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The Web is now an integral part of numerous applications in which a user interacts with a company, government, employer, or an information provider. However, the potential of the Web is hampered by the enormity of the content available and the diverse expectations of its user base. Hence, Web applications need to combine all available knowledge in order to form personalized, user-friendly, and business-optimal services.
Over the years, personalized Web applications and services have been developed that use Web Mining and similar technologies to harvest shallow patterns hidden within masses of transactional, navigational, and content-structural data that are useful for presenting product recommendations and the likes. Without the benefit of deeper semantic or ontological knowledge about the underlying domain, personalization systems cannot handle heterogeneous and complex objects based on their properties and relationships. Nor can these systems possess the ability to automatically explain or reason about the user models or user recommendations. This realization points to an important research focus that combines the strengths of Web mining with semantic or ontological knowledge. The prospect of having deeper knowledge, gained from a combination of relevant but highly heterogeneous sources, about the information available and/or the resources accessed by users, means that personalization approaches can be developed that can present the most contextually relevant content to the user of the Web.
The workshop aims to bring together researchers and practitioners from the two rapidly developing research areas: Semantic Web and Web Intelligence. The aim is to improve the results of Web Personalization by exploiting the new semantic structures in the Web, and by incorporating AI techniques that take advantage of existing, learned, or extracted ontological knowledge.
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