1. Yulei (Gavin) Zhang Yan (Mandy) Dang Chang Heon Lee (Heon)
PROFESSOR 
Dr. Hsinchun Chen  df
Yulei (Gavin) Zhang
Yan (Mandy) Dang
Chang Heon Lee (Heon)
Spring, 2007
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2. Agenda 1. Why “Smart Gift Card”? 2. Market Analysis 3. Business Model
4. System Architecture
5. APIs & Data Mining
6. Novelty
7. System Screenshots
8. Tools 2
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3. Source: COMDATA Payment Innovation (2007)
1. Why “Smart Gift Card”?
The number of customers buying gift cards is increasing.
Source: COMDATA Payment Innovation (2007)
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4. 1. Why “Smart Gift Card”? Market Analysis For Buyers For Sellers
Gain market insight 2
Understand the market prior to buying or selling gift cards.
Market
Analysis 1
Find a right gift card with a great discount 2
Know an average discount rate
For Buyers 1
Gain a competitive advantage 2
Generate higher profit
For Sellers
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5. 2. Market Analysis Statistical Analysis & Data Mining
Weekly/Monthly transaction analysis
Market share by category and brand
Price Analysis (based on category and brand)
Average actual price and selling price
Average discount rate
Market share
Active Seller & Hot Item Analysis
Associate network used to identify active sellers with their items
Find top sellers in a certain brand
Popular items
Topic (Brand) Analysis
SOMs used to find an interesting brand pattern information
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6. 3. Business Model Advertising Opportunity (80% Revenue)
Partnership with EBay and others
Membership Fee (20% Revenue)
Monthly membership fee: $ 2
Annual membership fee : $ 10
Extend our service to other products
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7. 4. System Architecture APIs JSP Tomcat Server MS SQL Server 2000
EBay APIs
Google Map APIs
Smart
Gift Card DB
Smart Gift Card
Interface
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8. 5. APIs & Data Mining APIs Data Mining Visualization1
EBay APIs for retrieving data from production system 2
Google Map APIs for displaying item location
APIs 1
Self-Organizing Map (SOM) 2
Association Network Graph
Data Mining 1
Applet-based graphing and charting 2
Focus on “Easy of Use”
Visualization
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9. Data mining for item classification
6. Novelty
Visualization
& Ease of Use
Data mining for item classification
Statistical
Analysis
to analyze market
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10. 7. System Screenshots Main function page Link to each function
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11. Market Analysis: whole market analysis
Click to see the exact amount
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12. Market Analysis: market share analysis
Click to see the exact amount
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13. Market Analysis: category analysis
Choose a category
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14. Market Analysis: brand analysis
Choose a brand
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15. Market Analysis: emerging topics
Hot Topics during April 8 – April 15, 2007
Hot Topics during April 16 – April 22, 2007
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16. Analysis for Buyers: search
Go to the original
EBay item page
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17. Analysis for Buyers: Price Analysis
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18. Each circle in the graph represents an active item in the database.
Analysis for Buyers: hot item analysis
Each circle in the graph represents an active item in the database.
The label of the circle is the item title.
The bigger the circle and the label of circle, the hotter the item.
Items are clustered together based on the brand information.
Hot Topics during April 15 – April 22, 2007
Hot Topics during April 22 – April 29, 2007
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19. Analysis for Sellers: top sellers analysis
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20. Analysis for Sellers: active sellers analysis
Each circle in the graph represents an item in the database.
The label of the circle is the item title.
The bigger the circle and the label of circle, the hotter the item.
Each blue up-triangle represents a seller.
Items from the same sellers connect together.
Only the sellers who are selling more than two items are shown in the graph.
Active Sellers during April 15 – April 22, 2007
Active Sellers during April 22 – April 29, 2007
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21. 8. Tools APIs EBay API: http://developer.ebay.com/ Google Map API:
Programming Software: NetBeans
Download NetBeans IDE + J2SE SDK
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22. Self-Organizing Map Association Network
We used the multi-level self-organizing map algorithm developed by AI Lab at the University of Arizona.
Association Network
NetDraw
*node data
"ID", num
"$10 Gift Card off REGIS SALON (SALON SERVICES) + E" 2
"$10 iTunes Gift Certificate exp 9/2008" 2
"$10 STARBUCKS gift CARD CERTIFICATE" 3
"$10 Target Gift Card" 3
"$10.00 iTunes Music Gift Card - Free Shipping" 2
"$100 Best Buy Gift Card" 15
"$100 Gap Gift Card - FREE Shipping" 9
… … … … … … … …
*Tie data
FROM TO "Strength"
"Home Depot Gift Card $500." "$100 Home Depot Gift Card Accepted Nationwide" 1
"** $250 Best Buy GiftCard Gift Card Gift Certifica" "$25 Best Buy Gift Card for Store or Online!" 1
"$50 Bed Bath & Beyond Gift Card - FREE SHIPPING!" "$200 Cost Plus World Market Gift Card 4 Jewelry Be" 1
"$ Best Buy gift certificate" "$15 Best Buy Gift Card *Free Shipping*" 1
"$25 Best Buy Gift Card for Store or Online!" "$15 Best Buy Gift Card *Free Shipping*" 1
"Bath and Body Works $25 Gift Card" "$200 Cost Plus World Market Gift Card 4 Jewelry Be" 1
NetDraw file format example
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23. Applet Based Graphing and Charting
jPOWERED.com
It offers advanced graphing and charting functionality for Java Applet, Servlet, CSS, JavaScript & PHP.
It has free trial version and license version from $195 to $4,945.
Download at:
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24. Example code
<applet code="LineGraphApplet.class" archive="Linegraph.jar" width="330" height="260">
<!-- Start Up Parameters -->
<PARAM name="LOADINGMESSAGE" value="Creating Chart - Please Wait.">
<PARAM name="STEXTCOLOR" value="#000060">
<PARAM name="STARTUPCOLOR" value="#FFFFFF">
<!-- Line Data -->
<! value,URL,Target Frame -->
<PARAM name="data1series1" value="82000">
<PARAM name="data2series1" value="60000">
<PARAM name="data3series1" value="35000">
… … … …
<PARAM name="data12series1" value="65000">
<!-- Properties -->
<PARAM name="autoscale" value="false">
<PARAM name="chartScale" value="10000">
<PARAM name="chartStartY" value="0">
<PARAM name="legend" value="true">
<PARAM name="legendfont" value="Arial,N,10">
<PARAM name="title" value="Value of Sales|-1,-1|Arial,B,14|#5555FF">
<PARAM name="xtitle" value="2004|-1,-1|Arial,B,12|#5555FF">
<PARAM name="ylabel_font" value="Arial,N,10">
<PARAM name="xlabel_font" value="Arial,N,10">
<PARAM name="label1" value="January">
<PARAM name="label2" value="February">
<PARAM name="label3" value="March">
<PARAM name="label4" value="April">
<PARAM name="label12" value="December">
</applet>
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25. Thanks!
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