Data Mining - Concepts and Techniques.

From the Publisher: 
A Question of Identity 
Life on the Screen is a fascinating and wide-ranging investigation of the impact of computers and networking on society, peoples' perceptions of themselves, and the individual's relationship to machines. Sherry Turkle, a Professor of the Sociology of Science at MIT and a licensed psychologist, uses Internet MUDs (multi-user domains, or in older gaming parlance multi-user dungeons) as a launching pad for explorations of software design, user interfaces, simulation, artificial intelligence, artificial life, agents, "bots," virtual reality, and "the on-line way of life." 
Turkle's discussion of postmodernism is particularly enlightening. She shows how postmodern concepts in art, architecture, and ethics are related to concrete topics much closer to home, for example AI research (Minsky's "Society of Mind") and even MUDs (exemplified by students with X-window terminals who are doing homework in one window and simultaneously playing out several different roles in the same MUD in other windows). Those of you who have (like me) been turned off by the shallow, pretentious, meaningless paintings and sculptures that litter our museums of modern art may have a different perspective after hearing what Turkle has to say. 
This is a psychoanalytical book, not a technical one. However, software developers and engineers will find it highly accessible because of the depth of the author's technical understanding and credibility. Unlike most other authors in this genre, Turkle does not constantly jar the technically-literate reader with blatant errors or bogus assertions about how things work. Although I personally don't have time or patience for MUDs,view most of AI as snake-oil, and abhor postmodern architecture, I thought the time spent reading this book was an extremely good investment.

스크린 위의 삶 = Life on the screen : identity in the age of the internet

Trust: The Social Virtues and the Creation of Prosperity

How have Japanese companies become world leaders in the automotive and electronics industries, among others? What is the secret of their success? Two leading Japanese business experts, Ikujiro Nonaka and Hirotaka Takeuchi, are the first to tie the success of Japanese companies to their ability to create new knowledge and use it to produce successful products and technologies. In The Knowledge-Creating Company, Nonaka and Takeuchi provide an inside look at how Japanese companies go about creating this new knowledge organizationally. The authors point out that there are two types of knowledge: explicit knowledge, contained in manuals and procedures, and tacit knowledge, learned only by experience, and communicated only indirectly, through metaphor and analogy. U.S. managers focus on explicit knowledge. The Japanese, on the other hand, focus on tacit knowledge. And this, the authors argue, is the key to their success--the Japanese have learned how to transform tacit into explicit knowledge. To explain how this is done--and illuminate Japanese business practices as they do so--the authors range from Greek philosophy to Zen Buddhism, from classical economists to modern management gurus, illustrating the theory of organizational knowledge creation with case studies drawn from such firms as Honda, Canon, Matsushita, NEC, Nissan, 3M, GE, and even the U.S. Marines. For instance, using Matsushita's development of the Home Bakery (the world's first fully automated bread-baking machine for home use), they show how tacit knowledge can be converted to explicit knowledge: when the designers couldn't perfect the dough kneading mechanism, a software programmer apprenticed herself withthe master baker at Osaka International Hotel, gained a tacit understanding of kneading, and then conveyed this information to the engineers. In addition, the authors show that, to create knowledge, the best management style is neither top-down nor bottom-up, but rather what they call "middle-up-down," in which the middle managers form a bridge between the ideals of top management and the chaotic realities of the frontline. As we make the turn into the 21st century, a new society is emerging. Peter Drucker calls it the "knowledge society," one that is drastically different from the "industrial society," and one in which acquiring and applying knowledge will become key competitive factors. Nonaka and Takeuchi go a step further, arguing that creating knowledge will become the key to sustaining a competitive advantage in the future. Because the competitive environment and customer preferences changes constantly, knowledge perishes quickly. With The Knowledge-Creating Company, managers have at their fingertips years of insight from Japanese firms that reveal how to create knowledge continuously, and how to exploit it to make successful new products, services, and systems.

The knowledge-creating company

The goal of this dissertation is to find and provide the basis for a managerial tool that allows a firm to easily express its business logic. The methodological basis for this work is design science, where the researcher builds an artifact to solve a specific problem. In this case the aim is to provide an ontology that makes it possible to explicit a firm's business model. In other words, the proposed artifact helps a firm to formally describe its value proposition, its customers, the relationship with them, the necessary intra- and inter-firm infrastructure and its profit model. Such an ontology is relevant because until now there is no model that expresses a company's global business logic from a pure business point of view. Previous models essentially take an organizational or process perspective or cover only parts of a firm's business logic. The four main pillars of the ontology, which are inspired by management science and enterprise- and processmodeling, are product, customer interface, infrastructure and finance. The ontology is validated by case studies, a panel of experts and managers. The dissertation also provides a software prototype to capture a company's business model in an information system. The last part of the thesis consists of a demonstration of the value of the ontology in business strategy and Information Systems (IS) alignment.
Structure of this thesis:
The dissertation is structured in nine parts:
Chapter 1 presents the motivations of this research, the research methodology with which the goals shall be achieved and why this dissertation present a contribution to research.
Chapter 2 investigates the origins, the term and the concept of business models. It defines what is meant by business models in this dissertation and how they are situated in the context of the firm. In addition this chapter outlines the possible uses of the business model concept.
Chapter 3 gives an overview of the research done in the field of business models and enterprise ontologies.
Chapter 4 introduces the major contribution of this dissertation: the business model ontology. In this part of the thesis the elements, attributes and relationships of the ontology are explained and described in detail.
Chapter 5 presents a case study of the Montreux Jazz Festival which's business model was captured by applying the structure and concepts of the ontology. In fact, it gives an impression of how a business model description based on the ontology looks like.
Chapter 6 shows an instantiation of the ontology into a prototype tool: the Business Model Modelling Language BM2L. This is an XML-based description language that allows to capture and describe the business model of a firm and has a large potential for further applications.
Chapter 7 is about the evaluation of the business model ontology. The evaluation builds on literature review, a set of interviews with practitioners and case studies.
Chapter 8 gives an outlook on possible future research and applications of the business model ontology. The main areas of interest are alignment of business and information technology IT/information systems IS and business model comparison. Finally, chapter 9 presents some conclusions.

The business model ontology a proposition in a design science approach

Previous studies have examined various aspects of user behavior on the Web, including general information-seeking patterns, search engine use, and revisitation habits. Little research has been conducted to study how users navigate and interact with their Web browser across different information-seeking tasks. We have conducted a field study of 21 participants, in which we logged detailed Web usage and asked participants to provide task categorizations of their Web usage based on the following categories: Fact Finding, Information Gathering, Browsing, and Transactions. We used implicit measures logged during each task session to provide usage measures such as dwell time, number of pages viewed, and the use of specific browser navigation mechanisms. We also report on differences in how participants interacted with their Web browser across the range of information-seeking tasks. Within each type of task, we found several distinguishing characteristics. In particular, Information Gathering tasks were the most complex; participants spent more time completing this task, viewed more pages, and used the Web browser functions most heavily during this task. The results of this analysis have been used to provide implications for future support of information seeking on the Web as well as direction for future research in this area. © 2007 Wiley Periodicals, Inc.

/pdf/a-field-study-characterizing-web-based-information-seeking-3dlutkfkaf.pdf

A field study characterizing Web-based information-seeking tasks

Text categorization is the process of sorting text documents into one or more predefined categories or classes of similar documents. Differences in the results of such categorization arise from the feature set chosen to base the association of a given document with a given category. Advocates of text categorization recognize that the sorting of text documents into categories of like documents reduces the overhead required for fast retrieval of such documents and provides smaller domains in which the users may explore similar documents. In this paper we are interested in examining whether automatic classification of news texts can be improved by prefiltering the vocabulary to reduce the feature set used in the computations. First we compare artificial neural network and support vector machine algorithms for use as text classifiers of news items. Secondly, we identify a reduction in feature set that provides improved results.

/pdf/support-vector-machines-for-text-categorization-4013e4mr8q.pdf

Support vector machines for text categorization

While researchers have been studying user activity on the Web since its inception, there remains a lack of understanding of the high level tasks in which users engage on the Web. We have recently conducted a field study in which participants were asked to annotate all web usage with a task description and categorization. Based on our analysis of participants’ recorded tasks during the field study, as well as previous research, we have developed a goal-based classification of information tasks which describes user activities on the Web.

/pdf/a-goal-based-classification-of-web-information-tasks-212qrc6hbf.pdf

A Goal‐based Classification of Web Information Tasks

A great challenge of text mining arises from the increasingly large text datasets and the high dimensionality associated with natural language. In this research, a systematic study is conducted of six Dimension Reduction Techniques (DRT) in the context of the text clustering problem using three standard benchmark datasets. The methods considered include three feature transformation techiques, Independent Component Analysis (ICA), Latent Semantic Indexing (LSI), Random Projection (RP), and three feature selection techniques based on Document Frequency (DF ), mean TfIdf (TI) and Term Frequency Variance (TfV ). Experiments with the k-means clustering algorithm show that ICA and LSI are clearly superior to RP on all three datasets. Furthermore,it is shown that TI and TfV outperform DF for text clustering. Finally, experiments where a selection technique is followed by a transformation technique show that this combination can help substantially reduce the computational cost associated with the best transformation methods (ICA and LSI) while preserving clustering performance.

http://web.cs.dal.ca/~eem/cvWeb/pubs/btang-FSDM-2005.pdf

Comparing and Combining Dimension Reduction Techniques for Efficient Text Clustering

Information Filtering systems learn user preferences either through explicit or implicit feedback. However, requiring users to explicitly rate items as part of the interface interaction can place a large burden on the user. Implicit feedback removes the burden of explicit user ratings by transparently monitoring user behavior such as time spent reading, mouse movements and scrolling behavior. Previous research has shown that task may have an impact on the effectiveness of some implicit measures. In this work we report both qualitative and quantitative results of an initial study examining the relationship between user time spent reading and relevance for three web search tasks: relevance judgment, simple question answering and complex question answering. This study indicates that the usefulness of time spent as a measure of user interest is related to task and is more useful for more complex web search tasks. Future directions for this research are presented.

/pdf/effect-of-task-on-time-spent-reading-as-an-implicit-measure-2t6y1wzi5f.pdf

Michael Shepherd

Papers

A field study characterizing Web-based information-seeking tasks

Support vector machines for text categorization

A Goal‐based Classification of Web Information Tasks

Comparing and Combining Dimension Reduction Techniques for Efficient Text Clustering

Effect of task on time spent reading as an implicit measure of interest