Chapter 12 Section 12 4 Recommender Systems Second

Chapter 12 (Section 12. 4): Recommender Systems Second edition of the book, coming soon

Road Map n n n Introduction Content-based recommendation Collaborative filtering based recommendation q q q K-nearest neighbor Association rules Matrix factorization CS 583, Bing Liu, UIC 2

Introduction n Recommender systems are widely used on the Web for recommending products and services to users. Most e-commerce sites have such systems. These systems serve two important functions. q q They help users deal with the information overload by giving them recommendations of products, etc. They help businesses make more profits, i. e. , selling more products. CS 583, Bing Liu, UIC 3

E. g. , movie recommendation n The most common scenario is the following: q q q A set of users has initially rated some subset of movies (e. g. , on the scale of 1 to 5) that they have already seen. These ratings serve as the input. The recommendation system uses these known ratings to predict the ratings that each user would give to those not rated movies by him/her. Recommendations of movies are then made to each user based on the predicted ratings. CS 583, Bing Liu, UIC 4

Different variations n In some applications, there is no rating information while in some others there also additional attributes q q n about each user (e. g. , age, gender, income, marital status, etc), and/or about each movie (e. g. , title, genre, director, leading actors or actresses, etc). When no rating information, the system will not predict ratings but predict the likelihood that a user will enjoy watching a movie. CS 583, Bing Liu, UIC 5

The Recommendation Problem n n We have a set of users U and a set of items S to be recommended to the users. Let p be an utility function that measures the usefulness of item s ( S) to user u ( U), i. e. , q n p: U×S R, where R is a totally ordered set (e. g. , non-negative integers or real numbers in a range) Objective q q Learn p based on the past data Use p to predict the utility value of each item s ( S) to each user u ( U) CS 583, Bing Liu, UIC 6

As Prediction n Rating prediction, i. e. , predict the rating score that a user is likely to give to an item that s/he has not seen or used before. E. g. , q n rating on an unseen movie. In this case, the utility of item s to user u is the rating given to s by u. Item prediction, i. e. , predict a ranked list of items that a user is likely to buy or use. CS 583, Bing Liu, UIC 7

Two basic approaches n Content-based recommendations: q n Collaborative filtering (or collaborative recommendations): q n The user will be recommended items similar to the ones the user preferred in the past; The user will be recommended items that people with similar tastes and preferences liked in the past. Hybrids: Combine collaborative and contentbased methods. CS 583, Bing Liu, UIC 8

Road Map n n n Introduction Content-based recommendation Collaborative filtering based recommendation q q q K-nearest neighbor Association rules Matrix factorization CS 583, Bing Liu, UIC 9

Content-Based Recommendation n Perform item recommendations by predicting the utility of items for a particular user based on how “similar” the items are to those that he/she liked in the past. E. g. , q q In a movie recommendation application, a movie may be represented by such features as specific actors, director, genre, subject matter, etc. The user’s interest or preference is also represented by the same set of features, called the user profile. CS 583, Bing Liu, UIC 10

Content-based recommendation (contd) n n n Recommendations are made by comparing the user profile with candidate items expressed in the same set of features. The top-k best matched or most similar items are recommended to the user. The simplest approach to content-based recommendation is to compute the similarity of the user profile with each item. CS 583, Bing Liu, UIC 11

Road Map n n n Introduction Content-based recommendation Collaborative filtering based recommendations q q q K-nearest neighbor Association rules Matrix factorization CS 583, Bing Liu, UIC 12

Collaborative filtering n Collaborative filtering (CF) is perhaps the most studied and also the most widely-used recommendation approach in practice. q q q n k-nearest neighbor, association rules based prediction, and matrix factorization Key characteristic of CF: it predicts the utility of items for a user based on the items previously rated by other like-minded users. CS 583, Bing Liu, UIC 13

k-nearest neighbor n n k. NN (which is also called the memory-based approach) utilizes the entire user-item database to generate predictions directly, i. e. , there is no model building. This approach includes both q q User-based methods Item-based methods CS 583, Bing Liu, UIC 14

User-based k. NN CF n A user-based k. NN collaborative filtering method consists of two primary phases: q q n the neighborhood formation phase and the recommendation phase. There are many specific methods for both. Here we only introduce one for each phase. CS 583, Bing Liu, UIC 15

Neighborhood formation phase n n Let the record (or profile) of the target user be u (represented as a vector), and the record of another user be v (v T). The similarity between the target user, u, and a neighbor, v, can be calculated using the Pearson’s correlation coefficient: CS 583, Bing Liu, UIC 16

Recommendation Phase n Use the following formula to compute the rating prediction of item i for target user u where V is the set of k similar users, rv, i is the rating of user v given to item i, CS 583, Bing Liu, UIC 17

Issue with the user-based k. NN CF n The problem with the user-based formulation of collaborative filtering is the lack of scalability: q n it requires the real-time comparison of the target user to all user records in order to generate predictions. A variation of this approach that remedies this problem is called item-based CF. CS 583, Bing Liu, UIC 18

Item-based CF n The item-based approach works by comparing items based on their pattern of ratings across users. The similarity of items i and j is computed as follows: CS 583, Bing Liu, UIC 19

Recommendation phase n After computing the similarity between items we select a set of k most similar items to the target item and generate a predicted value of user u’s rating where J is the set of k similar items CS 583, Bing Liu, UIC 20

Road Map n n n Introduction Content-based recommendation Collaborative filtering based recommendation q q q K-nearest neighbor Association rules Matrix factorization CS 583, Bing Liu, UIC 21

Association rule-based CF n n Association rules obviously can be used for recommendation. Each transaction for association rule mining is the set of items bought by a particular user. We can find item association rules, e. g. , buy_X, buy_Y -> buy_Z Rank items based on measures such as confidence, etc. q See Chapter 3 for details CS 583, Bing Liu, UIC 22

Road Map n n n Introduction Content-based recommendation Collaborative filtering based recommendation q q q K-nearest neighbor Association rules Matrix factorization CS 583, Bing Liu, UIC 23

Matrix factorization n The idea of matrix factorization is to decompose a matrix M into the product of several factor matrices, i. e. , where n can be any number, but it is usually 2 or 3. CS 583, Bing Liu, UIC 24

CF using matrix factorization n n Matrix factorization has gained popularity for CF in recent years due to its superior performance both in terms of recommendation quality and scalability. Part of its success is due to the Netflix Prize contest for movie recommendation, which popularized a Singular Value Decomposition (SVD) based matrix factorization algorithm. q The prize winning method of the Netflix Prize Contest employed an adapted version of SVD CS 583, Bing Liu, UIC 25

The abstract idea n Matrix factorization a latent factor model. Latent variables (also called features, aspects, or factors) are introduced to account for the underlying reasons of a user purchasing or using a product. q q When the connections between the latent variables and observed variables (user, product, rating, etc. ) are estimated during the training recommendations can be made to users by computing their possible interactions with each product through the latent variables. CS 583, Bing Liu, UIC 26

Netflix Prize Contest CS 583, Bing Liu, UIC 27

Netflix Prize Task n Training data: Quadruples of the form (user, movie, rating, time) q For our purpose here, we only use triplets, i. e. , (user, movie, rating) q n For example, (132456, 13546, 4) means that the user with ID 132456 gave the movie with ID 13546 a rating of 4 (out of 5). Testing: predict the rating of each triplet: (user, movie, ? ) CS 583, Bing Liu, UIC 28

SVD factorization n The technique discussed here is based on the SVD method given by q q q n Simon Funk at his blog site, the derivation of Funk’s method described by Wagman in the Netflix forums. the paper by Takacs et al. The method was later improved by Koren et al. , Paterek and several other researchers. CS 583, Bing Liu, UIC 29

Intuitive Idea CS 583, Bing Liu, UIC 30

Simon Funk’s SVD method where U = [u 1, u 2, …, u. I] and M = [m 1, m 2, …, m. J] CS 583, Bing Liu, UIC 31

SVD method (contd) n n n Let us use K = 90 latent aspects (K needs to be set experimentally). Then, each movie will be described by only ninety aspect values indicating how much that movie exemplifies each aspect. Correspondingly, each user is also described by ninety aspect values indicating how much he/she prefers each aspect. CS 583, Bing Liu, UIC 32

SVD method (contd) n To combine these together into a rating, we multiply each user preference by the corresponding movie aspect, and then sum them up to give a rating to indicate how much that user likes that movie: q n U = [u 1, u 2, …, u. I] and M = [m 1, m 2, …, m. J] Using SVD, we can perform the task CS 583, Bing Liu, UIC 33

SVD method (contd) n n SVD is a mathematical way to find these two smaller matrices which minimizes the resulting approximation error, the mean square error (MSE). We can use the resulting matrices U and M to predict the ratings in the test set. CS 583, Bing Liu, UIC 34

SVD method (contd) CS 583, Bing Liu, UIC 35

SVD method (contd) n n To minimize the error, the gradient descent approach is used. For gradient descent, we take the partial derivative of the square error with respect to each parameter, i. e. with respect to each uki and mkj. CS 583, Bing Liu, UIC 36

SVD method (contd) CS 583, Bing Liu, UIC 37

SVD method (contd) CS 583, Bing Liu, UIC 38

The final update rules n By the same reasoning, we can also compute the update rule for mkj. Finally, we have both rules n The final prediction uses Eq. (11) n CS 583, Bing Liu, UIC 39

Further improvements n n n The two basic rules need some improvements to make them work well. There also some pre-processing. Time was also added later. Etc Note: q q Funk used stochastic gradient descent Not the batch (global) gradient descent. CS 583, Bing Liu, UIC 40