Personalizing the Web

1
Personalizing the Web

• Todd Lanning
• Project 1 - Presentation
• CSE 8331
• Dr. M. Dunham

2
A Little Motivation

• Size of the Web
• Equal Proximity
• Shift in Internet usage (once academic focus)

3
Introduction

• Define Web personalization
• Why a personalized Web would help
• Details of online personalization

4
A Better Definition

• A word from the experts.
• Adaptable vs. Adaptive
• Producers and Consumers-what does personalization
  mean to each (apps)
• The details 2 phase personalized view

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And the experts say

• Any action that tailors the Web experience to a
  particular user, or a set of users. 1
• The process of personalization includes gathering
  and storing information, analyzing that
  information, and based on that analysis,
  presenting a modified view to each visitor at the
  right time. 2
• Process, not just a presentation.

6
Adaptable or Adaptive?

• Adaptable Systems which allow the modification
  of certain parameters by the user.
• Adaptive Systems which adapt themselves
  automatically to current user needs or perceived
  requirements, create an appropriate environment
  for the user, or modify a users experience. 3

7
Producers and Consumers

• Producers
• Marketing
• Security
• Usability
• Consumers
• Expectations
• Efficiency
• Selective Presentation

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2 Phases of Personalization

• Not collecting user input, where does the data
  come from?
• Is data all we need?
• Entire Process
• Gathering storing information
• Analyzing information
• Present modified view

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Offline Preparation

• Collaborative Filtering 4
• Web Content Mining Structure Mining 5
• Web Usage Mining 6
• Human Foraging Theory 7,8

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Online Presentation

• Site Map 9
• Information Flow 10,11
• Prefetching 12
• Recommendation Engine 13

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Summary

• Defined personalization
• Interest for producers and consumers.
• Offline Online phases
• Personalization is here to stay.
• Machine learning and Intelligent Systems
• Integrated Internet

12
References

• 1 Bamshad Mobasher, Honghua Dai, Tao Luo,
  Yuqing Sun, Jiang Zhu. "Integrating Web Usage and
  Content Mining for More Effective
  Personalization," Proc. of the Intl. Conf. on
  ECommerce and Web Technologies (ECWeb). 2000.
• 2 Honghua (Kathy) Dai, Bamshad Mobasher. "A
  Road map to More Effective Web Personalization
  Integrating Domain Knowledge with Web Usage
  Mining".
• 3 Mike Perkowitz, Oren Etzioni. "Towards
  Adaptive Web Sites Conceptual Framework and Case
  Study," Computer Networks (Amsterdam,
  Netherlands 1999). 2001.
• 4 J. L. Herlocker, J. A. Konstan, A. Borchers,
  and J. Riedl. "An algorithmic framework for
  performing collaborative filtering," In
  Proceedings of the 22nd annual international ACM
  SIGIR conference on Research and development in
  information retrieval, pages 230-237. 1999.
• 5 R. Cooley, B. Mobasher, J. Srivastava. "Web
  Mining Information and Pattern Discovery on the
  World Wide Web," Proceedings of the 9th IEEE
  International Conference on Tools with Artificial
  Intelligence (ICTAI'97). 1997.
• 6 Jaideep Srivastava, Robert Cooley, Mukund
  Deshpande, Pang-Ning Tan. "Web Usage Mining
  Discovery and Applications of Usage Patterns from
  Web Data," SIGKDD Explorations. 2000.
• 7 Ed H. Chi, Peter Pirolli, Kim Chen, James
  Pitkow. "Using Information Scent to Model User
  Information Needs and Actions on the Web,"
  Proceedings of CHI. 2001.
• 8 Peter Pirolli, Stuart K. Card. "Information
  Foraging". 1999.

13
References

• 9 Fergus Toolan, Nicholas Kushmerick. Mining
  Web Logs for Personalized Site Maps. 2002.
• 10 Barrett, R., Maglio, P. P., Kellem, D. C.
  "How to personalize the web, Proceedings of the
  ACM Conference on Human Factors in Computing
  Systems," (CHI '97), Atlanta, GA. 1997.
• 11 P.P. Maglio and R. Barrett. "Intermediaries
  personalize information streams," Communications
  of the ACM, 43(8), pp. 96-101, 2000.
• 12 Alexandros Nanopoulos, Dimitrios Katsaros,
  Yannis Manolopoulos. "A Data Mining Algorithm for
  Generalized Web Prefetching". 2002.
• 13 Bamshad Mobasher, Robert Cooley, Jaideep
  Srivastava. "Automatic Personalization Based on
  Web Usage Mining," Communications of the ACM.
  1999.