Daniel CortezRamji Enamuthu

Sampanna KulkarniAdam TaplinJeanna Vogt

CREATING IMPACT WITH ONTOLOGY

What is our focus?

User Experienc

e

1. What issues did we find? 2. What is your MOST IMPORTANT ISSUE right now?3. Our solution to the problem...4. How we propose to implement it?5. What will be the Impact?

What is coming up?

1. What issues did we find?

Filtering Issues Search/Authority Control/Taxonomy Issues User Rating Issues Profile Issues Format Issues

Issues

Filtering Issues

How can I block the entire group of VeggieTales?

How can I filter out Top 100 for a

particular year or month?

Search/Authority Control/Taxonomy Issues

There is no logical order in the results that are

returned by Netflix

Lack of Association in Schema

Why does Netflix associate Toby Kebbell and Tony Scott with Toy

Story 3?

User Ratings IssuesNetflix thinks Joel will rate this 3.4 stars, but what’s the general user rating?

Objectivity (Taylor, 2009)

And how would Joel rate it 3.4 stars, anyway?

Dexter: Season 1

What about episode ratings?

Exhaustivity (Taylor, 2009)

Profile Issues

The Issue: I have to log in under the main profile to Watch InstantlyWhy it’s a problem: 1) I don’t have access to my personalized

recommendations.2) Any ratings I make here will affect the primary profiles

recommendations and not carry over to mine.

Format IssuesBlu-ray is a

genre?

And clicking the Blu-ray genre gets you this apparently unsorted list with no further

subject information by which to sort/filter.

There’s no way to filter

search results to

Blu-ray only.

Format Issues (cont.)DVD Queue

Instant Queue

If I watch Spartacus online, I want the Netflix schema to register that I’ve seen it and ask if I want to remove it from my DVD queue.

2. What is the MOST IMPORTANT ISSUE right

now?

• Investigation of Issues• Prioritizing issues based on subjective ratings

• Developing a common consensus on the MOST IMPORTANT ISSUE you need to care about RIGHT NOW!

How we found it?

The Netflix catalog for TV shows and franchises doesn’t tell the whole story

No links between seasons, series: in other words, no page for the entire “Lost” franchise

Generally, the catalog focuses on delivery format rather than episode, which leads to more problems

The Most Important Issue RIGHT NOW: Weak Ontology

Examples

Is there a button missing? How about Season 3 Episode 1?

I said “No Thanks”… why make me say it twice?

A single page for the entire Lost franchise would be useful. Colocation: ever heard of it?

3. Our solution to the problem...

Enhance the Netflix cataloging schema by properly defining the ontological relationships between multipart works

Don’t focus on the individual DVDs and Instant streams; instead, build a top-down Ontology from the Franchise, to the Series or Movie, to the Season, and so on

Our Proposed Solution

New Ontology

Proposed Development

Netflix creates entire franchise pages: ie everything (TV shows and movies) related to Star Trek

Customers able to remove larger groups of recommendations

No more confusing lack of coordination between DVD and Instant queue

Great opportunities for the future: the ontology could include characters, themes, more

The Benefits

Content Delivery

Content Delivery

What Ontology Does

4. How we propose to implement it?

Initial Phase begin as mentioned:◦ Franchise◦ Movie/Television◦ Series/Season◦ Episode◦ Delivery Format

Framework existing

Implementation

• Next Phase movie content as children:◦ Characters◦ time period◦ Locations

• Trick the kids into painting the fence for you

Implementation

5. What will be the Impact?

Page views after search should be less

Total number of DVDs sent and online media watched before and after implementation of Ontology

If content sites are created based on ontology, measure number of views based on these sites

Measurements

Self-awareness of own content Know its user’s better than the users Become a part of the semantic web or

someone else will.

Netflix Ontology