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

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Outline  Trends  Data Mining and User Modeling  Patterns  Challenges and opportunities

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Trend I (Technical) Increased connectivity, data centers Integrated devices and services

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

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Trend III (Socio-economic) Spread of technology “Flat” world

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”

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

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)

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!

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Patterns …  Contextual patterns  Behavioural patterns  Socio-cultural patterns

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Contextual Patterns - Tokyo

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Contextual Patterns - Bombay

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Behavioral Patterns

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-Cultural Patterns

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-cultural Patterns: structure?

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Socio-cultural Patterns: on-line vs. off- line?

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal User Modeling (Hofstede ´97)

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal Collective vs. Individual (Hofstede ´97)

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)

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)

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)

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

TELEFÓNICA Research (I+D ) © 2008 Telefónica Investigación y Desarrollo, S.A. Unipersonal 23