Model of predicting customer behavior based on big data analysis technologies

Abstract

The analysis of the available methods and models of formation of recommendations for the potential buyer in network information systems for the purpose of development of effective modules of selection of advertising is executed. The effectiveness of the use of machine learning technologies for the analysis of user preferences based on the processing of data on purchases made by users with a similar profile is substantiated. A model of recommendation formation based on machine learning technology is proposed, its work on test data sets is tested and the adequacy of the RMSE model is assessed. Keywords: behavior prediction; advertising based on similarity; collaborative filtering; matrix factorization; big data; machine learning