The Long Tail: How Technology is turning mass markets into millions of niches. (p. 15). This passage from The Long Tail, pretty much sums it all up. The Long Tail by Chris Anderson is a good and worthwhile read for information scientists, computer scientists, ecommerce researchers, and others interested in all areas of Web research. The central premise of the book is that the combination of (1) the Pareto or Zipf distribution (i.e., power law probability distribution) that is characteristic of Web traffic and (2) the direct access to consumers via Web technology has opened up new business opportunities in the ''long tail''. Producers and advertisers no longer have to target ''the big hits'' at the head of the distribution. Instead, they can target the small, niche communities or even individuals in the tail of the distribution. The long tail is has been studied by Web researchers and has been noted in term usage on search engines, access times to servers, and popularity of Web sites. Andersen points out that the long tail also applies to products sold on the Web. He recounts that a sizeable percentage of Amazon sales come from books that only sell a few copies, a large number of songs from Rhapsody get downloaded only once in a month, and a significant number of movies from Netflix only get ordered occasionally. However, since the storage is in digital form for the songs and music (and Amazon out sources the storage of books) there is little additional inventory cost of these items. This phenomenon across all Web companies has led to a broadening of participation by both producers and consumers that would not have happened without the Web. The idea of the long tail is well known, of course. What Anderson has done is present it in an interesting manner and in a Web ecommerce setting. He applies it to Web businesses and then relates the multitude of other factors ongoing that permit the actual implementation of the long tail effect. Anderson also expands on prior work on the long tail by introducing an element of time, given the distribution a three dimensional effect. All in all, it is a nifty idea. The book is comprised of 14 chapters, plus an Introduction. Chapter 1 presents an overview of what the long tail is. Chapter 2 discusses the ''head'', which is the top of the tail where the …

The Long Tail: Why the Future of Business is Selling Less of More

Recommendation technology is an important part of the Internet of Things (IoT) services, which can provide better service for users and help users get information anytime, anywhere. However, the traditional recommendation algorithms cannot meet user's fast and accurate recommended requirements in the IoT environment. In the face of a large-volume data, the method of finding neighborhood by comparing whole user information will result in a low recommendation efficiency. In addition, the traditional recommendation system ignores the inherent connection between user's preference and time. In reality, the interest of the user varies over time. Recommendation system should provide users accurate and fast with the change of time. To address this, we propose a novel recommendation model based on time correlation coefficient and an improved K-means with cuckoo search (CSK-means), called TCCF. The clustering method can cluster similar users together for further quick and accurate recommendation. Moreover, an effective and personalized recommendation model based on preference pattern (PTCCF) is designed to improve the quality of TCCF. It can provide a higher quality recommendation by analyzing the user's behaviors. The extensive experiments are conducted on two real datasets of MovieLens and Douban, and the precision of our model have improved about 5.2 percent compared with the MCoC model. Systematic experimental results have demonstrated our models TCCF and PTCCF are effective for IoT scenarios.

Personalized Recommendation System Based on Collaborative Filtering for IoT Scenarios

In general, recommendation can be viewed as a matching problem, i.e., match proper items for proper users. However, due to the huge semantic gap between users and items, it’s almost impossible to directly match users and items in their initial representation spaces. To solve this problem, many methods have been studied, which can be generally categorized into two types, i.e., representation learning-based CF methods and matching function learning-based CF methods. Representation learning-based CF methods try to map users and items into a common representation space. In this case, the higher similarity between a user and an item in that space implies they match better. Matching function learning-based CF methods try to directly learn the complex matching function that maps user-item pairs to matching scores. Although both methods are well developed, they suffer from two fundamental flaws, i.e., the limited expressiveness of dot product and the weakness in capturing low-rank relations respectively. To this end, we propose a general framework named DeepCF, short for Deep Collaborative Filtering, to combine the strengths of the two types of methods and overcome such flaws. Extensive experiments on four publicly available datasets demonstrate the effectiveness of the proposed DeepCF framework.

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DeepCF: A Unified Framework of Representation Learning and Matching Function Learning in Recommender System

Recommendation accuracy is a fundamental problem in the quality of the recommendation system. In this article, we propose an efficient deep matrix factorization (EDMF) with review feature learning for the industrial recommender system. Two characteristics in user’s review are revealed. First, interactivity between the user and the item, which can also be considered as the former’s scoring behavior on the latter, is exploited in a review. Second, the review is only a partial description of the user’s preferences for the item, which is revealed as the sparsity property. Specifically, in the first characteristic, EDMF extracts the interactive features of onefold review by convolutional neural networks with word-attention mechanism. Subsequently, <inline-formula xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink"><tex-math notation="LaTeX">${L}_{0}$</tex-math></inline-formula> norm is leveraged to constrain the review considering that the review information is a sparse feature, which is the second characteristic. Furthermore, the loss function is constructed by maximum <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">a posteriori</i> estimation theory, where the interactivity and sparsity property are converted as two prior probability functions. Finally, the alternative minimization algorithm is introduced to optimize the loss functions. Experimental results on several datasets demonstrate that the proposed methods, which show good industrial conversion application prospects, outperform the state-of-the-art methods in terms of effectiveness and efficiency. 

EDMF: Efficient Deep Matrix Factorization With Review Feature Learning for Industrial Recommender System

Recommender systems learn from historical users’ feedback that is often non-uniformly distributed across items. As a consequence, these systems may end up suggesting popular items more than niche items progressively, even when the latter would be of interest for users. This can hamper several core qualities of the recommended lists (e.g., novelty, coverage, diversity), impacting on the future success of the underlying platform itself. In this paper, we formalize two novel metrics that quantify how much a recommender system equally treats items along the popularity tail. The first one encourages equal probability of being recommended across items, while the second one encourages true positive rates for items to be equal. We characterize the recommendations of representative algorithms by means of the proposed metrics, and we show that the item probability of being recommended and the item true positive rate are biased against the item popularity. To promote a more equal treatment of items along the popularity tail, we propose an in-processing approach aimed at minimizing the biased correlation between user-item relevance and item popularity. Extensive experiments show that, with small losses in accuracy, our popularity-mitigation approach leads to important gains in beyond-accuracy recommendation quality.

Connecting user and item perspectives in popularity debiasing for collaborative recommendation

Collaborative filtering (CF) algorithms have been widely used to build recommender systems since they have distinguishing capability of sharing collective wisdoms and experiences. However, they may easily fall into the trap of the Matthew effect, which tends to recommend popular items and hence less popular items become increasingly less popular. Under this circumstance, most of the items in the recommendation list are already familiar to users and therefore the performance would seriously degenerate in finding cold items, i.e., new items and niche items. To address this issue, in this paper, a user survey is first conducted on the online shopping habits in China, based on which a novel recommendation algorithm termed innovator-based CF is proposed that can recommend cold items to users by introducing the concept of innovators. Specifically, innovators are a special subset of users who can discover cold items without the help of recommender system. Therefore, cold items can be captured in the recommendation list via innovators, achieving the balance between serendipity and accuracy. To confirm the effectiveness of our algorithm, extensive experiments are conducted on the dataset provided by Alibaba Group in Ali Mobile Recommendation Algorithm Competition, which is collected from the real e-commerce environment and covers massive user behavior log data.

Serendipitous Recommendation in E-Commerce Using Innovator-Based Collaborative Filtering

In general, recommendation can be viewed as a matching problem, i.e., match proper items for proper users. However, due to the huge semantic gap between users and items, it's almost impossible to directly match users and items in their initial representation spaces. To solve this problem, many methods have been studied, which can be generally categorized into two types, i.e., representation learning-based CF methods and matching function learning-based CF methods. Representation learning-based CF methods try to map users and items into a common representation space. In this case, the higher similarity between a user and an item in that space implies they match better. Matching function learning-based CF methods try to directly learn the complex matching function that maps user-item pairs to matching scores. Although both methods are well developed, they suffer from two fundamental flaws, i.e., the limited expressiveness of dot product and the weakness in capturing low-rank relations respectively. To this end, we propose a general framework named DeepCF, short for Deep Collaborative Filtering, to combine the strengths of the two types of methods and overcome such flaws. Extensive experiments on four publicly available datasets demonstrate the effectiveness of the proposed DeepCF framework.

Collaborative Filtering (CF) based recommendation methods have been widely studied, which can be generally categorized into two types, i.e., representation learning-based CF methods and matching function learning-based CF methods. Representation learning tries to learn a common low dimensional space for the representations of users and items. In this case, a user and item match better if they have higher similarity in that common space. Matching function learning tries to directly learn the complex matching function that maps user-item pairs to matching scores. Although both methods are well developed, they suffer from two fundamental flaws, i.e., the representation learning resorts to applying a dot product which has limited expressiveness on the latent features of users and items, while the matching function learning has weakness in capturing low-rank relations. To overcome such flaws, we propose a novel recommendation model named Balanced Collaborative Filtering Network (BCFNet), which has the strengths of the two types of methods. In addition, an attention mechanism is designed to better capture the hidden information within implicit feedback and strengthen the learning ability of the neural network. Furthermore, a balance module is designed to alleviate the over-fitting issue in DNNs. Extensive experiments on eight real-world datasets demonstrate the effectiveness of the proposed model.

Zhi-Hong Deng

Papers

DeepCF: A Unified Framework of Representation Learning and Matching Function Learning in Recommender System

Serendipitous Recommendation in E-Commerce Using Innovator-Based Collaborative Filtering

DeepCF: A Unified Framework of Representation Learning and Matching Function Learning in Recommender System

BCFNet: A Balanced Collaborative Filtering Network with Attention Mechanism.