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INTERNATIONAL JOURNAL OF INTERACTIVE MULTIMEDIA AND ARTIFICIAL INTELLIGENCE ISSN: 1989-1660–VOL. III, NUMBER 6 IMAI RESEARCH GROUP COUNCIL Executive Director - Dr. Jesús Soto Carrión, Pontifical University of Salamanca, Spain Research Director - Dr. Rubén González Crespo, Universidad Internacional de La Rioja - UNIR, Spain Financial Director - Dr. Oscar Sanjuán Martínez, ElasticBox, USA Office of Publications Director - Lic. Ainhoa Puente, Universidad Internacional de La Rioja - UNIR, Spain Director, Latin-America regional board - Dr. Carlos Enrique Montenegro Marín, Francisco José de Caldas District University, Colombia EDITORIAL TEAM Editor-in-Chief Dr. Rubén González Crespo, Universidad Internacional de La Rioja – UNIR, Spain Associate Editors Dr. Jordán Pascual Espada, ElasticBox, USA Dr. Juan Pavón Mestras, Complutense University of Madrid, Spain Dr. Alvaro Rocha, University of Coimbra, Portugal Dr. Jörg Thomaschewski, Hochschule Emden/Leer, Emden, Germany Dr. Carlos Enrique Montenegro Marín, Francisco José de Caldas District University, Colombia Dr. Vijay Bhaskar Semwal, Indian Institute of Technology, Allahabad, India Editorial Board Members Dr. Rory McGreal, Athabasca University, Canada Dr. Abelardo Pardo, University of Sidney, Australia Dr. Hernán Sasastegui Chigne, UPAO, Perú Dr. Lei Shu, Osaka University, Japan Dr. León Welicki, Microsoft, USA Dr. Enrique Herrera, University of Granada, Spain Dr. Francisco Chiclana, De Montfort University, United Kingdom Dr. Luis Joyanes Aguilar, Pontifical University of Salamanca, Spain Dr. Ioannis Konstantinos Argyros, Cameron University, USA Dr. Juan Manuel Cueva Lovelle, University of Oviedo, Spain Dr. Pekka Siirtola, University of Oulu, Finland Dr. Francisco Mochón Morcillo, National Distance Education University, Spain Dr. Manuel Pérez Cota, University of Vigo, Spain Dr. Walter Colombo, Hochschule Emden/Leer, Emden, Germany Dr. Javier Bajo Pérez, Polytechnic University of Madrid, Spain Dr. Jinlei Jiang, Dept. of Computer Science & Technology, Tsinghua University, China Dra. B. Cristina Pelayo G. Bustelo, University of Oviedo, Spain Dr. Cristian Iván Pinzón, Technological University of Panama, Panama Dr. José Manuel Sáiz Álvarez, Nebrija University, Spain Dr. Masao Mori, Tokyo Institue of Technology, Japan Dr. Daniel Burgos,Universidad Internacional de La Rioja - UNIR, Spain Dr. JianQiang Li, NEC Labs, China Dr. David Quintana, Carlos III University, Spain Dr. Ke Ning, CIMRU, NUIG, Ireland Dr. Alberto Magreñán, Real Spanish Mathematical Society, Spain Dra. Monique Janneck, Lübeck University of Applied Sciences, Germany Dra. Carina González, La Laguna University, Spain Dr. David L. La Red Martínez, National University of North East, Argentina Dr. Juan Francisco de Paz Santana, University of Salamanca, Spain Dr. Héctor Fernández, INRIA, Rennes, France Dr. Yago Saez, Carlos III University of Madrid, Spain Dr. Andrés G. Castillo Sanz, Pontifical University of Salamanca, Spain Dr. Pablo Molina, Autonoma University of Madrid, Spain Dr. José Miguel Castillo, SOFTCAST Consulting, Spain Dr. Sukumar Senthilkumar, University Sains Malaysia, Malaysia Dr. Holman Diego Bolivar Barón, Catholic University of Colombia, Colombia Dra. Sara Rodríguez González, University of Salamanca, Spain Dr. José Javier Rainer Granados, Universidad Internacional de La Rioja - UNIR, Spain Dr. Elpiniki I. Papageorgiou, Technological Educational Institute of Central Greece, Greece Dr. Edward Rolando Nuñez Valdez, Open Software Foundation, Spain Dr. Luis de la Fuente Valentín, Universidad Internacional de La Rioja - UNIR, Spain Dr. Paulo Novais, University of Minho, Portugal Dr. Giovanny Tarazona, Francisco José de Caldas District University, Colombia Dr. Javier Alfonso Cedón, University of León, Spain Dr. Sergio Ríos Aguilar, Corporate University of Orange, Spain Dr. Mohamed Bahaj, Settat, Faculty of Sciences & Technologies, Morocco - ii - Special Issue on Big Data & AI Editor’s Note Digital information has redefined the way in which both public importance as a tool for analysis and research. In this sense there are and private organizations are faced with the use of data to improve works related to the following topics: digital marketing, optimization decision making. The importance of Big Data lies in the huge amount of message exchange, sentiment analysis, text analytics, e-learning, of data generated every day, especially following the emergence of financial risk control, forecasting behaviour in video games, energy online social networks (Facebook, Twitter, Google Plus, etc.) and the policy and health. exponential growth of devices such as smartphones, smartwatches The first two papers of this special issue are related to Big Data and other wearables, sensor networks, etc. as well as the possibility of and marketing. Juan Carlos Gonzálvez and Francisco Mochón´s taking into account increasingly updated and more varied information paper, “Operating an Advertising Programmatic Buying Platform: for decision making. [1] A Case Study”, analyses how new technological developments and With proper Big Data analysis we can spot trends, get models from the possibilities generated by the internet are shaping the online historical data for predicting future events or extract patterns from user advertising market [4]. More specifically it focuses on a programmatic behaviour, and thus be able to tailor services to the needs of users in a advertising case study. The origin of the problem is how publishers better way. resort to automated buying and selling when trying to shift unsold Using Big Data is becoming widespread among organizations of all inventory. The platform executes, evaluates, manages and optimises kinds. It is a fact that large companies, start-ups, government agencies display advertising campaigns, all in real-time. The results of this and non-governmental organizations are gradually being encouraged to case study show that the platform and discard algorithms incorporated use microdata generated by digital devices to operate more efficiently. therein are an ideal tool to determine the performance and efficiency When these microdata are aggregated they turn into massive amounts of different segments used to promote products. Thanks to Big Data of data which require specialized tools and skills to be managed. tools and artificial intelligence the platform performs automatically, providing information in a user-friendly, simple manner. The challenge organizations are facing is that the increasing amount of data is too large or too unstructured to be managed and analysed The next paper is also related with marketing and the management with traditional methods. Think of the data derived from the sequence of large volumes of data. “PInCom project: SaaS Big Data platform of clicks from the Web, social media content - tweets, blogs, Facebook for ubiquitous marketing using heterogeneous protocols and wall postings (Facebook alone accounts for more than 1 billion active communication channels”, written by Juan Manuel Lombardo, Miguel users generating social interaction content. Google processes on Angel López, Felipe Mirón, and Susana Velasco integrates aspects average over 53 thousand search queries per second, making it over of cloud computing with the treatment of large volumes of data and 4.6 billion in a single day) - or radio frequency identification systems, the potential and versatility of messaging through various formats which generate up to a thousand times more data than conventional and platforms, especially on mobile devices [5]. The importance of barcode systems (12 million RFID tags – used to capture data and this issue arises with the high number of users who have access to track movement of objects in physical world – had been sold in by these technologies and the information which can be consumed 2011. By 2021, it is estimated that that number will have risen to 209 through existing communications networks. The main objective is to billion. Walmart manages more than 1 million customer transactions offer a cloud service for ubiquitous marketing and loyalty by sending per hour). In the World 10.000 payment card transactions are recorded messages using different protocols and communication channels. The every second. The amount of data transferred over mobile networks platform used is able to handle a lot of traffic and send messages using increased by 81% to 1.5 Exabyte per month between 2012 and 2014. intelligent routing through standardized protocols while managing More than 5 billion people make phone calls, send text messages and information security when it is connected. surf the Internet with mobile phones. Every day they send 340 million “Fine Grain Sentiment Analysis with Semantics in Tweets” tweets (4.000 per second!). To date they’ve generated 2.5 trillion bytes presented by the group of researchers of the University of Malaga, of data. However, very little of this information is in the form of rows consisting of Cristóbal Barba González, José García-Nieto, Ismael and columns of traditional databases. Navas-Delgado and José F. Aldana-Montes, is devoted to the study of While the increasing amount of data is an undisputable fact, from a sentiment analysis [6]. The opinions of Twitter users can be assessed social point of view the most relevant issue is the nature and number by classifying the sentiment of the tweets as positive or negative [7]. of problems that the processing of these data is helping to solve. However, tweets can be partially positive and negative at the same time Following