exploiting web analytics tracking for bootstrapping a case-based recommender system

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ENTER 2015 Research Track Slide Number 1 Exploiting Web Analytics Tracking for Bootstrapping a Case-based Recommender System Paolo Massa (a) , Michela Ferron (a), Adriano Venturini (b) (a)Fondazione Bruno Kessler, Italy (b)ECTRL Solutions SRL, Italy [email protected] http://www.ectrlsolutions.com http://www.fbk.eu

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ENTER 2015 Research Track Slide Number 1

Exploiting Web Analytics Tracking for Bootstrapping aCase-based Recommender System

Paolo Massa(a), Michela Ferron(a), Adriano Venturini(b)

(a)Fondazione Bruno Kessler, Italy

(b)ECTRL Solutions SRL, Italy

[email protected]

http://www.ectrlsolutions.com

http://www.fbk.eu

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Contents

• The Travel Monitor Project• Develop a tool to monitor the travel

planning process of the user• How collected data can be used to

bootstrap the recommender system• Current status and future works

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Travel Monitor

• Tool to analyze the users’ behviours while planning a travel, when he is interacting with the hotel or destination websites, or in place using a mobile devices or local infopoints positioned on site.

• Exploit navigation data to understand:• Effectiveness of the used systems• Users’ interests• Choices and decisions• Buying behviours

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Travel Monitor: goals

Understand the users:To identify the different characteristics, needs

Understand the travel planning process:To define more interesting offers

planning marketing campaign

Indentify strong and weak points of the online presence

To support adaptive behviour of the system

Possiblity to exploit the collected data to initialze the knowledge base of our recommender system

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Suggesto PortalSuggesto Portal

Suggesto Recommender

Suggesto Recommender

Suggesto CMS

Suggesto CMS

Travel plannerTravel planner Infopoint/MobileInfopoint/MobileTourism portalsTourism portals

Booking EngineBooking Engine

ECTRL’s Suggesto Platform

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Travel Monitor: monitoring the travel planner process

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General structure of Travel Monitor

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Interacting with the tourism portal

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Visited sections

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Monitoring the user’s query and results

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From the users’ query we can understand:

Which are the most interesting categories ?

Does the user find what is looking for ?It helps DMO to plan marketing of the

destinations, to understand weakness of the tourist offers

To define categories for structuring their contents in the CMS

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The Travel Planner

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Getting recommendations

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My travel plan

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Analysing travel planner data DMOs can get:

Profiles of their visitors and their distributions

Which are the most interesting products according to different types of travelers

Travel planning choices:

which items they select when they plan a travel

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Hotel websites

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Number of accesses to the booking pages, number of

bookings

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Hotel booking process

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Hotel booking process

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InfopointsLocated in hotel lobbies and tourism offices

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Usage on the territory

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Suggesto Recommendation technology

• Derives from the Trip@dvice case-based reasoning recommender (Ricci et al, 2006)

• It utilizes travel plans (cases) built by other users in the past to identify possible items the user is interested in

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Case Model• Collaborative features:

• Travel Party

• Travel Budget

• Travel Interests

• Chosen items in the travel plans• Attractions

• Events

• Accommodations

• Interests

• The system exploits similarity among the collaborative features of past travels to identify items which could fit the travel plan planned by the current user

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Bootstrap the recommender

To initialze the casebase with an initial set of «good» cases:• Representative of the visitors• With the correct associations between

collaborative features and selected items

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Mapping analytics data to the collaborative features

From booking search (number of persons)

Travel Party

From booking search (type of accommodations)

Budget

From search of activities

Travel interests

From visited pages

preferred items

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A possibile methodology

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Project status and future activities

Developed the Travel Monitor tool

Collecting analyitical data

Analysing how systems are used

Described the methodology for bootstrapping the recommender

Next step is to implement and evaluate the indentified methodology

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Thanks!

Acknowledgment: This work has been partially funded by Travel Monitor Project, FESR 2011 funding programme, CUP C67I12000030008.