Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo...
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Transcript of Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo...
![Page 1: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/1.jpg)
Like like alikeJoint friendship and interest propagation
in social networks
Shuang Hong Yang, Bo Long, Alex SmolaNara Sadagopan, Zhaohui Zheng, Hongyan Zha
Georgia Institute of Technology Yahoo! Research
![Page 2: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/2.jpg)
Outline
• Factorization models• Friendship-Interest Propagation• Experiments• Summary
![Page 3: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/3.jpg)
Social Network Data
Data: users, connections, featuresGoal: suggest connections
x x’
y y’
e
![Page 4: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/4.jpg)
Social Network Data
Data: users, connections, featuresGoal: model/suggest connections
x x’
y y’
e
Direct application of the Aldous-Hoover theorem.
![Page 5: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/5.jpg)
Applications
![Page 6: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/6.jpg)
Applicationssocial network = friendship + interests
recommend users based on friendship &
interests
recommend apps based on friendship &
interests
![Page 7: Like like alike Joint friendship and interest propagation in social networks Shuang Hong Yang, Bo Long, Alex Smola Nara Sadagopan, Zhaohui Zheng, Hongyan.](https://reader035.fdocuments.us/reader035/viewer/2022062314/56649e115503460f94afd12f/html5/thumbnails/7.jpg)
Social Recommendationrecommend users
based on friendship & interests
recommend apps based on friendship &
interests
• boost traffic• make the user
graph more dense
• increase user population
• stickiness
• boost traffic• increased revenue• increased user
participation• make app graph
more dense
... usually addressed by separate tools ...
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Homophilyrecommend users
based on friendship & interests
recommend apps based on friendship &
interests
• users with similar interests are more likely to connect
• friends install similar applications
Highly correlated. Estimate both jointly
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Model
x x’
y y’
e
v
u
s
(latent) appfeatures (latent) user
features
app install
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Model
x x’
y y’
e
v
u
a
• Social interaction
• App install
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Model• Social interaction
• App install
cold start latent features
bilinear features
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Optimization Problem
minimize social
app
regularizer
reconstruction
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Loss Function
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Loss
• Much more evidence of application non-install(i.e. many more negative examples)
• Few links between vertices in friendship network (even within short graph distance)
• Generate ranking problems (link, non-link) with non-links drawn from background set
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Loss
applicationrecommendation
socialrecommendation
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Optimization• Nonconvex optimization problem• Large set of variables
• Stochastic gradient descenton x, v, ε for speed
• Use hashing to reducememory load, i.e.
binary hash hash
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Y! Pulse
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Y! Pulse Data
1.2M users, 386 items
6.1M friend connections
29M interest indications
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App Recommendation
SIM: similarity based model; RLFM: regression based latent factor model (Chen&Agarwal); NLFM:
SIM&RLFM
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Social recommendation
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v
u
a
• Multiple relations
(user, user)(user, app)(app, advertisement)
• Users visiting several propertiesnews, mail, frontpage, social network, etc.
• Different statistical models• Latent Dirichlet Allocation for latent factors• Indian Buffet Process
v
u
a
Extensions
x x’
y y’
e
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Summary
• Factorization model for users• Integration of preferences helps both
social and app recommendation• Simple stochastic gradient descent
algorithm• Hashing for memory compression• Extensible framework