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Daniel Cortez Ramji Enamuthu Sampanna Kulkarni Adam Taplin Jeanna Vogt

Creating impact with ontology. Daniel Cortez Ramji Enamuthu Sampanna Kulkarni Adam Taplin Jeanna Vogt. What is our focus?. User Experience. What is coming up?. 1. What issues did we find? 2. What is your MOST IMPORTANT ISSUE right now? 3. Our solution to the problem...

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Daniel Cortez Ramji Enamuthu Sampanna Kulkarni Adam Taplin Jeanna Vogt

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  1. Creating impact with ontology Daniel Cortez Ramji Enamuthu Sampanna Kulkarni Adam Taplin Jeanna Vogt

  2. What is our focus? User Experience

  3. What is coming up? 1. What issues did we find? 2. What is your MOST IMPORTANT ISSUE right now? 3. Our solution to the problem... 4. How we propose to implement it? 5. What will be the Impact?

  4. 1. What issues did we find?

  5. Issues • Filtering Issues • Search/Authority Control/Taxonomy Issues • User Rating Issues • Profile Issues • Format Issues

  6. Filtering Issues How can I filter out Top 100 for a particular year or month? How can I block the entire group of VeggieTales?

  7. Search/Authority Control/Taxonomy Issues There is no logical order in the results that are returned by Netflix

  8. Lack of Association in Schema Why does Netflix associate Toby Kebbell and Tony Scott with Toy Story 3?

  9. User Ratings Issues Netflix thinks Joel will rate this 3.4 stars, but what’s the general user rating? Objectivity (Taylor, 2009) What about episode ratings? Exhaustivity (Taylor, 2009) Dexter: Season 1 And how would Joel rate it 3.4 stars, anyway?

  10. Profile Issues The Issue: I have to log in under the main profile to Watch Instantly Why it’s a problem: I don’t have access to my personalized recommendations. Any ratings I make here will affect the primary profiles recommendations and not carry over to mine.

  11. Format Issues Blu-ray is a genre? There’s no way to filter search results to Blu-ray only. And clicking the Blu-ray genre gets you this apparently unsorted list with no further subject information by which to sort/filter.

  12. Format Issues (cont.) DVD Queue Instant Queue If I watch Spartacus online, I want the Netflix schema to register that I’ve seen it and ask if I want to remove it from my DVD queue.

  13. 2. What is the MOST IMPORTANT ISSUE right now?

  14. How we found it? • Investigation of Issues • Prioritizing issues based on subjective ratings • Developing a common consensus on the MOST IMPORTANT ISSUE you need to care about RIGHT NOW!

  15. The Most Important Issue RIGHT NOW: Weak Ontology • The Netflix catalog for TV shows and franchises doesn’t tell the whole story • No links between seasons, series: in other words, no page for the entire “Lost” franchise • Generally, the catalog focuses on delivery format rather than episode, which leads to more problems

  16. Examples A single page for the entire Lost franchise would be useful. Colocation: ever heard of it? I said “No Thanks”… why make me say it twice? Is there a button missing? How about Season 3 Episode 1?

  17. 3. Our solution to the problem...

  18. Our Proposed Solution • Enhance the Netflix cataloging schema by properly defining the ontological relationships between multipart works • Don’t focus on the individual DVDs and Instant streams; instead, build a top-down Ontology from the Franchise, to the Series or Movie, to the Season, and so on

  19. New Ontology Proposed Development

  20. The Benefits • Netflix creates entire franchise pages: ie everything (TV shows and movies) related to Star Trek • Customers able to remove larger groups of recommendations • No more confusing lack of coordination between DVD and Instant queue • Great opportunities for the future: the ontology could include characters, themes, more

  21. Content Delivery

  22. Content Delivery

  23. What Ontology Does

  24. 4. How we propose to implement it?

  25. Implementation • Initial Phase begin as mentioned: • Franchise • Movie/Television • Series/Season • Episode • Delivery Format • Framework existing

  26. Implementation • Next Phase movie content as children: • Characters • time period • Locations • Trick the kids into painting the fence for you

  27. 5. What will be the Impact?

  28. Measurements • Page views after search should be less • Total number of DVDs sent and online media watched before and after implementation of Ontology • If content sites are created based on ontology, measure number of views based on these sites

  29. Netflix Ontology • Self-awareness of own content • Know its user’s better than the users • Become a part of the semantic web or someone else will.

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