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UNIT 1

The document provides an overview of recommender systems, including their types, functions, and the data mining methods used to enhance user experience. It discusses various recommendation techniques such as content-based filtering, collaborative filtering, hybrid systems, and demographic-based systems, highlighting their advantages and disadvantages. Additionally, it explains the processes involved in recommendation engines, such as data collection, processing, user profiling, and recommendation generation.

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Surya Mersal
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4 views

UNIT 1

The document provides an overview of recommender systems, including their types, functions, and the data mining methods used to enhance user experience. It discusses various recommendation techniques such as content-based filtering, collaborative filtering, hybrid systems, and demographic-based systems, highlighting their advantages and disadvantages. Additionally, it explains the processes involved in recommendation engines, such as data collection, processing, user profiling, and recommendation generation.

Uploaded by

Surya Mersal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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RECOMMENDER SYSTEMS

UNIT I -INTRODUCTION
Introduction and basic taxonomy of recommender systems - Traditional and non-
personalized Recommender Systems - Overview of data mining methods for
recommender systems- similarity measures- Dimensionality reduction – Singular
Value Decomposition (SVD)

Introduction and basic taxonomy of recommender systems


Recommender System
• A recommendation system is a subclass of Information filtering Systems that
seeks to predict the rating or the preference a user might give to an item
• In simple words, it is an algorithm that suggests relevant items to users.
• Data required for recommender systems stems from explicit user ratings after
watching a movie or listening to a song, from implicit search engine queries
and purchase histories, or from other knowledge about the users/items
themselves.
• Sites like Spotify, YouTube or Netflix use that data in order to suggest
playlists, so-called Daily mixes, or to make video recommendations,
respectively.
Need of Recommender System
• Companies using recommender systems focus on increasing sales as a result
of very personalized offers and an enhanced customer experience.
• Recommendations typically speed up searches and make it easier for users to
access content they’re interested in, and surprise them with offers they would
have never searched for.
• Companies are able to gain and retain customers by sending out emails with
links to new offers that meet the recipients' interests, or suggestions of films
and TV shows that suit their profiles.
• The user starts to feel known and understood and is more likely to buy
additional products or consume more content. By knowing what a user wants,
the company gains competitive advantage and the threat of losing a customer
to a competitor decreases.
Recommender systems function with two kinds of information:
• Characteristic information. This is information about items (keywords,
categories, etc.) and users (preferences, profiles, etc.).
• User-item interactions. This is information such as ratings, number of
purchases, likes, etc.
Types of Recommendation System
1.Content-Based Filtering

In this type of recommendation system, relevant items are shown using the content
of the previously searched items by the users. Here content refers to the attribute/tag
of the product that the user like.
In this type of system, products are tagged using certain keywords, then the system
tries to understand what the user wants and it looks in its database and finally tries
to recommend different products that the user wants.
Example
In a movie recommendation system, each film is tagged with genres. When a new
user, User A, joins, the system initially suggests popular movies or gathers
information through a user form. As User A rates movies over time, preferences
emerge; for instance, if User A consistently rates action movies highly but rates
anime movies poorly, the system recommends more action-oriented content.
However, this doesn’t imply a dislike for anime movies; further data collection is
needed to refine recommendations accurately.
Advantage
• Model doesn’t need data of other users since recommendations are specific to
a single user.
• It makes it easier to scale to a large number of users.
• The model can Capture the specific Interests of the user and can recommend
items that very few other users are interested in.
Disadvantage
• The model can only make recommendations based on the existing interest of
a use.
• Requires a lot of domain knowledge.
2.Collaborative Filtering
Recommending the new items to users based on the interest and preference of other
similar users is basically collaborative-based filtering.

For eg:- When we shop on Amazon it recommends new products saying “Customer
who brought this also brought” as shown below.
By focusing on the historical performance of users, this recommendation system can
predict future preferences with greater accuracy.
There are 2 types of collaborative filtering: -
• User-Based collaborative filtering
• Item-Based collaborative filtering

Advantage
• It works well even if the data is small.
• This model helps the users to discover a new interest in a given item but the
model might still recommend it because similar users are interested in that
item.
• No need for Domain Knowledge
Disadvantage
• It cannot handle new items because the model doesn’t get trained on the newly
added items in the database. This problem is known as Cold Start Problem.
• Side Feature Doesn’t have much importance. Here Side features can be actor
name or releasing year in the context of movie recommendation.
3.Hybrid Recommendation Systems
In hybrid recommendation systems, products are recommended using both content-
based and collaborative filtering simultaneously to suggest a broader range of
products to customers.

Example
Netflix is an excellent case in point of a hybrid recommendation system. It makes
recommendations by juxtaposing users’ watching and searching habits and finding
similar users on that platform. This way, Netflix uses collaborative filtering. By
recommending such shows/movies that share similar traits with those rated highly
by the user, Netflix uses content-based filtering
4.Demographic based recommender system
This system aims to categorize the users based on attributes and make
recommendations based on demographic classes. Many industries have taken this
kind of approach as it’s not that complex and easy to implement.
In Demographic-based recommender system the algorithms first need a proper
market research in the specified region accompanied with a short survey to gather
data for categorization. Demographic techniques form “people-to-people”
correlations like collaborative ones, but use different data. The benefit of a
demographic approach is that it does not require a history of user ratings like that in
collaborative and content-based recommender systems.
The demographic-based system provides suggestions based on the characteristics
of the specific audience segments.
This type of recommendation engine takes available user data (age, gender,
location, etc.), classifies it into specific audience segments, and then puts in a bigger
picture to fill the gaps in the data.

5. Utility based recommender system


• Utility based recommender system makes suggestions based on computation
of the utility of each object for the user. Of course, the central problem for this
type of system is how to create a utility for individual users.
• In utility-based system, every industry will have a different technique for
arriving at a user specific utility function and applying it to the objects under
consideration.
• The main advantage of using a utility-based recommender system is that it
can factor non-product attributes, such as vendor reliability and product
availability, into the utility computation. This makes it possible to check real
time inventory of the object and display it to the user.
• The utility-based recommendation is the one that tries to calculate the
usefulness of the particular product according to the preferences of the users.

6.Knowledge based recommender system


This type of recommender system attempts to suggest objects based on inferences
about a user’s needs and preferences.
Knowledge based recommendation works on functional knowledge: they have
knowledge about how a particular item meets a particular user need, and can
therefore reason about the relationship between a need and a possible
recommendation.
The knowledge-based system took a deep dive into the user behavior to calculate the
suggestions out of recorded interactions and assumed needs and preferences
Traditional and non-personalized Recommender Systems
A Recommendation Engine or System is a set of sophisticated algorithms that
provide product/process relevant suggestions to users. It is also possible to make
tailored recommendations (customized suggestions that businesses provide to
consumers based on their preferences, behavior, and purchase history) based on user
profile and behavior.
How Recommendation Engines Work:
Data collection — Here the system starts gathering data by user interactions,
behavior and preferences. It can also refer to off-line activity logs and anonymized
collection of data.
Data Processing — In this phase, data is extracted for further insights and
meaningful patterns.
Algorithm selection — During this phase, depending on the specific type of data
and platform, an algorithm is selected to make recommendations.
User Profiling — Here, using historical data, user profiles are generated.
Item Profiling — In this stage, items or contents of the product are profiled based
on keywords, product features, genres etc.
Recommendation Generation — At this point, the algorithm selected matches user
profile to item profile.
Ranking and Presentation — Finally, recommended items are ranked and
presented based on their relevance to users. Top ranked items are presented to the
users through user-based interface.
Types of Recommendation Engines
The recommendation system is broadly classified into two categories:
1.Non-Personalized
2.Personalized: Collaborative Filtering, Content based Filtering, Knowledge based
filtering, Hybrid based
Non-Personalized Recommendation Engine
The non-personalized recommendation engine defines the top rated, top n-rated,
most popular, trending and new products without taking into consideration any user
profile history.

Pros:
• The need to not store the user profile history is particularly helpful when
there are privacy and security concerns associated with collecting user
centric data.
• Used when there are new users and not many ratings available for the
product or catalog
• Used when computation speed and scalability efficiency is a requirement
• Helps overcoming user diversity by providing universal appeal to the users
rather than individualized/personalized needs
• Applicable when personalized recommendation system isn’t a viable option
• Helps broaden reach by providing universal appeal of products to its users
Cons:
It cannot make personalized recommendations as there doesn’t exist any user
history profile.
Reference Link- https://stratoflow.com/how-to-build-recommendation-system/

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