Abahlinzeki bemboni bahlanekezele incazelo yethu ye-Recommender Systems. I-TikTok, i-Spotify, ne-Netflix sebenzisa amamodeli okufunda okujulile ayingxube ahlanganisa ukuhlunga okusebenzisanayo nokuqukethwe ukuze ulethe izincomo eziqondene nawe obungazi nokuthi ungazithanda. Uma ucubungula indima ye-RecSys, ungalindela ukugxumela kulokhu khona manjalo. Kodwa akuzona zonke izinkinga ze-RecSys ezisebenzayo – noma ezidinga ukusebenza – kuleli zinga. Iningi labasebenzi lisebenza ngamamodeli alula, amathebula, ngokuvamile izihlahla ezithuthukisiwe. Kuze kube ngiya e-RecSys '25 ePrague, ngangicabanga ukuthi ulwazi lwami lwalungaphandle. Manje ngikholwa ukuthi lokhu kuyinkambiso, efihliwe ngemuva kwezinkampani ezinkulu eziqhuba isimo sobuciko bemboni. Ngakho-ke yini eyenza lezi ziqhwaga zihluke kwezinye izinkampani eziningi? Kulesi sihloko, ngisebenzisa uhlaka olufakwe kumephu esithombeni esingenhla ukuze ngicabange ngalo mehluko futhi ngisize ukubeka umsebenzi wakho wokuncoma ku-spectrum.
Iningi lezinhlelo zokuncoma liqala ngokuthi a isizukulwane ikhandidethi isigaba, ukunciphisa izigidi zezinto ezingaba khona zibe yisethi elawulekayo engahlelwa kabusha ngezixazululo zokubambezeleka okuphezulu. Kodwa isizukulwane ikhandidethi akusiyo njalo impi ekhuphukayo eyenziwe yaba yiyofuthi akudingi ukufunda ngomshini. Okuqukethwe okunezikophu ezichazwe kahle nezihlungi eziqinile ngokuvamile azidingi imibuzo enengqondo eyinkimbinkimbi noma ukusesha kwe-vector. Cabanga Booking.com: uma umsebenzisi esesha “amahhotela ezinkanyezi ezi-4 e-Barcelona, ngo-Septhemba 12-15,” i-geography kanye nezingqinamba zokutholakala sezivele zehlise izigidi zezakhiwo zafika kumakhulu ambalwa-ngisho noma amasistimu angemuva aphatha lokho kuhlunga ngokwawo ayinkimbinkimbi. Inselele yangempela yabasebenzi bokufunda ngomshini ukukala lawa mahhotela ngokunemba. Lokhu kuhluke kakhulu Usesho lomkhiqizo we-Amazon noma i Ikhasi eliyisiqalo le-YouTubelapho izihlungi eziqinile zingekho khona. Kulezi zimo, isistimu kumele ithembele ekuhlosweni kwe-semantic noma ekuziphatheni kwangaphambilini ukuze iveze abantu abafanelekile abavela ezigidini noma ezigidini zezinto ngaphambi kokuthi kubekwe kabusha izinga.
Ngale kokukhiqizwa kwekhandidethi, ubunkimbinkimbi be ukubeka kabusha isikhundla iqondwa kangcono ngobukhulu obubili obufakwe kumephu esithombeni esingezansi. Okokuqala, imiphumela ebonakalayo kanye nokuzinza kwekhathalogiokunquma ukuthi isisekelo ongaba naso siqine kangakanani. Okwesibili, i subjectivity of okuthandwayo kanye nokufunda kwabo, okunquma ukuthi isixazululo sakho sokwenza kube ngokwakho kufanele sibe yinkimbinkimbi kangakanani.
Imiphumela Ebonakalayo Nokuqina Kwekhathalogi
Ekugcineni kwesobunxele kwe-x-eksisi kukhona amabhizinisi abuka ngokuqondile imiphumela yawo ebaluleke kakhulu. Abathengisi abakhulu bayathanda I-IKEA ziyisibonelo esihle salokhu: uma ikhasimende lithenga usofa we-ESKILSTUNA esikhundleni se-KIVIK, isignali ayinakucaciswa. Hlanganisa ngokwanele kwalokhu, futhi inkampani yazi kahle ukuthi yimuphi umkhiqizo onezinga eliphezulu lokuthenga. Uma ukwazi ukubona ngokuqondile abasebenzisi bevota ngezikhwama zabo zemali, unesisekelo esiqinile okunzima ukusihlula.
Ngakolunye uhlangothi amapulatifomu angakwazi ukubona ukuthi izincomo zawo ziphumelele ngempela yini. I-Tinder futhi Bumble bangase babone abasebenzisi befanelana, kodwa ngokuvamile ngeke bazi ukuthi ababhangqwana bayayichitha yini (ikakhulukazi njengoba abasebenzisi beya kwezinye izinkundla). Yelp futhi I-google maps bangancoma izindawo zokudlela, kodwa ngobuningi babo, abakwazi ukubona ukuthi uye wavakashela ngempela, yiziphi izinhlu ozichofozile. Ukuthembela kulawo masignali wefaneli ephezulu kusho ukuchema kwesikhundla iyabusa: izinto ezisezikhundleni eziphezulu ziqongelela ukusebenzisana ngaphandle kokunaka ikhwalithi yangempela, okwenza kucishe kungenzeki ukusho ukuthi ukusebenzelana kubonisa okuthandwayo noma ukubonakala nje. Qhathanisa lokhu nesibonelo se-IKEA: umsebenzisi angachofoza indawo yokudlela ku-Yelp ngoba ivele kuqala, kodwa mancane kakhulu amathuba okuthi bathenge usofa ngaleso sizathu.. Uma kungekho ukuguqulwa okunzima, ulahlekelwa ihange lebhodi yabaphambili ethembekile. Lokhu kukuphoqa ukuthi usebenze kanzima ukuze ukhiphe isignali emsindweni. Izibuyekezo zinganikeza isisekelo esithile, kodwa azivamile ukuminyene ngokwanele ukuze zisebenze njengesignali yokuqala. Kunalokho, ushiywe sebenzisa izivivinyo ezingapheli ku-heuristics yakho yezinga, ulungisa ingqondo ukuze ucindezele ummeleli ukuze uthole ikhwalithi ekusakazeni kwamasignali abuthakathaka.
Ikhathalogi ye-High-Churn
Noma kunemiphumela ebonakalayo, nokho, isisekelo esiqinile asiqinisekisiwe. Uma ikhathalogi yakho ishintsha njalo, ngeke uqongelele idatha eyanele ukuze wakhe ibhodi yabaphambili efanele. Amapulatifomu ezindlu ezithengiswayo afana Zillow kanye nezindawo ezisetshenziswayo ezifana I-Vinted bhekana nenguqulo eyedlulele kakhulu: into ngayinye inohlu lwento eyodwa, enyamalala ngesikhathi ithengwa. Lokhu kukuphoqa ukuthi uthembele ezinhlotsheni ezilula neziqinile njengokuthi “okusha kuqala” noma “inani eliphansi kakhulu ngemitha yesikwele.” Lawa abuthakathaka kakhulu kunamabhodi wabaphambili asuselwe kusignali yomsebenzisi wangempela, ominyene. Ukuze wenze kangcono, kufanele usebenzise umshini wokufunda ukuze ubikezele amathuba okuguqulwa ngokushesha, uhlanganise izibaluli zangaphakathi nokusebenza kwesikhashana okungachemile ukuze uveze uhlu lwamagama oluhle kakhulu ngaphambi kokuthi lunyamalale.
I-Ubiquity yamamodeli Asekelwe Esicini
Ngaphandle kokuzinza kwekhathalogi yakho noma amandla esignali, inselele eyinhloko ihlala injalo: uzama ukuthuthukisa kunoma yisiphi isisekelo esitholakalayo. Lokhu ngokuvamile kufinyelelwa ngokuqeqesha imodeli yokufunda komshini (ML) ukuze ibikezele amathuba okuzibandakanya noma ukuguqulwa okunikezwe umongo othile. Izihlahla ezithuthukisiwe ze-Gradient (GBDTs) ziyinketho ye-pragmatic, ngokushesha okukhulu ukuziqeqesha nokushuna kunokufunda okujulile..
Ama-GBDT abikezela le miphumela ngokusekelwe ezicini zento enjiniyela: izibaluli zesigaba nezinombolo ezilinganisa futhi zichaze umkhiqizo. Nangaphambi kokuba izintandokazi zomuntu ngamunye zaziwe, ama-GBDT angaphinda avumelane nezincomo ezisiza izici eziyisisekelo zomsebenzisi njengezwe nohlobo lwedivayisi. Ngalezi zinto nezici zomsebenzisi zodwa, imodeli ye-ML isivele ithuthuke kusisekelo – kungakhathaliseki ukuthi lokho kusho ukudelela ibhodi labaphambili elidumile noma izinga lokuphakelayo kwe-high-churn. Isibonelo, kwezemfashini ye-e-commerce, amamodeli ngokuvamile asebenzisa indawo nesikhathi sonyaka ukuze aveze izinto ezihambisana nesizini, kuyilapho ngesikhathi esisodwa esebenzisa izwe nedivayisi ukuze alinganise iphoyinti lentengo.
Lezi zici zivumela imodeli ukuthi ilwe nokuchema okushiwo ngenhla ngokuhlukanisa ikhwalithi yangempela nokubonakala nje. Ngokufunda ukuthi yiziphi izibaluli zangaphakathi ezithuthukisa ukuguqulwa, imodeli ingalungisa ukuchema okukhona kusisekelo sakho sokuduma. Ifunda ukuhlonza izinto ezisebenza ngokufanele, kunokuba nje zikleliswe phezulu. Lokhu kunzima kunalokho okubukekayo: uzibeka engcupheni yokwehlisela phansi abawinile abafakazelwe kakhulu kunalokho obekufanele, okuthukuthelise okuhlangenwe nakho kwakho.
Ngokuphambene nenkolelo evamile, amamodeli asekelwe ezicini angaqhuba nokwenza kube ngokwakhokuye ngokuthi lungakanani ulwazi lwe-semantic oluqukethwe ngokwemvelo. Amapulatifomu afana Booking.com futhi Yelp buthelela izincazelo ezinothile, izithombe eziningi, nezibuyekezo zabasebenzisi ezinikeza ukujula kwe-semantic ohlwini ngalunye. Lokhu kungabethelwa ekushumekeni kwe-semantic ukuze kwenziwe kube ngokwakho: ngokusebenzisa ukusebenzisana kwakamuva komsebenzisi, singabala amaphuzu afanayo ngokuqhathanisa nezinto zekhandidethi futhi siphakele imodeli ethuthukiswe i-gradient njengezici.
Nokho, le ndlela inemingcele yayo. Amamodeli asekelwe ezicini angancoma ngokusekelwe ekufaneni nokusebenzisana kwakamuva, kodwa ngokungafani nokuhlunga okuhlanganyelwe, abafundi ngokuqondile ukuthi yiziphi izinto ezivame ukuthandwa abasebenzisi abafanayo. Ukuze bafunde lokho, badinga amaphuzu afanayo ento anikezwe njengezici zokufaka. Ukuthi lo mkhawulo ubalulekile yini kuncike kokuthile okubaluleke kakhulu: ukuthi abasebenzisi abavumelani kangakanani.
Ukuzithoba
Akuzona zonke izizinda ezinobuntu ngokulinganayo noma ezinempikiswano. Kwamanye, abasebenzisi bavumelana kakhulu ngokuthi yini eyenza umkhiqizo omuhle uma izithiyo eziyisisekelo sezinelisiwe. Lokhu sikubiza ngokuthi izintandokazi eziguqukayo, futhi zihlala engxenyeni engezansi yeshadi. Thatha Booking.com: abahambi bangase babe nezabelomali ezihlukene kanye nezintandokazi zendawo, kodwa uma lezo zivezwe ngezihlungi nokusebenzisana kwemephu, imibandela yezinga iyahlangana – amanani aphezulu mabi, izinsiza zinhle, ukubuyekezwa okuhle kungcono. Noma cabanga Okuyisisekelo: uma umsebenzisi edinga iphepha lokuphrinta noma amabhethri e-AA, umkhiqizo kanye nentengo kuyabusa, okwenza okuncanyelwayo komsebenzisi kuhambisane ngokuphawulekayo.
Ngakolunye uhlangothi oludlulele – ingxenye ephezulu – izizinda ezizimele ezichazwe ukunambitheka okuhlukene kakhulu. I-Spotify iyisibonelo salokhu: ingoma eyintandokazi yomsebenzisi oyedwa ukweqa omunye ngokushesha. Nokho, ukunambitheka akuvamile ukuba khona endaweni engenalutho. Ndawana thile kudatha kunomsebenzisi okubude bakho beza obunembile, nokufunda ngomshini kuvala igebe, ukuguqula abakutholile kusukela izolo kube izincomo zakho zanamuhla. Lapha, inani lokwenza kube ngokwakho likhulu, kanjalo nokutshalwa kwezimali kobuchwepheshe okudingekayo.
Idatha Elungile
Ukunambitheka kwe-subjective kuyenzeka kuphela uma unedatha eyanele yokukubona. Izizinda eziningi zifaka izintandokazi ezihlukile kodwa azinayo i-loop yempendulo ukuze zizithwebule. Inkundla yokuqukethwe eyi-niche, imakethe entsha, noma umkhiqizo we-B2B ungase ubhekane nokuthandwa okuhlukile kodwa untule isignali ecacile yokukufunda. Yelp izincomo zezindawo zokudlela zibonisa le nselele: okuncanyelwayo kwezindawo zokudlela kuncike ezintweni, kodwa inkundla ayikwazi ukubona ukuvakasha kwezindawo zokudlela, ukuchofoza kuphela. Lokhu kusho ukuthi abakwazi ukwenza kube ngokwakho ukuhloswe kweqiniso (ukuguqulwa). Bangalungiselela kuphela amamethrikhi ommeleli njengokuchofoza, kodwa ukuchofoza okwengeziwe kungase kubonise ukwehluleka, okubonisa ukuthi abasebenzisi baphequlula ukufakwa kuhlu okuningi ngaphandle kokuthola abakufunayo.
Kodwa ezizindeni ezizimele ezinedatha yokuziphatha eminyene, ukwehluleka ukwenza kube ngokwakho kushiya imali etafuleni. I-YouTube isibonelo salokhu: ngezigidigidi zokusebenzelana kwansuku zonke, inkundla ifunda okuncanyelwayo kwezibukeli okuguquguqukayo kanye namavidiyo angaphezulu obungazi ukuthi uyawafuna. Lapha, ukufunda okujulile kuba yinto engenakugwenywa. Leli yiphuzu lapho uzobona khona amaqembu amakhulu axhumanisa phezu kwe-Jira nezikweletu zefu ezidinga imvume ye-VP. Ukuthi lokho kuyinkimbinkimbi kuyathetheleleka kwehlela ngokuphelele kudatha onayo.
Yazi Lapho Umi Khona
Ukuqonda ukuthi inkinga yakho ikuphi kulo mkhakha kubaluleke kakhulu kunokujaha ukwakheka kwakamuva. “Isimo sezinga eliphezulu” sale mboni sichazwa kakhulu ngabadayisi – izikhondlakhondla zezobuchwepheshe ezibhekene nohlu olukhulu, oluzimele kanye nedatha eminyene yabasebenzisi. Izixazululo zabo zidumile ngoba izinkinga zabo zidlulele, hhayi ngoba zilungile emhlabeni wonke.
Nokho, cishe uzobhekana nezingqinamba ezehlukene emsebenzini wakho. Uma isizinda sakho sichazwa ikhathalogi ezinzile kanye nemiphumela ebonakalayo, ufika endaweni yesine kwesokunxele eduze nezinkampani ezifana I-IKEA futhi Booking.com. Lapha, izisekelo zokuduma ziqine kangangokuba inselele ivele yakhele phezu kwazo ngamamodeli okufunda omshini akwazi ukushayela ukuwina kokuhlolwa kwe-A/B okulinganisekayo. Uma, esikhundleni salokho, ubhekene ne-churn ephezulu (like Vinted) noma izimpawu ezibuthakathaka (njenge Yelp), ukufunda ngomshini kuba yisidingo ukuze nje uqhubeke.
Kodwa lokho akusho ukuthi uzodinga ukufunda okujulile. Lobo bunzima obungeziwe bukhokha ngempela ezindaweni lapho okuthandwayo kuncike kakhulu khona futhi kunedatha eyanele yokukumodela. Sivame ukuphatha amasistimu njenge I-Netflix noma I-Spotify njengezinga legolide, kodwa ziyizixazululo ezikhethekile ezimweni ezingavamile. Kithina sonke, ubuhle abukho mayelana nokukhipha izakhiwo eziyinkimbinkimbi kakhulu ezitholakalayo; imayelana nokubona izingqinamba zendawo kanye nokuba nesibindi sokukhetha isixazululo esixazulula izinkinga zakho.
Izithombe zombhali.
