Recommendations Using Information from Multiple Association Rules: A Probabilistic Approach
Authors: Ghoshal, Abhijeet; Menon, Syam; Sarkar, Sumit
Journal: Information Systems Research (2015)
<jats:p> Business analytics has evolved from being a novelty used by a select few to an accepted facet of conducting business. Recommender systems form a critical component of the business analytics toolkit and, by enabling firms to effectively target customers with products and services, are helping alter the e-commerce landscape. A variety of methods exist for providing recommendations, with collaborative filtering, matrix factorization, and association-rule-based methods being the most common. In this paper, we propose a method to improve the quality of recommendations made using association rules. This is accomplished by combining rules when possible and stands apart from existing rule-combination methods in that it is strongly grounded in probability theory. Combining rules requires the identification of the best combination of rules from the many combinations that might exist, and we use a maximum-likelihood framework to compare alternative combinations. Because it is impractical to apply the maximum likelihood framework directly in real time, we show that this problem can equivalently be represented as a set partitioning problem by translating it into an information theoret…