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Publicada porAlejo Mijares Modificado hace 9 años
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal ICT 2008 – Collective Intelligence Networking Nov. 26, 2008 © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Human-Centered Approaches to Data Mining: Where does Culture meet Statistics? LeadingPROGRESS Manuel Cebrián & Alejandro (Alex) Jaimes
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Outline Trends Data Mining and User Modeling Patterns Challenges and opportunities
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Trend I (Technical) Increased connectivity, data centers Integrated devices and services
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Trend II (behavoiral) Strong reliance on search On-Off line convergence, real time
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Trend III (Socio-economic) Spread of technology “Flat” world
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal We have… More data than at any time in history (more than can be stored) Better tools to store it, access it, process it Better (sometimes) technology for our day to day Larger diversity of “users”
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal And where are we? Overly complex systems & information overload Culturally un-balanced tools & content (content gap) Leaving “out” more than half of the world´s population
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Data Mining & User Modeling Human-Centered Computing (HCC) Social-cultural Psychological Economic Machine Learning, Context, User Modeling, Personalization (cultural analytics, science)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Culture Patterns of human activity and the symbolic structures that give such activities significance and importance. Systems of symbols and meanings Lack fixed boundaries Constantly changing Interact and compete with one another [Findley et. al. ´06] And, in Information Systems, its a set of algorithms!
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Patterns … Contextual patterns Behavioural patterns Socio-cultural patterns
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Contextual Patterns - Tokyo
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Contextual Patterns - Bombay
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Behavioral Patterns
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-Cultural Patterns
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-cultural Patterns: structure?
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-cultural Patterns: on-line vs. off- line?
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal User Modeling (Hofstede ´97)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Collective vs. Individual (Hofstede ´97)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal We need to use the knowledge to be more… Proactive Anticipate user desires (but not too much) Trustable & reliable Sensitive (mood, privacy) Simple & efficient Eliminate unnecessary choices Eliminate repetitiveness Intelligent Point the non-obvious (find new connections)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Challenges Selecting relevant factors (socio-cultural, psychological, economic) Mapping to variables (non-binary) Personal vs. cultural factors? Models & reasoning (quantitative, qualitative)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Opportunities Increased connectivity, data centers, integrated devices and services Real time (system, infrasctructure-strategic) Strong reliance on search, on-off line convergence, real time Location & context-based (user models) Spread of technology, “flat” world Micro-trade (informal, not just consumers)
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Research Areas Dynamic, real-time user modeling (stream mining) Cultural ontology Social modeling (influence, data intensive) Cultural science (analytics) [J. Hartley, L. Manovich] Human-centered Data Mining (interactive, informed) Hybrid modeling Culture-specificity is good for business, for “users,” and essential for development
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TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 23
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