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People are no longer satisfied with flat, single-output websites that do not personalize to the needs and differences of each viewer. With the wealth of data and interaction mining techniques being employed in everything from online sites to brick and mortar stores, we are truly seeing a major industry shift towards automatic personalization. This session will cover the concepts of long-term personalization and on-demand emotional state interaction, which in turn can be used as the architecture to drive commerce and personalization.
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ENTERPRISE IT 20 x 20
Data Mining as an Engine of Personalization
Jonathan LeBlanc (@jcleblanc)
The Web is Becoming Personal
Premise
You can determine the personality profile of a person based on their browsing habits
Then I Read This…
Us & Them
The Science of Identity
By David Berreby
Different States of Knowledge
What a person knows
What a person knows they don’t know
What a person doesn’t know they don’t know
Technology was NOT the Solution
Identity and discovery are
NOT a technology solution
Our Subject Material
HTML content is poorly structured
There are some pretty bad web practices on the interwebz
You can’t trust that anything semantically valid will be present
The Basic Pieces
Page Data
Scrapey Scrapey
Keywords Without all
the fluff
WeightingWord diets
FTW
Capture Raw Page Data
Semantic data on the webis sucktastic
Assume 5 year olds built the sites
Language is the key
Extract Keywords
We now have a big jumble of words. Let’s extract
Why is “and” a top word? Stop words = sad panda
Weight Keywords
All content is not created equal
Pay special attention to high value tags & content location
Expanding to Phrases
2-3 adjacent words, making up a direct relevant callout
Seems easy right? Just like single words
Working with Unknown Users
The majority of users won’t be immediately targetable
Tracking Emotional Change
You have to be aware of personality changes
Tracking users as they use your service
Using On Demand Tracking
Traits of the BoredDistractionRepetitionTiredness
Reasons for BoredomLack of interestReadiness
Adding in Time Interactions
Time and interaction need to be accounted for
Gift buying seasons see interest variations
Grouping Using Commonality
InterestsUser A
InterestsUser B
Inte
rests
Com
mon
A Closing Thought
Just because you can do something, doesn’t mean you
should