A survey of Context-Aware Mobile Computing Research
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Transcript A survey of Context-Aware Mobile Computing Research
Using Data Mining Methods
to Build Customer Profiles
Gediminas Adomavicius, Alexander Tuzhilin
New York University, USA
2008.11.10
Summarized & Presented by Jungyeon Yang
IDS Lab., Seoul National University
Contents
Introduction
Building Customer Profiles
Rule Discovery
Rule Validation
Validation Operators
Case Study – The 1:1 Pro System
Discussion
Copyright 2008 by CEBT
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Introduction
Personalization community must deal with
Who customers are, How they behave, How similar they are to
others, How to extract this knowledge
Customer Profile contains
Facts about a customer
Rules describing that customer’s behavior
This research is focused on
Rule validation
Implement a validation system
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Building Customer Profiles
Data model
Two basic types of the data
–
Factual : who the customer is
–
Transactional : what the customer does
Profile model
A complete customer profile has two parts
–
a factual profile : gender, age, etc.
–
a behavioral profile : customer’s actions, is derived from user’s
transactional data
Rule discovery
Rule validation
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Rule Discovery
In order to discover rules that describe the behavior
Apriori algorithm for association rule
CART(Classification and Regression Trees) for classification rule
–
Classification Tree : in case of categorical values
–
Regression Tree : in case of continuous values
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July 18, 2015, Page 5
Rule Validation
One way to Validate rules is to let a domain expert
inspect rules
There is scalability problem
Solution of this approach
Uses validation operators that let a expert validate large numbers
of rules at a time with relatively little input from the expert.
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July 18, 2015, Page 6
Rule Validation (Cont.)
Collective rule validation lets the expert deal with such
common rules just once.
The expert choose various validation operators and
applies them successively to the set of rules
The set of all discovered rules is split into three mutually
disjoint sets
accepted rules(Rall)
rejected rules(Rrej)
possibly some
- until some predefined % of rules
is validated
- until validation operators validate
only a few rules at a time
remaining unvalidated
rules(Runv)
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July 18, 2015, Page 7
Validation Operators
Similarity-based rule grouping
This operator puts similar rules into groups according to expertspecified similarity criteria
Ex) according to the attribute structure similarity condition, all rules
that have the same attribute structure are similar
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Validation Operators (Cont.)
Template-based rule filtering
This operator filters rules that match expert-specified rule templates
The expert specifies accepting and rejecting templates
Examples
REJECT HEAD = {Store = RiteAid}
–
“Reject all rules that have Store = RiteAid in their heads.”
–
Rule 1 would be reject
ACCEPT BODY ⊇ {Product} AND HEAD {DayOfWeek, Quantity}.
–
“Accept all rules that have the attribute Product (possibly among other
attributes) in their bodies, that also have heads restricted to the
attributes DayOfWeek or Quantity.”
–
Rule 5 & 7 match
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Validation Operators (Cont.)
Redundant-rule elimination
It eliminates rules that by themselves carry no new information
about a customer’s behavior
Example
–
Product = AppleJuice => Store = GrandUnion (2%, 100%)
–
Assume that the fact “The customer shops only at Grand Union” in
one’s factual profile
–
AppleJuice rule would be eliminated
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Case study – The 1:1 PRO SYSTEM
Short for “One-to-One Profiling System”
Profiling and validation system
Input
The factual and transactional data stored in a DB or files
architecture
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Case study – The 1:1 PRO SYSTEM
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Disscussion
“Quality” of generated rules
Different expert has different validation
Scalability
Attributes ↑
Apriori has bottleneck
User ↑ validation operators should scale up
Constraint-based rule generation vs. post-analysis
Examination of groups of rules
Expert can apply validation operators just to particular group of
rules and examine its subgroups
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Opinions
Pros
Can handle large numbers of rules
Easy to validate rules using GUI
Provide several ways to validate rules using operators
Cons
Other mining algorithms should be applied
Constraints are needed when rules are generated. (too many)
In order to use rules for context-aware services, a system which
has intuitive UI and many functionality is necessary.
A system should have flexibilities to be applied in many domains
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