Finetuning Analytics Information Systems for a Better Understanding of Users : Evidence of Personification Bias on Multiple Digital Channels

Although the effect of hyperparameters on algorithmic outputs is well known in machine learning, the effects of hyperparameters on information systems that produce user or customer segments are relatively unexplored. This research investigates the effect of varying the number of user segments on the personification of user engagement data in a real analytics information system, employing the concept of persona. We increment the number of personas from 5 to 15 for a total of 330 personas and 33 persona generations. We then examine the effect of changing the hyperparameter on the gender, age, nationality, and combined gender-age-nationality representation of the user population. The results show that despite using the same data and algorithm, varying the number of personas strongly biases the information system’s personification of the user population. The hyperparameter selection for the 990 total personas results in an average deviation of 54.5% for gender, 42.9% for age, 28.9% for nationality, and 40.5% for gender-age-nationality. A repeated analysis of two other organizations shows similar results for all attributes. The deviation occurred for all organizations on all platforms for all attributes, as high as 90.9% in some cases. The results imply that decision makers using analytics information systems should be aware of the effect of hyperparameters on the set of user or customer segments they are exposed to. Organizations looking to effectively use persona analytics systems must be wary that altering the number of personas could substantially change the results, leading to drastically different interpretations about the actual user base.© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.fi=vertaisarvioitu|en=peerReviewed

Machine Learning Approaches for Heart Disease Detection: A Comprehensive Review

This paper presents a comprehensive review of the application of machine learning algorithms in the early detection of heart disease. Heart disease remains a leading global health concern, necessitating efficient and accurate diagnostic methods. Machine learning has emerged as a promising approach, offering the potential to enhance diagnostic accuracy and reduce the time required for assessments. This review begins by elucidating the fundamentals of machine learning and provides concise explanations of the most prevalent algorithms employed in heart disease detection. It subsequently examines noteworthy research efforts that have harnessed machine learning techniques for heart disease diagnosis. A detailed tabular comparison of these studies is also presented, highlighting the strengths and weaknesses of various algorithms and methodologies. This survey underscores the significant strides made in leveraging machine learning for early heart disease detection and emphasizes the ongoing need for further research to enhance its clinical applicability and efficacy

Evaluating the Performance Impact of Fine-Tuning Optimization Strategies on Pre-Trained DistilBERT Models Towards Hate Speech Detection in Social Media

Hate speech can be defined as forms of expression that incite hatred or encourage violence towards a person or group based on race, religion, gender, or sexual orientation. Hate speech has gravitated towards social media as its primary platform, and its propagation represents profound risks to both the mental well-being and physical safety of targeted groups. Countermeasures to moderate hate speech face challenges due to the volumes of data generated in social media, leading companies, and the research community to evaluate methods to automate its detection. The emergence of BERT and other pre-trained transformer-based models for transfer learning in the Natural Language Processing (NLP) domain has enabled state-of-theart performance in hate speech detection. Yet, there are concerns around the performance at scale and environmental costs of increasingly large models

Using Supervised Machine Learning Methods for RFM Segmentation: A Casino Direct Marketing Communication Case

Purpose – This paper explores various supervised machine learning algorithms as an additional classification method to RFM (recency, frequency, and monetary) models with the aim of improving the accuracy in predicting target groups of customers for direct marketing response campaigns conducted by a casino. The purpose of this paper is twofold – first, to test how the addition of demographic variables increases the accuracy of the basic RFM model and second, to assess if and how machine learning algorithms improve the initial model. Ultimately, we propose a model for direct marketing response at individual level using RFM scores and customer demographic and behavioral data as endogenous variables to be used by the company. The findings can be used as an alternative to the simpler RFM model when approaching customer response modeling for large datasets and can be generalized to other industries. Design/Methodology/Approach – Our research employed supervised machine learning methods tuned on historical responses to a casino’s direct marketing activities to improve the company’s RFM segmentation model. Demographic variables were also included with the aim of improving the power of the models employed. Finally, we attempted to improve the best-performing model by hypertuning its algorithm parameters. Findings and Implications – The best and most intuitive model was found to be that using decision trees with Recency (from RFM) together with age and the awarded amount (from the demographic element) as independent variables. Surprisingly, the company’s own RFM segmentation was also found to perform well. Limitations – Not all machine learning methods used for classification were included in our research nor did we use ensemble methods to improve the models’ power. While all models developed are applicable to similar data, they could lose their accuracy when applied to data from a different industry. The company’s own RFM model was not analyzed but was included in the model as is. Further insight could be gained by determining its optimal parameters. Originality – This study contributes to the existing literature by showing how direct marketing efficiency modeling using standard RFM could be improved with the addition of a company’s customer property. It also provides insight into how classification algorithms perform on a casino database of direct marketing activities

Artificial Intelligence for autonomous persona generation to shape tailored communications and products and incentivise disaster preparation behaviours

Elizabeth Ditton investigated whether machine learning, specifically clustering algorithms, could be used to mimic expert decision making used for targeted disaster preparation messaging. She found that clustering algorithms could be used to develop personas that achieve the same level of depth and nuance as manually developed personas, without the required resources

Learning Representations of Social Media Users

User representations are routinely used in recommendation systems by platform developers, targeted advertisements by marketers, and by public policy researchers to gauge public opinion across demographic groups. Computer scientists consider the problem of inferring user representations more abstractly; how does one extract a stable user representation - effective for many downstream tasks - from a medium as noisy and complicated as social media? The quality of a user representation is ultimately task-dependent (e.g. does it improve classifier performance, make more accurate recommendations in a recommendation system) but there are proxies that are less sensitive to the specific task. Is the representation predictive of latent properties such as a person's demographic features, socioeconomic class, or mental health state? Is it predictive of the user's future behavior? In this thesis, we begin by showing how user representations can be learned from multiple types of user behavior on social media. We apply several extensions of generalized canonical correlation analysis to learn these representations and evaluate them at three tasks: predicting future hashtag mentions, friending behavior, and demographic features. We then show how user features can be employed as distant supervision to improve topic model fit. Finally, we show how user features can be integrated into and improve existing classifiers in the multitask learning framework. We treat user representations - ground truth gender and mental health features - as auxiliary tasks to improve mental health state prediction. We also use distributed user representations learned in the first chapter to improve tweet-level stance classifiers, showing that distant user information can inform classification tasks at the granularity of a single message.Comment: PhD thesi

Learning Representations of Social Media Users

User representations are routinely used in recommendation systems by platform developers, targeted advertisements by marketers, and by public policy researchers to gauge public opinion across demographic groups. Computer scientists consider the problem of inferring user representations more abstractly; how does one extract a stable user representation - effective for many downstream tasks - from a medium as noisy and complicated as social media? The quality of a user representation is ultimately task-dependent (e.g. does it improve classifier performance, make more accurate recommendations in a recommendation system) but there are proxies that are less sensitive to the specific task. Is the representation predictive of latent properties such as a person's demographic features, socioeconomic class, or mental health state? Is it predictive of the user's future behavior? In this thesis, we begin by showing how user representations can be learned from multiple types of user behavior on social media. We apply several extensions of generalized canonical correlation analysis to learn these representations and evaluate them at three tasks: predicting future hashtag mentions, friending behavior, and demographic features. We then show how user features can be employed as distant supervision to improve topic model fit. Finally, we show how user features can be integrated into and improve existing classifiers in the multitask learning framework. We treat user representations - ground truth gender and mental health features - as auxiliary tasks to improve mental health state prediction. We also use distributed user representations learned in the first chapter to improve tweet-level stance classifiers, showing that distant user information can inform classification tasks at the granularity of a single message.Comment: PhD thesi

Using recency, frequency and monetary variables to predict customer lifetime value with XGBoost

CRM) will continue to gain prominence in the coming years. A commonly used CRM metric called Customer Lifetime Value (CLV) is the value a customer will contribute while they are an active customer. This study investigated the ability of supervised machine learning models constructed with XGBoost to predict future CLV, as well as the likelihood that a customer will drop to a lower CLV in the future. One approach to determining CLV, called the RFM method, is done by isolating recency (R), frequency (F) and (M) monetary values. The produced models used these RFM variables and also assessed if including temporal, product, and other customer transaction information assisted the XGBoost classifier in making better predictions. The classification models were constructed by extracting each customer's RFM values and transaction information from a Fast Mover Consumer Goods dataset. Different variations of CLV were calculated through one- and two-dimensional K-means clustering of the M (Monetary), F and M (Profitability), F and R (Loyalty), as well as the R and M (Burgeoning) variables. Two additional CLV variations were also determined by isolating the M tercile segments and a commonly used weighted-RFM approach. To test the effectiveness of XGBoost in predicting future timeframes, the dataset was divided into three consecutive periods, where the first period formed the features used to predict the target CLV variables in the second and third periods. Models that predicted if CLV dropped to a lower value from the first to the second and from the first to the third periods were also constructed. It was found that the XGBoost models were moderately to highly effective in classifying future CLV in both the second and third periods. The models also effectively predicted if CLV would drop to a lower value in both future periods. The ability to predict future CLV and CLV drop in the second period, was only slightly better than the ability to predict the future CLV in the third period. Models constructed by adding additional temporal, product, and customer transaction information to the RFM values did not improve on those created that used only the RFM values. These findings illustrate the effectiveness of XGBoost as a predictor for future CLV and CLV drop, as well as affirming the efficacy of utilising RFM values to determine future CLV