In the last decade, the digital age has sharply redefined the way we study human behavior. With the advancement of data storage and sensing technologies, electronic records now encompass a diverse spectrum of human activity, ranging from location data, phone and email communication to Twitter activity and open-source contributions on Wikipedia and OpenStreetMap. In particular, the study of the shopping and mobility patterns of individual consumers has the potential to give deeper insight into the lifestyles and infrastructure of the region. Credit card records (CCRs) provide detailed insight into purchase behavior and have been found to have inherent regularity in consumer shopping patterns; call detail records (CDRs) present new opportunities to understand human mobility, analyze wealth, and model social network dynamics. In this chapter, we jointly model the lifestyles of individuals, a more challenging problem with higher variability when compared to the aggregated behavior of city regions. Using collective matrix factorization, we propose a unified dual view of lifestyles. Understanding these lifestyles will not only inform commercial opportunities, but also help policymakers and nonprofit organizations understand the characteristics and needs of the entire region, as well as of the individuals within that region. The applications of this range from targeted advertisements and promotions to the diffusion of digital financial services among low-income groups.
翻译:在过去十年中,数字时代极大地重新定义了我们研究人类行为的方式。随着数据存储和遥感技术的进步,电子记录现在包括了人类活动的各个方面,从定位数据、电话和电子邮件通信到推特活动,以及在维基百科和OpenStreetMap上公开来源捐款。特别是,个人消费者的购物和流动模式研究有可能更深入地了解本区域的生活方式和基础设施。信用卡记录(CCCRs)提供了购买行为的详细洞察力,并被发现具有消费者购物模式固有的规律性;调用详细记录(CDRs)提供了了解人类流动性、分析财富和模式社会网络动态的新机会。在本章中,我们共同模拟了个人的生活方式,与城市地区的总体行为相比,这是一个更具挑战性的问题。我们利用集体矩阵要素化,提出了一种统一的双重生活方式观点。理解这些生活方式不仅会为商业机会提供信息,而且有助于决策者和非营利组织了解整个区域的特点和需要,以及区域内的个人。这一应用从有针对性的广告和促销到数字金融服务的传播。