PROFESSOR
Dr. Hsinchun Chen
Yulei (Gavin) Zhang
Yan (Mandy) Dang
Chang Heon Lee (Heon)
Spring, 2007
7/12/2016
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Agenda
1. Why “Smart Gift Card”?
2. Market Analysis
3. Business Model
4. System Architecture
5. APIs & Data Mining
6. Novelty
7. System Screenshots
8. Tools
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1. Why “Smart Gift Card”?
The number of customers buying gift cards is increasing.
Source: COMDATA Payment Innovation (2007)
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1. Why “Smart Gift Card”?
Market
Analysis
For Buyers
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2
1
2
1
For Sellers
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• Gain market insight
• Understand the market prior to buying or selling
gift cards.
• Find a right gift card with a great discount
• Know an average discount rate
• Gain a competitive advantage
• Generate higher profit
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2. Market Analysis
• Statistical Analysis & Data Mining
– Weekly/Monthly transaction analysis
• Market share by category and brand
– Price Analysis (based on category and brand)
• Average actual price and selling price
• Average discount rate
• Market share
– Active Seller & Hot Item Analysis
• Associate network used to identify active sellers with their items
• Find top sellers in a certain brand
• Popular items
– Topic (Brand) Analysis
• SOMs used to find an interesting brand pattern information
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3. Business Model
• Advertising Opportunity (80% Revenue)
• Partnership with EBay and others
• Membership Fee (20% Revenue)
• Monthly membership fee: $ 2
• Annual membership fee : $ 10
• Extend our service to other products
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4. System Architecture
MS SQL
Server 2000
Smart
Gift Card
DB
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APIs
JSP
-EBay APIs
-Google Map APIs
Smart Gift Card
Interface
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5. APIs & Data Mining
APIs
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2
Data Mining
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Visualization
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• EBay APIs for retrieving data from production system
• Google Map APIs for displaying item location
• Self-Organizing Map (SOM)
• Association Network Graph
• Applet-based graphing and charting
• Focus on “Easy of Use”
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6. Novelty
Statistical
Analysis
to
analyze market
Data mining
for item
classification
Visualization
& Ease of Use
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7. System Screenshots
Main function page
Link to each function
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Market Analysis: whole market analysis
Click to see the exact amount
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Market Analysis: market share analysis
Click to see the exact amount
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Market Analysis: category analysis
Choose a category
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Market Analysis: brand analysis
Choose a brand
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Market Analysis: emerging topics
•
Hot Topics during April 8 – April 15, 2007
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Hot Topics during April 16 – April 22, 2007
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Analysis for Buyers: search
Go to the original
EBay item page
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Analysis for Buyers: Price Analysis
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Analysis for Buyers: hot item analysis
•
•
•
•
•
Each circle in the graph represents an active item in the database.
The label of the circle is the item title.
The bigger the circle and the label of circle, the hotter the item.
Items are clustered together based on the brand information.
Hot Topics during April 15 – April 22, 2007
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Hot Topics during April 22 – April 29, 2007
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Analysis for Sellers: top sellers analysis
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Analysis for Sellers: active sellers analysis
•
•
•
•
•
•
•
Each circle in the graph represents an item in the database.
The label of the circle is the item title.
The bigger the circle and the label of circle, the hotter the item.
Each blue up-triangle represents a seller.
Items from the same sellers connect together.
Only the sellers who are selling more than two items are shown in the graph.
Active Sellers during April 15 – April 22, 2007
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Active Sellers during April 22 – April 29, 2007
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8. Tools
• APIs
– EBay API:
http://developer.ebay.com/
– Google Map API:
http://code.google.com/apis/maps/index.html
– Programming Software: NetBeans
• Download NetBeans IDE + J2SE SDK
http://download.netbeans.org/netbeans/6.0/final/
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• Self-Organizing Map
– We used the multi-level self-organizing map algorithm
developed by AI Lab at the University of Arizona.
• Association Network
– NetDraw
http://www.analytictech.com/downloadnd.htm
*node data
NetDraw file format example
"ID", num
"$10 Gift Card off REGIS SALON (SALON SERVICES) + E"
2
"$10 iTunes Gift Certificate exp 9/2008" 2
"$10 STARBUCKS gift CARD CERTIFICATE"
3
"$10 Target Gift Card"
3
"$10.00 iTunes Music Gift Card - Free Shipping"
2
"$100 Best Buy Gift Card" 15
"$100 Gap Gift Card - FREE Shipping" 9
……………………
*Tie data
FROM TO "Strength"
"Home Depot Gift Card $500."
"$100 Home Depot Gift Card Accepted Nationwide" 1
"** $250 Best Buy GiftCard Gift Card Gift Certifica"
"$25 Best Buy Gift Card for Store or Online!"
1
"$50 Bed Bath & Beyond Gift Card - FREE SHIPPING!"
"$200 Cost Plus World Market Gift Card 4 Jewelry Be"1
"$500.00 Best Buy gift certificate"
"$15 Best Buy Gift Card *Free Shipping*"
1
"$25 Best Buy Gift Card for Store or Online!"
"$15 Best Buy Gift Card *Free Shipping*"
1
"Bath and Body Works $25 Gift Card" "$200 Cost Plus World Market Gift Card 4 Jewelry Be"1
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• Applet Based Graphing and Charting
– jPOWERED.com
http://www.jpowered.com/
– It offers advanced graphing and charting
functionality for Java Applet, Servlet, CSS,
JavaScript & PHP.
– It has free trial version and license version from
$195 to $4,945.
– Download at:
http://www.jpowered.com/downloads.htm
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Example code
<applet code="LineGraphApplet.class" archive="Linegraph.jar" width="330" height="260">
<!-- Start Up Parameters -->
<PARAM name="LOADINGMESSAGE" value="Creating Chart - Please Wait.">
<PARAM name="STEXTCOLOR" value="#000060">
<PARAM name="STARTUPCOLOR" value="#FFFFFF">
<!-- Line Data -->
<!-value,URL,Target Frame -->
<PARAM name="data1series1" value="82000">
<PARAM name="data2series1" value="60000">
<PARAM name="data3series1" value="35000">
…………
<PARAM name="data12series1" value="65000">
<!-- Properties -->
<PARAM name="autoscale"
value="false">
<PARAM name="chartScale"
value="10000">
<PARAM name="chartStartY"
value="0">
<PARAM name="legend"
value="true">
<PARAM name="legendfont"
value="Arial,N,10">
<PARAM name="title"
value="Value of Sales|-1,-1|Arial,B,14|#5555FF">
<PARAM name="xtitle"
value="2004|-1,-1|Arial,B,12|#5555FF">
<PARAM name="ylabel_font"
value="Arial,N,10">
<PARAM name="xlabel_font"
value="Arial,N,10">
<PARAM name="label1"
<PARAM name="label2"
<PARAM name="label3"
<PARAM name="label4"
…………
<PARAM name="label12"
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</applet>
value="January">
value="February">
value="March">
value="April">
value="December">
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Thanks!
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