Mining Social Networks - City Ucom.cityu.edu.hk/COMDOC/.../seminarPPT-2013-02-18.pdf · Mining...
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Mining Social Networks
Ranking, Predicting and Recommending
Tao Zhou
Web Sciences Center, University of Electronic Science and Technology of China
CityU 2013 HK
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Content
• Trends
• Personalized Recommendation
• Ranking
• Link Prediction
• Discussion
Social Sciences?
Real Applications?
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Trends
• Information Overload: Limited Data -> Big Data
• Personalized Services: Global -> Group -> Individual
• Multi Media: Structured -> Unstructured
• Social Media: Single Networks -> Interacting Networks
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Information Overload
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Personalized Services
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Multi Media
Name: Mark Newman
Sex: Male
Title: Professor
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Social Media
Who is who?
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Personalized Recommendation
• Information filtering techniques are shifting from finding
out what you want to what you like, from centralized to
decentralized, from population-based to personalized.
• Personalized recommender systems provide a promising
way to solve the information overload problem.
• Personalized recommender systems have already been
successfully applied in many e-commerce web sites,
such as Amazon.com.
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Problem Description – The Simplest Version
Personalized recommender systems use the personal information of a user (the historical record of his activities and possibly his profile) to uncover his habits and to consider them in the recommendation.
Known information: the record of interactions between users and objects, the users’ profiles, the objects’ attributes, the content, the time stamps, the user-user relationships, etc.
Required information: whether a target user will like an unselected object, and if so, to what extent he/she likes it. Basically, a personalized recommender system should provide an ordered list of unselected objects to every target user.
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Main Methods
• Collaborative filtering
• Iterative refinement
• Diffusion/Local Diffusion
• Principle component analysis
• Latent semantic model
• Content-based analysis
• Latent Dirichlet allocation
• Hybrid algorithm and ensemble approach
• Matrix factorization
• Social Filtering
• ……
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Major Challenges • Data Sparsity
• Scalability
• Cold Start
• Diversity vs. Accuracy
• Vulnerability to Attacks
• Value of Time
• Value of User Behavioral Patterns
• Cross-Domain Recommendation
• Social Filtering
• Evaluation of Recommendations
• User Interface
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Significance of Diversity and Novelty
VS.
Top 1% Top 3%
Accuracy VS. Information Value
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Significance of Diversity and Novelty
Convex Mirror Concave Mirror
VS.
Which one you prefer?
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Diversity-Accuracy Dilemma
0 100 200 300 400 500 6000
100
200
300
400
500
600
700
object
# o
f re
com
mended
propose
cos
jaccard
We have tested the standard CF algorithm in MovieLens, and found that only about 15% of objects have the chance to be recommended, and the most frequently recommended one has been recommended to 70% of users.
0 50 100 150 200 250 300 350 400 450 5000.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
加边的次数
colla
bora
tive c
luste
ring c
oeff
icie
t
movielens
CF
diffuse
If we assume a small fraction of recommendations will be accepted by the users, then the CF will quickly drive users as a strong convex mirror, namely users will have very similar taste to each other.
Dilemma: Traditional methods usually give accurate yet less diverse recommendations!!
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Metrics on Algorithmic Performance
• Accuracy
• ** Overall Ranking: AUC, Ranking Score
• ** Top Recommended Objects: Precision, Recall, F-Measure
• Diversity • ** Intra-Similarity: Recommendations to a user are diverse
• ** Inter-Similarity Recommendations to different users are diverse
• Novelty • ** Popularity
• ** Self-information J. L. Herlocker et al., ACM Trans. Inf. Syst. 22 (2004) 5 T. Zhou et al., EPL 81 (2008) 58004 T. Zhou et al., NJP 11 (2009) 123008 T. Zhou et al., PNAS 107 (2010) 4511
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One example: Hybrid Diffusion
T. Zhou et al., PNAS 107 (2010) 4511
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Experimental Results
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Does Real Social Recommendation Work?
J. Leskovec, et al. ACM Trans. Web 1 (2007) 1 J. Huang, et al. WSDM'2012
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Theoretical Model for Social Recommendation
M. Medo, et al., EPL 88 (2009) 38005
T. Zhou, et al.,, PLoS ONE 6 (2011) e20648
G. Cimini, et al., PRE 85 (2012) 046108
A leader-follower network with identical
in-degree is built, where news can only
flow from leaders to followers.
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Ranking
Objects Methods / Metrics
Simple Graph Centralities
Directed Graph PageRank, Random Walk
with Restart
Nodes with Mixing Roles HITS
Bipartite Rating Systems Reputation Systems
Collaboration Graph with
Citations
CiteRank, SARA
…… ……
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Top Scientists in the Information
Retrieval Area from 1970 to 2008
——According to PageRank and Other Methods
Rank PageRank H-index Betweenness
1 G. Salton E. Garfield G. Salton
2 S. E. Robertson J. D. Ullman A. Gupta
3 S. Abiteboul G. Salton C. Faloutsos
4 N. J. Belkin H. C. Chen (3) L. A. Zadeh
5 C. J. Vanrijsbergen L. A. Zadeh B. Shneiderman
6 Y. Rui B. Shneiderman
(5)
C. T. Yu
7 J. R. Smith J. R. Smith S. Abiteboul
8 T. Saracevic R. Fagin (7) S. K. Chang
9 W. B. Croft T. Kohonen N. Fuhr
10 K. S. Jones S. Lawrence R. Fagin
Ding et al., JASIST 60 (2009) 2229
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Ranking Based on the Diffusion of Scientific Credits: A Variant of PageRank
Radicchi et al., PRE 80 (2009) 056103
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LeaderRank
23 L. Lü, Y.C. Zhang, C.-H. Yeung, T, Zhou, PLoS ONE 6 (2011) e21202
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LocalRank
D.-B. Chen, L. Lü, M.-S. Shang, Y.-C. Zhang, T, Zhou, Physica A 391 (2011) 1777
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Building Reputation Systems for
Better Ranking
L.-L. Jiang, et al., arXiv: 1001.2186; Y.-B. Zhou, et al., EPL 94, 48002 (2011).
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Link Prediction
• It aims at estimating the existence likelihood of any link.
• It can help in understanding the factors underlying network evolution.
• It can help in evaluating various measurements of node similarity.
• For biological networks, it may reduce the experimental costs.
• For online social networks, it can generate friend recommendations.
• It can be applied in solving the link classification problem in partially labeled networks, improving recommendation for sparse systems, reconstrcucting noisy networks, and so on
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Representative Algorithms on Link prediction
• Markov Chains – R. R. Sarukkai, Computer Networks, 33, 377 (2000)
– J. Zhu, J. Hong and J.-G. Hughes, Proceedings of the thirteenth ACM conference on Hypertext and hypermedia (2002)
• Machine Learning – A. Popescul and L. Ungar, in Workshop on Learning Statistical Models from Relational Data, ACM Press,
New York, 2003.
– K. Yu, W. Chu, S. Yu, V. Tresp and Z. Xu, Stochastic Relational Models for Discriminative Link Prediction, in Advance in Neural Information Processing Systems 19, MIT Press, Cambridge, MA, 2007.
• To Predict Based on Node Similarities – D. Liben-Nowell and J. Kleinberg, J. Am. Soc. Inform. Sci. &. Technol. 58, 1019, 2007.
• Collaborative Filtering – Z. Huang, X. Li, H. Chen, Link prediction approach to collaborative filtering, In Proceedings of the 5th
ACM/IEEE-CS Joint Conference on Digital Libraries, ACM Press, New York, 2005.
• Maximum Likelihood Methods – A. Clauset, C. Moore and M. E. J. Newman, Nature 453, 98 (2008)
– S. Redner, Nature 453, 47-48 (1 May 2008)
– R. Guimera, M. Sales-Pardo, PNAS 106, 22073 (2009).
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Local Indices Provide as Good Predictions as Global Indices
T. Zhou, L. Lü, Y.-C. Zhang, Eur. Phys. J. B 71 (2009) 623
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Network
reconstruction
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Network reconstruction
R. Guimera, M. Sales-Pardo, PNAS 106 (2009) 22073 (2009)
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Evaluating Network Models
W.-Q. Wang, Q.-M. Zhang, T. Zhou, EPL 98 (2012) 28004
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Potential Theory for Directed Networks
Q.-M. Zhang, et al, PLoS ONE 8 (2013) e55437
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Potential Theory for Directed Networks
Q.-M. Zhang, et al, PLoS ONE 8 (2013) e55437
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Discussion I: Can Social
Sciences Play a Role in
Data Mining?
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Anchoring Bias in Online Voting
Z. Yang, Z.-K. Zhang, T. Zhou, EPL 100 (2012) 68002
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Improving Recommendation
User-Based CF
Tendency-Based
F. Cacheda et al., ACM Trans. Web 2011
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Discussion II: Real
Applications
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Opinion Leader Recommendation in Sina Weibo
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Personalized Recommendation in E-Commerce
Item-Based Recommendation:
Behavior + Content
Cross-Domain
Recommendation
Furthermore: Personalized
Web Adv., EDM, Mobile Adv.
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Data Strategy: An Example
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Collaborators Xue-Qi Cheng (ICT,CAS) Giulio Cimini (University of Fribourg) Junming Huang (ICT,CAS) Luo-Luo Jiang (Guangxi Normal University) Zoltan Kuscsik (P. J. Safarik University) Jian-Guo Liu (USST) Linyuan Lv (University of Fribourg) Matus Medo (University of Fribourg) Ming-Sheng Shang (UESTC) Hua-Wei Shen (ICT,CAS) Joesph Wakeling (University of Fribourg) Bing-Hong Wang (USTC) Wen-Qiang Wang (UESTC) Zimo Yang (UESTC) Bill Yeung (University of Fribourg) Wei Zeng (UESTC)
Qian-Ming Zhang (UESTC)
Yi-Cheng Zhang (University of Fribourg) Zi-Ke Zhang (University of Fribourg) Yu-Xiao Zhu (UESTC)
Technical Publications Y.-C. Zhang et al., EPL 80 (2007) 68003 Y.-C. Zhang et al., PRL 99 (2007) 154301 T. Zhou et al., Phys. Rev. E 76 (2007) 046115 T. Zhou et al., EPL 81 (2008) 58004 R. Jie et al., EPL 82 (2008) 58007 T. Zhou et al., EPJB 71 (2009) 623 L. Lv et al., Phys. Rev. E 80 (2009) 046122 T. Zhou et al., New J. Phys. 11 (2009) 123008 M.-S. Shang et al., EPL 88 (2009) 68008 L. Lv, et al., EPL 89 (2010) 18001 T. Zhou et al., PNAS 107 (2010) 4511 M.-S. Shang et al., EPL 90 (2010) 48006 Z.-K.Zhang et al., EPL 92 (2010) 28002 Y.-B. Zhou et al., EPL 94 (2011) 48002 J.-G. Liu et al., PRE 84 (2011) 037101 L. Lv et al., PRE 83 (2011) 066119 T. Zhou et al., PLoS ONE 6 (2011) e20648 L. Lv et al., PLoS ONE 6 (2011) e21202 Z. Liu et al. EPL 96 (2011) 48007 J. Huang, et al. WSDM 2012, p. 573 G. Cimini, et al. Phys. Rev. E 85 (2012) 046108 W.-Q. Wang, et al. EPL 98 (2012) 28004 Z. Yang, et al. EPL 100 (2012) 68002 Q.-M. Zhang et al. PLoS ONE 8 (2013) e55437
References
Review Articles Linyuan Lv, et al., Physica A 390 (2011) 1150 Zi-Ke Zhang, et al., JCST 26 (2011) 767 Linyuan Lv et al., Physics Reports 519 (2012) 1