Iletken @ Strands $100K Call for Recommender Start-Ups - RecSys08
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  • 1. Personally Relevant Content Based On Social Connections
  • 2. Team
    • M. Deniz OKTAR, BSc @ Koc University, Istanbul
    • Firat GELBAL, MSc @ TU/e, Eindhoven
    • Baris Can DAYLIK, BSc @ Koc University, Istanbul
    • Selcuk ATLI, MSc @ RPI, New York
    • Board of Advisors:
    • Prof . James Hendler, Professor in Computer Science @ RPI, TWC
    • Dr. Tarcan Kumkale, Assist. Prof. in Psychology @ Koc
    • Dr. Oznur Ozkasap, Assist . Prof . in Computer Science @ Koc
  • 3. Problems
    • No psychological or social aspect
    • Rapidly emerging online media content like news feeds need special engine
    • Computation time
    • New user issue
    • Critical mass problem
    • Overspecialization
    • Explicit feedback
  • 4. Value Proposition
    • Wisdom of the Crowd vs. Circle of Trust
    • Social added value
    • 3-layered Hybrid Engine
    • Weighted social proximity graphs
    • Multiple social graphs for different interests
    • Implicit/explicit feedback
    vs 14 C It rains heavily in Eindhoven. Firat says: It rains heavily in Eindhoven.
  • 5. + + Individual Interests + + + + + + + + + + + + Politics Technology Music Sports Relevance = α ∙ Content + β ∙ CF + θ ∙ Social Relevance = α ∙ Content + β ∙ CF + θ ∙ Social
  • 6. + + + + + + + + + Network Interests + + + + + + + Relevance = α ∙ Content + β ∙ CF + θ ∙ Social Relevance = α ∙ Content + β ∙ CF + θ ∙ Social
  • 7. + + + + + + + Circle of Trust Interests + + + + + + + + Relevance = α ∙ Content + β ∙ CF + θ ∙ Social Relevance = α ∙ Content + β ∙ CF + θ ∙ Social
  • 8. + + + + + + + + Interests’ Reconfiguration + + + + Relevance = α ∙ Content + β ∙ CF + θ ∙ Social
  • 9. + + + Interests’ Reconfiguration + + + + Sports Proximity + + + + +
  • 10. + + Interests’ Reconfiguration + + + + Politics Proximity + + + + + +
  • 11. Smarter Social Ads
      • Social Advertising:
      • “ If your friends have it, then you will have it ”
      • People are influenced by their friends
      • iletken captures people that most influence their friends
      • Opinion leaders are easy to find
  • 12. Thanks
    • Focus on developing the recommendation system.
    • Add value to your social network.
    • For more information: www.iletken-project.com
  • 13. Questions?
    • New User/Critical Mass P oblem
    • Social Capital
    • Importance of Trust
    • Why Different
    • Chinese Song Problem
    • Social Noise
    • Thanks
  • 14. Critical Mass Problem BACK Solution: Hybrid Engine
  • 15. Trust is Value BACK
  • 16. Social Capital BACK
  • 17. Why Different
    • Social Added Value
    • Live Social Graphs
    BACK vs live updates on social graphs 14 C It rains heavily in Eindhoven. Firat says: It rains heavily in Eindhoven.
  • 18. Chinese Song Problem BACK Time Songs of American User Relevance Songs of Chinese User Radiohead – Paranoid Android +++ Coldplay – X&Y Oasis – Wonderwall ++ Blur – Coffee and TV Greenday – Good Riddance +++ Foo Fighters – Big Me ... ... Franz Ferdiand – Take me Out
  • 19. Social Noise
    • Iletken uses Social Noise instead of Random
    BACK Noise = Random(t); vs Noise = Social Capital