Contextual Inference From Sparse Shopping Transactions Based on Motif Patterns

Abstract

Inferring contextual information such as demographics from historical transactions is valuable to public agencies and businesses. Existing methods are data-hungry and do not work well when the available records of transactions are sparse. We consider here specifically inference of demographic information using limited historical grocery transactions from a few random trips that a typical business or public service organization may see. We propose a novel method called DemoMotif to build a network model from heterogeneous data and identify subgraph patterns (i.e., motifs) that enable us to infer demographic attributes. We then design a novel motif context selection algorithm to find specific node combinations significant to certain demographic groups. Finally, we learn representations of households using these selected motif instances as context, and employ a standard classifier (e.g., SVM) for inference. For evaluation purposes, we use three real-world consumer datasets, spanning different regions and time periods in the U.S. We evaluate the framework for predicting three attributes: ethnicity, seniority of household heads, and presence of children. Extensive experiments and case studies demonstrate that DemoMotif is capable of inferring household demographics using only a small number (e.g., fewer than 10) of random grocery trips, significantly outperforming the state-of-the-art.