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Slides.html
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<!DOCTYPE html>
<!-- saved from url=(0074)http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false -->
<html><head><meta http-equiv="Content-Type" content="text/html; charset=UTF-8">
<title>Slides</title>
<script src="./Slides_files/require.min.js"></script><style type="text/css"></style>
<script src="./Slides_files/jquery.min.js"></script>
<style type="text/css">
/*!
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<div class=" highlight hl-ipython3"><pre><span></span><span class="n">cd</span> <span class="o">..</span>
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<p>jupyter nbconvert notebooks/Slides.ipynb --to slides --post serve</p>
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<h1 id="A-Primer-on-Recommendation-Systems">A Primer on Recommendation Systems<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#A-Primer-on-Recommendation-Systems">¶</a></h1><h1 id="Pydata-Madrid-2016">Pydata Madrid 2016<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Pydata-Madrid-2016">¶</a></h1>
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<h2 id="About-me-(Manuel-Garrido)">About me (Manuel Garrido)<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#About-me-(Manuel-Garrido)">¶</a></h2><ul>
<li>Data Scientist at <a href="http://localhost:8888/nbconvert/html/notebooks/scrapinghub.com">Scrapinghub</a></li>
<li>Portugal-->Spain-->/United States</li>
<li>consultant-->analyst-->data scientist</li>
<li>excel-->R-->python-->spark</li>
</ul>
<h2 id="Contact">Contact<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Contact">¶</a></h2><ul>
<li><a href="http://manugarri.com/">manugarri.com</a></li>
<li>@manugarri</li>
<li>manuel [a t] scrapinghub [d_o_t] com </li>
<li>hola [a t] manugarri [d_o_t] com</li>
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<h1 id="This-is-totally-not-a-Sales-Pitch">This is totally not a Sales Pitch<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#This-is-totally-not-a-Sales-Pitch">¶</a></h1><p><img src="./Slides_files/sh_logo.png" alt="sh"></p>
<p>Scrapinghub specializes in data extraction. Our platform is used to scrape over 4 billion web pages a month.</p>
<ul>
<li>Professional Services to handle the web scraping for you</li>
<li>Off-the-shelf datasets so you can get data hassle free</li>
<li>A cloud-based platform that makes scraping a breeze</li>
</ul>
<h1 id="We-are-hiring!">We are hiring!<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#We-are-hiring!">¶</a></h1>
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<p>A little bit about Scrapinghub, the company was founded by the creators of Scrapy, one of the top Python Web scraping frameworks. We are specialized in extracting data from online sources.</p>
<p>We can help in different ways, we have an awesome team of experts that can get data from basically any website.
We have a lot of very cool datasets that we sell and that I get to play with.
And if you like to do things on your own, we have a platform where you can deploy your own scraping code.</p>
<p>Most important of all, we are hiring!, so if you like to play with data, please talk to me during the conference</p>
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<span class="o">%</span><span class="k">watermark</span>
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<pre>2016-04-04T23:01:39
CPython 3.5.1
IPython 4.1.2
compiler : GCC 4.4.7 20120313 (Red Hat 4.4.7-1)
system : Linux
release : 3.19.0-56-generic
machine : x86_64
processor : x86_64
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interpreter: 64bit
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<h1 id="About-the-talk">About the talk<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#About-the-talk">¶</a></h1><ul>
<li>Entry level</li>
<li>Focused on examples</li>
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<p><strong>If you meet the requirements...</strong></p>
<pre><code>pandas>=0.17
numpy
scipy</code></pre>
<p><strong>...then clone the talk's repo and run a notebook</strong></p>
<pre><code>git clone [email protected]:manugarri/pydata_2016_talk_recommenders.git
cd pydata_2016_talk_recommenders
gunzip assets/reddit.db.gz
jupyter notebook</code></pre>
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<h1 id="1.-What-are-recommendation-systems?">1. What are recommendation systems?<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#1.-What-are-recommendation-systems?">¶</a></h1><p><img src="./Slides_files/wiki-definition.png" alt="title" title="ShowMyImage"></p>
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<p><img src="./Slides_files/lol.jpg" alt="totle"></p>
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<h3 id="Foundations-for-recommending-items-to-users:">Foundations for recommending items to users:<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Foundations-for-recommending-items-to-users:">¶</a></h3><ul>
<li><strong>Item Information</strong><ul>
<li>Item characteristics</li>
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</li>
<li><strong>User Information</strong><ul>
<li>User characteristics.</li>
<li>User preferences.</li>
<li>Users relationships</li>
<li>User's previous interaction with our platform</li>
</ul>
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<li><strong>Platform Information</strong><ul>
<li>Business goals</li>
<li>Availability</li>
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<p>How do we recommend items? To do so we need information, any source of information.</p>
<p>One clear source of information is the item information , that is, the intrinsic features of the items (is the shoe blue, is it a sneaker, and so on).
Another source is the information about the users, who they are, what do they like, which items do they like, and so on
Another source of information, is the platform itself. Things like the business goals or stock availability have some saying in what are we recommending to our users.</p>
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<h2 id="A-short-note-on-Similarity">A short note on Similarity<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#A-short-note-on-Similarity">¶</a></h2><ul>
<li><strong>Edit distance (Lehvenstein & variations)</strong>: used to measure similarity between two strings. It takes into account how many changes would need to be applied to a word to become another. </li>
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<p><img src="./Slides_files/Levenshtein.png" alt="title"></p>
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<li><strong>Jaccard Index</strong>: Useful when computing similarity among sets (one to many relations)</li>
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mode=display" id="MathJax-Element-1">J(A, B) = \frac{|A \bigcap B|}{ |A\bigcup B|}</script>
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<p>One concept that is key to recommendation systems is the concept of similarity. These systems always recommend based on similarities between entities. But one important thing to remember is that similarity can be measure differently depending on what you are measuring.</p>
<p>For example, a good way to measure similarity between strings is to use the Lehvenstein distance, which measures how many insertions, deletions or substitutions do you need to apply to string A to become sttring B.</p>
<p>Another metric would be the Jaccard index, that measures similarities between sets. For example, you could compute Jaccards similarity on two groups of friends by dividing how many friends are in both groups by the number of friends on any of the two groups.</p>
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<p><img src="./Slides_files/diagram_euclidean_manhattan_distance_metrics.png" alt="distances"></p>
<p><img src="./Slides_files/cosine.png" alt="cosinm"></p>
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<li><strong>and many more!</strong></li>
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<p>Then you have other measures that are more popular and general purpose.</p>
<p>The Manhattan Distance is the distance between two points measured along axes at right angles
The Euclidean distance or Euclidean metric is the "ordinary" (i.e. straight-line) distance between two points
Cosine similarity measures the cosine of the angle between them.</p>
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<h3 id="Recommendation-Systems-Approaches">Recommendation Systems Approaches<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Recommendation-Systems-Approaches">¶</a></h3><ul>
<li><strong>Content Filtering</strong></li>
<li><strong>Collaborative Filtering</strong></li>
<li><strong>Hybrid Systems</strong></li>
<li><strong> Other (Demographic / Social Recommendations)</strong></li>
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<p>Here are the main approaches to recommendation systems. Content Filtering, Collaborative filtering, Hybrid systems, and then other (because you always have to have an other in a list, isnt it).</p>
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<h4 id="Demographic-recommendations">Demographic recommendations<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Demographic-recommendations">¶</a></h4><ul>
<li>Use demographic information from the user to recommend items relevant to the user's stratum</li>
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<h4 id="Social-recommendations">Social recommendations<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Social-recommendations">¶</a></h4><ul>
<li>Users sharing with other users</li>
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<p>Regarding other recommender systems, one way to provide recommendations to your users, if you are lucky to have demographic information about them, is to stratify them based on this demographic information and recommend based on those strata.</p>
<p>Then we have a very simple way to recommend items to users, which happens any time we click the "Share" button anywhere online.</p>
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<h1 id="Content-Filtering">Content Filtering<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Content-Filtering">¶</a></h1><p>In a Content filtering recommendation system, items are mapped into a feature space, and
recommendations depend on item characteristics.</p>
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<li>That means that all the feature information we use is derived only from the items.</li>
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<li>That does not mean that we don't rely on any user information, just that information is used only on the recommendation step, and not at computing time.</li>
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<p>We start with content filtering. Which is not a very popular approach nowadays but can still be useful depending on the circumstances.</p>
<p>On content filtering, the features used to provide recommendations are derived from the items and only from the items.</p>
<p>That does not mean that we dont get any user's input, just that that input is required at recommendation time, not at computing time.</p>
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<h2 id="Example:-Content-Filtering">Example: Content Filtering<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Example:-Content-Filtering">¶</a></h2><p><img src="./Slides_files/pandora0.png" alt="title" title="ShowMyImage"></p>
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<p>One example of Content filtering would be Pandora, pandora is an online radio that is quite popular in the US.
When you join you can select whicn songs, artists or genres you like. Then Pandora uses those songs /artists you selected to to create a personalized radio station using similar music.</p>
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<p><img src="./Slides_files/pandora1.png" alt="title" title="ShowMyImage"></p>
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<p>Pandora allows us to add as many songs as we want to our station, each one improving the recommendations Pandora provides us.</p>
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<p><img src="./Slides_files/pandora3.png" alt="title"></p>
<p><a href="https://www.pandora.com/about/mgp">https://www.pandora.com/about/mgp</a></p>
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<p>Pandora's Recommendation system is based off the Music Genome Project a project that clains to be the most in depth taxonomy of music. Pandora has a team of musical analysts analyzing 10,000 songs every month, mapping them to a set of 450 distinct musical features. They use these features to power their recommendations.</p>
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<p><img src="./Slides_files/pandora4.png" alt="title"></p>
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<p>Here on the left you can see some of those features, which are very very specific</p>
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<h2 id="Content-Filtering">Content Filtering<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Content-Filtering">¶</a></h2><h3 id="Pros">Pros<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Pros">¶</a></h3><ul>
<li>Recomending to a new user is easy. We just get user's input and we can recommend right away.</li>
<li>Domain knowledge can be applied</li>
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<h3 id="Cons">Cons<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Cons">¶</a></h3><ul>
<li><p>Need to map each item into the feature space. That means that any time a new item gets added, someone has to manually categorize that item (unless using unsupervised clustering methods).</p>
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<li><p>Recommendations are limited in scope. This means items can't be categorized in new features. Who can say 450 features are all the features necessary to map music?</p>
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<p>The benefits of Content filtering is that, once we have the items mapped, we can recommend to any user right away. Another one is that domain knowledge can be applied, for example, Pandora's team of experts can specify the features required on music better than anyone.</p>
<p>One big con of Content filtering systems is that each item needs to be mapped. For example, if there is a new song with a uniquely new characteristic, Pandora's musical analysts would have to first, add that characteristic's features, then, map EVERY SINGLE song into that new characteristic.</p>
<p>Another con CF systems have is that the items can only be categorized by the predefined features.</p>
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<h2 id="Practical-Example:---Content-Filtering-Movie-recommendation-Engine">Practical Example: Content Filtering Movie recommendation Engine<a class="anchor-link" href="http://localhost:8888/nbconvert/html/notebooks/Slides.ipynb?download=false#Practical-Example:---Content-Filtering-Movie-recommendation-Engine">¶</a></h2>
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<p><img src="./Slides_files/ml-logo.png" alt="title">
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<p>In this example we will build a recommendation system that recommends movies to users based on Movie features</p>
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We will use the <a href="http://grouplens.org/datasets/movielens/">Movielens</a> dataset. A free dataset containing millions of movie ratings by users.</p>
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<div class=" highlight hl-ipython3"><pre><span></span><span class="kn">import</span> <span class="nn">pandas</span> <span class="k">as</span> <span class="nn">pd</span>
<span class="kn">import</span> <span class="nn">numpy</span> <span class="k">as</span> <span class="nn">np</span>
<span class="n">movies_df</span> <span class="o">=</span> <span class="n">pd</span><span class="o">.</span><span class="n">read_table</span><span class="p">(</span><span class="s1">'assets/movies.dat'</span><span class="p">,</span> <span class="n">header</span><span class="o">=</span><span class="kc">None</span><span class="p">,</span> <span class="n">sep</span><span class="o">=</span><span class="s1">'::'</span><span class="p">,</span>
<span class="n">names</span><span class="o">=</span><span class="p">[</span><span class="s1">'movie_id'</span><span class="p">,</span> <span class="s1">'movie_title'</span><span class="p">,</span> <span class="s1">'movie_genre'</span><span class="p">],</span> <span class="n">engine</span><span class="o">=</span><span class="s1">'python'</span><span class="p">)</span>
<span class="n">movies_df</span> <span class="o">=</span> <span class="n">pd</span><span class="o">.</span><span class="n">concat</span><span class="p">([</span><span class="n">movies_df</span><span class="p">,</span> <span class="n">movies_df</span><span class="o">.</span><span class="n">movie_genre</span><span class="o">.</span><span class="n">str</span><span class="o">.</span><span class="n">get_dummies</span><span class="p">(</span><span class="n">sep</span><span class="o">=</span><span class="s1">'|'</span><span class="p">)],</span> <span class="n">axis</span><span class="o">=</span><span class="mi">1</span><span class="p">)</span>
<span class="n">movie_categories</span> <span class="o">=</span> <span class="n">movies_df</span><span class="o">.</span><span class="n">columns</span><span class="p">[</span><span class="mi">3</span><span class="p">:]</span><span class="o">.</span><span class="n">tolist</span><span class="p">()</span>
<span class="n">movies_df</span><span class="o">.</span><span class="n">head</span><span class="p">()</span>
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<table border="1" class="dataframe">
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<tr style="text-align: right;">
<th></th>
<th>movie_id</th>
<th>movie_title</th>
<th>movie_genre</th>
<th>Action</th>
<th>Adventure</th>
<th>Animation</th>
<th>Children's</th>
<th>Comedy</th>
<th>Crime</th>
<th>Documentary</th>
<th>...</th>
<th>Fantasy</th>
<th>Film-Noir</th>
<th>Horror</th>
<th>Musical</th>
<th>Mystery</th>
<th>Romance</th>
<th>Sci-Fi</th>
<th>Thriller</th>
<th>War</th>
<th>Western</th>
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<th>0</th>
<td>1</td>
<td>Toy Story (1995)</td>
<td>Animation|Children's|Comedy</td>
<td>0</td>
<td>0</td>
<td>1</td>
<td>1</td>
<td>1</td>
<td>0</td>
<td>0</td>
<td>...</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>
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<tr>
<th>1</th>
<td>2</td>
<td>Jumanji (1995)</td>
<td>Adventure|Children's|Fantasy</td>
<td>0</td>
<td>1</td>
<td>0</td>
<td>1</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>...</td>
<td>1</td>
<td>0</td>
<td>0</td>
<td>0</td>
<td>0</td>