Computer Sciences Commons^™

Enhancing Web Marketing By Using Ontology, Xuan Zhou

Dissertations

The existence of the Web has a major impact on people's life styles. Online shopping, online banking, email, instant messenger services, search engines and bulletin boards have gradually become parts of our daily life. All kinds of information can be found on the Web. Web marketing is one of the ways to make use of online information. By extracting demographic information and interest information from the Web, marketing knowledge can be augmented by applying data mining algorithms. Therefore, this knowledge which connects customers to products can be used for marketing purposes and for targeting existing and potential customers. The Web …

Text Mining With Exploitation Of User's Background Knowledge : Discovering Novel Association Rules From Text, Xin Chen

Dissertations

The goal of text mining is to find interesting and non-trivial patterns or knowledge from unstructured documents. Both objective and subjective measures have been proposed in the literature to evaluate the interestingness of discovered patterns. However, objective measures alone are insufficient because such measures do not consider knowledge and interests of the users. Subjective measures require explicit input of user expectations which is difficult or even impossible to obtain in text mining environments.

This study proposes a user-oriented text-mining framework and applies it to the problem of discovering novel association rules from documents. The developed system, uMining, consists of two …