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CIA 3- MIS
A Report submitted in partial fulfilment of the requirements for the degree of
Master of Business Administration

By

Shilpa S
REGISTER NUMBER
2027453
Under the Guidance of
PROF. Chiranjit

MBA PROGRAMME
SCHOOL OF BUSINESS AND MANAGEMENT
CHRIST (DEEMED TO BE UNIVERSITY), BANGALORE

SEPTEMBER 2020
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MACHINE LEARNING

Machine learning (ML) is a form of artificial intelligence (AI) that allows it possible for
software applications to predict results more accurately without explicit programming to do
so. Machine learning algorithms use historical data to predict new output values as inputs.
Recommendation Engines are a popular machine learning use case. Other common uses
include the fraud detection, spam filtering, detection of malware attacks, business process
automation (BPA), and predictive maintenance.

Types of machine learning

Classical machine learning is also characterized by how an algorithm learns to make its
predictions more accurate. Four main methods exist: supervised learning, unsupervised
learning, semi-supervised learning, and reinforcement learning. The type of algorithm a data
scientist chooses to use depends on the type of data to be expected by them.

Supervised learning

Data scientists supply algorithms with labelled training data in this form of machine learning,
and specify the variables they want the algorithm to test for correlations. they define both the
algorithm's input and output.

Unsupervised learning:

This type of machine learning entails algorithms that train on unlabeled knowledge. The
algorithm scans for any meaningful relation across data sets. Both the train data algorithms
and the predictions or recommendations they make are predetermined.

Semi supervised learning:

This machine learning approach requires a combination of the two styles preceding it. Data
scientists may feed the mostly labelled training data on an algorithm, but the model is free to
explore the data alone and create its own understanding of the data set.

Reinforcement learning:

Reinforcement learning is usually used to teach a computer to complete a process of multiple

steps for which clearly specified rules exist. In order to complete a task, data scientists
program an algorithm and send it positive or negative feedback while it figures out how to
complete a task. But the algorithm also determines by itself what steps to take along the way.
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How machine learning processes:

1. Identifies the set of data required for analysis.

2. Chose the type of machine learning algorithm to be used.
3. Then built and develop analytical model that is based on the algorithm chosen
4. Trains the model using the test on data sets and it is also revised based on the need.
5. Output is obtained by running the model and thereby generating scores and other
findings.

The components in the model of machine learning are:

1. Data

2. Features

3. Training

4. Evaluation

5. Inference
● Data - The information is generated and stored in a database in an organization.
● Features - The data which is received is segregated into characteristic and
measurable property. Feature extraction helps to pull out relevant data out of a large
dataset using features which can be used for model training.
● Training - The data is trained with Machine Learning to create a model to use for
future predictions on different types of data.
● Evaluation - Evaluating the model accuracy by which the outcome is predicted for
desired results. The model accuracy percentage is determined by the total number of
exact (correct) predictions divided by the total number of the predictions made.
● Inference - After deploying the accurate model into the productions, inferences are
made against the model and also receive a prediction in return.
Most industries take help of machine learning as they work and handle large amounts of
data sets. Machine learning makes the work easy and efficient and also competes with the
leaders in the market. The sectors which are developing and using machine learning are IT,
Financial Services, Government, Healthcare, Retail etc.

Machine Learning Uses:

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 Machine learning today is used in a wide variety of applications. Probably one of the
most well-known examples of machine learning in action is the recommendation
engine running News Feed on Facebook.
 Facebook uses machine-learning to customize how feed is distributed to each user. If
a member regularly stops reading posts from a specific group, the recommendation
engine will start displaying more of the content from that group in the feed sooner.
 The engine is designed to boost existing patterns in User’s online behaviour. The
News feed will adjust accordingly should the participant shift habits in the coming
weeks and fail to read posts from that group.
 CRM software will use machine learning models to analyse emails and prompt
members of the sales team to respond first to the most relevant messages. More
advanced systems may also suggest responses which are potentially successful.
 Business intelligence analytics vendors use machine learning to detect potentially
significant data points, data point trends and anomalies in their applications.
 Information systems with human resources may use machine learning models to sort
through applications and find the best applicants for an open role.
 Self-driving cars-Machine learning algorithms can even allow a semi-autonomous car
to recognize a partially visible object and alert the driver to it.

Figure 1: ML flow at Facebook

Facebook & Machine Learning

Facebook uses machine learning for classification, ranking and content services [ CITATION

Jam19 \l 1033 ] . It makes it easier to process its services like newsfeed, search, facer, ads,
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classifying objects and people’s faces in the posts the user’s uploads and also speech
translation for the languages around the globe.

Facebook ML Use cases and associated models

Figure 2: The model and associated use cases at Facebook

Since Facebook's main mission is to connect people around the world, it requires the need of
AI/ML in which ML algorithms are used to train models to support their platform. The
model can be defined by attributes by which the model is simple , interpretable, accurate,
fast and scalable. Training these models helps to achieve more accuracy to which Facebook
desires for.
Training Frequency

Facebook trains its models for news feeds and the advertisements in a sub 24hour rate for
as the quality of the news feeds and advertising continuously changes. Using computer
vision, they train the models of human faces in the uploaded images in Facebook so it
recognizes each time when you login.
Training Speed
Facebook consider their training speed after determining the rate at which they update the
models. The CV models in Facebook takes up from hours to days to complete the training
which depends on the size of the date sets as for the news feed they can train only take up to
a few minutes to update their models as they train in sub-hour fashion.
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The need for ML in Facebook:

[ CITATION Kim18 \l 1033 ]The mission of Facebook is to connect more than two billion
people around the world and to bring them closer together. Today, Machine learning is the
4th industrial revolution solving real time problems and building algorithmic innovations,
training large data sets for models and also for high performance computer architecture.
Machine learning helps to provide the capabilities in driving the mission of Facebook for
providing all the aspects which are needed for their services such as ranking posts for the
Newsfeed, the photos and real-time video classifications and text and speech translations. It
uses a wide range of ML algorithms for supporting the services such as support vector
machines, neural networks and decision trees.

The major key factors and insights about ML which is used at Facebook are:

 Facebook uses a diversified set of ML algorithms approaches which includes neural

networks.
 Large amounts of datasets are filtered through the Ml algorithms which creates the
efficiency challenges and engineering which are beyond the computer nodes.
 Facebook depends intensely on CPUs for derivation, and the two CPUs and GPUs for
training the models and assesses new hardware solutions from a performance-per-watt
viewpoint.

Implementation Process: [ CITATION Kim18 \l 1033 ] Today most of the services which
Facebook today is providing includes machine learning. The implementation process of the
services in Facebook are:

 News Feed Analysis : Facebook uses ranking algorithms which helps the people to see
the stories which they would like to see whenever they visit Facebook. The models are
trained to determine the user and the environment factors of the user which determines
the ranking order of the content for the newsfeed. Then the model generalizes the posts,
images and other content by their predefined order ranking which displays to the user.

 Ads: Facebook uses ML algorithms which determines the desired set of ads to be
displayed to the users. Then the Ad models are trained based on the user characteristics,
previous interactions, interests on specific posts which are searched and finally predicts
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the advertisement attributes by the user’s history of websites or purchase history of the
products or the most likely advertisement which the user clicks on. The inputs are taken
into consideration, it processes the trained model and determines the outcome of which
advertisements to display to the users.
 Search Bar : The Search bar in Facebook is specialized based on various verticals such

as people, photos, videos, events etc. The models are trained using ML approaches

which runs on all verticals to predict which results in searches as outcomes. It classifies

various search verticals both offline and online models to run and performs the

classifications.

 Sigma : Facebook uses Sigma, an anomaly detection framework which is used for

various internal applications such as spam detection, payments, registration, site

integrity and unauthorized access and event recommendations. It includes hundreds of

models live in production, each model is trained to detect and classify the content.

 Facer: Facer is a face detection and recognition framework in Facebook. The friend’s
suggestion is run by an algorithm as first it detects all the faces in a particular image and
then runs a user-specific face recognition algorithm which in turn determines the face it
belongs to in your Top-N friends list. So, this is how Facebook suggests your friends
which you want to tag when we upload the photographs.

Implications of Managers:

Making humans better managers

With the help of machine learning, the companies want to ensure that the biased nature
which is running in the organization for several decades to be eliminated. It helps and gives
an opportunity to change the management style of handling employees. Many companies
like SAP, Deloitte and Accenture are today implementing machine learning technologies
into their organizations by trading with old traditional performance methods like ranking
systems so it brings more transparency in the employee’s performance and also impacts their
behaviour. Providing more opportunities for the right assessment of the employees in the
organization and which gives a big picture of their motivation towards work. So, machine
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learning helps turn the managers into effective coaches. It also helps in making better
investment decisions for managers. It is used to check for bias in each level of the
investment process which includes the portfolio construction, trading executions and
security selections. [ CITATION Run16 \l 1033 ]

Social issues and ethical issues:

[ CITATION Naf20 \l 1033 ]The common social and ethical issues we see at Facebook are:

● The influence of face tagging even one individual is not interested to tag the person.
● More impact of news feed analysis as they are already trained, we are influenced to
look at the news feed provided by the system again and again.
● E-commerce and drop phishing scams as there is more influence of the ads.
● User influence and also affecting the physiological aspects of an individual.
● We can observe the systems allowing nearby suggestions, mutual suggestions of
friends, so it influences the user indirectly to connect more.
● Facebook ignored the major factor for taking responsibility for the contents which is
posted on its platform as it doesn’t check the accuracy of the real data, just processes
the previous experience data and trains the model and releases into its platform.
● Due to lack of scrutiny of the data, it promotes more hate speeches, fake news and
also give access to the users to upload violent incidents, terrorism which can be live-
streams with the help of its Facebook live functionality.
● The AI isn’t smart enough yet to fight against the fake news as a lot of issues are
arising.

Mitigating the risks:

Facebook is drawing the line of where, what and how to use machine learning in their
platform.

● It is identifying the emotions of the users by the comments they post. For example,
suicide prevention. It uses pattern recognition and helps to prevents suicide and
suicidal thoughts.
● It is making serious decision by blocking and removing the posts which promotes
terrorism and violence.
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● Focus more on the accuracy of the news by comparing with the actual news and fake
news which are posted on Facebook.

Conclusion:

There has been an increase in the demand and importance of machine learning as it is the
4th industrial revolution. Facebook has identified several key factors that drive the decisions
of their data centre infrastructure. Handling ML makes it easy to implement more features
for the user interactions with the system at Facebook. Though it has its own limitations,
Facebook is trying to improve from its challenges faced with previous experience with
constant user feedback and training the models for the better ease of the system.

Inferences

Jamal, R. (2019, febraury 4). How facebook scales Machine language. Retrieved from
https://medium.com/@jamal.robinson/how-facebook-scales-artificial-intelligencemachine-learning-
693706ae296f#:~:text=Facebook%20uses%20machine%20lear

Kim, H. (2018). Applied Machine learning at facebook.

Naffi. (2020, january 08). Retrieved from https://theconversation.com/global/topics/facebook-

ethics-40179

Runae. (2016). What Machine Learning will mean for Asset managers. Retrieved from
https://hbr.org/2019/12/what-machine-learning-will-mean-for-asset-managers
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PLAGIRISM REPORT