Identifying Users Stereotypes for Dynamic Web Pages Customization

Identifying Users Stereotypes for Dynamic Web Pages Customization

Sandro José Rigo (Universidade Federal do Rio Grande do Sul (UFRGS), Brazil)
Copyright: © 2009 |Pages: 23
DOI: 10.4018/978-1-59904-974-8.ch014
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Abstract

Adaptive Hypermedia is an effective approach to automatic personalization that overcomes the difficulties and deficiencies of traditional Web systems in delivering the appropriate content to users. One important issue regarding Adaptive Hypermedia systems is the construction and maintenance of the user profile. Another important concern is the use of Semantic Web resources to describe Web applications and to implement adaptation mechanisms. Web Usage Mining, in this context, allows the generation of Websites access patterns. This chapter describes the possibilities of integration of these usage patterns with semantic knowledge obtained from domain ontologies. Thus, it is possible to identify users’ stereotypes for dynamic Web pages customization. This integration of semantic knowledge can provide personalization systems with better adaptation strategies.
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Introduction

With the enormous quantity of documents that are now available on the Web, accessing and collecting the desired and relevant data has become a difficult task that produces low quality results. The Websites adaptation allows the minimization of this problem as an adaptive application generates Website content or the structure in accordance with a class of users. In fact, the personalization aspects are a critical factor for the successful user experience. As a personalization example, it is common now to find several customization options in an increasing number of Websites. The reasons for this are due to the diversity of users and its experience, intents, needs, preferences and even available equipment and software. The design of a Website with thousands of daily visitors will face hard time to fulfill these very different expectations. The personalization resources available can help users to have a more personal interaction, by observing their needs and preferences.

There are many different definitions for “Web personalization” in the literature. In a more general sense, it is considered as a set of actions that fine-tune the results of some user interaction, regarding this user or a set of similar users (Mobasher, 2005). The practical personalization depends on the context. For an e-Commerce Website it may be related to the set of products that are shown to the user each time he logs on, but for other applications it may refer to the interface organization, the navigational structure and content options. All approaches have their specific problems and some of them are hybrid, combining their better techniques (Middleton, 2004; Kleinberg 2004). It is important to notice that a superior result for the personalization requires not only an efficient approach to the analysis of the contents or users behaviors, but it is also dependent on the Website life cycle. The personalization application should be integrated with tasks such as content management, users profile management, adaptation strategies and interface generation. These tasks are well known in Adaptive Hypermedia initiatives.

Adaptive Hypermedia (Brusilovsky, 2004, 2001; De Bra, 1999) has as its objective the establishment of better user experiences by adapting hyper-documents and hypermedia to the users’ needs, preferences and goals. Usability improvement is achieved with the construction of models that represent the users’ objectives, preferences, previous knowledge, and skills. The use of these models, together with some complementary information as context, usage records or adaptation rules, allows the identification of possible topics of interest, restrictions and personalization options. In addition, domain information is very important in this process and drives the adaptation choices. This can be with respect to different aspects of a Website, such as its content or structure. Briefly put, this adaptation is based on the relationship between information concerning the application domain and information regarding the user profile.

One important topic in Adaptive Hypermedia systems research is the generation and maintenance of the users’ profiles. Some approaches create the user profile from data obtained at the registration process, others incorporate the results of interviews and some perform automatic acquisition of information tracking the resources usage. In general, the profile based on the user identification tends to generate information valid over long periods. In some circumstances, short-term information can also be very useful and this kind of profile relies almost exclusively on the user interaction.

Key Terms in this Chapter

Domain Ontologies: Description of concepts and relations regarding some knowledge field.

User Profile: Set of information regarding user preferences, necessities and knowledge.

Personalization: Process that adjust the results obtained by users when accessing Web systems.

Web Usage Mining: Set of techniques to generate patterns and discover knowledge from the web usage data.

Web Systems: Any application designed to be used on the Web.

Semantic Web: Set of resources intended to improve the actual possibilities of Web applications.

Adaptive Hypermedia: Approach to automatic personalization.

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Table of Contents
Preface
Bernard J. Jansen, Amanda Spink, Isak Taksa
Chapter 1
Bernard J. Jansen, Isak Taksa, Amanda Spink
This chapter outlines and discusses theoretical and methodological foundations for transaction log analysis. We first address the fundamentals of... Sample PDF
Research and Methodological Foundations of Transaction Log Analysis
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Chapter 2
W. David Penniman
This historical review of the birth and evolution of transaction log analysis applied to information retrieval systems provides two perspectives.... Sample PDF
Historic Perspective of Log Analysis
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Chapter 3
Lee Rainie, Bernard J. Jansen
Every research methodology for data collection has both strengths and limitations, and this is certainly true for transaction log analysis.... Sample PDF
Surveys as a Complementary Method for Web Log Analysis
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Chapter 4
Sam Ladner
This chapter aims to improve the rigor and legitimacy of Web-traffic measurement as a social research method. I compare two dominant forms of... Sample PDF
Watching the Web: An Ontological and Epistemological Critique of Web-Traffic Measurement
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Chapter 5
Kirstie Hawkey
This chapter examines two aspects of privacy concerns that must be considered when conducting studies that include the collection of Web logging... Sample PDF
Privacy Concerns for Web Logging Data
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Chapter 6
Bernard J. Jansen
Exploiting the data stored in search logs of Web search engines, Intranets, and Websites can provide important insights into understanding the... Sample PDF
The Methodology of Search Log Analysis
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Chapter 7
Anthony Ferrini, Jakki J. Mohr
As the Web’s popularity continues to grow and as new uses of the Web are developed, the importance of measuring the performance of a given Website... Sample PDF
Uses, Limitations, and Trends in Web Analytics
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Chapter 8
Danielle Booth
This chapter is an overview of the process of Web analytics for Websites. It outlines how visitor information such as number of visitors and visit... Sample PDF
A Review of Methodologies for Analyzing Websites
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Chapter 9
Gi Woong Yun
This chapter discusses validity of units of analysis of Web log data. First, Web log units are compared to the unit of analysis of television to... Sample PDF
The Unit of Analysis and the Validity of Web Log Data
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Chapter 10
Kirstie Hawkey, Melanie Kellar
This chapter presents recommendations for reporting context in studies of Web usage including Web browsing behavior. These recommendations consist... Sample PDF
Recommendations for Reporting Web Usage Studies
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Chapter 11
Seda Ozmutlu, Huseyin C. Ozmutlu, Amanda Spink
This chapter summarizes the progress of search engine user behavior analysis from search engine transaction log analysis to estimation of user... Sample PDF
From Analysis to Estimation of User Behavior
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Chapter 12
Gheorghe Muresan
In this chapter, we describe and discuss a methodological framework that integrates analysis of interaction logs with the conceptual design of the... Sample PDF
An Integrated Approach to Interaction Design and Log Analysis
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Chapter 13
Brian Detlor, Maureen Hupfer, Umar Ruhi
This chapter provides various tips for practitioners and researchers who wish to track end-user Web information seeking behavior. These tips are... Sample PDF
Tips for Tracking Web Information Seeking Behavior
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Chapter 14
Sandro José Rigo
Adaptive Hypermedia is an effective approach to automatic personalization that overcomes the difficulties and deficiencies of traditional Web... Sample PDF
Identifying Users Stereotypes for Dynamic Web Pages Customization
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Chapter 15
Brian K. Smith, Priya Sharma, Kyu Yon Lim, Goknur Kaplan Akilli, KyoungNa Kim, Toru Fujimoto
Computers and networking technologies have led to increases in the development and sustenance of online communities, and much research has focused... Sample PDF
Finding Meaning in Online, Very-Large Scale Conversations
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Chapter 16
Isak Taksa, Sarah Zelikovitz, Amanda Spink
Search query classification is a necessary step for a number of information retrieval tasks. This chapter presents an approach to non-hierarchical... Sample PDF
Machine Learning Approach to Search Query Classification
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Chapter 17
Seda Ozmutlu, Huseyin C. Ozmutlu, Amanda Spink
This chapter emphasizes topic analysis and identification of search engine user queries. Topic analysis and identification of queries is an... Sample PDF
Topic Analysis and Identification of Queries
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Chapter 18
Elmer V. Bernstam, Jorge R. Herskovic, William R. Hersh
Clinicians, researchers and members of the general public are increasingly using information technology to cope with the explosion in biomedical... Sample PDF
Query Log Analysis in Biomedicine
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Chapter 19
Michael Chau, Yan Lu, Xiao Fang, Christopher C. Yang
More non-English contents are now available on the World Wide Web and the number of non-English users on the Web is increasing. While it is... Sample PDF
Processing and Analysis of Search Query Logs in Chinese
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Chapter 20
Udo Kruschwitz, Nick Webb, Richard Sutcliffe
The theme of this chapter is the improvement of Information Retrieval and Question Answering systems by the analysis of query logs. Two case studies... Sample PDF
Query Log Analysis for Adaptive Dialogue-Driven Search
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Chapter 21
Mimi Zhang
In this chapter, we present the action-object pair approach as a conceptual framework for conducting transaction log analysis. We argue that there... Sample PDF
Using Action-Object Pairs as a Conceptual Framework for Transaction Log Analysis
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Chapter 22
Paul DiPerna
This chapter proposes a new theoretical construct for evaluating Websites that facilitate online social networks. The suggested model considers... Sample PDF
Analysis and Evaluation of the Connector Website
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Chapter 23
Marie-Francine Moens
This chapter introduces information extraction from blog texts. It argues that the classical techniques for information extraction that are commonly... Sample PDF
Information Extraction from Blogs
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Chapter 24
Adriana Andrade Braga
This chapter explores the possibilities and limitations of nethnography, an ethnographic approach applied to the study of online interactions... Sample PDF
Nethnography: A Naturalistic Approach Towards Online Interaction
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Chapter 25
Isak Taksa, Amanda Spink, Bernard J. Jansen
Web log analysis is an innovative and unique field constantly formed and changed by the convergence of various emerging Web technologies. Due to its... Sample PDF
Web Log Analysis: Diversity of Research Methodologies
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