• Interactive Social networking Site amongst
users and businesses.
• A program that could profile and cluster
customers in order to determine their buying
• A program that turns data into usable
Social Networking website that would understand
user’s tastes; meaning:
A website which has interactivity that allows businesses
to derive Intelligence through such user interaction
This is done by:
Ontology to define profiles.
having a system that is updateable and can be continuously
Having a background in wines, grouping people
with similar tastes was the objective.
It is HUGE
200,000,000 Blogs exist
73% of internet users have read a blog.
It is TRUSTED
78% of people trust the recommendations of others
14% of people trust advertising
It mould PERCEPTION
32% trust blogger’s opinion on products and services
SOCIAL NETWORKING IS NOT GOING AWAY!
A website had to be created that would interact
with users. This needed to involve the following
Allowing users to submit Articles/Comments*
A database for sorting users and articles.*
XAMPP was used to interact between php and
an ontology describes a formal specification of
a certain domain:
Shared understanding of a domain of interest
Defines objects and their relationships
Use of Triples in the form of subject, predicate, object.
“… a specification of a conceptualisation" [Gruber, T.
Protégé facilitates OWL creation and
manipulation by creating an Ontology that is
a formal representation of a domain
machine manipulability of the model
All done through a graphic user interface
•Define classes and their hierarchy
•Define relationships between the classes
•Define properties of the classes
•Define Individuals of such classes
•Define any rdfs: label of such individuals
An Ontology defines a concept.
Due to the subject matter at hand (consumer
preferences), the Ontology had to define various
tastes and properties of wines rather than physical
Jena is an API that allows programmers to
manipulate an ontology.
Jena incorporates SPARQL that allows the Java
program to Query the Ontology and retrieve
The site has login functionality and one can create an
Database is set up and interacting with php and Java
A Java program queries a defined Ontology to retrieve the
various preferences using SPARQL
Using MySQL, the results are manipulated into keywords and
are queried against the articles to retrieve a count per article
and per user
The Database is updated by listing user preferences
User preferences are grouped by username to achieve
The ontology can be updated at any time, with no effect on
the Java program, as long as the super classes remain.
Michael Had the below Ar ticle:
A great debate raging in the wine world today is over the dif ferences between wines coming from the New
World versus the Old World. Much of this arguing quickly becomes obscured by emotions. Wine has the
ability to create great passions. This, in some way, is proof of its greatness and impor tance to humankind.
There are two philosophies when it comes to Old World vs. New World wines. The first and mostly known
way of thinking is that Old World wines come from the "classic wine making regions" in Europe. New world
wines come from ever ywhere else. The Old World can generally date their origins of wine production back
to the Roman Empire and beyond. Naturally the growers from these regions-France, Germany, Austria, Italy
and Spain have some pride in this histor y. Many growers are descendants from families that have been
tilling the soil for generations. New World wines come from Latin America, Australia, America, South Africa
and New Zealand. Faced with an unbridgeable time gap these growers have had to develop new
technologies to insure the quality of what they grow. Whatever the methods used many New World
countries have managed to come up with a lot of good wine. In the case of Chile, Australia and South Africa
this wine is of ten of ver y good value. The Southern Hemisphere growers are helped by a climate that
changes little so there are fewer vintage variations. The second philosophy concentrates on style rather
than geography. Old World wine refers to ear thy, musty wines where as New World wines are fresher and
fruitier. This philosophy states that Old World wines have subtle fruit, are ear thy, elegant and light to
medium bodied. New World wines are ver y fruity and clean with lots of oak and high amounts of alcohol. At
first glance, one would disagree with this philosophy as a Recioto della Valpolicella is a rich wine that is
high in alcohol and oak and is ver y Old World. The second Philosophy is based upon the understanding that
New World and Old World wine producing regions is slowly closing the gap. With typical Bordeaux blends
coming from South Africa and Sangiovese grapes growing in California, it is easy to understand that wine
opinions and concepts are becoming more complex. Many wine lovers are opinionated and would tend to be
bias towards a favourite, the most impor tant aspect is that the Old World does not lose its intrinsic
personality and deep relationship with the soil. The Closing of the gap between the two worlds can only
benefit the consumer. Diversity is never a bad thing. Many consumers want a reliable wine of great value to
eat dinner with and these days they have a whole world to choose from.
Result: “Michael likes New World Wine”
Database is updated with the following row: Michael | New World Wine
The following still need to be completed:
Allowing user’s to upload article’s
Allowing user’s to comment on articles
Showing the user’s preference on the web page
Thiswill be done by querying the database since all
preferences are stored in a unique table.
Using Ontologies is an effective way of having
an Intelligent website.
Being updateable provides for continuous improvement and
OWL already has a lot of tools that could be
used (Protégé/Jena/SPARQL/Data Genie…)
A simple social networking website could use
user interaction to acquire intelligence, a vital
part for any business.
Increase the use of the Ontology by using properties
such as cardinality and restrictions.
Recommend users of similar (clustered) preferences
Adding more interaction for users to gain further
Increasing the complexity of the Ontology to include
further tastes and patterns to have more defined
Possible future work: Using Data Genie to import all the
database into OWL, having table names as classes and
rows as individuals.
http://protege.stanford.edu/ as at 06/07/2009
http://jena.sourceforge.net/ as at 05/07/2009
How companies are marketing online: A McKinsey
Global Survey, The McKinsey Quarterly September 2007.
Towards the Semantic Web, Ontology Driven Knowledge
Management, John Davies; Dieter Fensel; Frank Van
Harmelen; John Wiley & Sons Ltd. Sussex.
as at 10/07/2009
Only the references used for this presentation have been listed.