김영태 선임 연구원 웹서비스를 위한 Personalization Server JPS 1.0 웹서비스를 위한 Personalization Server JPS 1.0

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 2/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 3/33 E-Business Customer Relationship Large number of customers Much larger enterprise Low customer loyalty Higher customer expectation Difficult to watch customers

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 4/33 Definition Personalization is the art and science of dynamically altering content according to the preferences of a customer, client, or colleague.

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 5/33 Types of Personalization System Adaptive SystemAdaptive System –Recommends contents based on the knowledge the system has learned from customer behaviors Rule-Based SystemRule-Based System –Recommends contents based on the rules the marketing manager defined with his marketing experience and knowledge

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 6/33 Adaptive System The system learns the market pattern and define its own policies. Slow Starter. Large system resource is required. Not yet powerful to follow all the market trends. Policy Modify policies Apply policies Recommend contents

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 7/33 Rule-Based System The system recommends contents based on the rules defined by the marketing manager.The system recommends contents based on the rules defined by the marketing manager. Less required system resources.Less required system resources. High performance.High performance. Easy to create and modify policies.Easy to create and modify policies. Define policies Apply policies Recommend contents Policy (Rules)

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 8/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap ☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 9/33 JPS ? Rule-Based Personalization System. Rely on performance and reliability proven JEUS application server. API for Recommendation Service and User, Content management. Support personalized application developed in JSP, Servlet, and EJB. JEUS Personalization Server

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 10/33 JPS Environment Manage Resources Define Profile Schema Modify Rules Evaluate rules Recommend contents Explicit and implicit data JPS Tool JEUS Studio JEUS Studio Contents Rules Profiles JEUS Application Server Rule Engine Resource Engine JPS Develope Web pages Pages personalized for each user

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 11/33 Resource Engine Resource Engine Duties –User-Group Management –Content Profile Management –Customer behavioral data management Flexible schema Allows Rule Engine to query database at runtime Resource Engine Cache DB Requester Request update or query… Return results Update or query

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 12/33 Rule Engine Rule Engine Duties Evaluate business rules Recommend appropriate contents Rule Matching Algorithm Capable to handle very complicated rules Rule Engine Ruleset Rule Storage Requester User profile and Ruleset name Query string for content selection Search

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 13/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap ☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 14/33 JPS Recommendation Process ResourceEngine DB RuleEngine JPSManager JEUS 1 JPS API Invocation 6 Targeted Contents 2 Applied Rule Check 3 Targeted Query 4 Query Execution 5 Executed Results Put in Cache Store in Disk JPS Tool Resource & Rule Management Query Queried Results 1 – 6 Standard processes of retrieving targeted contents JPS

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 15/33 About Rules Types of RulesTypes of Rules –User Classification Rule Grouping Users based on User propertiesGrouping Users based on User properties –Content Classification Rule Grouping Contents based on Content propertiesGrouping Contents based on Content properties –Content Selector Rule Mapping User classification to Content classificationMapping User classification to Content classification Operators of RulesOperators of Rules –Contains, startsWith, equals, etc. –Using AND, OR, NOT.. A rule can be manipulated to a very complicated one. e.g e.g –If user contains property of age = 20 AND contains …

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 16/33 Rule Execution Process JPS Tool Rule Engine Rule Statement XML Cached Rule-Set Action Queue Rule statement is saved to an XML file Each XML file is cached as a Rule-Set Matched rules are added to Action Queue Rules in Action Queue are executed

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 17/33 Behavior Tracking Events They provide a detailed entire customer lifecycle and they can be customized. Custom listeners to listen to these events can be added to system. When: –Events are fired when customer showed certain behaviors that need attention. How: –Some are fired from the system and some are fired by using APIs from applications. e.g. ViewContentEvent, FireRuleEvent.

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 18/33 Behavior Tracking Event Queue Event Queue XML DB Scheduler Clicks a product An event is thrown Converts events-info to XML Store in DB Scheduler executes Custom Listener Custom Listener

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 19/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap ☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 20/33 Performance Features Implemented as system classes –Higher performance than EJB Caching user-group profiles –No need to retrieve data from DB Caching business rules –No need to read data from XML files Caching recommended contents –No need to request to Rule Engine again

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 21/33 Server Features Multi-threading Load balancing Fail-over Clustering –How data is preserved in a clustered environment? Session Routing(Higher performance)Session Routing(Higher performance) BroadcastBroadcast

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 22/33 Clustered Environment Servlet JPS Servlet JPS Servlet JPS WebtoB Client 1Client 2Client 3 Engine1 Engine2Engine3 If any update, notify all

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 23/33 Convenience Features – JSP Tags All APIs also exist as JSP Tags. Easy to use when developing web pages in JSP. e.g. – />

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 24/33 Convenience Features – JPS Tool Rule Query Editor User-Group Profile Management Content Management

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 25/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap ☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 26/33 JPS Ex - Define Profile Schema

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 27/33 JPS Ex – Create Rules

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 28/33 JPS Ex - Sample code JPSManager jpsm = new JPSManager(); Object obj[] = jpsm.upmGetRecommendation(req, “rset1", 40); for(int i=0 ; i<=obj.length(); i++) { String path = (String)obj[i]; Integer count = (Integer)jpsm.cpmGetProperty(path, … ); String ptitle = (String)jpsm.cpmGetProperty(path, … ); … }

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 29/33 Before !!! JPS Ex - Web page(before)

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 30/33 After !!! JPS Ex - Web page(after)

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 31/33 JPS Ex - Profile Management

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 32/33 Agenda What is Personalization?What is Personalization? JEUS Personalization Server v1.0JEUS Personalization Server v1.0 –Overview & Architecture –Recommendation Feature –Other Features –JPS Example JPS 2.0 RoadmapJPS 2.0 Roadmap ☞

Copyright © 2002 Tmax Soft Co.,Ltd. All Rights Reserved.JPS 기술로 고객의 마음을 움직입니다 33/33 JPS 2.0 Roadmap More flexible resource management Auto contents loading feature More events to track even more detailed customer behaviors. Behavior Analysis Tool –Analyze the behavioral data collected and guide the marketing manager in creating rules.