BEYOND DATA AUTOMATION, TOWARDS DATA PERSONALIZATION data automation... · Jazz à Juan event in a Jazz Club ... And many students who always bring fresh insights. ... Beyond data

BEYOND DATA AUTOMATION, TOWARDS DATA PERSONALIZATION

Innovation Development Area

Giuseppe Rizzo

Beyond data automation, towards data personalization @ NEXA Center

Turningdata into

actionable insights

INNODEVhttp://innodev.ismb.it

2017-09-27

@giusepperizzo

2

DIGITAL DATA HAS REVOLUTIONIZED ANY INDUSTRY NOWADAYS

src https://thenextweb.com

http://innodev.ismb.it

https://twitter.com/giusepperizzo


Turningdata into

actionable insights


2017-09-27

@giusepperizzo

3

COMPLEX INDUSTRIAL PROCESSES ARE EASIER MONITORED




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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Several examples are recorded in machine

readable formats

LEARN BY EXAMPLES




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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(BIG) DATA +

MACHINE LEARNING

relentless, more scalable (and precise) ability to do things




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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DECISIONS CAN BE TAKEN AUTONOMOUSLY

src https://waymo.com (known as the Google self-driving car)




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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src https://hbr.org/2016/11/what-artificial-intelligence-can-and-cant-do-right-now published on NOVEMBER 09, 2016




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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CLOSER TO CUSTOMER’ WISHES




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

DATA PERSONALIZATION

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Tailor services for better serving customers’ needs

Ingredients: (many) examples, learning tools to derive artificial intelligence from them, user models, and deep contextual knowledge

Koutrika G. (2015), “Data Personalization”, In: Data Management in Pervasive Systems pp 213-234




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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DATA PERSONALIZATION

IN TOURISM



right service and right content at the right time

BETTER SERVING TRAVELER’S JOURNEY IN-DESTINATION


Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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In-destination deep contextual knowledge

Learn and model

Traveler’s data




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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recommend a personalized sequence of activities, events,

sights, accommodations, restaurants, and shopping malls

A NEW PERSONALIZED IN-DESTINATION EXPERIENCE




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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Matt, British man, is going to visit Picasso Museum in Antibes this afternoon

Taking a beer in an Irish Pub, first: Hop Store

Then, having a dinner in a French Restaurant: Le Jardin

And, lately, attending Jazz à Juan event in a Jazz Club

path, i.e. a sequence of activities that Matt can be

interested to do after having visited Picasso Museum

After, he can be

interested in




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

Path Recommender

Traveler’s data

Hop Store

Le Jardin

Jazz à JuanEvent

Twitter + Foursquare

data

path

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Turningdata into

actionable insights


2017-09-27

@giusepperizzo

DIGITAL USER TRACES

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1.5M check-ins worldwide shared on Twitter by 235.6K Swarmapp users in a week enriched by user spoken language (via Twitter), user

gender, and venue category (via Foursquare)




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

FROM CHECKINS TO USER BEHAVIORAL PATHS

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Hop Store Le Jardin Jazz Plage

1ht

3h

Cafe Lea

9h

path

>8h




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

LEARN SEMANTICS OF CHECKINS

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Irish Pub French Restaurant

Jazz Club Bar

https://developer.foursquare.com/categorytree

900+ venue categories

Hop Store Le Jardin Jazz Plage Cafe Lea




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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22 clusters identified so far

CLUSTERS OF PATHS: USER GENDER AND SPOKEN LANGUAGE

...




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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cluster1

cluster2

clusterN

...

model1

modelN

model2

...

LEARN by examples

predictHop Store

Le Jardin

Jazz à JuanEvent

model1

Museum




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

NEXT VENUE CATEGORY PREDICTION VIA RECURRENT NEURAL NETWORK

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Palumbo E., Rizzo G., Troncy R. (2017) Predicting Your Next Stop-over from Location-based Social Network Data with Recurrent Neural Networks, RecTour Workshop at RecSys

Art Museum Park Sushi Restaurant EOP

Cafeteria Art Museum Park Sushi Restaurant

x0

h0

y0

x1

h1

y1

x2

h2

y2

x3

h3

y3

Target

Input layer

Hidden layer

Output layer




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

DEEPER INSIGHT INTO HUMAN THOUGHT PROCESSES: TRAVELER’S DATA

travel priorities and

past liked activities

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Explicit Implicit

behaviors from app usage and in-destination




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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Schetzina C. (2013) “When They Get There (and Why They Go): Activities, Attractions, Events and Tours in Europe”, PhocusWright

Culture is very important to know a destination

I want to taste everything!

Let's go for a nightlife

Shopping, shopping and .... shopping

Getting fun with my family

Wildlife and adventure is my pleasure

Museums are my second home

Need to breath and to calm down

Our well-being is the biggest priority

Even on vacation I can not live without sport

SESSION-BASED TRAVEL PRIORITIES

Likert scale: 1...5




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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Travel Category Likert score Foursquare category

Culture is very important to know a destination

5Event

Conference

I want to taste everything! 2

Food

Restaurant

Steakhouse

Bistro

Creperie

Frozen Yogurt Shop

... ... ...




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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p(Arts & Entertainment)

p(Amphitheater)

...

p(Museum)

l(Arts & Entertainment)

l(Amphitheater)

...

l(Museum)

P(CF)

L(CF)

Art Museum

P(CF)y0

Science Museum

o0

y’0

o0 = P(CF). * L(CF) /sum ( P(CF). * L(CF) )

Adding explicit

feedback

.* = element-wise product




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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Park Sushi Restaurant EOP

FROM CATEGORIES TO REAL INSTANCES

Science Museum

o0

y’0

Natural History Museum

...

category space

instance space




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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EXPLOITING CONTEXTUAL IN-DESTINATION KNOWLEDGE

TOURIST KNOWLEDGE BASE

Science Museumlat/lng….

Natural History Museum

1

2

SPARQLquery




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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ON-LINE CONTROLLED EXPERIMENT

Comité régional de tourisme (CRT)

A/B testing over 2K (potential) professional testers

Collect likes on paths and items and behaviors

Reinforcement learning




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

BIG FAMILY

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Lots of contributions along the way: Raphael T., Oscar C., Enrico P., Julien P., Diego M. share great passion while researching on these lines. 3cixty and PasTime colleagues: sleepless nights spent but terrific job done.ISMB team, PoliTo colleagues all have contributed to consolidate existing and foster new research lines. And many students who always bring fresh insights.Let me feel lucky.




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

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ACKNOWLEDGMENT

3cixty: An Innovative Platform for Building City AppsEIT Digital, Digital Cities (2014-2016)https://www.3cixty.com

PasTime: Packaging Personalised Tourist ExperiencesEIT Digital, Digital Cities (2017)http://pas-time.org




Turningdata into

actionable insights


2017-09-27

@giusepperizzo

31

https://www.slideshare.net/giusepperizzo

Data personalization towards the tailoring of in-destination tourist offerings



https://www.slideshare.net/giusepperizzo

Documents

BEYOND DATA AUTOMATION, TOWARDS DATA PERSONALIZATION data automation... · Jazz à Juan event in a Jazz Club ... And many students who always bring fresh insights. ... Beyond data