User profiling on the Web based on deep knowledge and sequential questioning

ABSTRACT

Abstract: User profiling on the Web is a topic that has attracted a great number of technological approaches and applications. In most user profiling approaches the website learns profiles from data implicitly acquired from user behaviours, i.e. observing the behaviours of users with a statistically significant number of accesses. This paper presents an alternative approach. In this approach the website explicitly acquires data from users, user interests are represented in a Bayesian network, and user profiles are enriched and refined over time. The profile enrichment is achieved through a sequential asking algorithm based on the value-of-information theory using the Shannon entropy concept. However, what mostly characterizes the approach is the fact that the user is involved in a collaborative process of profile building. The approach has been tried out for over a year in a real application. On the basis of the experimental results the approach turns out to be particularly suitable for applications where the website is strongly based on deep domain knowledge (as for example is the case for scientific websites) and has a community of users that share the same domain knowledge of the website and produce a 'low' number of accesses ('low' compared to the high number of accesses of a typical commercial website). After presenting the technical aspects of the approach, we discuss the underlying ideas in the light of the experimental results and the literature on human–computer interaction and user profiling.