A relatively unknown fact: there is conceptual distance between the underlying intention of: 1) a social network conversation,and 2) an online ad. Long distance = poor ad alignment. Short distance = good ad alignment. Given this definition...the language-action perspective can give e-Business: 1) access to small, dynamic niche markets occurring in real-time in social networks, and 2) a way to create highly aligned online ads for those markets. This presentation will discuss the concept, give an example, and show how it can (at an architecture level) be implemented.

1. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 1
Mental Distance
and Its Implications for the Design of Software and Data
David A. Marca
University of Phoenix
One Research Drive
Westborough, Mass 01581
U.S.A.
dmarca@email.phoenix.edu
July 24, 2010
Welcome!
5th International Conference
Software and Data Technologies
ICSOFT 2010, Athens, Greece, 22-24 July

2. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 2
Mental Distance
and Its Implications for the Design of Software and Data
David A. Marca
University of Phoenix
One Research Drive
Westborogh, Mass 01581
U.S.A.
dmarca@email.phoenix.edu
July 24, 2010
Important Note
• Case study is: www.dooce.com.
• It is an excellent social network.
• One of the best for showing the
. traditional perspective of design.
• The author wishes www.dooce.com
. much continued success!

3. DEFINITION Mental Distance
Mental distance is a measure of the conceptual
similarity between the underlying intention of:
1) a social network conversation
2) an online ad.
Long distance = poor ad alignment.
Short distance = good ad alignment.
Chen, 2002
Lewis, 2003
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 3

4. THESIS Language-Action Perspective
Given this definition of mental distance…
the language-action perspective can give business:
1) access to small, dynamic niche markets
occurring in social networks,
2) a way to create highly aligned online ads
for those markets.
Marca, 2010
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 4

5. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 5
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
● Social Networks

6. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 6
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
● Populations
● Connections
● Conversations
● Long Distance

7. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 7
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
● Inference
● Intention
● Clusters
● Short Distance

8. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 8
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
Part 4 – Software Implications
● Architecture
● Ontology
● History
● Agents

9. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 9
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
Part 4 – Software Implications
Part 5 – Epilog
● Semantic Web Fit

10. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 10
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
● Social Networks

11. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 11
1. Social Networks Some Early Social Network Sites
Kasavanna, 2009

12. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 12
1. Social Networks Exponential Growth 2003 to 2008
Cha, 2009

13. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 13
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
● Populations
● Connections
● Conversations
● Long Distance

14. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 14
2. Populations Facebook = 4th Largest Population in the World
Scale, 2008
This week, just surpassed 500M users:
http://www.bbc.co.uk/news/technology-10713199

15. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 15
2. Populations Case Study: www.dooce.com … affluent U.S. Mothers
January 4, 2010
A monolog on
work-life balance.

16. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 16
3. Connections Typical Structures, Complex, Hard to Analyze
Core – Periphery Cliques
Scale FreeWatts-Strogatz (friends)
Freeman, 2000

17. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 17
3. Connections Example: Twitter “Followers” Network
A Twitter “Followers” Relationship Network
Hopkin, 2010

18. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 18
3. Connections Example: Twitter “Following” Network
A Twitter “Following” Relationship Network
A Twitter “Followers” Relationship Network
Hopkin, 2010

19. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 19
4. Conversations Example: Twitter “Conversation” Network
A Twitter “Following” Relationship Network
A Twitter Conversation Network
A Twitter “Followers” Relationship Network
Hopkin, 2010

20. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 20
4. Conversations Case Study: Diverse Family Life Conversations
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
face hidden
to protect
privacy
January 4, 2010

21. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 21
4. Conversations Hard to Classify: Many, Varied Conversations
Breakfast
Journals
Exercise
Music
Fatherhood
Baby
January 4, 2010

22. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 22
4. Conversations Simple Search Organization? ... May Not Work
Breakfast
is missing
(word not
in title)
January 4, 2010

23. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 23
5. Long Distance Generalize Profile Poor Ad Alignment …
Laudon, 2004

24. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 24
5. Long Distance Case Study: Ads Match Profile, Not Conversation
Books
Movie
Hair Spray
January 4, 2010
A monolog on
work-life balance.

25. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 25
5. Long Distance Generalize Segment Poor Ad Alignment …
Laudon, 2004

26. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 26
5. Long Distance Case Study: Ads Not Aligned to Breakfast
Books
Movie
Hair Spray
face hidden
to protect
privacy
January 4, 2010

27. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 27
5. Long Distance Case Study: One Breakfast Ad … Poor Alignment
Milk
Books
Movie
Hair Spray
face hidden
to protect
privacy
January 4, 2010

28. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 28
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
● Inference
● Intention
● Clusters
● Short Distance

29. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 29
6. Inference Case Study: Here is a conversation…
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
face hidden
to protect
privacy
January 4, 2010

30. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 30
6. Inference Natural Language Inference Engine Concepts
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
wants
treat
Horvitz, 1999

31. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 31
6. Inference Product Knowledge Inference Engine Things
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
wants
treat
had
cereal
Ghani, 2002

32. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 32
6. Inference Word Associations Inference Engine Meaning
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
wants
treat
had
cereal
serious
talk
Andrews, 2005

33. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 33
6. Inference Social Context Inference Engine Meaning
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
wants
treat
had
cereal
wants
sugar
had
sugar
serious
talk
Ehrlich, 2007

34. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 34
6. Inference Intention Ontology Inference Engine Intent
An early morning
lecture in semantics
“Can I have my treat
after I finish my
Cocoa Puffs?”
“I think we need to
have a long talk
about what you
define as a treat.”
wants
treat
had
cereal
wants
sugar
had
sugar
serious
talk
stop
sugar
Healthy
Child
Banks, 2002

35. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 35
7. Intention Three Types…
Heidegger, 1962

36. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 36
7. Intention Intention for Being, Declaration: say who you are
Healthy
Child
Being
Self Backstrom, 2006

37. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 37
7. Intention Intention for Acting, Goal-oriented: do what you say
Healthy
Child
Being
Self
Correct
Diet
Acting
Others Sabatar, 2002

38. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 38
7. Intention Intention for Having, Possession-oriented: get results
Healthy
Child
Correct
Diet
Healthy
Cereal
Being Acting Having
Self Others Things Recker, 2005

39. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 39
7. Intention Intention for Being is context for Intention for Acting
Healthy
Child
Correct
Diet
Healthy
Cereal
Being Acting Having
Self Others ThingsHeidegger, 1962

40. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 40
7. Intention Intention for Acting is context for Intention for Having
Healthy
Child
Correct
Diet
Healthy
Cereal
Being Acting Having
Self Others ThingsHeidegger, 1962

41. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 41
8. Clusters A Conversation Cluster Creates an Intention
.
..
.
. .
Bergstrom, 2009

42. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 42
8. Clusters Conversation 1: Articulating Need
.
..
.
. .
Need
Cohen, 2002

43. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 43
8. Clusters Conversation 2: Forming “Right” Relationships
.
..
.
. .
Need
Relationship
Wang, 2004

44. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 44
8. Clusters Conversation 3: Creating Possibilities
.
..
.
. .
Need
Relationship
Possibility
Denning, 2003

45. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 45
8. Clusters Conversation 4: Determining Opportunities
.
..
.
. .
Need
Relationship
Possibility
Opportunity
Denning, 2003

46. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 46
8. Clusters Conversation 5: Making Decisions
.
..
.
. .
Need
Relationship
Possibility
Opportunity
Decision
Dougherty, 1992

47. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 47
8. Clusters Conversation 6: Taking Appropriate Action
Need
PossibilityDecision
Opportunity
Action Relationship
Winograd, 1998
Healthy
Child

48. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 48
9. Short Distance Intention Local Bias Niche Personalization
Laudon, 2004

49. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 49
9. Short Distance #1. Declare an Intention for Being to Social Network
Need
PossibilityDecision
Opportunity
Action Relationship
Being Acting Having
Self Others Things
Healthy
Child
Backstrom, 2006

50. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 50
9. Short Distance #2. Group Agrees Upon an Intention for Acting
Need
PossibilityDecision
Opportunity
Action Relationship
Being Acting Having
Self Others Things
Healthy
Child
Correct
Diet
Hill, 2006

51. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 51
9. Short Distance #3. Group Agrees Upon an Intention for Having
Need
PossibilityDecision
Opportunity
Action Relationship
Being Acting Having
Self Others Things
Healthy
Child
Correct
Diet
Healthy
Cereal
Praise, 2008

52. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 52
9. Short Distance (Note Match with Classical Marketing-Sales Process)
Need
Function
Feature
Purchase
Preferences
Loyalty Awareness
Being Acting Having
Self Others Things
Healthy
Child
Correct
Diet
Healthy
Cereal
Ren, 2003

53. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 53
9. Short Distance #4. Group Agrees Upon Product Preferences
Being Acting Having
Self Others Things
Healthy
Child
Correct
Diet
nutrients
no
sugar
will
eat
Healthy
Cereal
Kamaladevi, 2010

54. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 54
9. Short Distance #5. Products are Matched to Preferences
nutrients
no
sugar
will
eat. . .
Fiss, 2007

55. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 55
9. Short Distance #6. Ad Alignment: Consistency, Relevance, Branding
Cereal
No Movie
No Books
Milk
face hidden
to protect
privacy
January 4, 2010
Bundle

56. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 56
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
Part 4 – Software Implications
● Architecture
● Ontology
● History
● Agents

57. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 57
10. Architecture #1. Parse: Conversation Word Neighborhoods
Natural Language
Processing
Conversation
Phrases
Mayfield, 2003

58. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 58
10. Architecture #2. Infer: Word Neighborhoods Possible Intent
Natural Language
Processing
Inference Engine:
Intention
Conversation
Phrases
Possible Intentions
Lee, 2001

59. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 59
10. Architecture #3. Infer: Possible Intent Verified (Shared) Intent
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Conversation
Phrases
Possible Intentions
Verified Intention
Paek, 2000

60. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 60
10. Architecture #4. Tag: Verified (Shared) Intent Niche Market
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Hunscher, 2006

61. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 61
10. Architecture #5. Connect: Niche Market Preferences Ads
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Hogg, 2009

62. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 62
10. Architecture #6. Ad Click Collective Bargaining Purchase
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Lin, 2010

63. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 63
11. Ontology “Conversation” and Its Types + Their Elements
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Conversation
Ontology
TYPES:
● Need
● Relationship
● Possibility
● Opportunity
● Decision
● ACTION
ELEMENTS:
● Request
● Promise
● Offer
● Counter
● …
Weigand, 2008

64. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 64
11. Ontology “Intention” and Its Types + Elements (for e-Business)
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Intention
Ontology
Conversation
Ontology
TYPES:
● Being
● Doing
● HAVING
ELEMENTS:
● Intent to Buy
● Product
● Preferences
● Order
● Pricing
● …
Barbosa, 2005

65. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 65
11. Ontology Shared Intent, Agreement, Grounded Understanding
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
DIMENSIONS:
● Intent
● Agreement
● UNDERSTANDING
ELEMENTS:
● Utterance
● Presentation
● Acceptance
● Confirmation
● …
Paek, 2000
See also Milo demonstration at:
http://www.bbc.co.uk/news/10623423

66. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 66
11. Ontology Marketing Mix Approach Elements are Intention-based
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
A;igned Ads
Purchase
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
MARKETING MIX:
● Product
● Pricing
● Distribution
● COMMUNICATION
ELEMENTS:
● Agents (understand
…each niche market’s
…intentions)
● Bundle (built for one
… intended use)
● Ads (High Alignment)
● Brand Equity
…(product function =
… intended use)
● …
Engelbach, 2006

67. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 67
11. Ontology Content-based Access using Intentions + Distances
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
ACCESS TO:
● Product Catalogs
● Yellow Pages
LIMITED BY:
● Constant Updates
● Rigid Set of Terms
● Large Vocabulary
SOLUTION:
● Vocabulary:
…terms = Intentions
● Relationships:
…semantics among
…terms = distances
…between intentions
Guarino, 1999

68. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 68
11. Ontology Intentions = Non-Ambiguous Preferences Mapping
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
MAPPING:
● Buyer preferences
● Seller preferences
● Intention-based map
NEGOTIATION:
● Non-ambiguity
● Use intentions in the
…Yellow Pages and
…Catalogs
BEYOND PRICE:
● Satisfy Need…
● Satisfy Intended Use
Beam, 1996

69. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 69
12. History Reuse: Words Neighborhoods Intentions
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
Craven, 2000
WORDS…
● Assumptions
● Inter-relationships
● Collections
CONTEXT:
● Specific Topic
● The Conversation
CAUTION:
● Generic Associations
● Prior attempts to use
…those assumptions
…without success.

70. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 70
12. History Reuse: Contexts + Phrases Intentions
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Intention
Networks
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
Paek, 1999
Context = Breakfast
1) Treat Sugar
2) No Treat No Sugar
3) No Sugar Health
CAUTION:
Reasoning under
uncertainty is likely.

71. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 71
12. History Build: Self-Organizing Map of “Similarity Distances”
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Intention
Networks
Intention
Distances
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
Chen, 2002
HEALTH
01. WELL-BEING
03. WELLNESS
07. VITALITY
12. FITNESS
18. STRENGTH

72. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 72
12. History Use: Intention (Short Distance) More Preferences
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Intention
Networks
Intention
Distances
Niche
Markets
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology HEALTH
- Nutrients
- No Sugar
- Will Eat
HEALTH
01. WELL-BEING
- Vitamins
- Omega-3
Cohen, 2000

73. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 73
12. History Organize: Taxonomy + Configuration + Qualities
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Intention
Networks
Intention
Distances
Niche
Markets
Product
Catalogs
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
Brafman, 2007
Buchner, 1999
CEREAL
- Nutrients
- No Sugar
- Nutrients
- No Sugar
- Small Size
- Nutrients
- No Sugar
- Small Size
- Will Eat

74. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 74
12. History Negotiation Success + Strategic Delay Low Cost
Natural Language
Processing
Inference Engine:
Intention
Analysis: Confirm
Shared Intent
Inference Engine:
Niche Market
Inference Engine:
Preferences Ads
Agent: Collective
Bargaining
Conversation
Phrases
Possible Intentions
Verified Intention
Niche
Aligned Ads
Purchase
Word
Neighborhoods
Intention
Networks
Intention
Distances
Niche
Markets
Product
Catalogs
Purchase
Negotiations
Negotiation
Ontology
Online Ad
Ontology
Niche Market
Ontology
Interaction
Ontology
Intention
Ontology
Conversation
Ontology
Mok, 2005
Winoto, 2002
STRATEGIC DELAY

75. ©OpenProcess, Inc.
13. Agents Hybrid = Knowledge Base + Collaborative Filtering
Internet Extranet Intranet Information
Social
Network
Product
Company
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 75
Tran, 2000

76. Mental Distance, 76
13. Agents Knowledge Base: Standard Taxonomy, All Configs.
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Public
Catalog
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 76
CI
Agent
Public Offering
Public Offering
Guttman, 1998

77. Mental Distance, 77
13. Agents Knowledge Base: Similar Products + Configurations
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Public
Catalog
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 77
CI
Agent
Public Offering
Public Offering
Recommendation
Competitive
Information
Tran, 2000

78. ©OpenProcess, Inc.
13. Agents Collaborative Filtering: Intention-based Preferences
Internet Extranet Intranet Information
Social
Network
Product
Company
Public
Catalog
Intention
Agent
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 78
Online Ads
Private
Catalog
Configuration
Experts
CI
Agent
Public Offering
Recommendation
Preferences
Competitive
Information
Public Offering
Ravi, 2010

79. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 79
13. Agents Buy Step 1: Ad Conversation for Having Prefs.
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Public
Catalog
Niche
Agent
Intention
Agent
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 79
CI
Agent
Public Offering
Intention +
Preferences
Ad
Click
Recommendation
Online Ads
Preferences
Competitive
Information
Public Offering
Varian, 2010

80. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 80
13. Agents Buy Step 2: Preferences Vendors + Their Channels
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Public
Catalog
Niche
Agent
Intention
Agent
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 80
CI
Agent
Public Offering
Intention +
Preferences
Ad
Click
Company
Agent
Channel
Agent
Selection
Recommendation
Online Ads
Preferences
Competitive
Information
Public Offering
Pavlou, 2006

81. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 81
13. Agents Buy Step 3: Use Successful Negotiation Strategies
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Purchase
Negotiations
Public
Catalog
Niche
Agent
Intention
Agent
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 81
CI
Agent
Public Offering
Intention +
Preferences
Ad
Click
Company
Agent
Channel
Agent
Bargaining
Recommendation
Online Ads
Preferences
Competitive
Information
Public Offering
Successful Strategies
Lee, 1998

82. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 82
13. Agents Buy Step 4: New Configurations Might Be Offered
Internet Extranet Intranet Information
Social
Network
Product
Company
Private
Catalog
Purchase
Negotiations
Public
Catalog
Niche
Agent
Intention
Agent
Configuration
Experts
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 82
CI
Agent
Public Offering
Intention +
Preferences
Ad
Click
Company
Agent
Channel
Agent
Bargaining
Recommendation
Online Ads
Preferences
Competitive
Information
Public Offering
Private Offering
Configuration Need
Successful Strategies
Kim, 2008

83. 13. Agents Buy Step 5: Publish Previously Non-public Configs.
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 83
Internet Extranet Intranet Information
Social
Network
Product
Company
Recommendation
Competitive
Information
Public Offering
Purchase
Negotiations
Public
Catalog
Niche
Agent
Intention
Agent
Intention +
Preferences
Ad
Click
Successful Strategies
Private
Offerings
Configuration
Experts
CI
Agent
Company
Agent
Channel
Agent
Bargaining
Private
Catalog
Online Ads
Preferences
Private Offering
Configuration Need
Public Offering
Dubrovsky, 1991

84. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 84
Mental Distance
and Its Implications for the Design of Software and Data……
Part 1 – Prolog
Part 2 – Traditional Perspective
Part 3 – Alternate Perspective
Part 4 – Software Implications
Part 5 – Epilog
● Semantic Web Fit

85. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 85
14. Semantic Web Fit Message + Transport Layers
HTTP, FTP, SMTP, …
SOAP
WS Security Secure Messaging
XML Messaging
Transport
Web Services Stack
Yu, 2008

86. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 86
14. Semantic Web Fit Semantic-driven Computation: Intention + Distance
HTTP, FTP, SMTP, …
SOAP
WS Security Secure Messaging
XML Messaging
Transport 1.Semantics
Web Services Stack Extensions
Bussler, 2002

87. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 87
14. Semantic Web Fit Auto Service Composition: Catalogs + Yellow Pages
HTTP, FTP, SMTP, …
SOAP
WS Security
WSDL Service Description
Secure Messaging
XML Messaging
Transport 1.Semantics
2. Catalog of Configurations
Web Services Stack Extensions
UDDI Service Publication 2. Product Yellow Pages
Kajan, 2004

88. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 88
Semantic Web Fit Ontology-driven Profiling: Intention disambiguation
niche preferences pinpoint ads simple discovery.
HTTP, FTP, SMTP, …
SOAP
WS Security
WSDL
UDDI
UDDI / WS Inspection Service Discovery
Service Publication
Service Description
Secure Messaging
XML Messaging
Transport 1.Semantics
3. Highly Targeted Ads
2. Product Yellow Pages
2. Catalog of Configurations
Web Services Stack Extensions
Parkhomenko, 2003

89. ©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 89
Semantic Web Fit Semantic Composability: Intention-based Configurations
Service Composition / Flow
HTTP, FTP, SMTP, …
SOAP
WS Security
WSDL
UDDI
UDDI / WS Inspection
Trading Partner Agreement
BPEL
Service Agreement
Service Discovery
Service Publication
Service Description
Secure Messaging
XML Messaging
Transport
Ordinary Transact / Deliver
1.Semantics
5. Agent-based Bargaining
3. Highly Targeted Ads
2. Product Yellow Pages
2. Catalog of Configurations
Web Services Stack Extensions
Medjahed, 2003

90. Thank you!
LinkedIn
dmarca@openprocess.com
©OpenProcess, Inc. Do not copy. Do not distribute. Mental Distance, 90
Mental Distance
and Its Implications for e-Business Software
David A. Marca
University of Phoenix
2310 Crossroads Drive
Madison, WI 53718
U.S.A.
dmarca@email.phoenix.edu
July 24, 2010

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