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地理情報を活用したレコメンダーシステム
の構築と評価
李 天宇
楽天技術研究所
2
自己紹介
Master & Doctor of Engineering
in Computational Intelligence and Systems Science
Data scientist, Intelligence Domain Group
2015/04
2015/03
Present
Joined Rakuten
--recommender system, potential user extraction, etc
3
Providing useful information, services
based on user’s geographical data
Customer
Satisfaction
Right service
Right place
Right time
Happy customer
4
>> make appropriate recommendations
>> provide other options
>> expand usage coverage
>> extract potential cross-service users
>> facilitate cross-use between services
5
プリペイド(前払い)方式の電子マネーである201506
201507
201508
201509
201510
201511
201512
201601
201602
201603
201604
201605
Monthly unique user number
6
➢ Accurate targeting
Recommend shop with unused genre to user
-- Improve user awareness, cross-use, NPS
-- Facilitate promotion, GMS growth
Target
Requirements
➢ Effective recommendation
Actions
➢ Active users who have major areas
➢ e-mail & push notification
● shop A
● shop B
● shop C
● shop D
Office
Home
7
edyNo shopID timestamp …
shopID coordinates name address
genreID description …
Total genre No. : ~100
Total shop No. : ~300,000
8
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2 3 4 5 6 7 8 9 10 11
The number of genres that user totally uses
9
Transaction
Geolocation
….
MajorAreaGeneration
RecommenderConstruction
Shop list Genre list
Model
×
recommended
shops
User ids
Input Processing Output
10
Activeness Filter
Active users
Transaction data
Clustering
(DBSCAN)
For each user
User’s location clusters Boundary building
Shops extractionMajor areas Candidate shop list
11
Parameter Value
min_sample 3
max_distance 0.5 km
DBSCAN
0%
5%
10%
15%
20%
25%
1 2 3 4 5 6 7 8 9 10 11 12 13
Major area number users have
User number pecentage of each major area
12
Centroid
Clustering on coordinatesBoundary
13
Step 1 : cluster used shops
Step 4 : locate recommended shop
Step 2 : label centroid, build boundary
Step 3 : list all shops in major area
14
Collaborative filtering
Prediction Model
Training data
Target data
Apply to
Final result:
User with one shop
Select the genre with highest rating from recommendation results
Find the suitable shop in major areas
Candidate shop list
From MajorAreaGeneration
✓
15
Not able to accurately locate users
Lack of consideration of shop location
Previous
・Tokyo
・Kanagawa
・Saitama
・Chiba
・Osaka
・Okinawa
User’s unused genres
UserA
UserB
BA ×
Targeting by prefecture
16
✓User targeting based on transactions
✓Recommended shops in reachable range
■Automatic delivery
■Personalized targeting
DB
Algorithm
X
Batch
×
Delivery timing
==Auto & Accurate==
17
0
0.0001
0.0002
0.0003
0.0004
0.0005
0.0006
0.0007
0.0008
Before After
GMS/Delivered Emails
Send emails to recommend supermarket
to users within their major areas
November, 2016
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
before after
+10.0pt
CVR
x12.54
18
Department store (2016/12)CVR (%) gms/uu (JPY)
×
×
Fashion (2017/03)CVR (%) gms/uu (JPY)
×
×
19
Geolocation application in real time
Collaboration with more services
User’s viewpoint to merchant’s viewpoint
20
Cross-use !!!
21
The end

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