=Paper=
{{Paper
|id=Vol-2604/paper52
|storemode=property
|title=An Intelligent System for Commercial of Information Products Distribution Based SEO and Sitecore CMS
|pdfUrl=https://ceur-ws.org/Vol-2604/paper52.pdf
|volume=Vol-2604
|authors=Bohdan Rusyn,Liubomyr Pohreliuk,Oleg Kapshii,Jarema Varetskyy,Andriy Demchuk,Ihor Karpov,Aleksandr Gozhyj,Victor Gozhyj,Irina Kalinina
|dblpUrl=https://dblp.org/rec/conf/colins/RusynPKVDKGGK20
}}
==An Intelligent System for Commercial of Information Products Distribution Based SEO and Sitecore CMS==
https://ceur-ws.org/Vol-2604/paper52.pdf
An Intelligent System for Commercial of Information
Products Distribution Based SEO and Sitecore CMS
Bohdan Rusyn[0000-0001-8654-2270]1, Liubomyr Pohreliuk[0000-0003-1482-5532]2, Oleg Kap-
shii[0000-0002-7528-2968]3, Jarema Varetskyy[0000-0002-7528-2968]4, Andriy Demchuk[0000-0001-6942-
9436]5
, Ihor Karpov [0000-0003-4885-5078]6, Aleksandr Gozhyj[0000-0002-3517-580X]7, Vic-
tor Gozhyj8, Irina Kalinina[0000-0001-8359-2045]9
1-4Karpenko Physico-Mechanical Institute of the NAS Ukraine
5-6Lviv Polytechnic National University, Lviv, Ukraine
7-9Petro Mohila Black Sea National University, Nikolaev, Ukraine
rusyn@ipm.lviv.ua1, liubomyr@inoxoft.com2, kapshii@ipm.lviv.ua3,
varetskyy@ipm.lviv.ua4, Andrii.B.Demchuk@lpnu.ua5,
shad1ksen@gmail.com6, alex.gozhyj@gmail.com7,
gozhyi.v@gmail.com8, irina.kalinina1612@gmail.com9
Abstract. The purpose of the intellectual system for Commercial of Infor-
mation Products Distribution Based SEO and Sitecore CMS is to provide
unique content based on the personalization approach and the tags use. The ob-
ject of research is the use of neural networks to create a recommendation tag
and marketable personalization tools. The subject of the study will be e-
commerce, which is an integral part of e-business. For example, e-commerce or
sales, with the help of mobile communication tools, electronic information and
advisory services, and others. E-commerce includes, but is not limited to, e-
commerce, which involves hosting its own online web resource, with corporate
resource management, marketing. Providing a convenient site is key, because
online stores can help customers find the things they are looking for in a more
versatile way. This allows visitors to manage their own buying experience,
which helps to increase customer loyalty and makes them more inclined to re-
turn to the site for more purchases, which in turn greatly facilitates trade. The
technologies of artificial intelligence will provide customers with better services
and individual impressions. They also maximize the marketing efforts of the
company, minimizing the need to spend money on ineffective advertising cam-
paigns.
Keywords: Information Resource, Information Products, SEO, Information
Technology, Text Monitoring, Information Personalization, Information Prod-
ucts Distribution, Sitecore CMS
Copyright © 2020 for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
1 Introduction
Personalization is a method of displaying targeted, relevant content for users based on
their characteristics and behavior, such as location, gender, or previous visits [1].
With personalization, you can make sure that the right content reaches the right users,
for example by showing, hiding or configuring content [2].
Among other things, you can use personalization to [3]:
Show other content for users based on their geographic location [4].
Hide user registration form that has previously filled out the form [5].
Edit text on a banner website based on a user's site link [6].
2 Substantiation of the Implemented System
2.1 Dynamic Display of Content with Terms and Personalization
Conditional visualization is a piece of content that is displayed when a predefined
condition [7]. You can use conditional shades to control how visitors view and inter-
act with the website [8]. Examples of conditional play include [3]:
Showing other content for visitors based on the rule that checks their geographic
location [4].
Hide the registration form for visitors who previously filled it [5].
Changing the text on a website banner based on a visitor's site link [6].
Conditional playback is often used as a synonym for personalized content [9]. This,
however, is not synonymous personalization [10]. Personalization refers to a broad
process of delivering targeted, relevant content to users. Personalization includes both
adaptive personalization’s, that is, the dynamic change of the content of the website
based on user behavior, and rule-based personalization, which includes the creation
and implementation of personalization rules that provide conditional reproduction.
Fig. 1. Personalized content for users
Conditions are set for conditional visualization in "Editor's Rule Set". The set rules
editor uses rules based on logic to determine whether the condition is true [11]. You
can identify actions such as conditional rendering that takes effect if the condition is
valid or occurs. The condition associated with the action is called a rule [12].
You can access the code editor rule from the event editor. You can also access it
using the Content Editor and the Marketing Management panel, but usually condi-
tional corrections are created in the experienced editor [3, 13].
Content profiles are categories that are defined for tracking user behavior when
moving over a website. A content profile can help you understand the behavior, ac-
tions, and interests of users. Profile content consists of three main elements [14]:
Profile keys are attributes of the categories that you want to track;
Profile values are numeric values assigned to different profile keys;
Profile cards are the saved profile key combinations and the values that apply to
the content.
You can also create personal properties to show typical users who are also assigned
profile cards. Users can be used to personalize the rules. Creates content profiles,
profile keys, profiles, and people in the marketing center. The profile value for the
items is assigned in the experienced editor [15-19].
Profile keys describe different aspects of profiles. Assigning profile numeric val-
ues to their profile keys, and then using profile values to monitor user interaction with
the website. Sitecore has some predefined profiles that already have profiles assigned
to them. You can also create your own profile keys [3, 20-23].
Profile value. When Users navigate through the website and assign the content
profile values that are defined for each item, they visit [3, 24-27]. These values are
accumulated, when a user is targeting a site and they help create a contact profile. All
the information that users collect about - the pages they browse, the goals they are
performing and the way they use it to navigate through the site - will help identify the
areas of the website that needs to be refined. You can also use this information for the
user segment and create customization rules. This information is for sale. For exam-
ple, if a user in certain categories has reached a high profile, this may indicate that it
is a potential sales opportunity [28-31]. Then you can enter them into the CRM sys-
tem as a potential buyer or send them an e-mail.
Profile Cards contain saved profile keys and profile values. You can use profile
cards to assign standard profile values to items on a website [3, 32-34].
Personalities. When configuring profiles for content you can create personages.
Individuals are fictitious characters that represent certain types of users within the
target demographic group. Persons describe life, age, habits, preconditions, interests
and the profession of a fictional character who can use the site in a certain way. You
can create profile cards that describe the way a person consumes content on a website.
Many business areas are trying to find new ways to debug and personalize. Many
can come up with new tests for the system and web- solutions. However, to develop
those that will increase the real value of the business, much harder. So, let us look at
four examples where different types of businesses have received significant and rapid
results through testing or personalization. Each of these methods is a kind of possible
personalization approach. Each of these approaches is based and can be used based on
customization and Sitecore available resources Personalization [35-38].
2.2 Testing the result
Answers to the question: What message offer will have the greatest impact? The prob-
lem is that the tests, which were the team made, were basic and they did not know
much about their segments [1-6, 39-41].
Thus, the team has returned to the A / B Sitecore embedded test to better under-
stand what content is best suited to business results. They checked four options for a
homepage suggestion and received the results that you see in the image below [1-6].
Fig. 2. Personalized content for users
One option it was clearly lagging behind, so they took it and continued to test others.
It was strange how much the same proposal was changed when the way of submission
was changed. In the end, the winner was ahead with a big gap, which allowed the
company to begin the strategy of changing the offer for other content with high prof-
itability. It also gave them a vision for shaping upcoming proposals on different chan-
nels in order to maximize the impact of personalization [1-3].
Personalization based on geolocation. An example may not be the name of a
company based in all US states, it wanted to personalize its audience, depending on
where they are located. Therefore, they create individual components on key impact
pages for the western, central and eastern regions. This is a simple example, but it is
also one of the easiest ways to get a quick win. Visitor location can be tracked in real
time; because while your content is ready for different cities/countries, you have a
personalized personalization solution [1-3, 42-47].
Personalization based on visitor profile. In this case, the business can be con-
vinced that on their sites investors are looking at the prospect, investors, job seekers,
media professionals and partners visit the site [3]. Thus, the team set up profiles and
used predefined categories to determine which group the visitor belongs. Built-in
algorithms capture the intentions of individual visitors in real-time when they passed
through the content of the site. Then, using the smart personalization of the home
page for each user category, they changed the image of the banner and called for
feedback to focus on performance as companies with an individual approach. These
changes not only gave the team more potential customers, but newly defined catego-
ries helped them focus their personalization strategy on the rest of the site [48-51].
Personalization based on the stage of flipping content. In this example, the
company tried to register traffic within its site on the eve of a major event [3]. The
team began tracking the movement of early visitors, tracking all of the electronic
sections they were interested in before they confirmed their registration on the event.
In this way, the team had a clear idea of which sites were weak, where they left the
visitors interested but not informed, and were informed, but not motivated to contin-
ue. This approach can also be used to create clear personalization strategies based on
the visitor's closeness to the registration [52-57].
3 Using WordNet Language Database
Home Project WordNet - http://wordnet.princeton.edu, w Dunham is a linguistic da-
tabase that includes large number synonyms that are associated with each other, are
all used for the neural network. I turn on the Brett library and sample programs for
this section in the src-jaws-wordnetdirectory in the zip file. WordNet's vocabulary
database is a current research project that includes many years of professional lin-
guists. Ownership of WordNet over the last ten years has been easy, mainly using a
database for defining synonyms (called sunsets in WordNet) and considering possible
parts of a word. We will use open source Java libraries WordNet. There are also good
open source client applications for viewing WordNet's lexical database, links on
WordNet's website [58-59].
4 Assign a Special Profile Value to the Element
When visitors are moving through a website, they are assigned profile values that we
have identified for each item they visit [1-3]. These values are accumulated when a
visitor navigates the site and they help create a visitor's profile [1]. Usually, profile
cards or saved set of profile values are used to apply profile values to content. How-
ever, some items may not match the profile card you created. In this case, you can
assign special profile values for this item. You can also assign custom profile values
to multiple items at once with the search function in the content editor [1].
Please note that only special profile items can be assigned, if the "Select profile"
dialogue box is set to "Lone" in the "Authorization option" field [1].
To set custom profile values for a content item, you need [1]:
1. In editor of experience go to the page element or content to which you want to as-
sign a profile value.
2. In the Optimization group on the Profile Settings tab, you need to click Connect
Profile Maps.
Fig. 3. Optimization tab [1]
3. In Find the profile key, you want to select and click on the profile editor Edit.
4. On the Select Profile Link tab, click the Customize button to activate the set-
tings. This allows you to create a custom profile card.
Fig. 4. Create a profile [1]
5. In the section, Settings Click the drop-down arrow for each profile and select the
values that you want to assign to the content item.
6. To save the changes and assign the selected profile values to the content item, click
the button OK.
5 Assign a Special Value to a Profile for Multiple Items
To assign a custom profile value to several items [1]:
1. You need to select an object or product.
2. In the search box enter * to get all the items on the list.
3. Click the drop-down arrow to the left of the search box and select "Search Opera-
tions".
4. In the "Search Operations" section, click the Apply Profiler button.
Fig. 5. Search operations [1]
5. In the Profile Cards window in the Settings section, click the drop-down arrow for
each profile and select the values that you want to assign to the content elements.
Fig. 6. Configure profile card [1]
6. You need to click the button to save the changes and assign the selected profile
values to the content elements OK.
6 Withdrawal Object from the Text
In this section, we will look at the names of people and places in the text [1]. This can
be useful for automatically adding news tags to people and the names of the places
contained in the articles. The feature for identifying names and places in the text is the
data in the test file data / propername.seris a special Java data file containing hash
tables for people and places names. These data are read in the constructor of the
Names class:
The value of hash tables is used as follows:
Which will deduce the following:
The following example uses the isPlaceName, isHumanName, and getProper-
Names methods:
The initial values of this example are as follows:
The methods HumanName and isPlaceName simply look for a string in any hash
table with the name of the leader or place. To test one word, let us look at an example:
Versions of these APIs that handle names containing a few words are a bit more
complex, we need to construct a string of words between the initial and final indexes
and check if this new line value is a valid key in the hash tables of people names or
place names. Here is the code to search for verbose names:
This same scheme is used to check the verbose names of people. The top-level
getProperNames utility is used to search for human and local names in the text. The
code in getProperNames is easy to understand.
7 Example of Use WordNet Libraries
An example of a WordNetTest class finds different word values for a given word and
prints this data to standard output. We modify this code somewhat in the next section,
where we will combine WordNet with the part of the speech tag in another example
program. Access toWordNet data using Brett’s library is simple, so we will spend
more time actually looking at the WordNet data itself. Here is an example of an appli-
cation that shows how to use the API. Class designer connects to WordNet data files
for reuse:
Here JAWS method returns speaker to synonyms:
PropertyNames constant . DIRECTORY is equal to "wordnet.database.dir". It's a
good idea to make sure you have this Java property set, if the value is displayed as
zero, fix the way to set up Java properties or just install it:
Anthony is the opposite of synonyms. Note that the antonyms are specific to indi-
vidual sentences on words. That's why I have such a code to display the antonyms
inside the loop over the form of the word for every meaning of the word for "bank":
Using this example of the program, we can see that the word "bank" has 18 differ-
ent "values", 10 nouns and 8 verbs:
8 Implementation of personalization in Sitecore
As an example in this work, we will use 2 and 3 approaches and define in Sitecore
CMS some of the rules for the system. To do this, use the Sitecore Rule Set Editor. It
is a tool that applies the rules of logic to control the content. The rule set editor can be
used to create a conditional rendering for personalization and contact management.
The correct editor has three basic elements: terms, actions and rules. The ruleset edi-
tor combines the action conditions to create rules that can be used to personalize, run
scripts, create steps in interaction plans, and more.
Fig. 7. Create conditions for personalization rules in Sitecore CMS [1]
Fig. 8. The look of the finished, rules on the origin of the user in Sitecore CMS [1]
Terms consist of logical statements that determine whether the condition is true. For
example, the place where an item is blocked by me is true if I blocked this item.
Sitecore has a number of default terms that you can use, but you can also apply your
own terms. We use the location of the user, we will determine the country of origin.
Actions are logical steps that are performed when one or more conditions in the
rule are true. For example, you can enter a condition for registered contacts that hides
the registration form if it has been filled in before. Usually is created actions that im-
plement the conditional playback of a website for contacts that meet the criteria of the
condition. You can also specify actions that hide or show content if the condition is
fulfilled. Sitecore has a number of actions by default, but you can also implement
your own actions. In our example, let's put the content of the blocks on the home
page. And based on this and the previous item create item.
Rules bind one or more actions with one or more conditions. To do this, you need
to define your terms and conditions before the rule can be implemented. You can also
use logical operators such as' and 'and' or 'to create a combination of several condi-
tions and actions. For example, you can create a rule that hides a content item from
contacts in North America. The terms of this rule check the geographic location of the
contacts, as well as if they are from the US, Canada or Mexico, the relevant pages of
the website will not be displayed.After several passes through the website, you can
see page transitions in the following chart:
Fig. 9. Output statistics for collecting information on user profile and its navigation on site [1]
Profiles creation opportunities are theoretically unlimited. After using the Chrome
browser as one unique client, and purchasing activity on the site, we will review the
results of the user profile.
Fig. 10. Output statistics for user profile activity [1]
In general you’ve decided to define these profiles; it depends heavily on the sector. It
should always ask yourself the question, which relates to your customers, which is the
functional possible and practically possible.
In a practical example, the above is as follows:
Let's give you an example of a short article for learning the neural network:
Fig. 11. An example of an article that is presented as input data for the study of the neural net-
work AutoRecommendTags.exe
Let's launch the AutoRecommendTags console program . exe to teach the neural
network to get the source data in the form of a table of proximity to the list speci-
fied in the tag system for content:
Fig. 12. Intermediate Neural Network Learning Outcomes
Let's evaluate the source data:
Fig. 13. Output data of neural network learning according to input data.
9 Conclusions
The system of commercial distribution of information products in the future will be
able to bring real income to its owner, which will be in demand among users of the
World Wide Web. It should also be noted that the topic of Internet commerce in the
context of e-business is more than ever relevant in our time, the time of rapid devel-
opment of information technology, as to me the future of commerce on the Internet. It
is already very popular to order any copyrighted information products. Therefore,
who will understand this trend in the market of commerce in general, and will suc-
cessfully be able to fit into it - will receive serious dividends.
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