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Fig. 7.6
SERUM: Personalized news
collected using a common data model and thus can be shared and reused across
systems. UBO defines a common schema for the semantic collection of user
behavior, where the raw interaction, as well as semantic information about the user
intention, context, etc., can be stored. Previous work mostly focuses on domain-
specific modeling [
33
]. The data management is application independent, which
means that when sharing UBO data, other applications can use the data to run their
own data analysis approaches and use this for personalizing recommendations or
the adaptation of the User Interface (UI) [
41
].
2. Linking user behavior data with external knowledge following the Linked Open
Data process: Due to the creation of an ontology as a common data model, UBO
should also allow to link behavior with external resources. This means that col-
lected behavior can be connected to other ontologies, adding extra knowledge,
for example, about a user's intention behind a click, or information processed
by an applied machine learning approach. This, for instance, allows to model
information about what an application assumes the user is interested in, which is
valuable input for other applications when data are shared.
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