1. Customer Personalization Gio Wiederhold Presented as Part of EPFL DL talk Spring 2000

2. Customer models Customer is defined to be {a person 6 one specific task} arranging a vacation trip activity/interests ˆ location town ˆ days ˆ hotel by grade ˆ flight / tour bus ˆ public transport ˆ rented car arranging a business trip location & date ˆ hotel by corp. plan ˆ flight ˆ taxi, limo, or rented car getting a computer for Joe Cheap search CPU by price ˆ modem ˆ display getting a computer for Peter Fast search CPU by speed ˆ storage ˆ display ˆ network  A customer model is Hierarchical  computable, unambiguous â alternatives at each level ( evaluate, closure, commit, rollback )

3. Example: Result modes for ranking Databases: Completeness All the answers Prolog Correctness The first answer Optimization The best choice Assumes all factors are known, no human decision Customer: wants choices also (but rarely invoked) explanation for trust provider background

4. Ranking Qualitative Significant Differences: in terms of the customer model Plan 1. UA59 dep.Wash.Dulles 17:10, arr. LAX 19:49 Plan 2. AA75 dep.Wash.Dulles 18:00, arr. LAX 20:10 Plan 3. UA119 dep.Wash.Dulles 9:25, arr. LAX 12:00 Busy Joe: P1= P2, P3 Speedy Mike: P2, P1=P3 Greedy Pete: P1=P3, P2

5. Personal vs. Customer Model Actual Person has multiple roles â how to switch â explicitly - awkward â implicitly - hard to perform fast â keep past contexts return to prior local state Switching rate will differ work versus fun adequacy of models Concept not yet proven experimentally in practice

6. Combining the models * Identify articulations Match customer and resource terms semantic mismatches thesauri, matching rules Match level of detail Match customer and resource values, summarize numbers, result ranks completeness, unit mismatches, text indicate constraints in models textual abstraction input for visualization