Assignment 1 [30%]

PART 1 [15%]

Design an ontology based on the following sentences:

.   Accidents can be categorised as chemical, electrical, fire, kinetic or liquid.

.   An accident can only be one of the above types.

.   An investigation is conducted for accidents.

.   An investigation only covers one accident.

.   Accidents can cause different types of injuries or damage, relating to the type of accident.

.   A person may be involved with an accident as a victim, witness, or investigator. But an investigator cannot be a witness or victim because they may suffer from a conflict of interests.

.   An object may be damaged by an accident. A person who owns an object that is damaged is a victim.

.   A victim can be injured.

.   An investigation can either be In Progress or Complete.

.   An investigation can be conducted by only 1 investigator.

.   Zach is conducting an investigation for a workshop fire.

.    The workshop fire damaged a motor generator that cost $2000.

.    The workshop fire caused a total of $15,000 damage.

.   Accident Damage has 3 levels, low up to $1000, and high is anything over $10,000.

.    Tom works at the workshop and got burnt on his legs during the fire.

.    George is investigating the accident where Charlie slipped over in a laboratory.

.    Charlie smashed a sensor valued at $800 when he slipped and also hurt his head.

. Allyssa is an electrician and she often investigates electrical accidents.

. Allyssa is investigating two accidents for the same air-compressor. The 1st accident occurred when Sam plugged in the air compressor (while it was switched on) which shorted out the computer and scales on the same circuit, doing $2000 damage to the computer and $500 damage to the scales. The 2nd  accident occurred when Hubert used the switch to turn the compressor on and received a minor shock.

Complete the ontology by adding inverse, symmetric, and transitive properties and appropriate property, instance and class restrictions to achieve correct inference.

You need to submit a .OWL file created in Protégé 4.3 or Protégé 5.X

PART 2 [15%]

Select either Scenario 1 or Scenario 2 or Scenario 3 or Scenario 4

Scenario  1: GoBusiness offers PSG solutions for enterprises in  Singapore. They have a myriad of solutions catered to solving business problems. ( https://www.gobusiness.gov.sg/productivity-solutions- grant/all-psg-solutions/). The centre is commissioning you to provide professional advice to improve their website for search engine optimisation and prepare a plan for Google Ads  Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads marketing plan for them.

Scenario 2: You have a client (https://www.imda.gov.sg/how-we-can-help/smes-go-digital), assume that they are commissioning you to provide professional advice to improve their website for search engine optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads marketing plan for them.

Scenario 3: ProcessPlan has created a webpage to promote its AI Robots/. (https://processplan.com/). Their CMO is commissioning you to provide professional advice to improve their webpage for search engine optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, she asks you to design a 3-week Ads marketing plan for them.

Scenario 4: BlackDice offers enterprise-grade cybersecurity solutions to telecoms operators and their subscribers. Their AI-powered technology is designed to meet the unique demands of enterprise-grade cybersecurity.  The  CIO  has  created  a  website  for  the  business  (https://www.blackdice.ai/).  The company is commissioning you to provide professional advice to improve their website for search engine optimisation and prepare a plan for Google Ads Search Network Campaigns. With a budget of $400, they ask you to design a 3-week Ads marketing plan for them

Task:

You will prepare a written proposal (maximum 4 pages) containing

i.      A brief overview of the business

ii.      Your suggestions to improve the search engine & user’s friendliness of the website

iii.      Your Google Ads Strategy for the website, the timeframe. of the Google Ads campaigns is 3 weeks and the budget is $400.

Part iii is designed with reference to the Nonprofit Marketing Immersion (formally Google Online Marketing Challenge). More Details, see https://www.google.com/grants/get-help/nonprofit- marketing-immersion/

See next page for the proposal template.

Submission

1.   A single Word document of the proposal. Use the template provided.

The business plan should use the following formatting: 12-point Times font, 2.54cm/1in page margins, A4 paper, left-justification, 1.5 line spacing. Do not use footnotes; incorporate all material within the body of the business plan. Keep all Tables and Figures within the stated 2.54cm/1in page margins and the text in any Tables and Figures should be no smaller than 10-point Times.

Resources:

Useful tools for market and consumer research, see https://www.thinkwithgoogle.com/tools/.

Proposal Template

A.  Business Profile

.   Name of the business

.   Products/services offered

.   SWOT Analysis  (incl sustainability)

.   Potential benefits/aims of having an improved website for this business

.   How AI could be used to improve overall effectiveness of the website

B.  SEO and User Friendliness

.   Explain why the current website is not search engine and user friendly

.   Give a list of specific and actionable suggestions, how you will make the website search engine and user friendly. Be specific and details related html code

o  Format of an unsatisfactory suggestion: “Add a meaningful title to each page”

o  You need to describe exactly how you will implement it.

o  Format of an exemplary suggestion:  For e.g. modify the value of tittle tag of the home page of the website to Intelligent Business Process Automation, .

C.  Proposed Ads Strategy (about 2 pages)

Based on an analysis of the business and content available on the website, you will craft an appropriate Ads Strategy and metrics for 3 weeks of Google Ads campaigns for the website. The proposed strategy should include 2 campaigns and should have the following structure:

.   Focus for each campaign

.   Keywords and negative keywords

.   Text for at least two Ads versions for an ad group

.   Daily and weekly plans for spending the campaign budget ($400)

.   Network(s) for the Ads ads

.   Target audience settings

.   Ad serving options

.   Keyword bidding

.   Location targeting

.   Aims for impressions, clicks, CPC and CTR

.   Proposed success metrics

D.  Reference

.   Reference to sources of any statistics and claims used in this report.

.   Use IEEE referencing style, see http://libguides.jcu.edu.au/ieee.