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Recommender System

This document provides an overview of recommender systems. It defines recommender systems as software tools that provide personalized suggestions to users based on their preferences and past behaviors. There are two main types of recommender systems: content-based, which recommends items similar to those a user liked in the past, and collaborative filtering, which recommends items liked by similar users. The document discusses various techniques used in recommender systems, such as similarity measures, dimensionality reduction, and evaluation methods like cross-validation. It also covers limitations of collaborative filtering and hybrid recommender systems that combine approaches.

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Arunima Singh
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70 views26 pages

Recommender System

This document provides an overview of recommender systems. It defines recommender systems as software tools that provide personalized suggestions to users based on their preferences and past behaviors. There are two main types of recommender systems: content-based, which recommends items similar to those a user liked in the past, and collaborative filtering, which recommends items liked by similar users. The document discusses various techniques used in recommender systems, such as similarity measures, dimensionality reduction, and evaluation methods like cross-validation. It also covers limitations of collaborative filtering and hybrid recommender systems that combine approaches.

Uploaded by

Arunima Singh
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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RECOMMENDER SYSTEM

Topics
Recommender System
▪ Introduction & Applications
▪ Types of Recommender System
▪ Concepts & Methods
▪ Evaluation Criteria
Introduction : Why?
▪ How do we buy things in our day-to-day lives?
▪ We ask our friends, research the product specifications,
compare the product with similar products on the Internet,
read the feedback from anonymous users, and then we
make decisions.
▪ How would it be if there is some mechanism that does all
these tasks automatically and recommends the products
best suited for you efficiently?
▪ The answer is a Recommender System
Introduction: What?
▪ “Friends you may know" - Facebook
▪ “People you may know” – LinkedIn
▪ What are these recommendations ?
▪ These features recommends a list of people whom you might
know
▪ who are similar to you based on your friends
▪ friends of friends in your close circle
▪ geographical location
▪ Skillsets
▪ Groups
▪ liked pages….
▪ recommendations are specific to you and differ from user to user.
INTRODUCTION: DEFINITION
▪ Recommender systems are the software tools and techniques that
provide suggestions, such as useful products on e-commerce
websites, videos on YouTube, friends' recommendations on
Facebook, book recommendations on Amazon, news
recommendations on online news websites, and the so on.
▪ The main goal of recommender systems is to provide suggestions
to online users to make better decisions from many alternatives
available over the Web.
▪ A better recommender system is directed more towards
personalized recommendations by taking into consideration the
available digital footprint of the user and information about a
product, such as specifications, feedback from the users,
comparison with other products, and so on, before making
recommendations.
▪ You can also apply apart from SVD, Deep Learning for Model-based
recommender systems
Types of Recommender system
▪ Content-based recommender systems
▪ Collaborative filtering recommender systems
Data pre-processing techniques
▪ Similarity measurements
▪ Euclidean distance
▪ Cosine distance
▪ Pearson coefficient
▪ Dimensionality-reduction techniques
▪ Principal component analysis (PCA)
▪ Singular Value Decomposition etc..
Similarity Measure - Euclidian distance

▪ (x, y) are two consecutive data points, and n is the number of attributes for the
dataset.
Similarity Measure - Cosine distance

▪ Cosine similarity is a measure of similarity between two


vectors of an inner product space that measures the cosine
of the angle between them
Similarity Measure - Pearson correlation
▪ Similarity between two products can also be given by the
correlation existing between their variables. Pearson's
correlation coefficient is a popular correlation coefficient
calculated between two variables as the covariance of the
two variables divided by the product of their standard
deviations. This is given by ƿ (rho):
Similarity Measure - Jaccard (for binary data)
Content-based recommender systems
▪ Recommends items to users by taking the similarity of
items and user profiles into consideration.
▪ System recommends items similar to those that the user has
liked in the past.
▪ The similarity of items is calculated based on the features
associated with the other compared items and is matched
with the user's historical preferences.
▪ If a user has positively rated a movie that belongs to the
action genre, then the system can learn to recommend other
movies from the action genre.
Content-based recommender systems
▪ Considerations – Creation of user profile.
▪ How do we create similarity between items?
▪ How do we create and update user profiles continuously?

▪ Only considers the user's past preferences and the


properties/features of the items.
Collaborative filtering recommender systems
▪ Two users share the same interests in the past (i.e. they
liked the same book etc.) they will also have similar tastes
in the future.
▪ If, for example, user A and user B have a similar purchase
history and user A recently bought a Advance Analytics
with R book that user B has not yet seen, the basic idea is to
propose this book to user B. The book recommendations on
Amazon are one good example of this type of recommender
system.
▪ Task performed here is filtering items from a large set of
alternatives collaboratively between users preferences
Collaborative filtering recommender systems
▪ Considerations?
▪ How to calculate the similarity between users
▪ How to calculate the similarity between items
▪ How do we deal with new items and new users whose data
is not known

▪ Collaborative filtering approach considers only user


preferences and does not take into account the features or
contents of the items being recommended. This approach
requires a large set of user preferences for more accurate
results.
DATA SET – RATING USER-ITEM MATRIX

Items / Life of Pi Thinking Outliers How we


Users fast & slow decide

Ram 1 5 4
Shyam 2 3 4
Seeta 4 5 2
Geeta 4 5
Collaborative filtering
▪ Item-based collaborative filtering: This
recommends to a user the items that are most
similar to the user's purchases
▪ User-based collaborative filtering: This
recommends to a user the items that are the most
preferred by similar users
Item-based collaborative filtering (IBCF)
▪ Collaborative filtering is a branch of recommendation that takes
account of the information about different users. The word
"collaborative" refers to the fact that users collaborate with each other
to recommend items. In fact, the algorithms take account of user
purchases and preferences.
▪ The starting point is a rating matrix in which rows correspond to users
and columns correspond to items.
▪ For each two items, measure how similar they are in terms of having
received similar ratings by similar users
▪ For each item, identify the similar items and store as item-item similarity
matrix
▪ For each user whose recommendations need to be generated, identify the
items that are most similar to this user‘s already purchased items.
▪ Item-item similarity values act as weight
▪ This is done by calculating new rated items as
▪ Pick the top-rated items.
User-based collaborative filtering (UBCF)
▪ Measure how similar each user is to the new one. Like IBCF,
popular similarity measures are correlation and cosine.
▪ Identify the most similar users.
▪ You can also take account of the users whose similarity is above a
defined threshold

▪ Rate the items purchased by the most similar users. The rating is
the average rating among similar users :
▪ Take Weighted average rating, using the similarities as weights

▪ Relative difference is applied to overcome user bias for poor raters and
generous raters

▪ Pick the top-rated items.


LIMITATIONS of COLLABORATIVE
FILTERING
▪ If the new user hasn't seen any movie yet, neither the IBCF nor the
UBCF is able to recommend any item. Unless the IBCF knows the
items purchased by the new user, it can't work. The UBCF needs
to know which users have similar preferences to the new one, but
we don't know about its ratings.
▪ If the new item hasn't been purchased by anyone, it will never be
recommended. IBCF matches items that have been purchased by
the same users, so it won't match the new item with any of the
others. UBCF recommends to each user items purchased by
similar users, and no one purchased the new item. So, the
algorithm won't recommend it to anyone.
Evaluation techniques
▪ System is efficient or accurate? - base on which we state
that the system is good?
▪ Whether the model is over fitting or under fitting
▪ How well the model fits the future data or test data

▪ You can do cross validation and create consfusion matrix or


use RMSE values
Cross validation
▪ This is a very popular technique for model evaluation for almost
all models.
▪ In this technique, we divide the data into two datasets: a training
dataset and a test dataset.
▪ The model is built using the training dataset and evaluated using
the test dataset.
▪ This process is repeated many times. The test errors are calculated
for every iteration.
▪ The averaged test error is calculated to generalize the model
accuracy at the end of all the iterations.
Evaluation techniques
▪ Confusion matrix: This technique is popularly used in evaluating
a classification model. We build a confusion matrix using the
results of the model. We calculate precision and
recall/sensitivity/specificity to evaluate the model.
▪ Precision: This is the probability whether the truly classified
records are relevant.
▪ Recall/Sensitivity: This is the probability whether the relevant
records are truly classified.
▪ Specificity: Also known as true negative rate, this is the
proportion of truly classified wrong records.
Hybrid recommender systems
▪ Combining various recommender systems to build a
more robust system. By combining various recommender
systems, we can eliminate the disadvantages of one system
with the advantages of another system and thus build a
more robust system.
▪ Combining collaborative filtering methods, where the
model fails when new items don't have ratings, with
content-based systems, where feature information about the
items is available, new items can be recommended more
accurately and efficiently.
Hybrid recommender systems
▪ Considerations?
▪ What techniques should be combined to achieve the business
solution?
▪ How should we combine various techniques and their results for
better predictions?

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