1. 1 Discovering Unexpected Information from Your Competitor’s Web Sites Bing Liu, Yiming Ma, Philip S. Yu Héctor A. Villa Martínez

2. 2 Objective of this article The authors presents a system to help find unexpected information in a web site.

3. 3 Searching information in the web Many methods Keyword based (e.g. Goggle, Yahoo). Wrapper based (e.g. extract prices). Web query languages (e.g. extend SQL). User preference based (specify categories).

4. 4 Searching information in the web Main drawbacks: Hard to find unexpected information. Only finds anticipated information.

5. 5 What is unexpected anyways? A piece of information is unexpected if: it is relevant but unknown, or it contradicts existing beliefs or expectations relevant  interesting (subjective)

6. 6 Summary of the approach U: user web site E: knowledge about the competitor C: competitor web site Compare C vs. U and E to find unexpected information in C.

7. 7 How to compare two web pages Use the vector space representation: Define a set of p keywords (index terms) K = {k 1, k 2, …, k p ). Represent a document D using a vector D = {w 1, w 2, …, w p } where w i is the weight of the keyword i w i > 0 if keyword i appears in D = 0 otherwise

8. 8 Vector space representation Example: K = {night, day, empire, barbarians, people, house} D = [“Because night is here but the barbarians have not come. And some people arrived from the borders, and said that there are no longer any barbarians. And now what shall become of us without any barbarians? Those people were some kind of solution.”] D = {1, 0, 0, 3, 2, 0} or normalized to: D = {1/6, 0, 0, 3/6, 2/6, 0}

9. 9 Comparing two web pages Given two web pages in vector space representation, D = {d 1, d 2, …, d n }, and Q = {q 1, q 2, …, q n } the cosine gives a measure of similarity: sim (D, Q) = (D ● Q) / (|D| * |Q|)

10. 10 Comparing two web pages Example: P = {0.3, 0.0, 0.0, 0.7} Q = {0.5, 0.0, 0.1, 0.4} R = {0.0, 0.5, 0.5, 0.0} Sim (P, P) = (P ● P) / (|P| * |P|) = 1.0 Sim (P, Q) = (P ● Q) / (|P| * |Q|) = 0.87 Sim (P, R) = (P ● R) / (|P| * |R|) = 0

11. 11 Methods to find unexpected information in a site Let U = (u 1, …, u m ) the user web site, and C = (c 1, …, c n ) the competitor web site: 1. Find the corresponding C page(s) of a U page. 2. Find unexpected terms in a C page. 3. Find unexpected pages in C. 4. Find unexpected concepts in a C page. 5. Find unexpected outgoing links.

12. 12 1. Find the corresponding C page(s) of a U page Given a page u i in U Compare u i with each page in C. Order the results in descending order.

13. 13 1. Find the corresponding C page(s) of a U page Example: Select u 1 Find sim(u 1, c 1 ), sim(u 1, c 2 ), …, sim(u 1, c n ) Order the results in decreasing order: say c 4, c 2, c 8, … etc. Complexity: O(G|C| + |u i ||C|) where G = max number of terms in c j

14. 14 2. Find unexpected terms in a C page Given u j and c i measure the unexpectedness of each term t r  1 – (f rj / f ri ) if (f rj / f ri ) ≤ 1 unexpT rij =   0 otherwise

15. 15 2. Find unexpected terms in a C page Example: keywords = {data, predict, classify, state} u j = {0.4, 0.5, 0.0, 0.1} c i = {0.3, 0.3, 0.2, 0.2} unexpT = {0, 0, 1, 0.5} Complexity: O(Z) where Z = number of terms in c j

16. 16 3. Find unexpected pages in C 1. Combine all pages of U in a single page D u. 2. Combine all pages of C in a single page D c. 3. Compute the unexpectedness of each term k t in D c with respect to D u. (Task 2) 4. The unexpectedness of a page C i is the sum of the unexpectedness of its terms 5. unexpP i = (ΣunexpT rcu ) / m

17. 17 3. Find unexpected pages in C Complexity O(M u |U| + M c |C|) where M u is the maximal number of terms in a U page M c is the maximal number of terms in a C page

18. 18 4. Find unexpected concepts in a C page A concept is a set of keywords that occur together and express the same idea. Example: “information extraction”, “extraction of information”, and “information is extracted” express the same idea “information extraction”

19. 19 4. Find unexpected concepts in a C page Algorithm Divide the page in sentences. Use the Apriori algorithm (Agrawal & Srikant) to find association rules of the form X  Y with confidence c, where X and Y  K, the set of keywords and c is user defined. These association rules are the concepts present in the page.

20. 20 4. Find unexpected concepts in a C page 3. Treating each concept as a term, proceed as Task 2, finding unexpected terms in C.

21. 21 5. Find unexpected outgoing links Let L u be the set of outgoing links from U Let L c be the set of outgoing links from C unexpL = L c – L u

22. 22 Incorporating user knowledge Let E be the user knowledge about his competitor. E is specified as: Keyword terms Concepts Links

23. 23 Incorporating user knowledge The elements in E are incorporated in task 2 thru 5 to find unexpected terms, pages, concepts, and links. Elements in E are ranked low in unexpectedness.

24. 24 System architecture C++/Win32 A spider or crawler. Collects information. Keyword extractor & concepts finder. Comparison component. Do tasks 1-5. User interface.

25. 25 A running example The authors compare its own site with SGI’s MineSet data mining site, and not extra knowledge: http://www.comp.nus.edu.sg/~dm2 http://www.sgi.com/software/mineset

26. 26 Results Found documentation pages in SGI site. Now the authors are planning to add their own. Found previously unknown pages describing MineSet technology. Found some previously unknown MineSet features. Found many interesting terms, concepts, and links.

27. 27 Evaluation The system was further tested with three different organizations: Travel company Private school Diving company

28. 28 Evaluation The users reported the system helped them in: Focus in interesting pages, terms, and concepts. Make a more complete analysis of the competitor’s site. Not missing important information. Find unexpected things.

29. 29 Efficiency If number of keywords is constant, the algorithms are linear in the number of pages. Tested on a Pentium II 350 PC with 64MB of RAM #pag sim unexpTrij unexpPj Assoc. mining [1] (143) 0.0128 0.0156 0.0232 0.0379 [2] (21) 0.0134 0.0189 0.0213 0.0182 [3] (66) 0.0113 0.0177 0.0198 0.0206 [4] (127) 0.0097 0.0201 0.0224 0.0115 [5] (46) 0.0143 0.0153 0.0188 0.0105 [1] http://www.bluemartini.com [4] http://www.sgi.comlsoftwarelminesethttp://www.bluemartini.comhttp://www.sgi.comlsoftwarelmineset [2] http://www.datamining.com [5] http://www.spss.comlclementinehttp://www.datamining.comhttp://www.spss.comlclementine [3] http://www.mineit.comhttp://www.mineit.com

30. 30 Future work Use of metadata. Study how links can be used to infer more unexpected information. Monitor the site, reporting any unexpected change.

31. 31 Intrinsic limitations Text oriented. Do not work with images. Can have problems with tables. Do not work with dynamic web sites.

32. 32