientific output of a university is analyzed, comparing its coverage of Spanish public universities with that of Scopus. The presence and evolution of scientific documentation on the websites of the Spanish public universities from January to July (both months inclusive) 2009 i...
Article
Full-text available
Effectiveness of longitudinal search analytics is studied, in the sense that search log analysis can be used as a tool to enhance website information architecture. A methodology of analysis is described, obtaining the seasonality of queries through the combination of studies on internal search logs (from internal search engines) and external search...
Article
Full-text available
A case study is presented, Infobook, a library 2.0 social OPAC, designed within a knowledge management global proyect for the Innovation & Knowledge Management Information Centre at BBVA international bank. The design and development process is described. The software selected was Koha, integrated library system distributed under GPL license, havin...
Article
Full-text available
La función principal de un gestor de documentación científica es proporcionar ayuda y cobertura a los científicos, usualmente mediante dos actividades: la vigilancia y la visibilidad científica. La reciente aparición y uso de una serie de tecnologías y tendencias (dentro de la llamada ciencia 2.0), está ayudando a incentivar y facilitar comportamie...
Article
Es detalla el procés de desenvolupament d'una metodologia de formació basada en la filosofia 2.0 en el context del màster en Continguts i Aspectes Legals en la Societat de la Informació (CALSI). Aquesta metodologia es basa en l'ús intensiu de noves tecnologies i en el foment de la participació de l'alumnat en el desenvolupament del c...
Article
Purpose – The purpose of this paper is to present a study case of the digitization of documents kept by the Reino de Valencia Archive and its description and recovery through EXIF metadata from the digital images obtained. The control of digital images, in terms of identification of their number and the batches they belong to, can be achieved by na...
Article
Full-text available
Se dan las claves básicas para entender qué es un mashup, un tipo de agregación de contenidos que permite utilizar informaciones diversas y una o varias aplicaciones, mezclando varias fuentes de datos, para desarrollar un contenido compuesto de estas fuentes con unas funcionalidades que aprovechan esas fuentes, ahorrando esfuerzos de desarrollo. Se...
Article
Full-text available
Se discute la necesidad de realizar análisis de usabilidad mediante tests a usuarios reales debido a las carencias de las reglas heurísticas de usabilidad para abarcar todos los posibles escenarios de uso de un sistema de información web. Asimismo, se detalla una técnica sencilla pero muy barata para realizar tests de usabilidad sobre prototipos de...
Article
Full-text available
Se detalla el proceso de desarrollo de una metodología de formación basada en la filosofía 2.0 en el contexto del Máster Calsi de Gestión de Contenidos. Esta metodología se basa en el uso intensivo de nuevas tecnologías y el fomento de la participación del alumno en el desarrollo del propio curso e incluso en la generación de los temas y contenidos...
Article
Full-text available
Content management systems (CMS) let us automate the generation, management, and retrieval of digital information, giving us the ability to deliver the right content to the right people at the right time at the right cost. This article analyzes the concept of CMS, its evolution from the 1970s to the open source tools developed since 2000, and its r...
Article
En aquest article s'expliquen el concepte de Web 2.0, els seus orígens i les implicacions en el canvi de rumb d'Internet a partir de l'any 2000. S'hi destaquen algunes tecnologies i tendències inscrites en el marc del Web 2.0, com ara Rich Internet Applications (RIA), XML, Ajax, microformats, sindicació i agregació de continguts...
Article
Se explica el concepto Web 2.0, sus orígenes e implicaciones en el cambio de rumbo de Internet a partir del año 2000. Se destacan algunas tecnologías y tendencias inscritas en el marco de la Web 2.0, como Rich Internet Applications (RIA), XML, Ajax, Microformatos, sindicación y agregación de contenidos en RSS/ RDF, weblogs, wikis, arquitectura de i...
Article
Full-text available
Information seeking user behaviour on a web site can be analized through cuantitative and cualitative studies using search logs. Different experiencies involving search analytics are described. Also is studied its methodolgy, advantages for information seeking studies, key performance indicators, and its practical application to Information Archite...
Article
En aquest article s'expliquen el concepte de Web 2.0, els seus orígens i les implicacions en el canvi de rumb d'Internet a partir de l'any 2000. S'hi destaquen algunes tecnologies i tendències inscrites en el marc del Web 2.0, com ara Rich Internet Applications (RIA), XML, Ajax, microformats, sindicació i agregació de continguts en RSS/RDF, weblogs...
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Article
Es detalla el procés de desenvolupament d'una metodologia de formació basada en la filosofia 2.0 en el context del màster en Continguts i Aspectes Legals en la Societat de la Informació (CALSI). Aquesta metodologia es basa en l'ús intensiu de noves tecnologies i en el foment de la participació de l'alumnat en el desenvolupament del curs mateix i fi...
Article
Se detalla el proceso de desarrollo de una metodología de formación basada en la filosofía 2.0 en el contexto del Máster Calsi de Gestión de Contenidos. Esta metodología se basa en el uso intensivo de nuevas tecnologías y el fomento de la participación del alumno en el desarrollo del propio curso e incluso en la generación de los temas y contenidos...
Article
Es detalla el procés de desenvolupament d'una metodologia de formació basada en la filosofia 2.0 en el context del màster en Continguts i Aspectes Legals en la Societat de la Informació (CALSI). Aquesta metodologia es basa en l'ús intensiu de noves tecnologies i en el foment de la participació de l'alumnat en el desenvolupament del curs mateix i fi...

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Projects

Projects (2)
Project
The main goal of this Project is to determine the alignment between the offer (web content generated by vineries) and demand (web content generated by users) in the Wine market through web metrics.
Project
How to define, measure, contextualize and understand the presence, impact, and influence of private companies on the Web?