Search results for: video mining
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 967

Search results for: video mining

847 Evaluation of Droplet Sizes from Video Images for Metal Working Fluids

Authors: R. Hacıoğlu, A. Genç, B. Bakırcı

Abstract:

Metal working fluids were used in the preparation of oil in water emulsions. The size of oil droplets were evaluated by using the analysis of video images taken from the zeta potential measurements. The evaluated size distributions for emulsions were also tested by microscopic analysis. In addition, emulsion stabilities were discussed depending on electrolyte concentration and pH. The results showed that the stability of oil emulsions was strongly related to pH and the concentration of CaCl2. However, the same dependency was not observed for NaCl.

Keywords: Droplet size distribution, emulsion stability, o/w emulsions, video images.

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846 Application of Tacit Knowledge from Professional Packaging Designer for Teaching Packaging Design

Authors: Somsri Binraman, Boonliang Kaewnapan, Krittika Tanprasert

Abstract:

In the package design industry, there are a lot of tacit knowledge resided within each designer. The objectives are to capture them and compile it to be used as a teaching resource and to create a video clip of package design process as well as to evaluate its quality and learning effectiveness. Interview were used as a technique for capturing knowledge in brand design concept, differentiation, recognition, rank of recognition factor, consumer survey, knowledge about marketing, research, graphic design, the effect of color, and law and regulation. Video clip about package design were created. The clip consisted of both the speech and clip of actual process. The quality of the video in term of media was ranked as good while the content was ranked as excellent. The students- score on post-test was significantly greater than that of pretest (p>0.001).

Keywords: Tacit knowledge, interview, video, packaging, design.

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845 Discovering User Behaviour Patterns from Web Log Analysis to Enhance the Accessibility and Usability of Website

Authors: Harpreet Singh

Abstract:

Finding relevant information on the World Wide Web is becoming highly challenging day by day. Web usage mining is used for the extraction of relevant and useful knowledge, such as user behaviour patterns, from web access log records. Web access log records all the requests for individual files that the users have requested from the website. Web usage mining is important for Customer Relationship Management (CRM), as it can ensure customer satisfaction as far as the interaction between the customer and the organization is concerned. Web usage mining is helpful in improving website structure or design as per the user’s requirement by analyzing the access log file of a website through a log analyzer tool. The focus of this paper is to enhance the accessibility and usability of a guitar selling web site by analyzing their access log through Deep Log Analyzer tool. The results show that the maximum number of users is from the United States and that they use Opera 9.8 web browser and the Windows XP operating system.

Keywords: Web usage mining, log file, web mining, data mining, deep log analyser.

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844 STATISTICA Software: A State of the Art Review

Authors: S. Sarumathi, N. Shanthi, S. Vidhya, P. Ranjetha

Abstract:

Data mining idea is mounting rapidly in admiration and also in their popularity. The foremost aspire of data mining method is to extract data from a huge data set into several forms that could be comprehended for additional use. The data mining is a technology that contains with rich potential resources which could be supportive for industries and businesses that pay attention to collect the necessary information of the data to discover their customer’s performances. For extracting data there are several methods are available such as Classification, Clustering, Association, Discovering, and Visualization… etc., which has its individual and diverse algorithms towards the effort to fit an appropriate model to the data. STATISTICA mostly deals with excessive groups of data that imposes vast rigorous computational constraints. These results trials challenge cause the emergence of powerful STATISTICA Data Mining technologies. In this survey an overview of the STATISTICA software is illustrated along with their significant features.

Keywords: Data Mining, STATISTICA Data Miner, Text Miner, Enterprise Server, Classification, Association, Clustering, Regression.

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843 Model Discovery and Validation for the Qsar Problem using Association Rule Mining

Authors: Luminita Dumitriu, Cristina Segal, Marian Craciun, Adina Cocu, Lucian P. Georgescu

Abstract:

There are several approaches in trying to solve the Quantitative 1Structure-Activity Relationship (QSAR) problem. These approaches are based either on statistical methods or on predictive data mining. Among the statistical methods, one should consider regression analysis, pattern recognition (such as cluster analysis, factor analysis and principal components analysis) or partial least squares. Predictive data mining techniques use either neural networks, or genetic programming, or neuro-fuzzy knowledge. These approaches have a low explanatory capability or non at all. This paper attempts to establish a new approach in solving QSAR problems using descriptive data mining. This way, the relationship between the chemical properties and the activity of a substance would be comprehensibly modeled.

Keywords: association rules, classification, data mining, Quantitative Structure - Activity Relationship.

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842 Motion Estimator Architecture with Optimized Number of Processing Elements for High Efficiency Video Coding

Authors: Seongsoo Lee

Abstract:

Motion estimation occupies the heaviest computation in HEVC (high efficiency video coding). Many fast algorithms such as TZS (test zone search) have been proposed to reduce the computation. Still the huge computation of the motion estimation is a critical issue in the implementation of HEVC video codec. In this paper, motion estimator architecture with optimized number of PEs (processing element) is presented by exploiting early termination. It also reduces hardware size by exploiting parallel processing. The presented motion estimator architecture has 8 PEs, and it can efficiently perform TZS with very high utilization of PEs.

Keywords: Motion estimation, test zone search, high efficiency video coding, processing element, optimization.

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841 Recording Video in the CAVE

Authors: Mohamed Mediouni

Abstract:

Evaluating the performance of a simulator in the CAVE has to be confirmed by encouraging people to live the experience of virtual reality. In this paper, a detailed procedure of recording video is presented. Limitations of the experimental device are firstly exposed. Then, solutions for improving this idea are finally described.

Keywords: Virtual reality, CAVE, stereoscopic, camera.

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840 A Wavelet Based Object Watermarking System for Image and Video

Authors: Abdessamad Essaouabi, Ibnelhaj Elhassane

Abstract:

Efficient storage, transmission and use of video information are key requirements in many multimedia applications currently being addressed by MPEG-4. To fulfill these requirements, a new approach for representing video information which relies on an object-based representation, has been adopted. Therefore, objectbased watermarking schemes are needed for copyright protection. This paper proposes a novel blind object watermarking scheme for images and video using the in place lifting shape adaptive-discrete wavelet transform (SA-DWT). In order to make the watermark robust and transparent, the watermark is embedded in the average of wavelet blocks using the visual model based on the human visual system. Wavelet coefficients n least significant bits (LSBs) are adjusted in concert with the average. Simulation results shows that the proposed watermarking scheme is perceptually invisible and robust against many attacks such as lossy image/video compression (e.g. JPEG, JPEG2000 and MPEG-4), scaling, adding noise, filtering, etc.

Keywords: Watermark, visual model, robustness, in place lifting shape adaptive-discrete wavelet transform.

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839 A Video Watermarking Algorithm Based on Chaotic and Wavelet Neural Network

Authors: Jiadong Liang

Abstract:

This paper presented a video watermarking algorithm based on wavelet chaotic neural network. First, to enhance binary image’s security, the algorithm encrypted it with double chaotic based on Arnold and Logistic map, Then, the host video was divided into some equal frames and distilled the key frame through chaotic sequence which generated by Logistic. Meanwhile, we distilled the low frequency coefficients of luminance component and self-adaptively embedded the processed image watermark into the low frequency coefficients of the wavelet transformed luminance component with the wavelet neural network. The experimental result suggested that the presented algorithm has better invisibility and robustness against noise, Gaussian filter, rotation, frame loss and other attacks.

Keywords: Video watermark, double chaotic encryption, wavelet neural network.

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838 The Data Mining usage in Production System Management

Authors: Pavel Vazan, Pavol Tanuska, Michal Kebisek

Abstract:

The paper gives the pilot results of the project that is oriented on the use of data mining techniques and knowledge discoveries from production systems through them. They have been used in the management of these systems. The simulation models of manufacturing systems have been developed to obtain the necessary data about production. The authors have developed the way of storing data obtained from the simulation models in the data warehouse. Data mining model has been created by using specific methods and selected techniques for defined problems of production system management. The new knowledge has been applied to production management system. Gained knowledge has been tested on simulation models of the production system. An important benefit of the project has been proposal of the new methodology. This methodology is focused on data mining from the databases that store operational data about the production process.

Keywords: data mining, data warehousing, management of production system, simulation

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837 Post-Compression Consideration in Video Watermarking for Wireless Communication

Authors: Chuen-Ching Wang, Yao-Tang Chang, Yu-Chang Hsu

Abstract:

A simple but effective digital watermarking scheme utilizing a context adaptive variable length coding (CAVLC) method is presented for wireless communication system. In the proposed approach, the watermark bits are embedded in the final non-zero quantized coefficient of each DCT block, thereby yielding a potential reduction in the length of the coded block. As a result, the watermarking scheme not only provides the means to check the authenticity and integrity of the video stream, but also improves the compression ratio and therefore reduces both the transmission time and the storage space requirements of the coded video sequence. The results confirm that the proposed scheme enables the detection of malicious tampering attacks and reduces the size of the coded H.264 file. Therefore, the current study is feasible to apply in the video applications of wireless communication such as 3G system

Keywords: 3G, wireless communication, CAVLC, digitalwatermarking, motion compensation

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836 MATLAB-Based Graphical User Interface (GUI) for Data Mining as a Tool for Environment Management

Authors: M. Awawdeh, A. Fedi

Abstract:

The application of data mining to environmental monitoring has become crucial for a number of tasks related to emergency management. Over recent years, many tools have been developed for decision support system (DSS) for emergency management. In this article a graphical user interface (GUI) for environmental monitoring system is presented. This interface allows accomplishing (i) data collection and observation and (ii) extraction for data mining. This tool may be the basis for future development along the line of the open source software paradigm.

Keywords: Data Mining, Environmental data, Mathematical Models, Matlab Graphical User Interface.

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835 Constraint Based Frequent Pattern Mining Technique for Solving GCS Problem

Authors: First G.M. Karthik, Second Ramachandra.V.Pujeri, Dr.

Abstract:

Generalized Center String (GCS) problem are generalized from Common Approximate Substring problem and Common substring problems. GCS are known to be NP-hard allowing the problems lies in the explosion of potential candidates. Finding longest center string without concerning the sequence that may not contain any motifs is not known in advance in any particular biological gene process. GCS solved by frequent pattern-mining techniques and known to be fixed parameter tractable based on the fixed input sequence length and symbol set size. Efficient method known as Bpriori algorithms can solve GCS with reasonable time/space complexities. Bpriori 2 and Bpriori 3-2 algorithm are been proposed of any length and any positions of all their instances in input sequences. In this paper, we reduced the time/space complexity of Bpriori algorithm by Constrained Based Frequent Pattern mining (CBFP) technique which integrates the idea of Constraint Based Mining and FP-tree mining. CBFP mining technique solves the GCS problem works for all center string of any length, but also for the positions of all their mutated copies of input sequence. CBFP mining technique construct TRIE like with FP tree to represent the mutated copies of center string of any length, along with constraints to restraint growth of the consensus tree. The complexity analysis for Constrained Based FP mining technique and Bpriori algorithm is done based on the worst case and average case approach. Algorithm's correctness compared with the Bpriori algorithm using artificial data is shown.

Keywords: Constraint Based Mining, FP tree, Data mining, GCS problem, CBFP mining technique.

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834 Deep Web Content Mining

Authors: Shohreh Ajoudanian, Mohammad Davarpanah Jazi

Abstract:

The rapid expansion of the web is causing the constant growth of information, leading to several problems such as increased difficulty of extracting potentially useful knowledge. Web content mining confronts this problem gathering explicit information from different web sites for its access and knowledge discovery. Query interfaces of web databases share common building blocks. After extracting information with parsing approach, we use a new data mining algorithm to match a large number of schemas in databases at a time. Using this algorithm increases the speed of information matching. In addition, instead of simple 1:1 matching, they do complex (m:n) matching between query interfaces. In this paper we present a novel correlation mining algorithm that matches correlated attributes with smaller cost. This algorithm uses Jaccard measure to distinguish positive and negative correlated attributes. After that, system matches the user query with different query interfaces in special domain and finally chooses the nearest query interface with user query to answer to it.

Keywords: Content mining, complex matching, correlation mining, information extraction.

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833 An Improved k Nearest Neighbor Classifier Using Interestingness Measures for Medical Image Mining

Authors: J. Alamelu Mangai, Satej Wagle, V. Santhosh Kumar

Abstract:

The exponential increase in the volume of medical image database has imposed new challenges to clinical routine in maintaining patient history, diagnosis, treatment and monitoring. With the advent of data mining and machine learning techniques it is possible to automate and/or assist physicians in clinical diagnosis. In this research a medical image classification framework using data mining techniques is proposed. It involves feature extraction, feature selection, feature discretization and classification. In the classification phase, the performance of the traditional kNN k nearest neighbor classifier is improved using a feature weighting scheme and a distance weighted voting instead of simple majority voting. Feature weights are calculated using the interestingness measures used in association rule mining. Experiments on the retinal fundus images show that the proposed framework improves the classification accuracy of traditional kNN from 78.57 % to 92.85 %.

Keywords: Medical Image Mining, Data Mining, Feature Weighting, Association Rule Mining, k nearest neighbor classifier.

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832 Design, Development by Functional Analysis in UML and Static Test of a Multimedia Voice and Video Communication Platform on IP for a Use Adapted to the Context of Local Businesses in Lubumbashi

Authors: Blaise Fyama, Elie Museng, Grace Mukoma

Abstract:

In this article we present a java implementation of video telephony using the SIP protocol (Session Initiation Protocol). After a functional analysis of the SIP protocol, we relied on the work of Italian researchers of University of Parma-Italy to acquire adequate libraries for the development of our own communication tool. In order to optimize the code and improve the prototype, we used, in an incremental approach, test techniques based on a static analysis based on the evaluation of the complexity of the software with the application of metrics and the number cyclomatic of Mccabe. The objective is to promote the emergence of local start-ups producing IP video in a well understood local context. We have arrived at the creation of a video telephony tool whose code is optimized.

Keywords: Static analysis, coding, complexity, mccabe metrics, Sip, uml.

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831 High Speed Video Transmission for Telemedicine using ATM Technology

Authors: J. P. Dubois, H. M. Chiu

Abstract:

In this paper, we study statistical multiplexing of VBR video in ATM networks. ATM promises to provide high speed realtime multi-point to central video transmission for telemedicine applications in rural hospitals and in emergency medical services. Video coders are known to produce variable bit rate (VBR) signals and the effects of aggregating these VBR signals need to be determined in order to design a telemedicine network infrastructure capable of carrying these signals. We first model the VBR video signal and simulate it using a generic continuous-data autoregressive (AR) scheme. We carry out the queueing analysis by the Fluid Approximation Model (FAM) and the Markov Modulated Poisson Process (MMPP). The study has shown a trade off: multiplexing VBR signals reduces burstiness and improves resource utilization, however, the buffer size needs to be increased with an associated economic cost. We also show that the MMPP model and the Fluid Approximation model fit best, respectively, the cell region and the burst region. Therefore, a hybrid MMPP and FAM completely characterizes the overall performance of the ATM statistical multiplexer. The ramifications of this technology are clear: speed, reliability (lower loss rate and jitter), and increased capacity in video transmission for telemedicine. With migration to full IP-based networks still a long way to achieving both high speed and high quality of service, the proposed ATM architecture will remain of significant use for telemedicine.

Keywords: ATM, multiplexing, queueing, telemedicine, VBR.

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830 A Hybrid Data Mining Method for the Medical Classification of Chest Pain

Authors: Sung Ho Ha, Seong Hyeon Joo

Abstract:

Data mining techniques have been used in medical research for many years and have been known to be effective. In order to solve such problems as long-waiting time, congestion, and delayed patient care, faced by emergency departments, this study concentrates on building a hybrid methodology, combining data mining techniques such as association rules and classification trees. The methodology is applied to real-world emergency data collected from a hospital and is evaluated by comparing with other techniques. The methodology is expected to help physicians to make a faster and more accurate classification of chest pain diseases.

Keywords: Data mining, medical decisions, medical domainknowledge, chest pain.

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829 Efficient Web Usage Mining Based on K-Medoids Clustering Technique

Authors: P. Sengottuvelan, T. Gopalakrishnan

Abstract:

Web Usage Mining is the application of data mining techniques to find usage patterns from web log data, so as to grasp required patterns and serve the requirements of Web-based applications. User’s expertise on the internet may be improved by minimizing user’s web access latency. This may be done by predicting the future search page earlier and the same may be prefetched and cached. Therefore, to enhance the standard of web services, it is needed topic to research the user web navigation behavior. Analysis of user’s web navigation behavior is achieved through modeling web navigation history. We propose this technique which cluster’s the user sessions, based on the K-medoids technique.

Keywords: Clustering, K-medoids, Recommendation, User Session, Web Usage Mining.

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828 Comprehensive Analysis of Data Mining Tools

Authors: S. Sarumathi, N. Shanthi

Abstract:

Due to the fast and flawless technological innovation there is a tremendous amount of data dumping all over the world in every domain such as Pattern Recognition, Machine Learning, Spatial Data Mining, Image Analysis, Fraudulent Analysis, World Wide Web etc., This issue turns to be more essential for developing several tools for data mining functionalities. The major aim of this paper is to analyze various tools which are used to build a resourceful analytical or descriptive model for handling large amount of information more efficiently and user friendly. In this survey the diverse tools are illustrated with their extensive technical paradigm, outstanding graphical interface and inbuilt multipath algorithms in which it is very useful for handling significant amount of data more indeed.

Keywords: Classification, Clustering, Data Mining, Machine learning, Visualization.

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827 Performance Analysis of a WiMax/Wi-Fi System Whilst Streaming a Video Conference Application

Authors: Patrice Obinna Umenne, Marcel O. Odhiambo

Abstract:

WiMAX and Wi-Fi are considered as the promising broadband access solutions for wireless MAN’s and LANs, respectively. In the recent works WiMAX is considered suitable as a backhaul service to connect multiple dispersed Wi-Fi ‘hotspots’. Hence a new integrated WiMAX/Wi-Fi architecture has been proposed in literatures. In this paper the performance of an integrated WiMAX/Wi-Fi network has been investigated by streaming a video conference application. The difference in performance between the two protocols is compared with respect to video conferencing. The Heterogeneous network was simulated in the OPNET simulator.

Keywords: Throughput, delay, delay variance, packet loss, Quality of Service (QoS).

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826 Face Reconstruction and Camera Pose Using Multi-dimensional Descent

Authors: Varin Chouvatut, Suthep Madarasmi, Mihran Tuceryan

Abstract:

This paper aims to propose a novel, robust, and simple method for obtaining a human 3D face model and camera pose (position and orientation) from a video sequence. Given a video sequence of a face recorded from an off-the-shelf digital camera, feature points used to define facial parts are tracked using the Active- Appearance Model (AAM). Then, the face-s 3D structure and camera pose of each video frame can be simultaneously calculated from the obtained point correspondences. This proposed method is primarily based on the combined approaches of Gradient Descent and Powell-s Multidimensional Minimization. Using this proposed method, temporarily occluded point including the case of self-occlusion does not pose a problem. As long as the point correspondences displayed in the video sequence have enough parallax, these missing points can still be reconstructed.

Keywords: Camera Pose, Face Reconstruction, Gradient Descent, Powell's Multidimensional Minimization.

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825 A Video-Based Observation and Analysis Method to Assess Human Movement and Behaviour in Crowded Areas

Authors: Shahrol Mohamaddan, Keith Case, Ana Sakura Zainal Abidin

Abstract:

Human movement in the real world provides important information for developing human behaviour models and simulations. However, it is difficult to assess ‘real’ human behaviour since there is no established method available. As part of the AUNTSUE (Accessibility and User Needs in Transport – Sustainable Urban Environments) project, this research aimed to propose a method to assess human movement and behaviour in crowded areas. The method is based on the three major steps of video recording, conceptual behavior modelling and video analysis. The focus is on individual human movement and behaviour in normal situations (panic situations are not considered) and the interactions between individuals in localized areas. Emphasis is placed on gaining knowledge of characteristics of human movement and behaviour in the real world that can be modelled in the virtual environment.

Keywords: Video observation, Human movement, Behaviour, Crowds, Ergonomics, AUNT-SUE

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824 Analysis of Student Motivation Behavior on e-Learning Based on Association Rule Mining

Authors: Kunyanuth Kularbphettong, Phanu Waraporn, Cholticha Tongsiri

Abstract:

This research aims to create a model for analysis of student motivation behavior on e-Learning based on association rule mining techniques in case of the Information Technology for Communication and Learning Course at Suan Sunandha Rajabhat University. The model was created under association rules, one of the data mining techniques with minimum confidence. The results showed that the student motivation behavior model by using association rule technique can indicate the important variables that influence the student motivation behavior on e-Learning.

Keywords: Motivation behavior, e-learning, moodle log, association rule mining.

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823 Abrupt Scene Change Detection

Authors: Priyadarshinee Adhikari, Neeta Gargote, Jyothi Digge, B.G. Hogade

Abstract:

A number of automated shot-change detection methods for indexing a video sequence to facilitate browsing and retrieval have been proposed in recent years. This paper emphasizes on the simulation of video shot boundary detection using one of the methods of the color histogram wherein scaling of the histogram metrics is an added feature. The difference between the histograms of two consecutive frames is evaluated resulting in the metrics. Further scaling of the metrics is performed to avoid ambiguity and to enable the choice of apt threshold for any type of videos which involves minor error due to flashlight, camera motion, etc. Two sample videos are used here with resolution of 352 X 240 pixels using color histogram approach in the uncompressed media. An attempt is made for the retrieval of color video. The simulation is performed for the abrupt change in video which yields 90% recall and precision value.

Keywords: Abrupt change, color histogram, ground-truthing, precision, recall, scaling, threshold.

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822 Data Mining Classification Methods Applied in Drug Design

Authors: Mária Stachová, Lukáš Sobíšek

Abstract:

Data mining incorporates a group of statistical methods used to analyze a set of information, or a data set. It operates with models and algorithms, which are powerful tools with the great potential. They can help people to understand the patterns in certain chunk of information so it is obvious that the data mining tools have a wide area of applications. For example in the theoretical chemistry data mining tools can be used to predict moleculeproperties or improve computer-assisted drug design. Classification analysis is one of the major data mining methodologies. The aim of thecontribution is to create a classification model, which would be able to deal with a huge data set with high accuracy. For this purpose logistic regression, Bayesian logistic regression and random forest models were built using R software. TheBayesian logistic regression in Latent GOLD software was created as well. These classification methods belong to supervised learning methods. It was necessary to reduce data matrix dimension before construct models and thus the factor analysis (FA) was used. Those models were applied to predict the biological activity of molecules, potential new drug candidates.

Keywords: data mining, classification, drug design, QSAR

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821 Performance Enhancement of Motion Estimation Using SSE2 Technology

Authors: Trung Hieu Tran, Hyo-Moon Cho, Sang-Bock Cho

Abstract:

Motion estimation is the most computationally intensive part in video processing. Many fast motion estimation algorithms have been proposed to decrease the computational complexity by reducing the number of candidate motion vectors. However, these studies are for fast search algorithms themselves while almost image and video compressions are operated with software based. Therefore, the timing constraints for running these motion estimation algorithms not only challenge for the video codec but also overwhelm for some of processors. In this paper, the performance of motion estimation is enhanced by using Intel's Streaming SIMD Extension 2 (SSE2) technology with Intel Pentium 4 processor.

Keywords: Motion Estimation, Full Search, Three StepSearch, MMX/SSE/SSE2 Technologies, SIMD.

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820 A Study of Soil Heavy Metal Pollution in the Manganese Mining in Drama, Greece

Authors: A. Argiri, A. Molla, Tzouvalekas, E. Skoufogianni, N. Danalatos

Abstract:

The release of heavy metals into the environment has increased over the last years. In this study, 25 soil samples (0-15 cm) from the fields near the mining area in Drama region were selected. The samples were analyzed in the laboratory for their physicochemical properties and for seven “pseudo-total’’ heavy metals content, namely Pb, Zn, Cd, Cr, Cu, Ni, and Mn. The total metal concentrations (Pb, Zn, Cd, Cr, Cu, Ni and Mn) in digests were determined by using the atomic absorption spectrophotometer. According to the results, the mean concentration of the listed heavy metals in 25 soil samples are Cd 1.1 mg/kg, Cr 15 mg/kg, Cu 21.7 mg/kg, Ni 30.1 mg/kg, Pd 50.8 mg/kg, Zn 99.5 mg/kg and Mn 815.3 mg/kg. The results show that the heavy metals remain in the soil even if the mining closed many years ago.

Keywords: Greece, heavy metals, mining, pollution

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819 Distributed Data-Mining by Probability-Based Patterns

Authors: M. Kargar, F. Gharbalchi

Abstract:

In this paper a new method is suggested for distributed data-mining by the probability patterns. These patterns use decision trees and decision graphs. The patterns are cared to be valid, novel, useful, and understandable. Considering a set of functions, the system reaches to a good pattern or better objectives. By using the suggested method we will be able to extract the useful information from massive and multi-relational data bases.

Keywords: Data-mining, Decision tree, Decision graph, Pattern, Relationship.

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818 An Exploration of Brand Storytelling in a Video Sharing Social Network

Authors: Charmaine du Plessis

Abstract:

The brand storytelling themes and emotional appeals of three major global brands were analysed by means of visual rhetoric in a digital environment focusing on the ethos communication technique. A well-known framework of five basic brand personality dimensions was used to delineate the analysis. Brand storytelling as a branding technique is becoming increasingly popular, especially since all brands can tell a story to connect and engage with consumers on an emotional level. Social media have changed the way in which brand stories are shared with online consumers, while social video networking sites in particular create an opportunity to share brand stories with a much greater target audience through electronic word of mouth (eWOM). The findings not only confirm three dimensions in the traditional brand personality framework, but can also serve as a heuristic tool for other researchers analyzing brand storytelling in a social video sharing network environment.

Keywords: Communication technique, visual rhetoric, social video sharing network, brand storytelling.

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