The Behavior Analysis of Exhibition Visitors using Data Mining Technique at the KIDS & EDU EXPO for Children

정민규, 김혜경, 최일영, 이경전, 김재경, 유아교육 박람회에서 데이터마이닝 기법을 이용한 전시 관람 행동 패턴 분석, 지능정보연구, 17(2), pp. 77-96, 2011. (PDF) in Korean

ABSTRACT

An exhibition is defined as market events for specific duration to present exhibitors’ main products to business or private visitors, and it plays a key role as effective marketing channels. As the importance of exhibition is getting more and more, domestic exhibition industry has achieved such a great quantitative growth. But, In contrast to the quantitative growth of domestic exhibition industry, the qualitative growth of Exhibition has not achieved competent growth. In order to improve the quality of exhibition, we need to understand the preference or behavior characteristics of visitors and to increase the level of visitors’ attention and satisfaction through the understanding of visitors. So, in this paper, we used the observation survey method which is a kind of field research to understand visitors and collect the real data for the analysis of behavior pattern. And this research proposed the following methodology framework consisting of three steps. First step is to select a suitable exhibition to apply for our method. Second step is to implement the observation survey method. And we collect the real data for further analysis. In this paper, we conducted the observation survey method to obtain the real data of the KIDS & EDU EXPO for Children in SETEC. Our methodology was conducted on 160 visitors and 78 booths from November 4th to 6th in 2010. And, the last step is to analyze the record data through observation. In this step, we analyze the feature of exhibition using Demographic Characteristics collected by observation survey method at first. And then we analyze the individual booth features by the records of visited booth. Through the analysis of individual booth features, we can figure out what kind of events attract the attention of visitors and what kind of marketing activities affect the behavior pattern of visitors. But, since previous research considered only individual features influenced by exhibition, the research about the correlation among features is not performed much. So, in this research, additional analysis is carried out to supplement the existing research with data mining techniques. And we analyze the relation among booths using data mining techniques to know behavior patterns of visitors. Among data mining techniques, we make use of two data mining techniques, such as clustering analysis and ARM(Association Rule Mining) analysis. In clustering analysis, we use K-means algorithm to figure out the correlation among booths. Through data mining techniques, we figure out that there are two important features to affect visitors’ behavior patterns in exhibition. One is the geographical features of booths. The other is the exhibit contents of booths. Those features are considered when the organizer of exhibition plans next exhibition. Therefore, the results of our analysis are expected to provide guideline to understanding visitors and some valuable insights for the exhibition from the earlier phases of exhibition planning. Also, this research would be a good way to increase the quality of visitor satisfaction. Visitors’ movement paths, booth location, and distances between each booth are considered to plan next exhibition in advance. This research was conducted at the KIDS & EDU EXPO for Children in SETEC(Seoul Trade Exhibition & Convention), but it has some constraints to be applied directly to other exhibitions. Also, the results were derived from a limited number of data samples. In order to obtain more accurate and reliable results, it is necessary to conduct more experiments based on larger data samples and exhibitions on a variety of genres.

Design of Serendipity Service Based on Near Field Communication Technology

이경전, 홍성우, NFC 기반 세렌디피티 시스템 설계, 지능정보연구, 17(4), 2011.(PDF) in Korean

ABSTRACT

The world of ubiquitous computing is one in which we will be surrounded by an ever-richer set of networked devices and services. Especially, mobile phone now becomes one of the key issues in ubiquitous computing environments. Mobile phones have been infecting our normal lives more thoroughly, and are the fastest technology in human history that has been adapted to people. In Korea, the number of mobile phones registered to the telecom company, is more than the population of the country. Last year, the numbers of mobile phone sold are many times more than the number of personal computer sold. The new advanced technology of mobile phone is now becoming the most concern on every field of technologies. The mix of wireless communication technology (wifi) and mobile phone (smart phone) has made a new world of ubiquitous computing and people can always access to the network anywhere, in high speed, and easily. In such a world, people cannot expect to have available to us specific applications that allow them to accomplish every conceivable combination of information that they might wish. They are willing to have information they want at easy way, and fast way, compared to the world we had before, where we had to have a desktop, cable connection, limited application, and limited speed to achieve what they want. Instead, now people can believe that many of their interactions will be through highly generic tools that allow end-user discovery, configuration, interconnection, and control of the devices around them. Serendipity is an application of the architecture that will help people to solve a concern of achieving their information. The word ‘serendipity’, introduced to scientific fields in eighteenth century, is the meaning of making new discoveries by accidents and sagacity. By combining to the field of ubiquitous computing and smart phone, it will change the way of achieving the information. Serendipity may enable professional practitioners to function more effectively in the unpredictable, dynamic environment that informs the reality of information seeking. This paper designs the Serendipity Service based on NFC (Near Field Communication) technology. When users of NFC smart phone get information and services by touching the NFC tags, serendipity service will be core services which will give an unexpected but valuable finding. This paper proposes the architecture, scenario and the interface of serendipity service using tag touch data, serendipity cases, serendipity rule base and user profile.

Generation of Hypotheses on the Evolution of Agent-Based Business Using Inductive Learning

Jin, D., Suh, Y., Lee, K., “Generation of Hypotheses on the Evolution of Agent-Based Business Using Inductive Learning,” Electronic Markets, vol. 13, no. 1, 13-20, 2003 (PDF)

ABSTRACT

Agent-based business in e-commerce can be defined as a business enabled and operated by software-agent technologies. The discrepancies between expectations on and reality of the business have raised research interests in its critical success factors. We suggest a framework for analysing the evolution of the agent-based business and analyse 16 representative agent-based business cases to derive explanatory variables seeming to have effect on the longevity of the agent-based business. The results of the case studies are used as an input to an inductive learning method to generate five theoretical hypotheses on its evolution. Finally, we provide strategic implications of the generated hypotheses about the evolution of the agent-based business.

Bankruptcy Prediction Modeling Using Multiple Neural Network Models

Shin, K. Lee, K., Bankruptcy Prediction Modeling Using Multiple Neural Network Models, Lecture Notes in Artificial Intelligence 3214:668–674, September, 2004. – SCIE, ISSN:0302-9743

Abstract

The primary goal of this paper is to get over the limitations of single neural network models through model integration so as to increase the accuracy of bankruptcy prediction. We take the closeness of the output value to either 0 or 1 as the models confidence in its prediction as to whether or not a company is going to bankrupt. In case where multiple models yield conflicting prediction results, our integrated model takes the output value of the highest confidence as the final output. The output of the confidence-based integration approach significantly increases the prediction performance. The results of composite prediction suggest that the proposed approach will offer improved performance in business classification problems by integrating case-specific knowledge with the confidence information and general knowledge with the multi-layer perceptrons generalization capability.

Support Vector Machines Approach to Pattern Detection in Bankruptcy Prediction and its Contingency

Shin, K., Lee, K., Kim, H., Support Vector Machines Approach to Pattern Detection in Bankruptcy Prediction and its Contingency, Lecture Notes in Computer Science 3316:1254-1259, November, 2004.  – SCIE ISSN:0302-9743. pdf

Abstract

This study investigates the effectiveness of support vector machines (SVM) approach in detecting the underlying data pattern for the corporate failure prediction tasks. Back-propagation neural network (BPN) has some limitations in that it needs a modeling art to find an appropriate structure and optimal solution and also large training set enough to search the weights of the network. SVM extracts the optimal solution with the small training set by capturing geometric characteristics of feature space without deriving weights of networks from the training data. In this study, we show the advantage of SVM approach over BPN to the problem of corporate bankruptcy prediction. SVM shows the highest level of accuracies and better generalization performance than BPN especially when the training set size is smaller.

Rethinking Preferential Attachment Scheme in the dynamic network: Degree centrality or closeness centrality

Ko, K., Lee, K., Park, C., Rethinking Preferential Attachment Scheme in the dynamic network: Degree centrality or closeness centrality?, Connections 27(3):53-59, 2007. ISSN 0226-1776. pdf

Abstract

Construction of realistic dynamic complex network has become increasingly important. One of widely known approaches, Barabasi and Albert’s “scale-free” network (BA network), has been generated under the assumption that new actors make ties with high degree actors. Unfortunately, degree, as a preferential attachment scheme, is limited to a local property of network structure, which social network theory has pointed out for a long time. In order to complement this shortcoming of degree preferential attachment, this paper not only introduces closeness preferential attachment, but also compares the relationships between the degree and closeness centrality in three different types of networks: random network, degree preferential attachment network, and closeness preferential attachment network. We show that a high degree is not a necessary condition for an actor to have high closeness. Degree preferential attachment network and sparse random network have relatively small correlation between degree and closeness centrality. Also, the simulation of closeness preferential attachment network suggests that individuals’ efforts to increase their own closeness will lead to inefficiency in the whole network.

Criteria of Good Project Network Generator and its Fulfillment using a Dynamic CBR Approach

Kim, H. Lee, K., Criteria of Good Project Network Generator and its Fulfillment using a Dynamic CBR Approach, Lecture Notes in Computer Science 3155:630-644, September, 2004. – SCIE, ISSN:0302-9743. pdf

Abstract

Most project-based industries such as construction, shipbuilding, and software development etc. should generate and manage project network for successful project planning. We suggest a set of criteria of good project network generator such as network generation efficiency, quality of network, and economics of system development. For the efficiency of the planning, the first criterion, we decided to take a CBR approach. However, using only previous cases is insufficient to generate a proper network for a new project. By embedding rules and constraints in the case-based system, we could improve the quality of the project network: the second criterion. The integration of CBR approach and the knowledge-based approach makes feasible the development of the project network generator and improves the quality of the network by mutual enhancement through crosschecking the knowledge and cases in the development and maintenance stages. For some complex project network planning, a single-case assumed project network generation methodology is refined into Dynamic Leveled Multiple Case approach. The methodology contributes again the efficiency and effectiveness of project network generation and reduces the efforts of the system development.

DAS: Intelligent Scheduling Systems for Shipbuilding

Lee, J. K., Lee, K. J., Hong, J. S., Kim, W. J., Kim, E. Y., Choi, S. Y., Kim, H. D., Yang, O. R., Choi, H. R., “DAS: Intelligent Scheduling Systems for Shipbuilding”, AI Magazine, vol. 16, no. 2, pp. 78-94, Winter, 1995.pdf

Abstract

Daewoo Shipbuilding Company, one of the largest shipbuilders in the world, has experienced a great deal of trouble with the planning and scheduling of its production process. To solve the problems, from 1991 to 1993, Korea Advanced Institute of Science and Technology (KAIST) and Daewoo jointly conducted the Daewoo Shipbuilding Scheduling (das) Project. To integrate the scheduling expert systems for shipbuilding, we used a hierarchical scheduling architecture. To automate the dynamic spatial layout of objects in various areas of the shipyard, we developed spatial scheduling expert systems. For reliable estimation of person-hour requirements, we implemented the neural network–based person-hour estimator. In addition, we developed the paneledblock assembly shop scheduler and the longrange production planner. For this large-scale project, we devised a phased development strategy consisting of three phases: (1) vision revelation, (2) data-dependent realization, and (3) prospective enhancement. The DAS systems were successfully launched in January 1994 and are actively being used as indispensable systems in the shipyard, resulting in significant improvement in productivity and visible and positive effects in many areas.

A Spatial Scheduling System and its Application to Shipbuilding: DAS-CURVE

Lee, K. J., J. K. Lee, S. Y. Choi, “A Spatial Scheduling System and its Application to Shipbuilding: DAS-CURVE”, Expert Systems with Applications, vol. 10, no.3/4 , pp. 311-324, 1996.pdf

Abstract

Spatial scheduling considers not only traditional scheduling constraints like resource capacity and due dates, but also dynamic spatial layout of the objects. Automation of spatial scheduling is particularly important when the spatial resources are critical bottleneck resources, as is the case in the shipbuilding industry. To develop a spatial scheduling expert system for shipbuilding, a methodology for spatial layout of polygonal objects within rectangular plates is first developed. This study is then extended to the methodology for spatial scheduling, including the time dimension. The methodology is applied to the scheduling of Daewoo shipbuilding to build a system DAS-CURVE. DAS-CURVE is successfully operational and its experimental performance is remarkable.

Developing Scheduling Systems for Daewoo Shipbuilding: DAS Project

Lee, J. K., Lee, K. J., Park, H. K., Hong, J. S., Lee, J. S., “Developing Scheduling Systems for Daewoo Shipbuilding: DAS Project”, European Journal of Operational Research, vol. 97, no.2, pp.380-395, 1997.pdf

Abstract

Daewoo Shipbuilding Company, one of the largest shipbuilders in the world, had difficulties with planning and scheduling its production process. To solve the problems, Korea Advanced Institute of Science and Technology (KAIST) and Daewoo have been jointly performing the DAS (DAewoo Shipbuilding Scheduling) Project for three years from 1991 to 1993. To develop the integrated scheduling systems, several technological breakthroughs were necessary such as hierarchical architecture between systems, constraint directed graph search, spatial scheduling, dynamic assembly line scheduling, and neural network based man-hours estimation. Besides these technological research issues, we adopted the phased development strategy, which consists of three phases of vision revelation, data dependent realization, and prospective enhancement. The DAS systems were successfully launched in January 1994 and are being actively used as indispensable systems in the shipyard resulting in a significant improvement in productivity and reengineering of the scheduling process.

Keywords

Scheduling, Manufacturing Industries, Artificial Intelligence, Shipbuilding.