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Recommender Systems. Customization. Customization is one of the more attractive features of electronic commerce. Creating a different product for every user, suited to his/her tastes. Once thought to be a novelty, now essential

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Customization
Customization

  • Customization is one of the more attractive features of electronic commerce.

    • Creating a different product for every user, suited to his/her tastes.

  • Once thought to be a novelty, now essential

    • Provides a way for online providers to compete with brick-and-mortar competitors.

    • Possible to serve niche markets.

  • Bezos: “If I have two million customers on the Web, then I should have two million stores on the Web”

    • (how dated is that? )


How can personalization help
How can personalization help?

  • Turn browsers into buyers

    • People may go to Amazon without a specific purchase in mind.

    • Showing them something they want can spur a purchase.

  • Cross-sales

    • Customers who have bought a product are suggested related products.

  • Encourages Loyalty

    • Amazon is interested in becoming an e-commerce portal. This means that they would like to respond to all your online purchasing needs.


Examples
Examples

  • Amazon

    • Featured Recommendations: tailored to past views/purchases.

    • People who bought this: compares customers

    • Alerts- sends you email when stuff you like is on sale.

    • Customer reviews

    • ListMania

      • Allows users to add their own reviews of products.

      • Customers can find other reviews by a given user.


Examples1
Examples

  • Netflix

    • You rate movies and others are suggested based on these ratings.

    • You are compared to other users.

  • Reel.com

    • Movie Matches – you enter a movie, and it suggests similar movies.

    • Compares movies to movies.


Examples2
Examples

  • Citeseer

    • Recommends papers based on citations, similar text, cited by.

  • Launch

    • Lets you customize your own “radio station”.

      • You get a customized mp3 stream


Types of recommendations
Types of recommendations

  • Population-based

    • For example, the most popular news articles, or searches, or downloads.

    • Useful for sites that frequently add content.

    • No user tracking needed.

  • Netflix: Movers on the top 100

    • Reflects movies that have been popular overall.


Types of recommendations1
Types of recommendations

  • Item-to-item

    • Content-based

    • One item is recommended based on the user’s indication that they like another item.

      • If you like Lord of the Rings, you’ll like Legend.

  • Netflix: 1-5 star rating.

    • Estimates how much you’ll like a movie based on your past ratings.


Types of recommendations2
Types of Recommendations

  • Challenges with item-to-item:

    • Getting users to tell you what they like

      • Both financial and time reasons not to.

    • Getting enough data to make “novel” predictions.

      • What users really want are recommendations for things they’re not aware of.


Types of recommendations3
Types of recommendations

  • Item-to-item

    • Most effective when you have metadata that lets you automatically relate items.

    • Genre, actors, director, etc.

  • Also best when decoupled from payment

    • Users should have an incentive to rate items truthfully.


Types of recommendations4
Types of recommendations

  • User-based

    • “Users who bought X like Y.”

    • Each user is represented by a vector indicating his ratings for each product.

    • Users with a small distance between each other are similar.

    • Find a similar user and recommend things they like that you haven’t rated.

  • Netflix: “Users who liked …”


Types of recommendations5
Types of recommendations

  • User-based

    • Advantages:

      • Users don’t need to rate much.

      • No info about products needed.

      • Easy to implement

    • Disadvantages

      • Pushes users “toward the middle” – products with more ratings carry more weight.

      • How to deal with new products?

      • Many products and few users -> lots of things don’t get recommended.


Types of recommendations6
Types of Recommendations

  • Manual/free-form

    • Users write reviews for a product, which are attached to the product.

  • Advantages:

    • Natural language, explanations for pros/cons, users get to participate.

  • Disadvantages:

    • Few ‘neutral’ recommendations, difficult to automate.

  • Netflix: Member Reviews, Critic Reviews


Potential applications
Potential Applications

  • Placing a product in space

    • “The product you’re looking at is like …”

  • Configuring display

    • Choosing what to show or emphasize based on preferences.

  • Personalized discounts/coupons

    • Grocery stores do this.

  • Clustering users

    • Determining the tastes of your consumers.


Details how rs work
Details: How RS work

  • Content-based (user-based) systems try to learn a model of a user’s preferences.

  • This is a function that, for each user, maps an item, to an indication of how much the user likes it.

    • Might be yes/no or probabilistic.


How rs work
How RS work

  • A common model-learner is a naïve Bayes classifier.

  • An item is represented as a feature vector.

    • Web pages: list/bag of possible words

    • Movies: list of possible actors, directors, etc.

  • This vector is large, so common features are filtered out. (the, an, etc)

  • Useful for unstructured data such as text


Na ve bayes classifier
Naïve Bayes Classifier

  • Maps from an input vector to a probability of liking.

    • Naïve: assumes inputs are independent of each other.

  • Probability that an item j belongs to class i, given a set of attribitutes:

  • P(Ci | A1=v1 & A2=v2 …An=vn)

  • If all A’s independent, we can use:

  • P(Ci) = P P(A = Vj | Ci)

    • (this is easy to compute)

  • Pick the C with the highest probability.


Training a na ve bayes classifier
Training a Naïve Bayes Classifier

  • How do we know P(A = vj | Ci)?

  • User labels data for us (says what she likes).

  • For each class, we compute the fraction of times that A=vj


Example
Example

  • Two classes (yes, no)

  • Three documents, each of which have four words.

  • D1: {cat, dog, fly, cow} -> yes

  • D2: {crow, straw, fly, zebra} -> no

  • D3: {cat, dog, zoom, flex} -> yes

  • Number of unique words in ‘yes’: 6

  • Number of unique words in ‘no’: 4

  • Total # of words: 9


Example1
Example

  • P(cat | yes): 2/6

  • P(cat | no): 0/6

  • P(yes | {cat, zoom, fly, dog}) =

    2/6 * 1/6 * 1/6 * 2/6 = 0.003

  • P(no | {cat, zoom, fly, dog}) =

    e * e * 1/4 * e ~ 0.00025

    (epsilon helps us deal with sparse data)


Rule learning algorithms
Rule-learning algorithms

  • If data is structured, rules can be learned for classification

    • Director=kubrick && star=mcdowell -> like

    • Title=“police academy*” -> not like

  • These rules can be stored efficiently as a decision tree

    • Tests at each node.

  • Fast, easy to learn, can handle noise


Decision trees
Decision Trees

Title=Police Academy

yes

no

Not like

Director=kubrick

yes

no

Star=mcdowell

yes

no

like


Other model learning approaches
Other model-learning approaches

  • TFIDF

    • Produces similar results to Naïve Bayes

  • Neural Net

    • Learns a nonlinear function mapping features to classes.

    • More powerful, but results can be hard to interpret.


Comparing users to users
Comparing users to users

  • Often, it’s easier to compare users to other users.

    • Less data needed

    • No knowledge of items required.

  • Typical approach involves nearest-neighbor classification.


Nearest neighbor classification
Nearest-neighbor classification

  • We create a feature vector for each user containing an element for each ratable item.

  • To compare two users, we compute the Euclidean distance between the ‘filled-in’ elements of their feature vectors.

  • Sqrt(Si(|uji – uki)2)

  • To recommend, find a similar user, then find things that user rated highly.


Example2
Example

  • Say our domain consists of four movies:

    • Police Academy

    • Clockwork Orange

    • Lord of the Rings

    • Titanic

  • We represent this as a four-tuple:

    • <r1, r2, r3, r4>


Example3
Example

  • We currently have three users in the system

    • u1: <10, 3, 9, ->

    • u2: <-, 9, 6, 2>

    • u3: <1, 7, -, 3>

  • A new user u4, comes in.

    • <9, -,-,->

  • Most similar to u1, so we would recommend they see Lord of the Rings and avoid Clockwork Orange


Personal and ethical issues
Personal and Ethical Issues

  • How to get users to reveal their preferences?

  • How to get users to rate all products equally (not just ones they love or hate)

  • Users may be reluctant to give away personal data.

  • Users may be upset by “preferential” treatment.


Summary
Summary

  • Recommender systems allow online retailers to customize their sites to meet consumer tastes.

    • Aid browsing, suggest related items.

  • Personaliztion is one of e-commerce’s advantages compared to brick-and-mortar stores.

  • Challenges: obtaining and mining data, making intelligent and novel recommendations, ethics.

  • Can perform comparisons across users or across items.

    • Trade off data needed versus detail of recommendation.


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