Web User Segmentation Based on a Mixture of Factor Analyzers [chapter]

Yanzan Kevin Zhou, Bamshad Mobasher
2006 Lecture Notes in Computer Science  
This paper proposes an approach for Web user segmentation and online behavior analysis based on a mixture of factor analyzers (MFA). In our proposed framework, we model users' shared interests as a set of common latent factors extracted through factor analysis, and we discover user segments based on the posterior component distribution of a nite mixture model. This allows us to measure the relationships between users' unobserved conceptual interests and their observed navigational behavior in a
more » ... principled probabilistic manner. Our experimental results show that the MFA-based approach results in ner-grained representation of user behavior and can successfully discover heterogeneous user segments and characterize these segments with respect to their common preferences.
doi:10.1007/11823865_2 fatcat:gj5536cmvvdkvnk6di4jhhik4u