Contextual Inference From Sparse Shopping Transactions Based on Motif Patterns

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.