Bda - M 5

5 Real-Time Big Data Models
5.1 A Model for Recommendation Systems,

Content-Based Recommendations, Collaborative Filtering
5.2 Case Study: Product Recommendation
5.3 Social Networks as Graphs, Clustering of Social -

Network Graphs, Direct Discovery of Communities in a
social graph
A Model for Recommendation Systems
A recommendation system is also called as Recommender system.
A recommender system is really an automated system to filter
some entities can be any products, ads, people, movies or songs.
we see this from all over on a daily basis from Amzon, Netfix,
Youtube, FlipKart etc.
A recommender system captures the pattern of people's
behaviour and use it to predict what else they might want or like.
For example, we watch a movie and then later on we get a
recommendation for a different movie based on the power of
previous viewing history.
It could also be a product that we bought and then we get a
recommendation for another product based on the previous
product viewing or purchase history.
For example, if you've recently purchased a book on Machine Learning in
Python and you've enjoyed reading it,
it's very likely that you'll also enjoy reading a book on Data Visualization.
People also tend to have similar tastes to those of the people they're
close to in their lives.
Recommender systems try to capture these patterns and similar
behaviours to help predict what else you might like.
Applications
What to buy?
E-commerce, books, movies, shoes, etc.
Where to eat?
Which job to apply to?
Who you should be friends with?
LinkedIn, Facebook
Personalize your experience on the web
News platforms, news personalization
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.
Why the Recommendation system?

A. Benefits users in finding items of their interest.
B. Help item providers in delivering their items to the right user.
C. Identity products that are most relevant to users.
D. Personalized content.
E. Help websites to improve user engagement.
Advantages of Recommender system

1. Broder exposure
2. Possibility of continual usage or purchase of products
3. Provides better experience
Applications for Recommendation System
(1) Entertainment: recommendations for movies, music, and IPTV.
(2) Content : personalized newspapers, recommendation for

documents, recommendations of Web pages, e-learning
applications, and e-mail fil
(3) E-commerce: recommendations for consumers of products to

buy such as books, cameras, PCs etc.
4) Services: recommendations of travel services,

recommendations of experts for consultation, recommendation of
houses to rent, or matchmaking services
Types of Recommendation System
https://youtu.be/lq8ge9wh-2w
Collaborative filtering
Collaborative filtering focuses on collecting and analyzing data on

user behavior, activities, and preferences, to predict what a
person will like, based on their similarity to other users.
To plot and calculate these similarities, collaborative filtering uses
a matrix style formula.
An advantage of collaborative filtering is that it doesn't need to
analyze or understand the content (products, films, books).
It simply picks items to recommend based on what they know
about the user.
Content-based filtering
1. Content-based filtering works on the principle that if you like a
particular item, you will also like this other item.
2. make recommendations, algorithms use a profile of the
customer's preferences and a description of an item (genre,
product type, color, word length) to work out the similarity of
items
3. The downside of content-based filtering is that the system is
limited to recommending products or content similar to what
the person is already buying or using.
4. It can't go beyond this to recommend other types of products
or content.
5. For example, it couldn't recommend products beyond
homeware if the customer had only brought homeware.
Hybrid model
A hybrid recommendation engine looks at

both the meta (collaborative) data and the
transactional (content-based) data.
Because of this, it outperforms both.
⚫ In a hybrid recommendation engine, natural
language processing tags can generated for each
product or item (movie, song), and vector
equations used calculate the similarity of
products.
⚫ A collaborative filtering matrix can then be used
to recommend items to users depending on their
behaviors, activities, and preferences.
⚫ Netflix is the perfect example of a hybrid
recommendation engine.
⚫ It takes into account both the interest of the user
(collaborative) and the descriptions or features of
the movie or show (content-based).

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5 Real-Time Big Data Models

5.1 A Model for Recommendation Systems,

5.2 Case Study: Product Recommendation

5.3 Social Networks as Graphs, Clustering of Social -

Why the Recommendation system?

Advantages of Recommender system

(2) Content : personalized newspapers, recommendation for

(3) E-commerce: recommendations for consumers of products to

4) Services: recommendations of travel services,

Collaborative filtering focuses on collecting and analyzing data on

A hybrid recommendation engine looks at

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