Personalization of Supermarket Product Recommendations超市产品推荐的个性化.pptVIP

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Personalization of Supermarket Product Recommendations超市产品推荐的个性化.ppt

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Personalization of Supermarket Product Recommendations超市产品推荐的个性化

Julian Keenaghan Personalization of Supermarket Product Recommendations Personalization of Supermarket Product Recommendations IBM Research Report (2000) R.D. Lawrence et al. Introduction Personalized recommender system designed to suggest new products to supermarket shoppers Based upon their previous purchase behaviour and expected product appeal Shoppers use PDA’s Alternative source of new ideas Introduction continued Content-based filtering based on what person has liked in the past measure of distance between vectors representing: Personal preferences Products overspecialization Product Taxonomy Overview Customer Model Customer profile Vector, C(m)s, for each customer At subclass level = 2303 dim space Normalized fractional spending quantifies customer’s interest in subclass relative to entire customer database value of 1 implies average level of interest in a subclass Clustering Analysis To identify groups of shoppers with similar spending histories Cluster-specific list of popular products used as input to recommender Clustered at 99-dim product-class level Neural, demographic clustering algorithms Clusters evaluated in terms of dominant attributes: products which most distinguish members of the cluster Associations Mining Determine relationships among product classes or subclasses Used IBM’s “Intelligent Miner for Data” Apriori algorithm Support, Confidence, Lift factors Rule: Fresh Beef = Pork/Lamb Support 0.016 Confidence 0.33 Lift 4.9 Rule: Baby:Disposable Nappies = Baby:Wipes Product Model Each product, n, represented by a 2303-dim vector P(n) Individual entries Ps(n) reflect the “affinity” the product has to subclass s. Ps(n) = Matching Algorithm Score each product for a specific customer and select the best matches. Cosine coefficient metric used Matching Algorithm ctd. Limit recommendations for each customer to 1 per product subclass, and 2 per class. 10 to 20 products returned to PDA Previously bought products excluded Data from 20,000 c