...a better map MIS 510: Web Mining Final Report

Transcription

1 ...a better map MIS 510: Web Mining Final Report Rhea Pereira, Haskel Sabillon, Prachi Shirke, Leon Walker

2 P a g e 1 Contents Introduction... 2 System Objectives... 2 Business - Market Landscape... 2 Competitors... 2 Novelty - Competitive Advantage Features... 4 Business - User Scenarios... 5 Business Case... 6 Revenue Model... 6 Profit/Loss Projection (3 Years)... 7 System design... 8 APIs... 9 Cloud Based Architecture Analytics Future direction Member Roles & Contributions References... 13

3 P a g e 2 Introduction Looking for a good place to eat? Wondering what you ve been missing in your own town all these years? Where s the closest, cheapest gas station? What will the traffic and weather be like? DejaView gives visitors the key to the city by browsing establishments regarded highly and visited frequently by locals. The application provides location-based ratings and media across selectable categories. It aggregates ratings, reviews and specials from Google, Yelp, Foursquare and Facebook. It also provides gas, traffic, weather and a heat map displaying areas of interest. System Objectives DejaView is a web application that helps users find businesses, ratings, reviews, prices, multimedia and other information to assist the user in deciding where to go to eat, shop, play, and tour. It is designed to assist all user types, but is specifically targeted towards working professionals who have little time to spend on making decisions, and people new to an area looking to familiarize themselves with the social and business landscape. The DejaView application is used to facilitate everyday tasks and simplify the decision-making process by providing quality-rated, relevant, accurate and timely updates. Also, The application is a platform for businesses to advertise and interact directly with consumers. The application has the following attributes: Informative & Accurate o Traffic & Weather o Restaurant/business reviews or specials o Pricing Information o Directory information Intelligent o Quality-rated events by venue o Highly relevant information o Recommendations Simple o Reduced no. of clicks, sites Multi-purpose o Search multiple categories at one go o Discover, connect and buy Profitable o Business referrals & profiles This list of attributes is what simplifies the decision-making process providing value to the user, and sets DejaView apart from the competition. Business - Market Landscape Competitors The majority of DejaView s competitors specialize in offering one type of data, such as locations or ratings. Listed below are the top competitors and their competitive offerings: Layar: Augmented Reality (AR) app that uses camera and mobile sensors to add layers of digital information to our world Google+: a social layer on top of Google s apps showing location of users Google Maps Goggles/Glass: AR image search, annotation to surroundings FourSquare: specializing in showing reviewed business close by with user check-ins Yelp Monocle: AR see restaurants, bars and hotels around you with ratings and location Wikitude: AR (Augmented Reality) platform and aggregator that shows places and people around you

4 P a g e 3 Google Maps - icons, rating, streetview GasFeed - fuel prices FourSquare - ratings, types, pricing, specials, menu open/closed Yelp - ratings, reviews, type, price,

5 P a g e 4 Novelty - Competitive Advantage Features DejaView s has the ability to aggregate multiple functionalities to improve decision making. Here are Yelp & FourSquare: The dynamic heat map is meant to help visitors find areas of interest. This example shows hotels in Las Vegas: Unique features of DejaView include: Aggregation of social, review and travel sites by location Discover new places, people, products and services; receive specials, guidance and directory Recommendations based on local s likes and checkins in an area; refer to Analytics section

6 P a g e 5 Business - User Scenarios Google Geolocation - The application performs the initial setup based on the user s current location. Search Bars: 1) FreeBase search - Freebase is a community-curated database of well known people, places and things [1]. It is an online collection of structured data harvested from many different web-sources [2]. Freebase Search API gives us access to common information more effectively as shown in the figure below. 2) Google Geocoding, Autosuggest and Places library search - We have customized the Google Search bar in order to suggest only locations and not other establishments as demonstrated in the figure below.

7 P a g e 6 Gas from Gasfeed; Traffic and Weather from Google libraries - Once the user has selected the location of his/her interest, selecting the Gas option will display the locations of the gas stations in the area along with the gas prices. A user can chose the nearest gas station that offers lowest prices. Traffic shows the traffic around the selected location whereas Weather option shows weather of all the places that are visible on the map at a given point. Users can plan their trip based on the current traffic and weather conditions. Business Case Revenue Model 1. Affiliate commission from businesses In the affiliate revenue model, DejaView will be able to send visitors to other websites in return for a referral fee or percentage of the revenue from any resulting sales. For example, Amazon uses affiliates who steer business to the Amazon website as seen to the right [1].

8 P a g e 7 2. Freemium/User subscription The business will be able to generate revenue by presenting itself as a freemium service. The initial free offering will limit the features available but after purchasing a premium monthly account these limitations would be removed. In addition to premium accounts, subscriptions can be purchased for persistent feeds allowing customers to follow a subject of interest. One time offerings allow users to download pre-created routes with information. DejaView will charge a subscription fee for access to some of its offerings on an ongoing basis for premium content such as detailed ratings and the facebook recommendations of things to do in a local area. These specialized recommendations are highly valuable and not readily available elsewhere, hence charging a fee of $1/month could serve as a successful model. 3. No advertisements DejaView is designed to serve as an informational website. No advertisements will be offered on the website initially to improve customer experience and improve the search efficiency without distractions. In the future, DejaView will be creating specialized business profiles for those who do not currently have profiles available through regular search engines. By offering this new service, DejaView will be able to collect additional revenue to advertise these new businesses. Profit/Loss Projection (3 Years)

9 P a g e 8 Cost Projections per Year *Note: GM (Google Maps) cost items are included in the purchase of Google Maps API Services ITEM COST UNITS TOTAL JAVASCRIPT WEB DEVELOPER $66,100 2 $132,200 GOOGLE MAPS API SERVICES $10,000 1 $10,000 - DIRECTIONS GM GM - GEOCODE (LAT/LNG/ADD) GM GM - GEOLOCATION (CURRENT LOCATION) GM GM - TRAFFIC GM GM - PLACES FREE FREE - WEATHER $2,400 1 $2,400 - PREDICTION/ AUTOCOMPLETE SEARCH $54 1 $54 FREEBASE SEARCH API FREE FREE OPEN STREET MAP FREE FREE MAPQUEST MAP API $2,500 1 $2,500 YELP API FREE FREE FOURSQUARE API FREE FREE MYGASFEED API FREE FREE FACEBOOK API FREE FREE AMAZON EC2 SERVER INSTANCE: 8 CPU/ 26 ECU/ 30GB MEM/ 2X80 SSD $4,664 2 $9,327 MARKETING $ 12, $12,000 TOTAL $168,481 System design

10 P a g e 9 APIs We have implemented 16 API s to enable the full functionality of DejaView. Summary of API s used: Functionality API Use in our system Login Facebook Login User login and tracking Social Facebook Like & Share Promoting our website on Facebook Maps Google Maps De facto standard and mapping current location MapQuest Open Street Maps Corridor search for points of interest along the way Directions to a point of interest. For additional details on the map Search for places Freebase search Suggests matches while you type with additional details while hovering over Autocomplete search Geolocation Geocode Heat Map Directly goes to the topic you are searching for while you type Find user location based on network connection or gps sensor Translates address into latitude/longitude coordinates for APIs Represents density of points in an area for a particular search category Points of Interest Yelp Search restaurants, reviews, ratings from Yelp database Foursquare Specials My Gas Feed Google Places The Weather Channel Google Traffic Displays specials and discounts any business of offering in an area Provides gas stations in the area with details regarding the gas station name and gas price Finding places in a area with details Displays the weather in an area with details for the next week and average weather during the day Displays traffic in the city, helping the users decide which direction they want to go towards

11 P a g e 10 Cloud Based Architecture DejaView is hosted on Amazon EC2. The figure below summarizes the main features of the architecture. Analytics Rank local establishments based on Facebook Likes & Check-ins Select places based on type and distance from middle of searched area Visualize places on map based on rank We drew on tf-idf and Bayesian Averages to make the ranking equation with weights 4. Check-Ins are when people visit a place and say they have visited the place by marking or tagging their position. Likes or fan_count are when someone likes the place, they click a like button on Facebook. As there is a large range of number of likes and checkins, it was useful to take them on a logarithmic scale. Since we wanted a place with the most likes and checkins, not just more of either, we rewarded them with the ratios likes/checkins and checkins/likes. Places with more likes and checkins are also rewarded. Then we round the result and divide by 10 to get the ranking within a scale of 1 to 10. Rank = round( log(checkins) + log(fan_count) * 2 + sqrt(fan_count) / log(checkins) * 3 + log(checkins) /log(fan_count) * 2) / 10 )

12 P a g e 11 Sample Facebook search for best local restaurants; note the 1st place picture and checkins count: Future direction While the current website is useful, it is far from finished, more information needs to be collected and presented in an organized manner. Additional services need to be offered, and additional APIs need to be integrated. To make DejaView an immersing experience more details about location is needed. To facilitate the display of future data, a custom info-window will be created to organize all relevant data about a location. The details of this info-window are listed below: Better popup info-windows with pages of information and media in an accordion slider Slide 1: general information (place name, rating, description) Slide 2: special information like menu, hours, instructions Slide 3: specials, promotions, reviews Slide 4: Facebook & Twitter feed, user comments Slide 5: media such as pictures from Flickr, Panoramio; YouTube videos Slide 6: Recommended similar locations Some business have minimal web exposure. DejaView can offer to publish a company on multiple providers and then provide the company a customizable dashboard to analyse traffic data across each provider. Listed below are the details of this service offering: Business GEO profiles with dashboard make business profiles on Google, Yelp, FourSquare and Facebook Dashboard would show marketing reach, demographics of customers To provide a comprehensive view of a location additional visual and informative data is required. Giving the user the ability to see an area from their point of view will help with navigating unfamiliar areas. Another useful feature is enabling the user to plan an adventure with as many interruptions as the user desires. To facilitate greater interaction the following APIs will be implemented: Additional APIs and functionality: Trip planner: get directions and points of interest along your origin, route and destination with 3 maps, one for each with different zoom levels and searches. Estimate stopping

13 P a g e 12 distances, fuel and hotel costs based on vehicle type, number of passengers and length of trip. Place explorer: scrape information and widgets from WikiTravel, TripAdvisor, AreaVibes GeoTagging comments, media and events Indoor Maps (based on floorplans), Directories (person s information pops up from office on floorplan) and custom StreetView (360 degree panoramic of building inside) Member Roles & Contributions RHEA PEREIRA: API research & sample code Yelp - for pictures, ratings GasFeed - for fuel prices Weather & Traffic Facebook Like/Share Business model Logo Design Prepared powerpoint slides from team content HASKEL SABILLON: Researched map providers, functionality and code of Google Maps: custom markers, info-windows, search points of interest within distance radius, custom indoor maps and streetview Open Street Map: add more information to existing map MapQuest: custom markers, clustering, directions search, search points of interest along a route Bing maps: venue maps, directions, search points of interest along a route Researched APIs and services Compiled and categorized list of APIs found services that made functionality work Programming, API code samples Google Maps Geolocation, geocoding, libraries, Autosuggest & Freebase search Markers & Info-window Heatmap Facebook made login and permissions work wrote numerous FQL queries to get activities, likes, check-ins from personal Profile, Friends, Pages and Places passed code making API call with parsed FQL query results for map integration Analytics filtered places based on proximity, business category and ranked them based on likes and check-ins Web Interface helped design the logo and icons general layout of bars, menus and map found code for jquery slide out menu and info-window; helped customize it Team direction, work plan coordination and integration

14 P a g e 13 PRACHI SHIRKE: Programming Integration of APIs and code samples Handling user cases and resolving bugs API implementation FourSquare & Yelp Google Freebase and AutoSuggest bars Weather, Traffic and Heat Map integration User Interface Integration - make accordion buttons on slide-out menu work Integration of the analytics module into the system LEON WALKER: Setup Amazon EC2 Server instance, hosted site on it API: Google tasks (scrapped due to security policies enforced by Google) Web interface - header banner, slide out menu, accordion and info-window Assisted with integration of menus into website Financial analysis for presentation & paper ALL: Documentation & Presentations References [1] ASSOCIATES PROGRAM ADVERTISING FEE SCHEDULE. (2014, MAY 13). AMAZON.COM ASSOCIATES CENTRAL. RETRIEVED MAY 13, 2014, FROM PROGRAM.AMAZON.COM/GP/ASSOCIATES/HELP/OPERATING/ADVERTISINGFEES [2] A COMMUNITY-CURATED DATABASE OF WELL-KNOWN PEOPLE, PLACES, AND THINGS. (2014, MAY 14).. RETRIEVED MAY 14, 2014, FROM [3] FREEBASE. (2013, NOVEMBER 5). WIKIPEDIA. RETRIEVED MAY 14, 2014, FROM [4] OF BAYESIAN AVERAGE AND STAR RATINGS (2013, MARCH 17). RETRIEVED MAY 3, 2014, FROM