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Recommender Systems

A Case-Based
Recommendation
Approach for Market
Basket Data
Anna Gatzioura and Miquel Sànchez-Marrè, Universitat Politècnica de
Catalunya · BarcelonaTech

R
ecommender systems (RSs) have been used in numerous domains

to support both users in handling information overload and find-

Recently, ing adequate items to cover their needs and providers in identifying user

recommender systems needs and increasing the amount and diversity of the items they sell.1

have become an The most widely used recommendation a store. Market basket analysis (MBA) re-
techniques tend to recommend similar items fers to the search for meaningful associa-
important part of to those liked by a user in the past or items tions in customer purchase data, and it aims
that similar users liked based on the hy- to discover the patterns that define the com-
various applications. pothesis that users have a stable behavior position of those baskets.2 The market bas-
over time and that similar users share sim- ket domain is characterized by the existence
A novel case-based ilar tastes. However, these methodologies of a large number of items and transactions
show limited performance when new users that consist of co-occurring items. More than
recommendation or less popular items appear—often called simply predicting whether a single item will
a cold start—while others can lead to over- be liked by a user, the intention is to capture
approach aims to specialization of the recommended items. the presence or absence of an item within
In addition, because they tend to ignore a concrete buying concept and to become
overcome the current the underlying structure of user preferences able to recommend complementary items.
and don’t evaluate the hidden concepts un- Most of the current recommendation meth-
limitations while der which items are selected, their accuracy odologies don’t take into account these co-
decreases when trading items with unequal occurrences, and the association rules (ARs)
providing more probability distributions. methodology that has been used as a basis
Previous research, mainly in the fields of for recommendations in such cases has sev-
insight into user market research and customer behavior anal- eral limitations—such as computational and
ysis, has revealed the existence of patterns evaluation difficulties—when applied to large
preferences and item that determine the structure of users’ market datasets.3 There’s a need for intelligent rec-
baskets, which is defined as the set of items ommendation methodologies that can gener-
selection patterns. bought by one customer in a ­single visit to ate valuable r­ ecommendations based on user

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ri1 ri2 ?

Examine user-item matrix


habits and purchase patterns, yet that Active user (ui)
overcome the drawbacks of the cur- User/item i1 [a11, …, a1t] i2 [a21, …, a2t] in [an1, …, ant]
rent recommendation techniques. u1 r11 r21 rn1
Here, we present an analysis and rec- u2 r12 r22 rn2
ommendation approach for situations
in which a user’s experience depends uk r1k r2k rnk
on the set of items selected together
more than on each item’s stand-alone
attributes. Case-based reasoning (CBR)
is particularly appropriate because the
Collaborative filtering Content-based
sets of items selected together can be
adequately modeled and compared. In
addition, the performance of a case-

Item attributes (a)


Item ratings (r)

based reasoner benefits from the exis-


tence of a large amount of data, such
as in the MBA domain. To determine
the structure of user preferences and
generate valuable recommendations,
the implemented methodology uses a
User (u) Item (i )
hierarchical categorization of items in
transactions. By evaluating sets of se-
lected items, the system can identify
those items selected within concrete
Items of similar users Similar items
concepts and recommend them in simi- (through their ratings) (through their attributes)
lar situations to new or existing users.
Figure 1. Collaborative filtering and content-based recommendations. The main
Recommender Systems differences are in the way that these techniques explore the user preference matrix
and Recommendation to extract information about user selections and generate recommendations. CF
Techniques groups users based on the similarity of their ratings while CB groups items based on
RSs are software tools and techniques the similarity of their characteristics.
for information retrieval and filtering
that aim to provide meaningful and
effective item recommendations to ­ sers (“neighbors”) are recommended
u specific information about users and
the active user.4 The term item refers to the active user. A user profile is built items, they’re able to recommend new
to the type of entity (product, service, of the items that the user has rated items. However, they must overcome
information, and so on) being recom- highly, thus similarities in user tastes the recommendations’ limited diver-
mended; it depends on the application are deduced from previous ratings. Al- sity and possible overspecialization.
area and on the specific system’s ob- though widely used in commercial ap- Various hybrid approaches have
jectives. RSs usually generate a set of plications, collaborative RSs still have been proposed to leverage the
(top-N) items expected to be liked by to overcome scalability and cold-start strengths of both techniques, over-
the user or intend to predict whether a problems that limit their performance.5 come their current limitations, and
specific item will be of interest. On the other hand, in CB tech- improve their recommendation ac-
The widely used recommendation niques, user profiles are built from curacy.1,6 The following are the basic
methodologies in commercial appli- the characteristics of the items that recommendation techniques identified
cations can be mainly divided into a user has rated highly, and the items in the literature1:
collaborative filtering (CF) and con- that he or she hasn’t yet tried are com-
tent-based (CB). Figure 1 illustrates pared against them. The items with • CF (memory-based, model-based),
their main differences. the higher estimated possibility of be- • CB filtering (neural networks,
In CF recommendation techniques, ing liked are then recommended.4,6 probabilistic models, naïve Bayes
items among those liked by similar Because CB techniques rely on more classifier),

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Recommender Systems

Related Work in Case-Based Reasoning and Recommenders

C
ase-based reasoning (CBR)
is a problem-solving para- New case description (cj)
digm closely related to the
aj1 …
human way of reasoning and act-
ing in everyday situations when
facing new problems. CBR uses al1 alt
RETRIEVE
old experiences to solve new New learned case (cl) Case base
problems, based on the following
sentence, known as the CBR as- Case\attributes
sumption: “Similar problems have RETAIN
c1 a11 a1t
similar solutions.” c2 a21 a2t K most similar cases
A situation experienced in the aj1 ajt
way that it has been captured cn an1 ant
and learned is referred to as past/ as1 ast a(j+k-1)1 a(j+k-1)M
previous case and is stored in
the case base. A new situation Repaired solution (cs) Domain-user
asking for a solution forms the specific knowledge
description of a new/target case.
An important part of the CBR REUSE
REVISE
methodology is its learning ability,
which comes as a natural result of
its problem-solving process: the asj1 asjt
case base is updated each time a Proposed solution(csj)
new experience is obtained. This
knowledge can be reused when
needed without implementing Figure A. Case-based reasoning (CBR) cycle. A cyclical process comprising of four
the whole process from scratch, processes (retrieve, reuse, revise, retain) that retrieves from the case base the most
or to highlight a methodology similar cases to the new case and adapts their solutions to the needs of the current
that should be avoided in a problem to find an adequate solution.
similar situation. Therefore, case-
based reasoners are able to improve their problem-solving • retain the parts of the new solution that are likely to be
performance over time.1 used for future purposes.
The CBR solving and learning process can be described as
In addition to the knowledge obtained from previous
a cyclical process comprising four processes, known as the
cases, there’s also domain-dependent knowledge
CBR cycle (shown in Figure A), or “the four Rs”:2
supporting the CBR process.
• retrieve the most relevant cases, Cases can be viewed as composed of two parts: the
• reuse the knowledge provided to the new problem, problem description and the problem solution. Thus, cases
• revise the solution obtained, and with similar descriptions are retrieved and their solutions

• knowledge-based (case-based, con- implement a type of CB recommen- hidden patterns and frequent associa-
­­straint-based), dation that relies on a structured rep- tions among existing items, usually
• utility-based, resentation of cases, usually as sets of expressed in the form of “if-then”
• rule-based, well-defined characteristics with their statements.3
• demographic, and values.7 These systems generally rec- Recently, semantic analysis, latent
• other (context-aware, semantically ommend items similar to those that factors, and probabilistic topic mod-
enhanced, hybrid). the active user has described in his or els arising from natural language
her request (see the “Related Work in processing have been successfully
Knowledge-based and especially Case-Based Reasoning and Recom- applied to information retrieval and
case-based recommenders have emerged menders” sidebar). RSs, especially for tag recommenda-
as the primary alternative to CF rec- Rule-based techniques generate tions. The basic idea is that topics are
ommenders, intending to overcome item recommendations based on a set sets of words from a given vocabu-
their shortcomings while efficiently of rules extracted from a data cor- lary, and documents are formed as
handling the existing information pus. ARs mining refers to transaction probability distributions over top-
overload. Case-based recommenders analysis aiming to discover interesting ics. These techniques show higher

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are adapted to the needs of the target problem.1 The weighting algorithms or by users as expression of their
existence of a common and structured representation of preferences.
the treated items enables case-based recommenders in CBR recommenders have been mainly applied in
calculating the similarities and generating meaningful product recommendations, especially in electronic stores,
recommendations of high quality—especially for new to support intelligent product selection by identifying the
items or to new users. Let P, Q be the subsets of problem products that best match a user’s request. 3 These systems
descriptions and solutions, respectively, then cases can be focus on the processes of mapping user requirements into
denoted as ordered pairs c = (p, q), where p ∈ P and q ∈ Q, a proper problem specification, selecting and retrieving
while the case base in a CBR system can be defined as the items based on their similarity to the user’s request, and
set of the known cases, C = (P, Q). their presentation, as there are few stores that enable
The key idea behind CBR is that similar problems product customization. CBR recommenders have also
have similar solutions. Therefore, a core concept of the been applied in travel recommendations for both travel
CBR methodology—and a key factor of its successful services (hotels, museums, and so on) and complete
application—is the similarity measure used to identify travel plans. 5 In addition, due to their case modeling
similar cases. These cases can have the same solution, or and the higher flexibility offered to decision-making
their solution can be easily adapted to match the current processes, CBR systems can be used in applications where
problem’s characteristics. Case-based recommenders follow contextual and other user-specific information related to
the general CBR cycle and rely on the CBR core concepts the time of the selection must be incorporated. Another
of similarity and retrieval. For a case-based recommender, interesting application of CBR is related to music playlists
the user query serves as a new problem specification, while generation. A playlist is a coherent collection of music
the available items and their descriptions form the cases in items of specific characteristics presented in a meaningful
the case base. The items to be recommended are retrieved, sequence, thus modeling entire playlists as cases enables
based on their similarity to the user’s request. 3 identifying the relevance of songs based on their
Let the description of a case with t attributes be co-occurrences.6
c[a1, …, at]. To calculate the global similarity between two
cases, first the local similarities of the different attributes References
have to be specified. Usually, the global similarity can be 1. R. Bergmann, Introduction to Case-Based Reasoning, Univ.
calculated as the aggregation of the local similarities from Kaiserlautern, 1998.
the following equation,4 2. R. L. de Mántaras, “Case-Based Reasoning,” Machine Learning

) = i =1 ∑i n w ( i i ) ,
n and Its Application, vol. 2049, 2001, pp. 127–145.
∑ w × sim aI , aR
(
Sim c , cI R 3. F. Lorenzi and F. Ricci, “Case-Based Recommender Systems: A
Unifying View,” Intelligent Techniques for Web Personaliza-
i =1 i tion, Springer, 2005, pp. 89–113.
4. G. Finnie and Z. Sun, “Similarity and Metrics in Case-Based
where aiI , aiR are the values of the ith attribute in the Reasoning,” Int’l J. Intelligent Systems, vol. 17, no. 3, 2002,
(I R
­input cI and the retrieved cR cases, respectively, sim ai , ai ) pp. 273–287.
5. F. Ricci et al., “ITR: A Case-Based Travel Advisory System,”
is the local similarity function used for their comparison,
Case-Based Reasoning, Springer, vol. 2416, 2002, pp. 613–627.
and wi ∈ [0,1] is the corresponding weighting factor. De- 6. C. Baccigalupo and E. Plaza, Case-Based Sequential Ordering
pending on the system’s purpose and the type of recom- of Songs for Playlist Recommendation, LNCS 4106, T. Roth-
mended items, different local similarity functions are used, Berghofer, M.H. Göker, and H.A. Güvenir, eds., Springer, 2006,
while the weighting factors may be specified by feature pp. 286–300.

a­ccuracy than rule-based options Approach Description that a user has liked or requested. The
and are able to better handle sparsity The majority of recommendation tech- commonly used approach in MBA—
problems.8 niques ignore the fact that, in many the ARs mining methodology—evalu-
Due to the evolution of mobile de- situations, the utility a user obtains de- ates the presence or absence of items
vices and the use of recommender sys- pends on the set of items selected to- within a transaction to extract pat-
tems in applications highly depended gether more than on the selected item’s terns and generate recommendations
on context (location, time, weather, isolated attributes. Sometimes these based on them. Recently, latent se-
movement state, emotional state, and “relations” among items seem obvious, mantic analysis and probabilistic
so on), context-aware recommenders while in other situations, they must be topic models have been applied to RSs
are receiving more attention. They in- inferred from the underlying patterns. for recommendations on sets of items,
volve much more than grouping us- CF techniques evaluate only the evaluating the similarities of latent
ers or items based on their ratings or ratings assigned by users to items, topics to recommend those items.
characteristics—instead, they group whereas CB techniques and the ma- Our proposed recommender uses
users or items associated with similar jority of case-based recommenders case-based reasoning (CBR) to iden-
context information.9 focus on the characteristics of items tify and recommend the items that

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Recommender Systems

seem more suitable for completing The treated items aren’t (directly) to, dividing the existing sets of items
a user’s buying experience provided associated with quality attributes into smaller, more coherent subsets.
that he or she has already selected that would either enable a content- As we go lower in the tree, these sets
some items. The system models com- based comparison or affect their ac- get smaller until we reach the leaves
plete transactions as cases and rec- ceptance by users. Therefore, we view with the unique items. At each level,
ommended items come from the all the items as attributes of the same the items that have common ances-
evaluation of those transactions. Be- importance for the user’s buying ex- tors and aren’t differentiated at the
cause the cases aren’t restricted to the perience. The global similarity of two current level are grouped together
user who purchased them, the devel- cases is the aggregated similarity of and treated as the “same.” For in-
oped system can generate accurate the local similarities of the items in- stance, the items regarded as being
item recommendations for joint item cluded in them with equal weighting the “same” item at the third level are
selections, both for new and exist- factors, therefore the items belonging to the same cat-
ing users. Having analyzed the pre- egories at the first two levels with
vious transactions and identified the ( ) ∑ ti =1 sim ( iiI , iiR ).
Sim c I, c R = the same characteristics at the third
concepts within which concrete items level. So, in a physical store at the sec-
appear, the given part of a new trans- Currently, a lot of alternative items/ ond level, all types of milk would be
action is matched over the existing services able to cover the same, or grouped together, while at the third
ones to find the more adequate solu- very similar, needs can be found, level, based on the type of milk, full
tion—that is, the best way to fill this with their differences mainly encoun- and semi-skimmed milk will be dis-
basket. tered in marketing characteristics tinguished; at the forth level, we’ll
Following the formalization used rather than in core specifications. In have distinctions based on the distri-
in MBA, let I = {i1, i 2 , … , il} be the addition, although the number of reg- bution package, and the brand name
set of l distinct elements called items istered users is usually high, each one will specify the unique item.
that can be found in a database. Let experiences only a small percentage Because meaningful information
D be a transactional database that of the available items. Consequently, about the items can’t be extracted
contains a set of transactions T = {t 1, the resulting buying patterns are from their initial unique IDs, the new
t 2 , … , tm}, where each transaction tj = sparse and may represent situations groups of items are labeled with ap-
{ia , ib, …} contains a subset of items that occur by chance. To identify propriate “IDs/tags” to enable their
from I that were purchased together user habits, it’s important to identify comparison. These IDs are generated
at a specific period of time by a user the specification of an item that ap- based on the categories that the items
from the set of users U = {u1, u 2 , … , pears within a concrete concept. For belong to, following the path from
uk}. In contrast to most CBR item instance, the set of items bought to- the tree root to its position. Having
recommenders7,10 that trade items gether before a football game, such as specified the level of detail needed,
as cases and their attributes form soda, beer, chips, and so on, can be the required IDs are generated as in
the case description i[a1, …, at], we seen as the “snacks for watching TV” Figure 2; the similarity of items in the
model every transaction as a case and concept. new and existing cases can be calcu-
its items as attributes of the case c[i1, A preprocessing phase that ana- lated based on those IDs. Two items
…, ij], to capture the sets of items se- lyzes items and transforms them to iiI , iiR from the input and a retrieved
lected together. A case can be denoted a convenient representation for fur- case are thought to be similar to the
as an ordered pair c = (p, q), where p ther comparison is important. More extent to which they share the same
= {ii1, … , iij} ∈ P is the problem de- than classifying items based on the path from the tree root to their po-
scription (the set of already selected exact values of their characteristics sition. Thus, their level of similarity
items) and q = {iil, … , ii(l+n-1)} ∈ Q is or the ratings assigned to them, our can be calculated from the following
the problem solution of size n (the set approach categorizes items based on equation:
of items that will complete this trans- the types of their hierarchical attri-
(
LengthOfCommonPath iiI , iiR ).
action), both subsets of I with p ∩ q = butes (the categories that they belong ( )
sim iiI, iiR =
∅. The case base C = (P, Q) is the set to). As the tree structure in Figure 2 ( )
level iiI

of transactions that have been per- shows, starting from the generic item Depending on the application do-
formed, where all the included items concept, we specify at each level one main, the hierarchical attributes and
are known. more category that an item belongs their classification may be extracted

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K most similar cases ij1 ijt
Active user / new case (cj)

ij1 ?
i(j+k-1)1 i(j+k-1)t

Analyze
Recommendations cases into
Case base
Set of n items items

Case Item
c1 i11 i1t Items
Sim(cl,cj) = ∑ sim(ilk,ijk) Products
c2 i21 i2t
(1...N)

Similarities of cn in1 int L1.1 L1.N


cases
Drinks
(1...K)
sim(ilk , ijk )
L2.1 L2.K
Milk
Similarities (1...L)
of items
L3.1 L3.L
Transform Semi‐skimmed
Item Level1 Level2 Level3 Level4 FinalID Full-fat
items
X L1.1 L2.1 L3.1 L4.M 1.1.1.M (1...M)
Y L1.1 L2.1 L3.1 L4.M 1.1.1.M
L4.1 L4.M
Z L1.1 L2.1 L3.1 L4.1 1.1.1.1 Glass bottle Paper brick
Similarity (X, Y) > Similarity (X, Z)
Brand m1 Z W Brand m2 X Y Brand m3

Figure 2. Recommendation process. The similarity of cases is calculated as the aggregated similarity of the items these cases
are composed of, while the items are compared based on their hierarchical characteristics. Following the general CBR cycle, the
most similar cases are retrieved and the sets of items completing these cases form the set of recommended items.

from a proper ontology or a simpler frequently appear in their solution with the user who purchased it and the
categorization. The described classifi- parts are recommended to the user. included items. Each item, apart from
cation of items forms part of the rec- Therefore, even if the new case be- its name and unique ID, is associated
ommendation preprocessing phase longs to an unknown user, or if it with the various categories that it be-
and is used to calculate similarities be- contains items that appear only un- longs to (general category, item group,
tween cases and to highlight the type der certain circumstances, the recom- and two item subgroups that, for ex-
of items appearing in different cases. mender is able to generate accurate ample, would be, drink, milk, semi-
Nevertheless, the implemented recom- recommendations. skimmed, glass bottle of 1 liter, brand
mendation methodology doesn’t gen- name). This information was used to
erate recommendations based on a Experimental Results transform the item representation into
clustering of items. and Evaluation a proper depiction, as described above,
When a new user comes, the set To evaluate the implemented recom- before generating recommendations.
of already selected items is com- mender, we used a transactional dataset Demographic and subscription infor-
pared to those in the existing cases, with real market data from a European mation about users can also be found
to identify past cases with similar supermarket. The number of offered in this dataset.
descriptions and the way they were items was 102,142, with 1,057,076 The recommender was tested for
structured. The k most similar cases transactions performed by 17,672 cus- different values of parameters that
are retrieved, and the items that most tomers. Each t­ransaction is associated affect its performance, such as the

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Recommender Systems

Table 1. Recommendation results in terms of precision (Pr), recall (R), and f-measure (F1) for the use of level 2
and level 3 item representations.

Association Rules Latent Dirichlet Allocation Collaborative Filtering Case-Based Reasoning


No.
items Pr R F1 Pr R F1 Pr R F1 Pr R F1
Level 2
5 0.226 0.089 0.128 0.418 0.084 0.139 0.242 0.205 0.222 0.446 0.177 0.253
7 0.282 0.080 0.125 0.493 0.099 0.164 0.308 0.252 0.277 0.554 0.206 0.300
9 0.337 0.075 0.123 0.531 0.106 0.177 0.366 0.296 0.327 0.629 0.226 0.333
11 0.390 0.071 0.120 0.592 0.118 0.197 0.417 0.321 0.363 0.678 0.239 0.353
Level 3
5 0.137 0.040 0.062 0.086 0.017 0.029 0.072 0.064 0.068 0.318 0.110 0.163
7 0.168 0.038 0.062 0.135 0.019 0.034 0.093 0.082 0.087 0.445 0.154 0.229
9 0.198 0.037 0.062 0.190 0.021 0.038 0.114 0.099 0.106 0.519 0.176 0.263
11 0.225 0.036 0.062 0.197 0.018 0.033 0.140 0.119 0.129 0.570 0.185 0.279

number of similar cases retrieved (k), ­ffered items are seen as words of
o (­topics), while the ARs recommender
the number of recommended items, a vocabulary, and transactions are evaluates only the presence or absence
and the level of detail at which the treated as documents formed from a of items within transactions to extract
items are represented. To specify the combination of topics (item concepts) the buying patterns and generate recom-
number of similar cases that would with some probability distribution.11 mendations. Finally, CF recommenders
be used, recommendations were gen- In the CF approach, item selection take into account only the presence of
erated using 1, 5, 10, 20, and 30 sim- means the item has a high user rating. items in the user profiles without eval-
ilar cases. The experimental results We ran various experiments, ran- uating the items’ co-occurrences within
show that the best option is to use domly selecting each time 20 per- transactions.
only the most similar case, thus k was cent of the transactional database for
set equal to 1. new cases (test set) and the rest as the
We compared the performance of
the developed recommender system
to three of the widely used techniques,
case base (training set). Using only
the most similar case (k = 1), Table 1
shows the average results for the rec-
R ecommender systems have be-
come an important part of
num­­erous commercial applications,
namely, AR, probabilistic topic mod- ommendation of 5, 7, 9, and 11 items enabling customers and providers in
els, and CF. However, only the first for different representation levels. Be- their decision-making processes while
two techniques address exactly the cause our intention was to evaluate pursuing their buying and selling
same problem: recommendations of the recommender’s ability to identify strategies. The identification of item
sets of items. CF recommendations fo- and recommend the missing items selection patterns is thus of high im-
cus on the ratings users assign to items in the transactions, information re- portance. One of our approach’s main
and don’t take into account joint trieval metrics (precision, recall, and advantages is its ability to recommend
item selections. But because the CF f-measure) were used for the evalua- complementary items to the already se-
technique is widely used in commer- tion, with our focus being on the pre- lected ones. Additionally, it can recom-
cial applications, its results are also cision value. mend less popular items and generate
presented. Item descriptions in the As you can see, the accuracy of all the recommendations to new users, reduc-
transactional database don’t contain methodologies highly improves when ing the cold start and the overspecializa-
quality attributes, so we didn’t use a using more abstract descriptions. How- tion problems of CF and CB techniques.
CB or a CBR item-based approach. ever, as the CBR recommender evalu- This work could be further extended
The Apriori algorithm was used to ates the degree of an item’s similarity by incorporating a second processing
extract ARs from the given transac- with the items in the target case and level into the ­ recommendation meth-
tional database, based on which the not just an item’s presence or absence, odology. At this level, additional qual-
recommendations were generated. In it outperforms the other recommend- ity characteristics of the items and
addition, we used a topic model rec- ers at both representation levels. In constraints related to them could be in-
ommender (Latent Dirichlet Alloca- contrast, the LDA recommender evalu- corporated (for example, to recommend
tion, or LDA). In this approach, the ates ­similarities among item concepts only new items). In addition, it could be

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T h e A u t h o rs
Anna Gatzioura is a PhD student at the Universitat Politècnica de Catalunya ·
applied to other domains where the out- ­ arcelonaTech. Her research interests include intelligent decision support systems, rec-
B
come of a user’s experience depends on ommender systems, machine learning, and artificial intelligence applications. Contact her
at gatzioura@cs.upc.edu.
the total set of items used together. Fi-
nally we plan to examine the temporal Miquel Sànchez-Marrè is an associate professor in the computer science department at
characteristics of the selected items. Universitat Politècnica de Catalunya · BarcelonaTech. His research interests include case-
based reasoning, machine learning, data mining, intelligent decision support systems,
integrated architectures for AI, and applications of IDSS. Sànchez-Marrè has a PhD in
References computer science from the Universitat Politècnica de Catalunya · BarcelonaTech. Contact
1. F. Ricci, L. Rokach, and B. Shapira, him at miquel@cs.upc.edu.
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