154 research outputs found

    Web Page Annotation Using Web Usage Mining and Domain Knowledge Ontology

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    Todayโ€™s world the growth of the WWW has increased tremendously, the user is totally relying on web for information. Search engine provides the result pages to the user but all are not relevant so the challenging task is extracting the pages from web and provide to the user. WUM is an approach to extract knowledge and use it to the different purposes. In this paper new semantic approach is proposed based on WUM and Domain Knowledge Ontology. Ontology database preparation, it is also challenging task in this project

    Online Advertising Assignment Problems Considering Realistic Constraints

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    ํ•™์œ„๋…ผ๋ฌธ (๋ฐ•์‚ฌ) -- ์„œ์šธ๋Œ€ํ•™๊ต ๋Œ€ํ•™์› : ๊ณต๊ณผ๋Œ€ํ•™ ์‚ฐ์—…๊ณตํ•™๊ณผ, 2020. 8. ๋ฌธ์ผ๊ฒฝ.With a drastic increase in online communities, many companies have been paying attention to online advertising. The main advantages of online advertising are traceability, cost-effectiveness, reachability, and interactivity. The benefits facilitate the continuous popularity of online advertising. For Internet-based companies, a well-constructed online advertisement assignment increases their revenue. Hence, the managers need to develop their decision-making processes for assigning online advertisements on their website so that their revenue is maximized. In this dissertation, we consider online advertising assignment problems considering realistic constraints. There are three types of online advertising assignment problems: (i) Display ads problem in adversarial order, (ii) Display ads problem in probabilistic order, and (iii) Online banner advertisement scheduling for advertising effectiveness. Unlike previous assignment problems, the problems are pragmatic approaches that reflect realistic constraints and advertising effectiveness. Moreover, the algorithms the dissertation designs offer important insights into the online advertisement assignment problem. We give a brief explanation of the fundamental methodologies to solve the online advertising assignment problems in Chapter 1. At the end of this chapter, the contributions and outline of the dissertation are also presented. In Chapter 2, we propose the display ads problem in adversarial order. Deterministic algorithms with worst-case guarantees are designed, and the competitive ratios of them are presented. Upper bounds for the problem are also proved. We investigate the display ads problem in probabilistic order in Chapter 3. This chapter presents stochastic online algorithms with scenario-based stochastic programming and Benders decomposition for two probabilistic order models. In Chapter 4, an online banner advertisement scheduling model for advertising effectiveness is designed. We also present the solution methodologies used to obtain valid lower and upper bounds of the model efficiently. Chapter 5 offers conclusions and suggestion for future studies. The approaches to solving the problems are meaningful in both academic and industrial areas. We validate these approaches can solve the problems efficiently and effectively by conducting computational experiments. The models and solution methodologies are expected to be convenient and beneficial when managers at Internet-based companies place online advertisements on their websites.์˜จ๋ผ์ธ ์ปค๋ฎค๋‹ˆํ‹ฐ์˜ ๊ธ‰๊ฒฉํ•œ ์„ฑ์žฅ์— ๋”ฐ๋ผ, ๋งŽ์€ ํšŒ์‚ฌ๋“ค์ด ์˜จ๋ผ์ธ ๊ด‘๊ณ ์— ๊ด€์‹ฌ์„ ๊ธฐ์šธ์ด๊ณ  ์žˆ๋‹ค. ์˜จ๋ผ์ธ ๊ด‘๊ณ ์˜ ์žฅ์ ์œผ๋กœ๋Š” ์ถ”์  ๊ฐ€๋Šฅ์„ฑ, ๋น„์šฉ ํšจ๊ณผ์„ฑ, ๋„๋‹ฌ ๊ฐ€๋Šฅ์„ฑ, ์ƒํ˜ธ์ž‘์šฉ์„ฑ ๋“ฑ์ด ์žˆ๋‹ค. ์˜จ๋ผ์ธ์— ๊ธฐ๋ฐ˜์„ ๋‘๋Š” ํšŒ์‚ฌ๋“ค์€ ์ž˜ ์งœ์—ฌ์ง„ ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น๊ฒฐ์ •์— ๊ด€์‹ฌ์„ ๋‘๊ณ  ์žˆ๊ณ , ์ด๋Š” ๊ด‘๊ณ  ์ˆ˜์ต๊ณผ ์—ฐ๊ด€๋  ์ˆ˜ ์žˆ๋‹ค. ๋”ฐ๋ผ์„œ ์˜จ๋ผ์ธ ๊ด‘๊ณ  ๊ด€๋ฆฌ์ž๋Š” ์ˆ˜์ต์„ ๊ทน๋Œ€ํ™” ํ•  ์ˆ˜ ์žˆ๋Š” ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น ์˜์‚ฌ ๊ฒฐ์ • ํ”„๋กœ์„ธ์Šค๋ฅผ ๊ฐœ๋ฐœํ•˜์—ฌ์•ผ ํ•œ๋‹ค. ๋ณธ ๋…ผ๋ฌธ์—์„œ๋Š” ํ˜„์‹ค์ ์ธ ์ œ์•ฝ์„ ๊ณ ๋ คํ•œ ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น ๋ฌธ์ œ๋“ค์„ ์ œ์•ˆํ•œ๋‹ค. ๋ณธ ๋…ผ๋ฌธ์—์„œ ๋‹ค๋ฃจ๋Š” ๋ฌธ์ œ๋Š” (1) adversarial ์ˆœ์„œ๋กœ ์ง„ํ–‰ํ•˜๋Š” ๋””์Šคํ”Œ๋ ˆ์ด ์• ๋“œ๋ฌธ์ œ, (2) probabilistic ์ˆœ์„œ๋กœ ์ง„ํ–‰ํ•˜๋Š” ๋””์Šคํ”Œ๋ ˆ์ด ์• ๋“œ๋ฌธ์ œ ๊ทธ๋ฆฌ๊ณ  (3) ๊ด‘๊ณ ํšจ๊ณผ๋ฅผ ์œ„ํ•œ ์˜จ๋ผ์ธ ๋ฐฐ๋„ˆ ๊ด‘๊ณ  ์ผ์ •๊ณ„ํš์ด๋‹ค. ์ด์ „์— ์ œ์•ˆ๋˜์—ˆ๋˜ ๊ด‘๊ณ  ํ• ๋‹น ๋ฌธ์ œ๋“ค๊ณผ ๋‹ฌ๋ฆฌ, ๋ณธ ๋…ผ๋ฌธ์—์„œ ์ œ์•ˆํ•œ ๋ฌธ์ œ๋“ค์€ ํ˜„์‹ค์ ์ธ ์ œ์•ฝ๊ณผ ๊ด‘๊ณ ํšจ๊ณผ๋ฅผ ๋ฐ˜์˜ํ•˜๋Š” ์‹ค์šฉ์ ์ธ ์ ‘๊ทผ ๋ฐฉ์‹์ด๋‹ค. ๋˜ํ•œ ์ œ์•ˆํ•˜๋Š” ์•Œ๊ณ ๋ฆฌ์ฆ˜์€ ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น ๋ฌธ์ œ์˜ ์šด์˜๊ด€๋ฆฌ์— ๋Œ€ํ•œ ํ†ต์ฐฐ๋ ฅ์„ ์ œ๊ณตํ•œ๋‹ค. 1์žฅ์—์„œ๋Š” ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น ๋ฌธ์ œ์— ๋Œ€ํ•œ ๋ฌธ์ œํ•ด๊ฒฐ ๋ฐฉ๋ฒ•๋ก ์— ๋Œ€ํ•ด ๊ฐ„๋‹จํžˆ ์†Œ๊ฐœํ•œ๋‹ค. ๋”๋ถˆ์–ด ์—ฐ๊ตฌ์˜ ๊ธฐ์—ฌ์™€ ๊ฐœ์š”๋„ ์ œ๊ณต๋œ๋‹ค. 2์žฅ์—์„œ๋Š” adversarial ์ˆœ์„œ๋กœ ์ง„ํ–‰ํ•˜๋Š” ๋””์Šคํ”Œ๋ ˆ์ด ์• ๋“œ๋ฌธ์ œ๋ฅผ ์ œ์•ˆํ•œ๋‹ค. worst-case๋ฅผ ๋ณด์žฅํ•˜๋Š” ๊ฒฐ์ •๋ก ์  ์•Œ๊ณ ๋ฆฌ์ฆ˜์„ ์„ค๊ณ„ํ•˜๊ณ , ์ด๋“ค์˜ competitive ratio๋ฅผ ์ฆ๋ช…ํ•œ๋‹ค. ๋”๋ถˆ์–ด ๋ฌธ์ œ์˜ ์ƒํ•œ๋„ ์ž…์ฆ๋œ๋‹ค. 3์žฅ์—์„œ๋Š” probabilistic ์ˆœ์„œ๋กœ ์ง„ํ–‰ํ•˜๋Š” ๋””์Šคํ”Œ๋ ˆ์ด ์• ๋“œ๋ฌธ์ œ๋ฅผ ์ œ์•ˆํ•œ๋‹ค. ์‹œ๋‚˜๋ฆฌ์˜ค ๊ธฐ๋ฐ˜์˜ ํ™•๋ฅ ๋ก ์  ์˜จ๋ผ์ธ ์•Œ๊ณ ๋ฆฌ์ฆ˜๊ณผ Benders ๋ถ„ํ•ด๋ฐฉ๋ฒ•์„ ํ˜ผํ•ฉํ•œ ์ถ”๊ณ„ ์˜จ๋ผ์ธ ์•Œ๊ณ ๋ฆฌ์ฆ˜์„ ์ œ์‹œํ•œ๋‹ค. 4์žฅ์—์„œ๋Š” ๊ด‘๊ณ ํšจ๊ณผ๋ฅผ ์œ„ํ•œ ์˜จ๋ผ์ธ ๋ฐฐ๋„ˆ ๊ด‘๊ณ  ์ผ์ •๊ณ„ํš์„ ์„ค๊ณ„ํ•œ๋‹ค. ๋˜ํ•œ, ๋ชจ๋ธ์˜ ์œ ํšจํ•œ ์ƒํ•œ๊ณผ ํ•˜ํ•œ์„ ํšจ์œจ์ ์œผ๋กœ ์–ป๋Š” ๋ฐ ์‚ฌ์šฉ๋˜๋Š” ๋ฌธ์ œํ•ด๊ฒฐ ๋ฐฉ๋ฒ•๋ก ์„ ์ œ์•ˆํ•œ๋‹ค. 5์žฅ์—์„œ๋Š” ๋ณธ ๋…ผ๋ฌธ์˜ ๊ฒฐ๋ก ๊ณผ ํ–ฅํ›„ ์—ฐ๊ตฌ๋ฅผ ์œ„ํ•œ ๋ฐฉํ–ฅ์„ ์ œ๊ณตํ•œ๋‹ค. ๋ณธ ๋…ผ๋ฌธ์—์„œ ์ œ์•ˆํ•˜๋Š” ๋ฌธ์ œํ•ด๊ฒฐ ๋ฐฉ๋ฒ•๋ก ์€ ํ•™์ˆ  ๋ฐ ์‚ฐ์—… ๋ถ„์•ผ ๋ชจ๋‘ ์˜๋ฏธ๊ฐ€ ์žˆ๋‹ค. ์ˆ˜์น˜ ์‹คํ—˜์„ ํ†ตํ•ด ๋ฌธ์ œํ•ด๊ฒฐ ์ ‘๊ทผ ๋ฐฉ์‹์ด ๋ฌธ์ œ๋ฅผ ํšจ์œจ์ ์ด๊ณ  ํšจ๊ณผ์ ์œผ๋กœ ํ•ด๊ฒฐํ•  ์ˆ˜ ์žˆ์Œ์„ ๋ณด์ธ๋‹ค. ์ด๋Š” ์˜จ๋ผ์ธ ๊ด‘๊ณ  ๊ด€๋ฆฌ์ž๊ฐ€ ๋ณธ ๋…ผ๋ฌธ์—์„œ ์ œ์•ˆํ•˜๋Š” ๋ฌธ์ œ์™€ ๋ฌธ์ œํ•ด๊ฒฐ ๋ฐฉ๋ฒ•๋ก ์„ ํ†ตํ•ด ์˜จ๋ผ์ธ ๊ด‘๊ณ  ํ• ๋‹น๊ด€๋ จ ์˜์‚ฌ๊ฒฐ์ •์„ ์ง„ํ–‰ํ•˜๋Š” ๋ฐ ์žˆ์–ด ๋„์›€์ด ๋  ๊ฒƒ์œผ๋กœ ๊ธฐ๋Œ€ํ•œ๋‹ค.Chapter 1 Introduction 1 1.1 Display Ads Problem 3 1.1.1 Online Algorithm 4 1.2 Online Banner Advertisement Scheduling Problem 5 1.3 Research Motivations and Contributions 6 1.4 Outline of the Dissertation 9 Chapter 2 Online Advertising Assignment Problem in Adversarial Order 12 2.1 Problem Description and Literature Review 12 2.2 Display Ads Problem in Adversarial Order 15 2.3 Deterministic Algorithms for Adversarial Order 17 2.4 Upper Bounds of Deterministic Algorithms for Adversarial Order 22 2.5 Summary 28 Chapter 3 Online Advertising Assignment Problem in Probabilistic Order 30 3.1 Problem Description and Literature Review 30 3.2 Display Ads Problem in Probabilistic Order 33 3.3 Stochastic Online Algorithms for Probabilistic Order 34 3.3.1 Two-Stage Stochastic Programming 35 3.3.2 Known IID model 37 3.3.3 Random permutation model 41 3.3.4 Stochastic approach using primal-dual algorithm 45 3.4 Computational Experiments 48 3.4.1 Results for known IID model 55 3.4.2 Results for random permutation model 57 3.4.3 Managerial insights for Algorithm 3.1 59 3.5 Summary 60 Chapter 4 Online Banner Advertisement Scheduling for Advertising Effectiveness 61 4.1 Problem Description and Literature Review 61 4.2 Mathematical Model 68 4.2.1 Objective function 68 4.2.2 Notations and formulation 72 4.3 Solution Methodologies 74 4.3.1 Heuristic approach to finding valid lower and upper bounds 75 4.3.2 Hybrid tabu search 79 4.4 Computational Experiments 80 4.4.1 Results for problems with small data sets 82 4.4.2 Results for problems with large data sets 84 4.4.3 Results for problems with standard data 86 4.4.4 Managerial insights for the results 90 4.5 Summary 92 Chapter 5 Conclusions and Future Research 93 Appendices 97 A Initial Sequence of the Hybrid Tabu Search 98 B Procedure of the Hybrid Tabu Search 99 C Small Example of the Hybrid Tabu Search 101 D Linearization Technique of Bilinear Form in R2 104 Bibliography 106Docto

    Promotion and Marketing Communications

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    This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes

    Necessitation through Growing Entanglements: Why We โ€œCanโ€™t Live Withoutโ€ Some Products

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    Much research has been concerned with what constitute necessities and how they are related to pertinent concepts, such as needs, wants, desires, and luxuries (Belk, Ger, and Askegaard 2003; Duncan 2002; Fraser 1998, Hoyer and MacInnis 2004; Kerin, Hartley and Rudelius 2004; Sheth and Mittal 2004). Using thing-focused approaches, earlier studies are primarily concerned with classification schemes using dichotomies such as need-want and necessity-luxury. Studies that employ a human-focused perspective challenge these divisions and argue that necessities cannot be studied without considering the social and historical contexts (e.g., Buttle 1989; Firat 1987). Notwithstanding the important contributions that these studies have made, they have often explored necessities and necessitation primarily from the perspective of a dominant human subject (i.e., the consumer), where things (i.e., products) primarily serve as vehicles for consumer meaning. The contribution of this research is two-fold. First, a macro narrative that identifies five stages of smartphone necessitation in news consumption is derived from a narrative analysis of consumer texts, in order to better understand how consumers experience product necessitation. These stages are familiarization, transformation, memorialization, (re)integration and reconstruction, and solidification. Necessitation is achieved when consumers come to feel that they cannot live without this product. Second, entanglement theory (Hodder 2012) with its accentuation of dependences is employed. Hodder (2012) argues against the symmetrical nature of relations, suggesting that they are often asymmetrical. This observation translates into the concept of entanglement, which is โ€œthe dialectic of dependence and dependency between humans and thingsโ€ (Hodder 2012, p. 89). Dependence occurs when the use of things is something enabling, while dependency is to be understood as occurring when their use imposes a constraint on humans (Hodder 2012).Tracing the historical increase of entanglements of news consumption leading to the necessitation of the smartphone, this study finds that necessitation emerges as a result of numerous small changes within entanglements over time, which, in turn, produce unexpected problems that need fixing. The solutions further increase entanglements and lead humans and things down the pathway of product necessitation. As the affordances of a product are gradually exploited, they fully entangle with a wide range of humans and things. Eventually a level of entanglements is reached that makes it difficult and expensive to turn back or disentangle, making the product come to be near-universally perceived as necessary

    Effects of online advertising on children's visual attention and task performance during free and goal-directed internet use : A media psychology approach to children's website interaction and advert distraction

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    This dissertation consists of four eye-tracking studies that investigate how salient online advertising and children's level of executive function contributes to their advert distraction. In Study 1, children aged 9 were instructed to surf freely on the internet while all advert material appearing on-screen was registered. The analyses examined how perceptual prominence in each online advert was related to children's visual attention. In Study 2, a mock-up advergame website was designed with controlled advert conditions, and children aged 9 and 12 were instructed to solve a number of in-game tasks. This study investigated the combined effects of perceptual prominence (e.g. abrupt onset) and content relevance (e.g. personalized content) on children's advert distraction. The results of the first two studies showed significant positive effects of advert saliency on children's visual attention. Due to the task-oriented research design used in the second study, it was possible to interpret these effects on visual attention in terms of advert distraction. Both studies showed that higher levels of inhibitory control in children significantly decreased the effects of advert saliency on visual attention and advert distraction.The following two studies, investigated how advert animation affected children's online reading comprehension and information search on commercial websites. In Study 3, children aged 9 were presented with factual texts that they were instructed to read in order to answer comprehension questions. Each text was presented on a web page which also featured static or animated online adverts. In Study 4, children aged 9 were instructed to solve two online task types featuring concurrent online advertising: reading and information search. The results of these studies showed that animated online advertising had significant negative effects on children's task performance. In the third study, it was found that animated adverts had a negative effect on children's reading comprehension, and that this negative effect was stronger among children with low levels of inhibitory control. The fourth study found that advert animation had a significant positive effect on children's cognitive load across task types. Taken together, this dissertation project has studied children's online advert distraction in a wide range of realistic internet usage situations

    Semantic discovery and reuse of business process patterns

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    Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse
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