collaborative filtering is a method of making automatic predictions (filtering) about the interests of a user by collecting preferences or taste information from many users (collaborating). The underlying assumption of the collaborative filtering approach is that if a person A has the same opinion as a person B on an issue, A is more likely to have B’s opinion on a different issue x than to have the opinion on x of a person chosen randomly. For example, a collaborative filtering recommendation system for television tastes could make predictions about which television show a user should like given a partial list of that user’s tastes (likes or dislikes). Note that these predictions are specific to the user, but use information gleaned from many users. This differs from the simpler approach of giving an average (non-specific) score for each item of interest, for example based on its number of votes.
The growth of the Internet has made it much more difficult to effectively extract useful information from all the available online information. The overwhelming amount of data necessitates mechanisms for efficient information filtering. One of the techniques used for dealing with this problem is called collaborative filtering.
The motivation for collaborative filtering comes from the idea that people often get the best recommendations from someone with similar tastes to themselves. Collaborative filtering explores techniques for matching people with similar interests and making recommendations on this basis.
Collaborative filtering algorithms often require (1) users’ active participation, (2) an easy way to represent users’ interests to the system, and (3) algorithms that are able to match people with similar interests.
Typically, the workflow of a collaborative filtering system is:
- A user expresses his or her preferences by rating items (e.g. books, movies or CDs) of the system. These ratings can be viewed as an approximate representation of the user’s interest in the corresponding domain.
- The system matches this user’s ratings against other users’ and finds the people with most “similar” tastes.
- With similar users, the system recommends items that the similar users have rated highly but not yet being rated by this user (presumably the absence of rating is often considered as the unfamiliarity of an item)
A key problem of collaborative filtering is how to combine and weight the preferences of user neighbors. Sometimes, users can immediately rate the recommended items. As a result, the system gains an increasingly accurate representation of user preferences over time.
Collaborative filtering systems have many forms, but many common systems can be reduced to two steps:
- Look for users who share the same rating patterns with the active user (the user whom the prediction is for).
- Use the ratings from those like-minded users found in step 1 to calculate a prediction for the active user
This falls under the category of user-based collaborative filtering. A specific application of this is the user-based Nearest Neighbor algorithm.
Alternatively, item-based collaborative filtering invented by Amazon.com (users who bought x also bought y), proceeds in an item-centric manner:
- Build an item-item matrix determining relationships between pairs of items
- Infer the tastes of the current user by examining the matrix and matching that user’s data
See, for example, the Slope One item-based collaborative filtering family.
Another form of collaborative filtering can be based on implicit observations of normal user behavior (as opposed to the artificial behavior imposed by a rating task). These systems observe what a user has done together with what all users have done (what music they have listened to, what items they have bought) and use that data to predict the user’s behavior in the future, or to predict how a user might like to behave given the chance. These predictions then have to be filtered through business logic to determine how they might affect the actions of a business system. For example, it is not useful to offer to sell somebody a particular album of music if they already have demonstrated that they own that music. Considering another example, it is not necessarily useful to suggest travel guides for Paris to someone who already bought a travel guide for this city.
Relying on a scoring or rating system which is averaged across all users ignores specific demands of a user, and is particularly poor in tasks where there is large variation in interest (as in the recommendation of music). However, there are other methods to combat information explosion, such as web search and data clustering.