Using Bayesian Networks To Infer Product Rankings From User Needs - PowerPoint PPT Presentation

Using Bayesian Networks To Infer Product Rankings From User Needs UMAP 2010 Workshop on Intelligent Techniques for Web Personalisation and Recommender Systems Sven Radde and Burkhard Freitag Institute for Information Systems and Software Technology University of Passau, Germany 20-Jun-2010 Sven Radde UMAP-ITWP’10 1

Overview Use Case 1 Domain (Meta-)Modeling 2 Product Ranking 3 Sven Radde UMAP-ITWP’10 2

Use Case Use Case Conversational recommender system Closely follow ’natural’ recommendation practices Mobile communications domain Industry partner Reference implementation Recommendations Dialogue management Product presentation / sales process Knowledge maintenance Sven Radde UMAP-ITWP’10 3

Use Case Challenge Preferences about technical attributes... ...are necessary to produce recommendations ...cannot be elicited from customers Example Consider these technical properties: Bluetooth Wi-Fi UMTS (with/without HSDPA?) Which of these are needed for mobile access to e-mail? And what else? Sven Radde UMAP-ITWP’10 4

Use Case Solution Elicit “soft” preferences, i.e. ask questions about customer needs, 1 expectations or desires Infer preferences about technical properties 2 Domain modelling to capture necessary knowledge Recommend items based on the inferred preferences 3 „soft“ technical Sven Radde UMAP-ITWP’10 5

Domain (Meta-)Modeling Overview Use Case 1 Domain (Meta-)Modeling 2 Product Ranking 3 Sven Radde UMAP-ITWP’10 6

Domain (Meta-)Modeling Modeling Principles Describe technical properties of the articles in the domain Define customer traits that are relevant for marketing Define causal influences between customer traits and technical properties Multimedia Office use use Music Internet functions functions yes no small medium large yes no MP3 player Memory capacity UMTS capability Sven Radde UMAP-ITWP’10 7

Domain (Meta-)Modeling Bayesian Networks Directed Acyclical Graph Nodes: Random variables Edges: Conditional (in)dependencies between variables Sven Radde UMAP-ITWP’10 8

Domain (Meta-)Modeling Bayesian Inference Engine Multimedia Office use use Music Internet functions functions yes no small medium large yes no MP3 player Memory capacity UMTS capability How do we use a Bayes net to capture the causal relationships in our domain? Sven Radde UMAP-ITWP’10 9

Domain (Meta-)Modeling Bayesian Inference Engine Needs ⇒ random variables with “Likert” scale Flexible number of states possible Accommodate answer granularity Commonly five states Sven Radde UMAP-ITWP’10 9

Domain (Meta-)Modeling Bayesian Inference Engine Attribute values ⇒ boolean variables Model likelihood that a value is useful for the customer Likelihoods of values of the same attribute are independent Sven Radde UMAP-ITWP’10 9

Domain (Meta-)Modeling Bayesian Inference Engine Influences ⇒ probability tables Generated in an offline step Sven Radde UMAP-ITWP’10 9

Domain (Meta-)Modeling Bayesian Inference Engine Insert answers as evidence for the needs Read the posteriori probability distributions from the attribute values Sven Radde UMAP-ITWP’10 9

Domain (Meta-)Modeling Flexibility of the Inference Engine No fixed ordering of questions Transparent belief revision Recommendations from the start More evidence/answers ˆ = less uncertainty Sven Radde UMAP-ITWP’10 10

Product Ranking Overview Use Case 1 Domain (Meta-)Modeling 2 Product Ranking 3 Sven Radde UMAP-ITWP’10 11

Product Ranking Ranking by MAUT General idea: Construct a multi-attribute utility-function based on the current dialogue state Determine utility value for each possible value of an attribute Determine relative importance/weight of attribute Calculate a product’s overall utility by using a weighted sum Common in multi-attribute utility theory Implementation in SQL Sven Radde UMAP-ITWP’10 12

Product Ranking SQL Ranking Query Use a standard “ ORDER BY ” clause to implement the ordering Compatible to all SQL databases Example SELECT *, ($utilityfunction) as UTILITY FROM Cellphones ORDER BY UTILIY DESC ; The result set may be restricted: By a top-k operator (e.g., return the 10 most highly ranked products) By hard constraints (e.g., exclude certain product properties from the result set) Sven Radde UMAP-ITWP’10 13

Product Ranking Utility Function Example $utilityfunction = $utility(att_1)$ * weight(att_1) + ... + $utility(att_n)$ * weight(att_n) Weighted sum : Sum up each value’s utility, weighted by the attribute’s importance Sven Radde UMAP-ITWP’10 14

Product Ranking Utility Function Example $utilityfunction = $utility(att_1)$ * weight(att_1) + ... + $utility(att_n)$ * weight(att_n) Example $utility(att_x) = CASE WHEN att_x = val_x1 THEN u(val_x1) ELSE 0.0 END + ... + CASE WHEN att_x = val_xn THEN u(val_xn) ELSE 0.0 END Realize $utility as a large set of CASE-WHEN statements May be implemented as a stored procedure for increased efficiency Use database-specific optimizations (e.g., ENUM -datatypes) Sven Radde UMAP-ITWP’10 14

Product Ranking Utility of an Attribute Value Based on posteriori-probability in the Bayes net: u av := p ( r av = true | . . . ) All utilities are ’independent’ Example u small = 0 . 0 u medium = 0 . 19 u large = 0 . 63 Sven Radde UMAP-ITWP’10 15

Product Ranking Distinctiveness of an Attribute Clearer customer opinion ˆ = more important for recommendations Clearer customer opinion ˆ = more distinctive predictions Example d MP3 = 1 . 0 d Memory = 0 . 247 (normalized to [0..1]) Sven Radde UMAP-ITWP’10 16

Product Ranking Distinctiveness of an Attribute Clearer customer opinion ˆ = more important for recommendations Clearer customer opinion ˆ = more distinctive predictions Example d MP3 = 1 . 0 d Memory = 0 . 747 (normalized to [0..1]) Sven Radde UMAP-ITWP’10 16

Using Bayesian Networks To Infer Product Rankings From User Needs - PowerPoint PPT Presentation

Using Bayesian Networks To Infer Product Rankings From User Needs UMAP 2010 Workshop on Intelligent Techniques for Web Personalisation and Recommender Systems Sven Radde and Burkhard Freitag Institute for Information Systems and Software

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