Choosing the right features for Data Mining

June 1, 2007 12:02 pm by Markus.

I’m fascinated by a common problem in data mining: how do you pick variables that are indicative of what you are trying to predict? It is simple for many prediction tasks; if you are predicting some strength of a material, you sample it at certain points using your using your understanding of physics and material sciences. It is more fascinating with problems that we would believe to understand, but don’t. For example, what makes a restaurant successful and guarantees repeat business? The food? The pricing? A friendly wait-staff? Turns out a very big indicator for restaurant success is the lighting. I admit that lighting didn’t make it into my top ten list… If you now consider what is asked on your average “are you satisfied with our service” questionnaire you can find in a various restaurant chains, then I don’t recall seeing anything about the ambiente on it. We are asking the wrong questions.

There are many other problems in real life just like this. I read a book called Blink and the point the author is trying to make is that making subconscious decisions are easy to make - once you know what to look for. More information is not always better. This holds for difficult problems such as judging the effectiveness of teachers (IIRC seeing the first 30 seconds of a videotape of him/her entering a classroom is as indicative as watching hours of recorded lectures). Same holds true for prediction problems about relationships - how can you predict if a couple will still be together 15 years later? Turns out there are four simple indicators to look for, and you can do it in maybe 2 minutes of watching a couple… The book is full of examples like that, but does not provide a way to “extract the right features”. I have similar problems with the criminology stuff I’m working on; while we get pretty good results using features suggested by the criminology literature I’m wondering if we have the right features. I’m still thinking that we could improve our results if we had more data - or the “right” data I should say (it should be obvious that more is not better by now). How do you pick the features for problems? Tricky question…

There is only data mining system that does not have this problems: recommender systems. Using recommender systems can avoid the problem as they do not rely on particular features to predict, but exploit correlations in “liking”. A classical example was that people that like classical music often like jazz as well - something you wouldn’t easily be able to predict from features you extract from the music. I wonder if we could reframe some prediction problems in ways more similar to recommender systems, or maybe make better use of meta-information in certain problems. What I mean with “meta-information” is easily explained with an example: Pagerank. It is so successful in web-scale information retrieval because it does not bother with trying to figure out if a page is relevant by keyword ratios and what not, but simply measuring the popularity by how many important pages link to it (before link-spam became a problem that is). I wish something simple like that would be possible for every problem

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