Convegno Italiano di Logica Computazionale CILC 2006 Bari giugno 2006 Semantic-based matchmaking and query refinement for B2C e-marketplaces S. Colucci, T. Di Noia, E. Di Sciascio, A. Ragone, R. Rizzi Politecnico di Bari F.M. Donini Università della Tuscia, Viterbo

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 B2C Scenario Satellite TV system for football world championship B (Business) Domain expertise Technically advertised resources Fix resources descriptions C (Consumer) Lack of knowledge domain Lack of technical vocabulary Vague buying ideas (shop assistant) NEED FOR A BRIDGE

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Challenge Match resource to potential buyers interests (semantic annotation) Facilitating exploration and selection of product characteristics (user friendly interaction)

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Outline Application general features Common sense user needs System Description Matchmaking Steps Conclusions

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Application Features Benefit of semantic annotation: - richness of descriptions - reasoning services for matchmaking, ranking and explanation User friendly interaction: - query formulation process - query language (expressiveness)

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 User Needs Support in the searching process: find the right product starting from a vague idea (incomplete information and preference elicitation) Efficiency and trust: find the right product being confident the system finds the best one. Ranking Criteria: price is not the only one criterion! Friendliness: no technological gaps to overcome in order to use the system (no specific skill or learning effort)

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (1/8) MARKETPLACE SELECTION Domain independence On the fly ontology selection On the fly marketplace creation

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (2/8) GUI : Section (a)-(b)-(d): navigation panel Section (c)-(e): query panel

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (3/8) NAVIGATION PANEL: Ontology browsing Intensional navigation (top-down approach) Most generic ontology classes shown in the top of (a) as entry points Properties on which is possible to impose numeric restrictions shown in the bottom of (a) Subclasses and roles of selected entry points shown in (b) Navigation and zoom out by the history bar in (d) Selected characteristics dragged in the query panel and added to the user final query

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (4/8) QUERY PANEL: Positive preferences in (e) Negative preferences in (c) Preference removal by right clicking Positive preferences all set strict in the initial query

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (5/8) MATCHMAKING PROCESS EXECUTION: Search for a match for the formulated query with all the semantic-enabled descriptions of supplies within the marketplace Reasoning services for matchmaking and ranking provided by MaMaS: Communication with MaMaS via DIG 1.1 interface over http

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (6/8) RESULTS WINDOW: Section (a)-(b): LIST PANEL Section (c)-(d): QUERY REFINEMENT PANEL

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (7/8) LIST PANEL: Ranked list of appealing supplies within the marketplace Logical Explanation on match results Information for each retrieved item: - Description: image, natural language description (transliteration of OWL description) - Match value: semantic-based computed rank - Match Explanation: fulfilled, unspecified, conflicting and additional characteristics w.r.t. the request Multi-page visualization to be browsed by (b)

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 System Behavior (8/8) QUERY REFINEMENT PANEL: Query visualized in (c) Additional information (bonus) related to the offers currently displayed in the list panel shown in (d) Possible query refinements: - relaxing some characteristics setting them to negotiable (also supplies with features in conflict with the negotiable ones are considered) - adding new characteristics from the bonus currently displayed in (d) A NEW SEARCH CAN START!

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 MATCHMAKING STEPS(1/2) 1. Formalization of the user request w.r.t. the ontology: all requested characteristics are set strict. 2. All the supplies in potential match are retrieved: fulfilled, uncertain and additional feature (Concept Abduction Problem). Computation of a semantic-based match value 3. Ranking of all the retrieved supplies w.r.t. their semantic- based match value. All the additional features displayed in the bottom side of the query refinement panel.

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 MATCHMAKING STEPS(2/2) 4. Possible query refinement by the user. 5. New retrieved process performed: computation of a semantic-based match value based on fulfilled, unspecified, conflicting and additional characteristics. Partial PotentialFull ContractAbduce

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Conclusions System showing benefits of semantic markup of descriptions in an e-marketplace System satisfying common sense user needs: support in the searching process, efficiency and trust and ranking criteria

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Future Work System is being tested by human volunteers for evaluating both the degree of correspondence of the approach to commonsense judgment and the usability of the tool Ajax-based GUI Good qualities ontology modeling Evaluation of different match degree functions, with extra-ontological information, under investigation

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Special Thanks Marketplace application originally designed and developed by Raffaele Rizzi Re-engineered and maintained by Francesco Di Cugno

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Thank you

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Query process

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Conclusions System showing benefits of semantic markup ofdescriptions in an e-marketplace System satisfying common sense user needs: support in the searching process, efficiency and trust and ranking criteria System tested by human volunteers for evaluating both the theoretical approach and the usability of the tool Evaluation of different match degree functions, with extra-ontological information, under investigation

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Semantic Annotation Resources formalized in ALN Description Logic(DL): - unambiguous shared meaning of terms - Open World Assumption (OWA) for descriptions Semantic-based Matchmaking - Subsumption for Potential Match - Contraction for belief revision PARTIAL POTENTIAL - Abduction for explanation POTENTIAL FULL Logic-based Ranking of resources

Sistemi Informativi DEE - Politecnico di Bari Convegno Italiano di Logica Computazionale. Bari, Giugno 2006 Query process Fully supported searching process - hidden product technicalities - visual representation of user needs - ongoing specification of buying ideas - searched product features revision - additional features suggested - logic-based overall ranking vs feature-specific ranking