Bamshad Mobasher

Data Preparation for Mining World Wide Web Browsing Patterns

The World Wide Web (WWW) continues to grow at an astounding rate in both the sheer volume of traffic and the size and complexity of Web sites. The complexity of tasks such as Web site design, Web server design, and of simply navigating through a Web site have increased along with this growth. An important input to these design tasks is the analysis of how a Web site is being used. Usage analysis includes straightforward statistics, such as page access frequency, as well as more sophisticated forms of analysis, such as finding the common traversal paths through a Web site. Web Usage Mining is the application of data mining techniques to usage logs of large Web data repositories in order to produce results that can be used in the design tasks mentioned above. However, there are several preprocessing tasks that must be performed prior to applying data mining algorithms to the data collected from server logs. This paper presents several data preparation techniques in order to identify unique users and user sessions. Also, a method to divide user sessions into semantically meaningful transactions is defined and successfully tested against two other methods. Transactions identified by the proposed methods are used to discover association rules from real world data using the WEBMINER system [15].

Automatic personalization based on Web usage mining

The ease and speed with which business transactions can be carried out over the Web have been a key driving force in the rapid growth of electronic commerce. Business-to-business e-commerce is the focus of much attention today, mainly due to its huge volume. While there are certainly gains to be made in this arena, most of it is the implementation of much more efficient supply management, payments, etc. On the other hand, e-commerce activity that involves the end user is undergoing a significant revolution. The ability to track users’ browsing behavior down to individual mouse clicks has brought the vendor and end customer closer than ever before. It is now possible for a vendor to personalize his product message for individual customers at a massive scale, a phenomenon that is being referred to as mass customization.

Web mining: information and pattern discovery on the World Wide Web

Application of data mining techniques to the World Wide Web, referred to as Web mining, has been the focus of several recent research projects and papers. However, there is no established vocabulary, leading to confusion when comparing research efforts. The term Web mining has been used in two distinct ways. The first, called Web content mining in this paper, is the process of information discovery from sources across the World Wide Web. The second, called Web usage mining, is the process of mining for user browsing and access patterns. We define Web mining and present an overview of the various research issues, techniques, and development efforts. We briefly describe WEBMINER, a system for Web usage mining, and conclude the paper by listing research issues.

Context-Aware Recommender Systems

Context-aware recommender systems (CARS) generate more relevant recommendations by adapting them to the specific contextual situation of the user. This article explores how contextual information can be used to create more intelligent and useful recommender systems. It provides an overview of the multifaceted notion of context, discusses several approaches for incorporating contextual information in recommendation process, and illustrates the usage of such approaches in several application areas where different types of contexts are exploited. The article concludes by discussing the challenges and future research directions for context-aware recommender systems.

Personalized recommendation in social tagging systems using hierarchical clustering

Collaborative tagging applications allow Internet users to annotate resources with personalized tags. The complex network created by many annotations, often called a folksonomy, permits users the freedom to explore tags, resources or even other users profiles unbound from a rigid predefined conceptual hierarchy. However, the freedom afforded users comes at a cost: an uncontrolled vocabulary can result in tag redundancy and ambiguity hindering navigation. Data mining techniques, such as clustering, provide a means to remedy these problems by identifying trends and reducing noise. Tag clusters can also be used as the basis for effective personalized recommendation assisting users in navigation. We present a personalization algorithm for recommendation in folksonomies which relies on hierarchical tag clusters. Our basic recommendation framework is independent of the clustering method, but we use a context-dependent variant of hierarchical agglomerative clustering which takes into account the users current navigation context in cluster selection. We present extensive experimental results on two real world dataset. While the personalization algorithm is successful in both cases, our results suggest that folksonomies encompassing only one topic domain, rather than many topics, present an easier target for recommendation, perhaps because they are more focused and often less sparse. Furthermore, context dependent cluster selection, an integral step in our personalization algorithm, demonstrates more utility for recommendation in multi-topic folksonomies than in single-topic folksonomies. This observation suggests that topic selection is an important strategy for recommendation in multi-topic folksonomies.

Effective personalization based on association rule discovery from web usage data

To engage visitors to a Web site at a very early stage (i.e., before registration or authentication), personalization tools must rely primarily on clickstream data captured in Web server logs. The lack of explicit user ratings as well as the sparse nature and the large volume of data in such a setting poses serious challenges to standard collaborative filtering techniques in terms of scalability and performance. Web usage mining techniques such as clustering that rely on offline pattern discovery from user transactions can be used to improve the scalability of collaborative filtering, however, this is often at the cost of reduced recommendation accuracy. In this paper we propose effective and scalable techniques for Web personalization based on association rule discovery from usage data. Through detailed experimental evaluation on real usage data, we show that the proposed methodology can achieve better recommendation effectiveness, while maintaining a computational advantage over direct approaches to collaborative filtering such as the k-nearest-neighbor strategy.

Creating adaptive Web sites through usage-based clustering of URLs

We describe an approach to usage based Web personalization taking into account both the offline tasks related to the mining of usage data, and the online process of automatic Web page customization based on the mined knowledge. Specifically, we propose an effective technique for capturing common user profiles based on association rule discovery and usage based clustering. We also propose techniques for combining this knowledge with the current status of an ongoing Web activity to perform real time personalization. Finally, we provide an experimental evaluation of the proposed techniques using real Web usage data.

Toward trustworthy recommender systems: An analysis of attack models and algorithm robustness

Publicly accessible adaptive systems such as collaborative recommender systems present a security problem. Attackers, who cannot be readily distinguished from ordinary users, may inject biased profiles in an attempt to force a system to “adapt” in a manner advantageous to them. Such attacks may lead to a degradation of user trust in the objectivity and accuracy of the system. Recent research has begun to examine the vulnerabilities and robustness of different collaborative recommendation techniques in the face of “profile injection” attacks. In this article, we outline some of the major issues in building secure recommender systems, concentrating in particular on the modeling of attacks and their impact on various recommendation algorithms. We introduce several new attack models and perform extensive simulation-based evaluations to show which attacks are most successful and practical against common recommendation techniques. Our study shows that both user-based and item-based algorithms are highly vulnerable to specific attack models, but that hybrid algorithms may provide a higher degree of robustness. Using our formal characterization of attack models, we also introduce a novel classification-based approach for detecting attack profiles and evaluate its effectiveness in neutralizing attacks.

Web search personalization with ontological user profiles

Every user has a distinct background and a specific goal when searching for information on the Web. The goal of Web search personalization is to tailor search results to a particular user based on that users interests and preferences. Effective personalization of information access involves two important challenges: accurately identifying the user context and organizing the information in such a way that matches the particular context. We present an approach to personalized search that involves building models of user context as ontological profiles by assigning implicitly derived interest scores to existing concepts in a domain ontology. A spreading activation algorithm is used to maintain the interest scores based on the users ongoing behavior. Our experiments show that re-ranking the search results based on the interest scores and the semantic evidence in an ontological user profile is effective in presenting the most relevant results to the user.

Integrating Web Usage and Content Mining for More Effective Personalization

Recent proposals have suggested Web usage mining as an enabling mechanism to overcome the problems associated with more traditional Web personalization techniques such as collaborative or content-based filtering. These problems include lack of scalability, reliance on subjective user ratings or static profiles, and the inability to capture a richer set of semantic relationships among objects (in content-based systems). Yet, usage-based personalization can be problematic when little usage data is available pertaining to some objects or when the site content changes regularly. For more effective personalization, both usage and content attributes of a site must be integrated into a Web mining framework and used by the recommendation engine in a uniform manner. In this paper we present such a framework, distinguishing between the offine tasks of data preparation and mining, and the online process of customizing Web pages based on a users active session. We describe effective techniques based on clustering to obtain a uniform representation for both site usage and site content profiles, and we show how these profiles can be used to perform real-time personalization.