Without the use of recommender systems, our online lives would be significantly reduced. This is why major media and service providers, such as Netflix, YouTube, Amazon, and Facebook, invest a large portion of their revenue into creating personalised, high-quality advertisements and recommendations in order to maximise user engagement and subscriptions. As a result, users and consumers reap the benefits of being able to find and purchase items that match their preferences. In order to achieve this, both collaborative and content-based filtering recommender systems are employed. This paper will focus primarily on the content-based filtering approach, while also examining the collaborative method.
We can’t stress enough the value of recommender systems.
It is not unusual to experience feelings of being overwhelmed when presented with a large variety of options, such as when selecting a new model of headphones or flavour of ice cream. Fortunately, recommendation systems can assist in simplifying the process by filtering out choices that are not compatible with our personal preferences and past experiences. As businesses amass further knowledge about our preferences and practices via our purchases, they will be able to tailor their recommendations more accurately to our individual needs.
One potential downside of this method is that, without any prior information, the algorithm may not be able to offer useful suggestions to new customers. To mitigate this issue, other strategies, such as asking the customer about their preferred type of content, or making recommendations based on the customer’s location or age group, may be utilised.
Recommender systems may be split into two categories:
- Collaboration in filtering
- To philtre information depending on its content
Filtering using group input
Collaborative filtering recommender systems exclusively rely on a user’s past behaviours in order to make recommendations, without taking into consideration all potential items or their individual characteristics.
By leveraging past user behaviour, collaborative filtering can be used to make more accurate predictions regarding how a given user is likely to respond to a certain item in the future. This is typically represented by a user-item interaction matrix, where the rows represent the users and the columns represent the items. In order to provide personalised recommendations to an individual user, similar users are grouped together and their collective actions are taken into consideration.
It is possible to further delineate collaborative filtering into two distinct categories: the memory-based technique and the model-based approach. Memory-based collaborative filtering relies on the memory of users; it uses user rating patterns to make predictions about a user’s preferences. Model-based collaborative filtering, on the other hand, relies on a predictive model, such as a neural network or a Bayesian network, to generate predictions.
Collaborative memory-based strategy
The memory-based collaborative filtering approach relies on a mathematical calculation based on the user-item interaction matrix to identify the most similar items and recommend other products. This strategy does not involve any machine learning models.
Cooperative model-based approach
It is assumed that there are interactions between items and users that are based on some assumed principles. To assist with the user’s experience, those items that have not yet been interacted with can be ranked according to the refined predictions of the model. In this way, the user is directed towards products that are deemed to be the most compatible with their preferences.
To philtre information depending on its content
Recommender systems use content-based filtering, which employs machine learning techniques, to forecast and suggest comparable items to the user. For feature-based product recommendations to be viable, a comprehensive set of product attributes and a collection of user preferences must be established.
The recommender system builds a profile for each user based on their past interactions, such as clicks, ratings, and likes. As users continue to engage with the service, the accuracy and relevance of their future recommendations will improve.
Let’s take the example of recommending movies to illustrate how a content-based recommender system may function.
To illustrate, let’s say a user has seen and enjoyed the first two of a total of four films.
Due to its greater similarity to the first two films, the third movie will be selected over the fourth. Relevant criteria that may be employed in order to evaluate the similarity of two films include, but are not limited to, its cast, director, genre, and runtime.
Matrix of uses
A utility matrix is used to record an individual’s interactions and preferences with specific goods. By organising the data collected from their daily encounters, it is possible to determine the user’s preferences. Each interaction is assigned a numerical value, or “degree of preference,” which reflects the level of importance that particular experience holds for the individual.
The accompanying illustration of a utility matrix is incomplete due to the fact that not all users interact with the content provided by the service. It should be noted that the recommender model utilises this utility matrix to generate its recommendations.
Characteristics of a User
An individual’s likes and dislikes can be captured by a collection of numerical representations, referred to as a user profile. This profile is created by tracking the user’s past behaviours and preferences, such as star ratings, clicks, likes, and dislikes. Utilising this data, a recommender system can more accurately estimate the probability of the user responding positively to future recommendations.
Specification of an Item
In order for content-based filtering to be effective, it is imperative that each item’s specific attributes accurately convey its fundamental values. To illustrate this concept using the example of movies, a recommender system would require data such as the names of the cast, director, year of release, genre, and IMDb rating.
The cosine distance and the classification approach are two of the most common techniques used in content-based filtering.
In this instance, preference is determined by calculating the cosine distance between the user’s vector and the item’s vector. To provide an example, let’s consider our hypothetical ideal customer who prefers action films over thrillers and horror movies. In this scenario, the vector associated with action movies would have positive values, while the vector associated with horror movies would have negative values.
For instance, let us consider a recently released science fiction action movie. If the cosine angle between the movie vector and the user vector is relatively low, this implies that our user would likely appreciate the film, given their preference for action movies. Conversely, if the cosine distance is large, we can discount the movie as an inappropriate suggestion for the user.
Systematic method of categorization
It is recommended to utilise classification methods such as Bayesian classifiers or decision tree models when making recommendations. For example, a decision tree model can be implemented in order to help the user narrow down their options. At each level of the tree, the user’s available choices can be reduced to make the process of selecting an option more straightforward.
Content filtering: the good, the bad, and the ugly
- Given that individual user information is not required to make personalised recommendations, it is feasible to provide services to a large number of clients. This is due to the scalability of the process, which makes it easier to manage a high volume of customers.
- Our recommendation system is tailored to each user’s individual preferences, based on their daily activities. This allows us to suggest highly specialised products that may be of extraordinary interest to the user, but may not be of interest to the general public.
- Given that the necessary infrastructure is already established, it is possible to make recommendations for new products immediately upon their release, without the need to wait for a census.
- Given that feature selection for content-based recommendation systems is typically hard-coded, it is essential for the development of these systems to have a strong understanding of the field. Consequently, the quality of the model is directly related to the skill and expertise of the programmer.
- Based on the user’s current preferences, the model may suggest additional products, potentially preventing the user from exploring and progressing to more advanced areas. This could inhibit their ability to engage with the product and its features, thus limiting their full experience.
- Since the engine does not know enough about a new user to begin offering recommendations, the cold start issue is a major negative.
- Recommending fresh content to inactive users is challenging.
Comparing recommender systems that rely on collaborative vs content-based filtering
- Although user interactions are not as essential to content-based filtering, a significant amount of data on the item’s features is still required. This data could encompass the product’s dimensions, hue, brand, material, and so on, or it could involve a movie’s cast, genre, director, year of release, and so forth.
- Despite its simplicity, collaborative filtering is a powerful tool for recommending items that an individual will like. It works by grouping users together based on their similar preferences and then providing the intended user with recommendations from the most popular items within their group. This helps to ensure that the recommendations given to the user are tailored to their specific tastes, thereby increasing the likelihood of them enjoying the items presented to them.
- Due to the fact that item characteristics in content-based filtering are manually incorporated, the process is heavily reliant on specialised knowledge in the particular domain. In contrast, collaborative filtering does not necessitate the input of any domain experts, as all embeddings are learnt automatically.
- While content-based approaches need both user and item data, collaborative filtering systems simply require the former.
Content-based filtering, a type of recommender system, was the main focus of this article. Additionally, collaborative filtering, another type of recommender system, was briefly discussed. We were made aware that the content-based strategy utilises two distinct approaches to create recommendations, namely the classification model approach and the vector space, each of which has their own advantages and disadvantages.
Organisations and businesses are increasingly leveraging recommender systems to streamline the process of suggesting new content and products to their target audience. These systems are becoming increasingly necessary in order to successfully conduct business online, so the next time you receive a recommendation on Facebook for something you may be interested in, you will now understand the technology behind it.