• Over a period of time, a lot of Knowledge bases have evolved. A knowledge base is a structured way of storing information, typically in the following form Subject, Predicate, Object
• Such Knowledge bases are an important resource for question answering and other tasks. But they often suffer from their incompleteness to resemble all the data in the world, and thereby lack of ability to reason over their discrete Entities and their unknown relationships. Here we can introduce an expressive neural tensor network that is suitable for reasoning over known relationships between two entities.
• With such a model in place, we can ask questions, the model will try to predict the missing data links within the trained model and answer the questions, related to finding similar entities, reasoning over them and predicting various relationship types between two entities, not connected in the Knowledge Graph.
• Knowledge Graph infoboxes were added to Google's search engine in May 2012

What is the knowledge graph?

▶Knowledge in graph form!

▶Captures entities, attributes, and relationships

▶More specifically, the “knowledge graph” is a database that collects millions of pieces of data about keywords people frequently search for on the World wide web and the intent behind those keywords, based on the already available content

▶In most cases, KGs is based on Semantic Web standards and have been generated by a mixture of automatic extraction from text or structured data, and manual curation work.

▶Structured Search & Exploration
e.g. Google Knowledge Graph, Amazon Product Graph

▶Graph Mining & Network Analysis
e.g. Facebook Entity Graph

▶Big Data Integration
e.g. IBM Watson

▶Diffbot, GraphIQ, Maana, ParseHub, Reactor Labs, SpazioDati

There are many attempts to classify and structure the various AI techniques in the internet produced by a variety of sources with specific interests in this emerging market and the fact that some new technologies make use of multiple techniques does not make the task easier to provide an easy, top-down access and guideline through AI for business decision makers. Most sources structure the AI techniques by their core ability (e.g. supervised vs. unsupervised learning) but even this sometimes controversial (e.g. genetic algorithms). The approach taken here is to find groups of use cases that represent similar problem-solving strategies (just like distinguishing "search" from "sort" without reference to a particular technique like "Huffman search" or "qsort"). Of course, most AI techniques are combinations but with a different focus.

There are many different sorting criteria to cluster use cases and these criteria determine how well and if at all the above objectives may be achieved. The target is to find “natural” classes of problems that in an abstract way can be applied to all the corresponding use cases. Since the clustering is used to determine which AI techniques are applicable, the classes should correspond to the typical characteristics of AI technique.

The following section describes Telco Domain Real-time advertising based on browsing use case in terms of :

• Potential business benefits to earn.
• Functional use case architecture depicted.
• Data sources (attributes required).
• Analytic to be performed,
• Output to be provided and target systems to be integrated with.

This use case is part of the monetization category. The goal of the use case is to provide a kind of DataMart to either Telecom business parties or external third parties sufficient, relevant and customized information to produce real-time advertising to Telecom end users. The customer targets are all Telecom network end-users.

The customization information to be delivered to advertise are based on several dimensions:

• Customer characteristics: demographic, telco profile.
• Customer usage: Telco products or any other interests.
• Customer time/space identification: location, zoning areas, usage time windows.

Use case requirements are detailed in the description below as “ Targeting method”

1. Search Engine Targeting:

The telco will use users web history to track what users are looking at and to gather information about them. When a user goes onto a website, their web browsing history will show information of the user, what he or she searched, where they are from, found by the ip address, and then build a profile around them, allowing Telco to easily target ads to the user more specifically.

3. Content and Contextual Targeting:

This is when advertisers can put ads in a specific place, based on the relative content present. This targeting method can be used across different mediums, for example in an article online, about purchasing homes would have an advert associated with this context, like an insurance ad. This is achieved through an ad matching system which analyses the contents on a page or finds keywords and presents a relevant advert, sometimes through pop-ups.

4. Technical Targeting

This form of targeting is associated with the user’s own software or hardware status. The advertisement is altered depending on the user’s available network bandwidth, for example if a user is on their mobile phone that has a limited connection, the ad delivery system will display a version of the ad that is smaller for a faster data transfer rate.

5. Time Targeting:

This type of targeting is centered around time and focuses on the idea of fitting in around people’s everyday lifestyles. For example, scheduling specific ads at a timeframe from 5-7pm, when the

6. Sociodemographic Targeting:

This form of targeting focuses on the characteristics of consumers, including their age, gender, and nationality. The idea is to target users specifically, using this data about them collected, for example, targeting a male in the age bracket of 18-24. The telco will use this form of targeting by showing advertisements relevant to the user’s individual demographic profile. this can show up in forms of banner ads, or commercial videos.

7. Geographical and Location-Based Targeting:

This type of advertising involves targeting different users based on their geographic location. IP addresses can signal the location of a user and can usually transfer the location through different cells.

8. Behavioral Targeting:

This form of targeted advertising is centered around the activity/actions of users and is more easily achieved on web pages. Information from browsing websites can be collected, which finds patterns in users search history.

9. Retargeting:

Is where advertising uses behavioral targeting to produce ads that follow you after you have looked or purchased are a particular item. Retargeting is where advertisers use this information to ‘follow you’ and try and grab your attention so you do not forget.

10. Opinions, attitudes, interests, and hobbies:

Psychographic segmentation also includes opinions on gender and politics, sporting and recreational activities, views on the environment and arts and cultural issues.