Integrating E-Commerce and Data Mining: Architecture and Challenges

We show that the e-commerce domain can provide all the right ingredients for successful data mining and claim that it is a killer domain for data mining. We describe an integrated architecture, based on our expe-rience at Blue Martini Software, for supporting this integration. The architecture can dramatically reduce the pre-processing, cleaning, and data understanding effort often documented to take 80% of the time in knowledge discovery projects. We emphasize the need for data collection at the application server layer (not the web server) in order to support logging of data and metadata that is essential to the discovery process. We describe the data transformation bridges required from the transaction processing systems and customer event streams (e.g., clickstreams) to the data warehouse. We detail the mining workbench, which needs to provide multiple views of the data through reporting, data mining algorithms, visualization, and OLAP. We con-clude with a set of challenges.Comment: KDD workshop: WebKDD 200

A Hybrid Web Recommendation System based on the Improved Association Rule Mining Algorithm

As the growing interest of web recommendation systems those are applied to deliver customized data for their users, we started working on this system. Generally the recommendation systems are divided into two major categories such as collaborative recommendation system and content based recommendation system. In case of collaborative recommen-dation systems, these try to seek out users who share same tastes that of given user as well as recommends the websites according to the liking given user. Whereas the content based recommendation systems tries to recommend web sites similar to those web sites the user has liked. In the recent research we found that the efficient technique based on asso-ciation rule mining algorithm is proposed in order to solve the problem of web page recommendation. Major problem of the same is that the web pages are given equal importance. Here the importance of pages changes according to the fre-quency of visiting the web page as well as amount of time user spends on that page. Also recommendation of newly added web pages or the pages those are not yet visited by users are not included in the recommendation set. To over-come this problem, we have used the web usage log in the adaptive association rule based web mining where the asso-ciation rules were applied to personalization. This algorithm was purely based on the Apriori data mining algorithm in order to generate the association rules. However this method also suffers from some unavoidable drawbacks. In this paper we are presenting and investigating the new approach based on weighted Association Rule Mining Algorithm and text mining. This is improved algorithm which adds semantic knowledge to the results, has more efficiency and hence gives better quality and performances as compared to existing approaches.Comment: 9 pages, 7 figures, 2 table

Extracting Hierarchies of Search Tasks & Subtasks via a Bayesian Nonparametric Approach

A significant amount of search queries originate from some real world information need or tasks. In order to improve the search experience of the end users, it is important to have accurate representations of tasks. As a result, significant amount of research has been devoted to extracting proper representations of tasks in order to enable search systems to help users complete their tasks, as well as providing the end user with better query suggestions, for better recommendations, for satisfaction prediction, and for improved personalization in terms of tasks. Most existing task extraction methodologies focus on representing tasks as flat structures. However, tasks often tend to have multiple subtasks associated with them and a more naturalistic representation of tasks would be in terms of a hierarchy, where each task can be composed of multiple (sub)tasks. To this end, we propose an efficient Bayesian nonparametric model for extracting hierarchies of such tasks \& subtasks. We evaluate our method based on real world query log data both through quantitative and crowdsourced experiments and highlight the importance of considering task/subtask hierarchies.Comment: 10 pages. Accepted at SIGIR 2017 as a full pape

Evaluating tag-based information access in image collections

The availability of social tags has greatly enhanced access to information. Tag clouds have emerged as a new "social" way to find and visualize information, providing both one-click access to information and a snapshot of the "aboutness" of a tagged collection. A range of research projects explored and compared different tag artifacts for information access ranging from regular tag clouds to tag hierarchies. At the same time, there is a lack of user studies that compare the effectiveness of different types of tag-based browsing interfaces from the users point of view. This paper contributes to the research on tag-based information access by presenting a controlled user study that compared three types of tag-based interfaces on two recognized types of search tasks - lookup and exploratory search. Our results demonstrate that tag-based browsing interfaces significantly outperform traditional search interfaces in both performance and user satisfaction. At the same time, the differences between the two types of tag-based browsing interfaces explored in our study are not as clear. Copyright 2012 ACM

Contextualised Browsing in a Digital Library's Living Lab

Contextualisation has proven to be effective in tailoring \linebreak search results towards the users' information need. While this is true for a basic query search, the usage of contextual session information during exploratory search especially on the level of browsing has so far been underexposed in research. In this paper, we present two approaches that contextualise browsing on the level of structured metadata in a Digital Library (DL), (1) one variant bases on document similarity and (2) one variant utilises implicit session information, such as queries and different document metadata encountered during the session of a users. We evaluate our approaches in a living lab environment using a DL in the social sciences and compare our contextualisation approaches against a non-contextualised approach. For a period of more than three months we analysed 47,444 unique retrieval sessions that contain search activities on the level of browsing. Our results show that a contextualisation of browsing significantly outperforms our baseline in terms of the position of the first clicked item in the result set. The mean rank of the first clicked document (measured as mean first relevant - MFR) was 4.52 using a non-contextualised ranking compared to 3.04 when re-ranking the result lists based on similarity to the previously viewed document. Furthermore, we observed that both contextual approaches show a noticeably higher click-through rate. A contextualisation based on document similarity leads to almost twice as many document views compared to the non-contextualised ranking.Comment: 10 pages, 2 figures, paper accepted at JCDL 201