Project - Report

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13 Δεκ 2013 (πριν από 3 χρόνια και 8 μήνες)

183 εμφανίσεις




2010

Partha Pratim Sanyal

Rahul Anil Tekchandani

Rahul Singh Rathore

Sayali Avalakki



NachBaliye.com


An Indian Dance Odyssey

Project
-

Report

MIS 510


Web
Mining & Computing



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Table of Contents

1.

Introduction

................................
................................
................................
...............................
2

2.

Business
Case

................................
................................
................................
.............................
2

2.1

Target Market

................................
................................
................................
...............................

2

2.2

Competitive Landscape

................................
................................
................................
.................

2

2.3

Revenue Model

................................
................................
................................
.............................

3

3.

System Architecture

................................
................................
................................
...................
4

4.

System Design

................................
................................
................................
............................
4

4.1

APIs

................................
................................
................................
................................
................

4

4.2

User Interface

................................
................................
................................
...............................

5

4.3

Database

................................
................................
................................
................................
.......

6

4.4

Data collect
ion

................................
................................
................................
..............................

6

4.5

Data mining component: Jaccard Function

................................
................................
..................

6

5.

Website Features

................................
................................
................................
.......................
7

5.1

Picasa slideshow, RSS Feeds, Facebook, Twitter Buzz

................................
................................
..

7

5.2

Search (Yahoo! Maps, YouTube, Amazon, Flickr, Twitter, Blogger feeds, Wikipedia, Twitter
Sentiment)

................................
................................
................................
................................
............

8

5.3

Event Recommender

................................
................................
................................
...................

11

5.4

Dance Recommender

................................
................................
................................
..................

11

5.5

Click stream Recommender

................................
................................
................................
........

12

5.6

Dance School Rec
ommender

................................
................................
................................
......

13

5.7

Analytics

................................
................................
................................
................................
......

13

5.8

Events

................................
................................
................................
................................
..........

15

5.9

Contribute

................................
................................
................................
................................
...

15

6.

Novelty

................................
................................
................................
................................
....

15

7.

Team Participation

................................
................................
................................
...................

16

8.

Conclusion

................................
................................
................................
...............................

16

9.

Appendices

................................
................................
................................
..............................

17

9.1

Sources & References

................................
................................
................................
.................

17

9.2

Project Plan

................................
................................
................................
................................
.

17





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1.

Introduction

Indian culture has evolv
ed in a continuum with the culmination of different traditions and its ancient
heritage.


There had been a continuous evolution of drama, music, dance, painting and folk art forms
under the various political powers in India that ultimately led to the
development of the definite 'Indian'
element in each of these forms. Dances, that form an integral part of the Indian culture, are a form of
lucid expression of human emotions through physical gestures and visual art. Dance in India covers a
wide range of
dance forms, from the ancient classical or temple dance to folk and modern styles. Indian
dances and music were not only seen as ways to celebrate, but also as offerings of worship and thanks
giving to the deity. All the dance forms were structured around
the nine 'Rasa' or emotions, Hasya
(happiness), Shoka (sorrow), Krodha (anger), Karuna (compassion), Bhibatsa (disgust), Adhbhuta
(wonder), Bhaya (fear), Viram (courage) & Shanta (serenity). There are hundreds of Indian folk dances
such as Bhangra, Garba,
Kathak, Bharatnatyam, Ravindra Nritya and special dances observed in regional
festivals. India offers a number of classical Indian dance forms, each of which can be traced to different
parts of the country. Each form represents the culture and ethos of a p
articular region or a group of
people.




NachBaliye (in English : Dance Girl!)

is an e
-
initiative to promote Indian classical and folk dances world
-
wide through a comprehensive in
formation sharing system that ma
shes up various Web 2.0
components together.

It provides exhaustive information to the users on various dance forms of India.

2.

Business Case

NachBaliye.com

is a one stop information portal
for all Indian dance aficionados and Dance Event
Organizers.
It provides exhaustive information on Indian Classi
cal and Folk Dances from dance
description, videos, pictures, shopping to dance recommendations for learners and organizers.

2.1

Target Market

It is very important to understand the target users to be successful. Our site targets the Asian Indian
population i
n US and other countries and other nationals who are interested in learning about Indian
dance culture.
According to the American Community Survey of the U.S. Census Bureau, the Asian Indian
population in the United States grew from almost 1,679,000 in 200
0 to 2,570,000 in 2007: a growth rate
of 53%, the highest for any Asian American community, and among the fastest growing ethnic groups in
the United States
1
. With such increase in Asian Indian population in US,

there has been an increasing
demand for Indian classical and folk dance information. For most of them, learning these dances or
having knowledge about them is a way to stay connected to their country o
r region’s culture.
Hence our
site targets these dance lovers and ev
ent organizers.

2.2

Competitive Landscape

Differentiating our site from the competitors will helps us gain acceptance from our target users. One of
the
motivations

of
NachBaliye.com

is
the
i
ncreasing interest in Indian culture and

dance forms



1

http://en.wikipedia.org/wiki/Indian_American



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數amp汥

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p牯v楤楮g

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p敲e楮敮琠楮景牭a瑩Wn on 䥮T楡n T慮捥c.

NachBaliye
.com

addresses such a need
as it tends to promote various different forms of Indian dance and the richness of the same, w
hich is
quite different and in addition to the ideas expressed by the

dances idealized by

Indian film Industry


Bollywood.

A comparison of features of few of our competitors is as presented below.

Features

Indian folk
dances.com

Michigan
sahana.com

Nartharki.com

NachBaliye.com

Information portal

Y

-

Y

Y

Number of mash ups

-

1

-

14

Learning dance
forms though videos

-

-

-

Y

Personalization of
Events

-

Lists events

Lists events

Y

Music related

-

Y

-

-

Support Event
Organizers

Y

-

-

Y

Visualization of
analytics

-

-

-

Y


2.3

Revenue Model

Our approach to revenues is a commission based model.

Revenues required to
sustain our site

are
generated

through commission on
sale of
Amazon products
, event advertizing and dance schools and
other
cultural organization partnerships.

Amazon has a percent based commission for sales through
partner sites. For every sale through advertizing of their dance related products on our site, Amazon will
pay percent commission. Dance schools can gain promotion
by partnering with us and
they

will be
recommended in our learn dance recommender. Event organizers can also advertize their information
on our site or purchase our
click stream data for marketing
.
In the long run, we intend to partner with
organizations l
ike SPIC
-
MACAY and
IGNCA (
Indira Gandhi National Cultural Association) whose purpose
is to promote Indian culture.



MIS 510


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3.

S
ystem

Architecture


Several websites were

crawled and

information

was
gathered on dances and events using Visual Web
Spider software. After

cleansing
,

the data was loaded into our database. The user does a search on a
dance form on our website and the search results pull up data from all the fourteen APIs we have
implemented. Based on the user’s search or input parameters our data mining comp
onent recommends
various dances, events, dance schools and organizing locations to the user.

4.

System Design

4.1

APIs

V
ersion one of Nachbaliye.com

had a mash
-
up of eight APIs and version two had a mash
-
up

of fourteen
APIs.
The

fourteen APIs

and the functionalit
y they provide
are:

S. No

API

API functionality

1

Wikipedia

Wikipedia
link shows information pertaining to dances the user has
searched on our site.

2

Facebook

Facebook allows users to ‘like’ and comment on certain parts of the
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n整wo牫楮g⁡湤⁰牯mo瑩on映瑨攠W敢獩瑥e

3

Twitter

Twitter API is used to fetch and display tweets of followers who express
their opinion on Indian classical and folk dance on the web. Tweets
allow visitors o
f nachbaliye.com to gauge opinion of Indian dances.

4

Flickr

Flickr API is used to fetch and display pictures which are tagged
as the
dance name that was searched on our site, on
flickr.com to give the
visitors of nachbaliye.com a
visual perspective of t
he dance.



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5

YouTube

YouTube

API is used to fetch and display videos
/ video lessons on the
dance name searched by user. Dances in action increase users
comprehension of the actions
performed
in the dance.

6

Amazon

Amazon API is used to advertise the sale of merchandise of
items

such
as books, CDs, costumes and accessory
, related to the dance the user
has searched.

7

Twitter
Sentiment

Twitter Sentiment API is used to gauge the positivity and negativity of
tweets on
the dance form searched by the user
.

8

Blogger

Blogger API is used to
display the recent posts made on blogger about
the dance form searched by the user.

9

Google
Visualization

Google Visualization API is used to visualize data gathered from visitors


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10

Google Translate

Google Translate API is used to translate the webpage into a desired
language for better readability among a diverse audience.

11

Google Calendar

Google Calendar API is used to
copy
events

from NachBaliye.com to

the
Gm
ail account of the user.

12

Yahoo Maps

Yahoo! Map API is used to display locations where dance forms have
originated.

13

Host IP

It
is used to collect IP address of the visitors of nachbaliye.com and
determine
city, re
gion,
and country

of the visitor
.

14

Picasa

Picasa is used to display a predefined set of pictures.


4.2

User Interface

The web interface is
very user
-
friendly
and easy to use.

The background is bright colored in order to
represent the various colors and energy level associated with Indian dances in general.

User can access
the following tabs for
information:

Tab

Functionality

Classical Dances

I
nformation about Classical Dances

in general

Folk Dances

Information on Folk Dances

Events

L
ist of upcoming Dance Events/ Events near user’s locality

Organizers

Recommender for dance event organizers

Recommender

Recommender for dances and schools based on user inputs

Contribute

User
can post a comment or participate in discussions

Analytics

Site usage statistics, number of unique visitors, popularity of dances


The
website was
built

using
Java
Server

Pages (JSP), Hypertext Markup Language (HTML) and Cascaded
Style sheets (CSS).
We
have a total of 60 jsp

pages

and 10 html
pages.



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4.3

Database

Oracle Database 10.2g

was used as the back
-
end
data storage server
. We had a total of 20 tables
holding information on region, popularity, session
details, twitter feeds, dance information and
contribution.


Four views were created in order to have a better
understanding of data from the tables.


We had created the events table that was
populated using the parsed data from various
website using our parser.


The
SESSION
DETAILS

table holds
the use
rs’
geographic information in the following columns :





4.4

Data collection

The

data was
collected through multiple
sources. All sources of information were heterogeneous. The
chief sources of information were:

www.wikipedia.org

|
www.onlinebharatanatyam.com

|
www.narthaki.com

|
www.spicmacay.com




The crawling of informatio
n was done using the trial version of Visual Web Spider and Offline explorer.
The p
ages that were crawled
were segregated depending on the type of information. Parsers were
developed and implemented for the diverse web pages to extract the informa
tion base
d on dances and
event
.

A parser was implemented on the server to parse information on tweets

from Twitter

every 15
minutes
, and the tweets were cleansed and inser
ted into the database for
analysis
.

4.5

Data
mining

component:

Jaccard Function

The data mining
component was implemented using the Jaccard function.

About Jaccard function
:

The
Jaccard index, also known as the Jaccard similarity coefficient (originally coined coefficient de
communauté by Paul Jaccard), is a statistic used for comparing the similarit
y and diversity of sample
sets.

The
Jaccard coefficient

measures similarity between sample sets, and is defined as the size of the
intersection divided by the size of the union of the sample sets:



MIS 510


坥b M楮楮g…⁃ompu瑩Wg


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U攠 J慣捡牤 晵n捴con

楳i us敤

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p牯晩瑡f汥o捡瑩Wn⁦o爠o牧an楺楮g⁤慮捥c敶敮瑳e

5.

Website Features

The index page of the NachBaliye
.com

has a revolving collage of pictures along with a ba
ckground dance
beats on Tabla (a popular Indian percussion instrument used in Hindustani classical music and in popular
and devotional music of the Indian subcontinent)

5.1

Picasa slideshow, RSS

Feeds, Facebook,

Twitter Buzz

The homepage contains few Picasa s
lideshow widgets that show the various dance form pictures
randomly. The RSS feeds will show information pertaining to events or dance classes as the page loads.
The Facebook component has been added in order to allow the user
s

to use the Facebook login
in
formation to post a comment on our site. The user can also use the like feature of Facebook to like our
site, and this will be displayed on his Facebook Wall.

The Twitter Buzz is a special application that shows the
most

discussed Indian d
ances on Twitter.

A
background C
ron

job listens to tweets every fifteen min
utes and stores the tweets in

our internal
database
. A series of complex queries are

then fired in order to
find

the name
s

of the
five
most
discussed dance forms in the tweets, this result is then
passed on to the home page to show the user.




MIS 510


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N慣a䉡B楹攮eom


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5.2

Search (Yahoo! Maps,
YouTube
,
Amazon
,
F
lick
r, T
witter,
B
lo
gger feeds,
Wikipedia, Twitter S
entiment)

Nachbaliye.com has an incorporated exhaustive search feature. The user can search based on either the
dance n
ame or the region.

The
suggestion feature

helps the user in typing a
dance name or a region
name while trying to
perform a search.



After the user performs a
search based on a dance
name, the website will show
information of one most
closely matching
dance form
and will also recommend if
there were other dances
matching the dance name
typed by the user.


If a match is not found then
the website will display
suggestions based on the
input by the user.


If the search is based on
region names, then
one
main dance of the region
along with other dances (as
suggestions) is returned to
the user.



Search Algorithm:

A.

If search is based on dance name :



Look for an exact match of the dance name


if a result is found return the result .



If no result found break the user input into equal parts and search for individual parts in the
dance names.



Return all the dance names to the user.

B.

If the search is based on region name :



Look for an exact match of the region name, if a result is found


look for a dance name that
belongs to that particular region and choose it as the main dance, look for other dances for
the region and show them as recommendations.



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If an exact match is not found, break the region name into equal parts and search on each
parts.



Show all the matching region names to the user.

After the se
arch is done one dance name,
for

ex.


Kathakali
”, the application will return the complete
description of the dance.

Various features related to a search:



Yahoo! Maps API

has been used to show the region in India where the dance originates or is
popular. A pointer on the map exactly points on the region with the dance name.



The
Twitter

widget shows all recent tweets pertaining to the dance.



There is a
Wikipedia link
, whi
ch when clicked will show the description of the dance form from
Wikipedia.



The
Blogger feeds

at the bottom of the page shows four recent posts on Blogger about the
dance form.


Other tabs pertaining to this search are as below:




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Pictures from Flic
kr:


T
he user can move the mouse on a particular
picture and the picture is highlighted from the
background.



Dance Videos & Learn Dance Videos are shown
from YouTube:


This unique feature, not available with any
competitor, is one of the main features
that our
site provides to a user.



The Shopping tab:


Th
e

items for sale on
Amazon

are displayed here
.
These items are related to the dance form the user
has searched. In our current example the dance
form searched was “
Bharatanatyam




The
Twitter
sentiment Analysis

tab:


The a
nalyses

of

all the recent tweets on the dance
that the user has searched and classifies them as
happy, sad and neutral tweets

is graphically
displayed
. This shows if the dance had positive
discussions recently. In our example
we can see
that users are in general happy about the dance
Form “
Bharatanatyam





MIS 510


坥b M楮楮g…⁃ompu瑩Wg







N慣a䉡B楹攮eom


䅮⁉ Ti慮⁄慮捥⁏Tys獥s

5.3

Event Recommender

Our target audience not only

includes

dance aficionados but also dance event organizers
. According to
our basic business model
,

we
are

providing the dance l
overs with the list of upcoming events throughout
the world on our website. We
are

also tracking the users
’ session details
that

include
s

IP address
, Cit
,
Region, Country,
Search word
s

etc. We
have collected

and stored information of users
across

the globe

which will increase as more number of people
visits

NachBaliye.com
.

T
his i
nformation of real users’ interests

is used
to help Event Organizers decide the best place to
organize
an
event.
The idea i
s to recommend the event organizers about organizing a spe
cific dance
event i
n certain cities where users have

actually actively search
ed

for that dance form

on our site
.

For
example, if

different

users from Tucson have

searched for “Bhangra” 100 times, and “Kathak” 20 times


we infer from this that Bhangra is q
uite popular among users in Tucson, so organizing an e
vent on
Bhangra in Tucson might

be
profitable.
The recommender
takes

the city name
of

the

event, and the
dance and

the approximate
radius

within which

the organizer

is expecting
to

market

the
event

and
suggests places within that radius where a similar event might be well received and hence increasing the
reach
and profitability with marginal increase in cost
.

After getting these

input
s

from the organizer,
the

cities within the
required

distance

of the city the event
is to be held

are scanned

and
recommended based on the number

of fans
/visitors

for that

particular
dance. The
recommended cities are shown in
yellow:


5.4

Dance Recommender

NachBaliye.
com

provides its users with choice of dances based
on the search they make.
This is similar
to the way
popular music websites like
Pandora

and
Grooveshark

recommend

music
. The search made


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by 瑨攠u獥爠楳i瑲慣步T 慮T 瑨敮W楴猠慴a物ru瑥猠汩步
popularity, costume, energy level, rural or urban, folk
or classica
l
are compared to the attributes of other dances and best matches are calculated.

The

top 5 best matches are selected and recommended to the user based on his previous search
. The
highlight

of this
functionality

is that the user
doesn’t answ
er questions f
or getting
recommendations.
Instead
the results are based on the dance information being displayed to the user
as per

search
.


For example: If a user has searched for “Bhangra”, a very famous Indian Folk dance, based on the above
explained attributes
,

he is recommended dances like “Garba”, “Giddha”, Raas”, Kathak” and
“Ghoomar”. These dances are in the descending order of the matching percentage as calculated by
Jaccard function
.


5.5

Click stream

R
ecommender

User’s geographic information

is
being tracked

and saved in the database.
As explained in the above
recommender, the user session information is used in this recommender too.
As soon as a visitor comes
to our website
,

his
location is tracked based on the incoming IP address
.
Then the user can either c
hoose
to view the global events or
the relevant events that
have been

scheduled in the vicinity of the user.

As
shown

below,
the system

automatically detects that the user is from Arizona and gives a link where
he

can find the events
being
organized in A
rizona.


After clicking on the link, the relevant events are displayed as shown below. Hence, on thi
s page a user
can find the
events that
will be

organized in Arizona. The user does not have to
search

for
Arizona
specific
events among the other events that are
listed on the Events page
.




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5.6

Dance School R
ecommender

This recommender suggests dances and schools where the user can learn these based on the learner’s
specific needs such as Energy Level, Region, Commercial, Rural
and Performed By criteria.

Attribute

Value

Energy Level

High / Medium/ Low

Region

North/ South/ East/ West

Commercial dance

Yes/ No

Rural dance

Yes/ No

Performed By

Male/ Female/ Both


Based on the five inputs
,

a Jaccard coefficient is calculated and compared with the value sets in the
database and the one
s

closest to a certain dance characteristics is recommended to the user. The
characteristics were defined using WEKA’s classification and clustering model.

The best matching results
are than displayed as shown
below:



5.7

Analytics

Actions of users visiting our site from
all over the
g
lobe

are tracked
.
T
heir City, Region, Country,
Latitude, Longitude and what they have searched on our website

is tracked
. Based on
this
data, there is
an Analytics tab that shows the diversity of users and their search interests on our site.



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India,

followed
by
United States
. The third
most number of visitors is
from

UK
.


The adjacent

bar graph shows
the unique visitors from each
city in US.


Tucson

has the highest
number of visitors to our site.


The adjacent

bar graph under
the Analytics tab shows the
unique visitors from each city
in India.

Calcutta

has the highest
number of visitors to our site.


The
adjacent
bar graph shows
the unique visitors from cities
all over the world other than
those from countrie
s like USA
and India.

Spalding

has the highest
number of visitors to our site.


The adjacent

bar graph shows
the popular searches on our
site on dance names, from
United States.


Bharatanatyam

dance is the
most popular search on our
site.




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Bharatanatyam

is the most
searched dance on our
website from India


5.8

Events

The events tab shows all the events scheduled to be held recently from the current date. It

provides an
Add to Google Calendar

link, which will copy the event information to the user’s Google Calendar. The

Click here to know more
” will take the use directly to the website where the event was listed.

A
crawler and parser
are

used
to insert the
event information to our database


Events table.


5.9

Contribute

This portion of the website is for feedback from users. It also shows a button for
viewing
recent
fe
edback received from user. The f
orums present at the bottom of the page will let the user log

in and
create threads, initiate discussions on Indian dance forms and the website in general.

6.

Novelty

NachBaliye
.com

is a portal that provides an all
-
stop destination for diverse dance forms prevalent in
India. It

contain
s

information from video lessons,

history of dance, shopping recommendation,
discussions, and

dance events in North America a
nd Asia. It will also provide a platform for various
interest groups to promot
e their events through commission based

advertizing.

The competitive
advantage for
Nac
hBaliye
.com

is its focus on Indian classical and folk dances only and its information
offered through multimedia components such as images and

videos
. It also has a learn dance feature
which helps aficionados to learn these dances online from any corner of

the world for free, or attend
any dance school which suits their dance interests recommended through our learn dance
recommender. Based on the location of the user, our site recommends events in their location separate


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NachBaliye.c
om
site statistics helps visitors and event
organizers to understand
the
ir

potential audience.
It also provides recommendations to event organizers on cities where they can
organize the events and the dances which will attract more audience in these
cities.

These features are
not being offered by other sites and act as a differentiator from our competitors.

7.

Team Participation

Here is our individual contribution:

Partha Pratim Sanyal

Site Integration, Search Algorithm, Events, Live
User session data,

Contribute, Twitter
Buzzword Analysis



APIs:


Wikipedia, Twitter Sentiment, Google Calendar

Rahul Tekchandani

Web Crawling & Spidering, Parser,


Click Stream Recommendation ,


Jforum
Implementation


APIs:


Blogger, Google Visualization

Rahul Singh
Rathore

Event Recommender, Dance Recommendation,
Introduction page

with Flickr Gadget
, RSS Feed



APIs:


Flickr, YouTube, Amazon, Facebook


Sayali Avalakki

Website front
-
end, Database Design Creation and
Loading ,

Dance School Recommendation,
Conceptualization


APIs :

Google Translate, Twitter, Picasa, Yahoo!
Maps, Host
-
IP

8.

Conclusion

NachBaliye.com
’s
sole

aim is to promote Indian Dance forms throughout the world. This
niche market

has

not
been explored for opportunities or
richly invested in
by our competitors
. The site prov
ides
information from
various

online
sources in real
-
time.
This mashing up of several Web 2.0 components
makes the site stand out
from

its competitors.
The unique dance recommendation features form the
selling point of the
site. We have already seen a huge number of users across the globe
,

visiting our site,

as a result of

online publicity
on

popular social networking sites like Facebook, Orkut and Twitter.
Hence
,
if

launched on a commercial scale, we are highly confident th
at the
site will cater to the needs of dance
lovers, event organizers and learners. The
commission based mode
l
,

we rely
up
on for
generation of
revenue
,

will
also
be highly successful.


-----




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9.

Appendices

9.1

Sources &
References


1.

W
ikipedia
-

http://en.wikipedia.org/

2.

http://onlinebharatanatyam.com/

3.

www.narthaki.com


4.

www.spicmacay
.com


5.

http://www.kathak.org/site/kathak/

6.

http://www.kuchipudi.com/home.cfm


9.2

Project Plan





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