2nd ACM international Conference on Recommender Systems( RecSys 2008 Context-Aware Recommender Systems October 23. 2008 Gedas Adomavicius U. of minnesota Alex Tuzhilin, New York University Quick Note on Terminology a Several terms have been used to describe recommender systems that can take advantage of contextual information a Google(as of October 19, 2008) 口 Context- aware context-aware recommender systems"(113 results) m"context-aware recommendations"(151 results contextual recommender systems"(11 results) contextual recommendations"(775 results) 口 Context-dependent context-dependent recommender systems"(5 results) context-dependent recommendations"(17 results) In this tutorial we use"context-aware"and"contextual", but the discussion is welcome regarding the most appropriate term
Context-Aware Recommender Systems Gedas Adomavicius, U. of Minnesota Alex Tuzhilin, New York University 2nd ACM International Conference on Recommender Systems (RecSys 2008) October 23, 2008 Quick Note on Terminology Several terms have been used to describe recommender systems that can take advantage of contextual information Google (as of October 19, 2008) Context-aware “context-aware recommender systems” (113 results) “context-aware recommendations” (151 results) Contextual “contextual recommender systems” (11 results) “contextual recommendations” (775 results) Context-dependent “context-dependent recommender systems” (5 results) “context-dependent recommendations” (17 results) In this tutorial, we use “context-aware” and “contextual”, but the discussion is welcome regarding the most appropriate term
Motivation Motivating EXamples: Context- Dependent Recommendations ■ Recommend a vacation 口 Winter vs. summer a Recommend a purchase(e-retailer) 口 Gift vs. for yourself ■ Recommend a movie O To a student who wants to see it on Saturday night with his girlfriend in a movie theater a Recommendations depend on the context a It is sometimes important to know not only what to recommend to whom but also under what circumstances
Motivation Motivating Examples: ContextDependent Recommendations Recommend a vacation Winter vs. summer Recommend a purchase (e-retailer) Gift vs. for yourself Recommend a movie To a student who wants to see it on Saturday night with his girlfriend in a movie theater Recommendations depend on the context It is sometimes important to know not only what to recommend to whom, but also under what circumstances
Rudimentary Contextual Recommendations: Amazon amazonicum Your Account Cat I Your Lists C Heb I ommended for you a Amazon makes sure that DIt is you 口Hasa"git” button a But there is much more to capturing and using contexts in recommendations Question: Does Context Matter? Matters enough for Amazon to add the gift button aC K Prahalad, Beyond CRM, MWorld/AMA, 2004 o C K Prahalad predicts: "Customer Context is the Next"Big Thing o The ability to reach out and touch customers anywhere at anytime ans that companies must deliver not just competitive products but Iso unique, real-time customer experiences shaped by custome ontext a Goal: Demonstrate that certain contextual information does matter in some recommendation applications D E.g., recommending a vacation in the winter or a movie to see on Saturday night with a girlfriend in a movie theate
Rudimentary Contextual Recommendations: Amazon Amazon makes sure that It is you Has a “gift” button But there is much more to capturing and using contexts in recommendations… John Doe’s Question: Does Context Matter? Matters enough for Amazon to add the “gift” button C.K. Prahalad, Beyond CRM, MWorld/AMA, 2004: C.K. Prahalad predicts: “Customer Context” is the Next “Big Thing” “The ability to reach out and touch customers anywhere at anytime means that companies must deliver not just competitive products but also unique, real-time customer experiences shaped by customer context” Goal: Demonstrate that certain contextual information does matter in some recommendation applications E.g., recommending a vacation in the winter or a movie to see on Saturday night with a girlfriend in a movie theater
Outline of the tutorial ■ What is context? a Incorporating context in recommender systems a conceptual framework a Different paradigms for contextual recommender a Additional capabilities for contextual recommender systems ■ Future directions What Is context?
Outline of the Tutorial What is context? Incorporating context in recommender systems: a conceptual framework Different paradigms for contextual recommender systems Additional capabilities for contextual recommender systems Future directions What Is Context?
What Is Context? (Palmisano et al. 2008) Conditions or circumstances affecting some thing(Webster) a 150( other definitions from various communities/disciplines D Presented in(Bazire& Brezillon, CONTEXTO5 O DM/CRM. those events which characterize the life of a customer and can determine a change in his/her preferences and status, and affect the customer's value for a company (Berry Linoff, 1997) D Context-aware systems: the location of the user, the identity of people near the user, the objects around, and the changes in these elements ( Schilt Theimer, 1994) 口 Marketing: the same mer may use different decision-making strategies and prefer nt products or brands under different contexts(Bettman et al. 199 Kotler 1992, Lussier& Olshavsky 1979, Klein Yadav 989, Bettman et al. 1991) a Conclusion: many different approaches and views! Context in Context-Aware Systems a Location of the user, identity of people and objects near the user(schilt Theimer, 1994) Date, season, temperature(Brown, Bovey, Chen 1997) Physical and conceptual statuses of interest to a user(Ryan, Pascoe, Morse 1997 a Any information which can characterize and is relevant to the interaction between a user and an application(Dey, Abowd Salber 2001)
What Is Context? (Palmisano et al. 2008) Conditions or circumstances affecting some thing (Webster) 150(!) other definitions from various communities/disciplines Presented in (Bazire & Brezillon, CONTEXT’05) DM/CRM: those events which characterize the life of a customer and can determine a change in his/her preferences and status, and affect the customer’s value for a company (Berry & Linoff, 1997) Context-aware systems: the location of the user, the identity of people near the user, the objects around, and the changes in these elements (Schilit & Theimer, 1994) Marketing: the same consumer may use different decision-making strategies and prefer different products or brands under different contexts (Bettman et al. 1991, Lilien & Kotler 1992, Lussier & Olshavsky 1979, Klein & Yadav 1989, Bettman et al. 1991) Conclusion: many different approaches and views! Location of the user, identity of people and objects near the user (Schilit & Theimer, 1994) Date, season, temperature (Brown, Bovey, & Chen 1997) Physical and conceptual statuses of interest to a user (Ryan, Pascoe, & Morse 1997) Any information which can characterize and is relevant to the interaction between a user and an application (Dey, Abowd & Salber 2001) Context in Context-Aware Systems