Automatic ontology-based user profile learning from heterogeneous web resources in a big data context

Abstract

The Web has developed to the biggest source of information and entertainment in the world. By its size, its adaptability and flexibility, it challenged our current paradigms on information sharing in several areas. By offering everybody the opportunity to release own contents in a fast and cheap way, the Web already led to a revolution of the traditional publishing world and just now, it commences to change the perspective on advertisements. With the possibility to adapt the contents displayed on a page dynamically based on the viewer's context, campaigns launched to target rough customer groups will become an element of the past. However, this new ecosystem, that relates advertisements with the user, heavily relies on the quality of the underlying user profile. This profile has to be able to model any combination of user characteristics, the relations between its composing elements and the uncertainty that stems from the automated processing of real-world data. The work at hand describes the beginnings of a PhD project that aims to tackle those issues using a combination of data analysis, ontology engineering and processing of big data resources provided by an industrial partner. The final goal is to automatically construct and populate a profile ontology for each user identified by the system. This allows to associate these users to high-value audience segments in order to drive digital marketing.

Semantically-Enabled Optimization of Digital Marketing Campaigns

“…JOT's digital marketing focus is on advertising platforms such as Google Ads 7 , where advertisements are placed using Real-time Bidding (RTB). As background for understanding the developed pilot, we give a brief overview of how digital marketing campaigns are executed on such platforms and discuss the opportunities and motivation for semantic data enrichment and analytics in this context.…”

Ontology-based approach for identifying the credibility domain in social Big Data

“…Optique (Calvanese et al, 2013), which is the next generation of Ontology Based Data Access (OBDA), addresses BD characteristics and data access problem in particular. Moreover, Hoppe et al (Hoppe, Nicolle, & Roxin, 2013) proposed an ontology-based approach for user profiling in the BD context. Reddy (Reddy, 2013) presented a future research project in the distributed semantic data management.…”

A survey of semantic web concepts applied in web services and big data

“…Anett Hoppe described big data based on the five dimensions (V's) listed above in [7] with respect to user profiling from different web sources as follows: a. Volume: data is big in size.…”

“…In section III we explore SWS coordination process from usage [7] activities, architecture as well as service ontology perspectives. Section IV discusses some of SWS frameworks.…”