The current work characterizes the users of a VoD streaming space through user-personas based on a tenure timeline and temporal behavioral features in the absence of explicit user profiles. A combination of tenure timeline and temporal characteristics caters to business needs of understanding the evolution and phases of user behavior as their accounts age. The personas constructed in this work successfully represent both dominant and niche characterizations while providing insightful maturation of user behavior in the system. The two major highlights of our personas are demonstration of stability along tenure timelines on a population level, while exhibiting interesting migrations between labels on an individual granularity and clear interpretability of user labels. Finally, we show a trade-off between an indispensable trio of guarantees, relevance-scalability-interpretability by using summary information from personas in a CTR (Click through rate) predictive model. The proposed method of uncovering latent personas, consequent insights from these and application of information from personas to predictive models are broadly applicable to other streaming based products.
Clustering is a widely used technique in data mining applications to discover patterns in the underlying data. Most traditional clustering algorithms are limited to handling datasets that contain either continuous or categorical attributes. However, datasets with mixed types of attributes are common in real life data mining problems. In this paper, we propose a distance measure that enables clustering data with both continuous and categorical attributes. This distance measure is derived from a probabilistic model that the distance between two clusters is equivalent to the decrease in log-likelihood function as a result of merging. Calculation of this measure is memory efficient as it depends only on the merging cluster pair and not on all the other clusters. [8] proposed a clustering method named BIRCH that is especially suitable for very large datasets. We develop a clustering algorithm using our distance measure based on the framework of BIRCH. Similar to BIRCH, our algorithm first performs a pre-clustering step by scanning the entire dataset and storing the dense regions of data records in terms of summary statistics. A hierarchical clustering algorithm is then applied to cluster the dense regions. Apart from the ability of handling mixed type of attributes, our algorithm differs from BIRCH in that we add a procedure that enables the algorithm to automatically determine the appropriate number of clusters and a new strategy of assigning cluster membership to noisy data. For data with mixed type of attributes, our experimental results confirm that the algorithm not only generates better quality clusters than the traditional k-means algorithms, but also exhibits good scalability properties and is able to identify the underlying number of clusters in the data correctly. The algorithm is implemented in the commercial data mining tool Clementine 6.0 which supports the PMML standard of data mining model deployment.  Social networks evolve over time, driven by the shared activities and affiliations of their members, by similarity of individuals' attributes, and by the closure of short network cycles. We analyzed a dynamic social network comprising 43,553 students, faculty, and staff at a large university, in which interactions between individuals are inferred from time-stamped e-mail headers recorded over one academic year and are matched with affiliations and attributes. We found that network evolution is dominated by a combination of effects arising from network topology itself and the organizational structure in which the network is embedded. In the absence of global perturbations, average network properties appear to approach an equilibrium state, whereas individual properties are unstable. Techniques for partitioning objects into optimally homogeneous groups on the basis of empirical measures of similarity among those objects have received increasing attention in several different fields. This paper develops a useful correspondence between any hierarchical system of such clusters, and a particular type of distance measure. The correspondence gives rise to two methods of clustering that are computationally rapid and invariant under monotonic transformations of the data. In an explicitly defined sense, one method forms clusters that are optimally “connected,” while the other forms clusters that are optimally “compact.”