Advanced Database Marketing by Bock Koen W. De;Coussement Kristof;Neslin Scott A.;

Author:Bock, Koen W. De;Coussement, Kristof;Neslin, Scott A.;
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2016-09-15T00:00:00+00:00

1.2.1 Content-based

Content-based models establish a mapping between the content of an item (for example, the attributes that describe the item) and the item’s appeal to a user. Such a mapping establishes the degree of importance that a user places on each attribute of the item. For instance, if a user has positively rated news items pertaining to dieting, then the system will infer that the user prefers such content. Content-based systems overcome the cold-start problem for new items as these can be recommended even if no ratings are available for them, as long as item information is available. Content-based systems are highly useful in situations where item properties can be automatically extracted, as in text documents. In other situations, however, attribute information needs to be entered in the database, and this can be an effortful, time consuming, and error-prone process. Furthermore, it can be difficult to incorporate abstract attributes that deal with product aesthetics and image. Content-based models also use data on user demographics. This is helpful when a new user is added to the system, as the demographic information can be used to infer preferences before the user rates an item. Lops et al. (2011) review the state-of-the-art in content-based recommender systems and identify emerging trends.

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