What’s the Deal with Large Generative Language Models á la ChatGPT?

#1 Performance

Large generative language models like ChatGPT offer valuable benefits to businesses through their ability to generate natural language responses similar to those produced by humans. This technology can be used in various ways, such as content generation, customer service, and marketing.

Businesses can use generative language models to produce high-quality content quickly and efficiently. For example, a news organization could use ChatGPT to generate news articles or summaries based on current events. Similarly, a company could use this technology to create product descriptions, emails, or even social media posts.

Generative language models can also be employed to provide customers with instant responses to their queries, which could be particularly useful for businesses that receive a high volume of customer inquiries or support requests. ChatGPT can be trained to provide accurate and helpful responses to frequently asked questions or to engage in more complex conversations with customers.

In marketing, generative language models can be used to create personalized content for customers by analyzing customer data to generate customized marketing messages or entire campaigns that resonate with individual customers’ preferences and interests.

ChatGPT’s ability to handle longer input sequences enables it to maintain context and understand the sentiment behind a piece of text more effectively. The use of self-attention mechanisms allows ChatGPT to focus on the most relevant parts of the input when generating its predictions, leading to more accurate results in tasks like sentiment analysis. Additionally, ChatGPT’s increased capacity allows it to learn more complex patterns and representations, resulting in improved performance across various natural language tasks.

#2 Versatility

For smaller organizations with limited data science resources, implementing AI in their processes can be a significant challenge. Developing specialized models for tasks such as summarization, classification, and translation requires substantial expertise and training data. In many organizations, these resources are not readily available, which can slow down development processes and hinder innovation.

GPT’s versatility addresses this challenge by offering a single API that can perform these tasks and more. This enables smaller organizations to benefit from AI without the need to invest in extensive data science resources. By automating and streamlining their workflows, these organizations can save time and resources, allowing them to focus on their core activities.

A lot of the versatility comes from GPT, allowing for zero-shot or few-shot predictions. Zero-shot learning is a technique where a model is able to perform a task without any explicit training examples. This is possible because GPT was pre-trained on almost the entire text available from the public internet. It allows the model to make inferences based on the patterns it has learned from the data. Few-shot learning, on the other hand, involves training a model on a small amount of data.

It’s important to note that using GPT also poses potential risks, such as biases and inaccuracies. Smaller organizations may lack the resources to address these risks and, therefore, must evaluate GPT’s performance carefully before integrating it into their processes. Nonetheless, the availability of GPT represents a significant opportunity for smaller organizations to leverage AI in their operations and remain competitive in their respective markets.

#3 Simplifying Complex Processes

One of the major benefits of ChatGPT and Davinci is their ability to perform multiple tasks within a single request. For instance, a prompt to a GPT model that asks for a summary in five sentences and a German translation can effectively combine the tasks of summarization and translation. This multi-tasking capability streamlines the development process and simplifies complex procedures.

GPT – the Swiss Army Knife of AI

Imagine a situation where a process involves several tasks like translating customer requests, checking specific information, categorizing, and summarizing them. Traditional models would need the creation, integration, security, and maintenance of four separate models. However, a multi-purpose language model like GPT can handle all these tasks in just one request all at once.

While other models like BERT can perform tasks such as language translation and text classification, the ability of ChatGPT and Davinci to execute multiple tasks at once sets them apart. By moving some of the complexity into a prompt for a model, organizations can adapt more easily to changing requirements and become more agile.

ChatGPT and Davinci can be seen as the Swiss Army Knives of AI language models. They offer versatile and adaptable solutions for a wide range of tasks. Much like a Swiss Army Knife, these multi-purpose models provide organizations with a valuable tool that simplifies and streamlines complex procedures, making them an essential asset in today’s rapidly evolving world.

An Ongoing shift Toward AI

As generative AI technology continues to advance, an increasing number of organizations are likely to rely on these models to help simplify their complex processes. This shift can lead to improved efficiency, cost savings, and enhanced accuracy, enabling businesses to focus on their strategic objectives. However, this transition also brings potential risks and challenges, such as ensuring ethical AI usage and addressing the possibility of job displacement. Organizations must carefully consider these factors as they integrate AI into their operations.

The multi-tasking abilities of ChatGPT and Davinci offer a distinct advantage for organizations aiming to streamline intricate processes and boost efficiency. By delegating some of the process complexity to these models, businesses can adapt more rapidly to evolving requirements and improve their overall agility. Nevertheless, it is essential for organizations to assess the potential challenges, ethical considerations, and workforce implications as they incorporate AI into their operations. By doing so, they can make well-informed decisions and develop a balanced approach to harnessing the power of generative AI models, ultimately ensuring sustainable growth and responsible AI integration.

#4 Ease of Use

A major advantage of OpenAI, including GPT, is its ability to lower the entry barrier for organizations using AI. GPT is accessible to developers and data scientists of all skill levels, making it easier for organizations to automate activities without extensive expertise. Its capacity to generalize to new cases (zero or few-shot learning) allows users to start with OpenAI even with little or no data. This is particularly beneficial for smaller customers. They may lack resources for in-house predictive model development, as well as larger customers who can speed up their development processes using a single multi-purpose AI.

Moreover, OpenAI operates as a cloud service, eliminating the need for organizations to build and maintain their own AI infrastructure for GPT model development and hosting. Instead, they can utilize the cloud-based service provided by OpenAI, making it more convenient and cost-effective to begin using AI. This approach allows businesses to concentrate on their core competencies while leveraging GPT’s power to enhance operations and drive innovation.

The scalability of Azure OpenAI also empowers businesses to start with a proof-of-concept project and scale up as required. This approach enables organizations to experiment with AI without committing to a large initial investment. Utilizing a single model for various purposes significantly accelerates the creation of POCs. Once a solution demonstrates its value, organizations can later fine-tune the process using more specialized models.

Summary

This article has explored the unique value proposition of OpenAI’s GPT in a business context, highlighting its enhanced language capabilities (1), versatility in use (2), complexity reduction (3), and lower entry barriers for AI adoption (4). These aspects make GPT a groundbreaking development in the field of artificial intelligence, particularly within natural language processing (NLP).

GPT has demonstrated impressive performance across a wide array of applications, such as chatbots, personalized content generation, question-answering systems, and intricate data interpretation. While other NLP models can accomplish some tasks carried out by GPT, its extensive pre-training on large data sets and ability to manage various domains and tasks render it more flexible and powerful. Consequently, GPT’s potential to streamline workflows and reduce costs is indisputable.

As OpenAI continues to advance and refine its technology, we can anticipate even more innovative use cases for GPT in the future. This ongoing evolution will undoubtedly contribute to the growing significance of GPT in shaping the AI landscape and revolutionizing the way businesses harness the power of artificial intelligence.

Sources and Further Reading

• Reuter.com/chatgpt-sets-record-fastest-growing-user-base-analyst/
• Analyticsindiamag.com/gpt-vs-bert-for-nlp-tasks/
• Symbl.ai/blog/gpt-versus-bert-a-high-level-comparison/
• OpenAI.com/prompt-design
• Relataly.com – Using OpenAI GPT-3 with Python
• OpenAI ChatGPT was used to revise this article
• Relataly.com – Integrating Dall-E with GPT-3 for Prompt Generation using Python
• Images generated with Midjourney

The post What is the Business Value of ChatGPT and other Large Generative Language Models? appeared first on relataly.com.

What is Churn Prediction?

Prerequisites

Before starting the coding part, make sure that you have set up your Python 3 environment and required packages. If you don’t have an environment, you can follow this tutorial to set up the Anaconda environment.

Make sure you install all required packages. In this tutorial, we will be working with the following packages: 

• Pandas
• NumPy
• Matplotlib
• Seaborn

In addition, we will be using Keras (2.0 or higher) with Tensorflow backend and the machine learning library Scikit-learn.

You can install packages using console commands:

• pip install <package name>
• conda install <package name> (if you are using the anaconda packet manager)

Step #1 Loading the Customer Churn Data

We begin by loading a customer churn dataset from Kaggle. If you work with the Kaggle Python environment, you can directly save the dataset into your Kaggle project. After completing the download, put the dataset under the file path of your choice, but don’t forget to adjust the file path variable in the code.

The dataset contains 3333 records and the following attributes.

• Churn: The prediction label: 1 if the customer canceled service, 0 if not.
• AccountWeeks: number of weeks the customer has had an active account
• ContractRenewal: 1 if customer recently renewed contract, 0 if not
• DataPlan: 1 if the customer has a data plan, 0 if not
• DataUsage: gigabytes of monthly data usage
• CustServCalls: number of calls into customer service
• DayMins: average daytime minutes per month
• DayCalls: average number of daytime calls
• MonthlyCharge: average monthly bill
• OverageFee: The most considerable overage fee in the last 12 months

The following code will load the data from your local folder into your anaconda Python project:

import numpy as np 
import pandas as pd 
import math
from pandas.plotting import register_matplotlib_converters
import matplotlib.pyplot as plt 
import matplotlib.colors as mcolors
import matplotlib.dates as mdates 

from sklearn.metrics import confusion_matrix, classification_report
from sklearn.ensemble import RandomForestClassifier
from sklearn.model_selection import train_test_split, GridSearchCV
from sklearn.inspection import permutation_importance
import seaborn as sns


# set file path
filepath = "data/Churn-prediction/"

# Load train and test datasets
train_df = pd.read_csv(filepath + 'telecom_churn.csv')
train_df.head()

	Churn	AccountWeeks	ContractRenewal	DataPlan	DataUsage	CustServCalls	DayMins	DayCalls	MonthlyCharge	OverageFee	RoamMins
0	0		128				1				1			2.7			1				265.1		110		89.0			9.87		10.0
1	0		107				1				1			3.7			1				161.6		123		82.0			9.78		13.7
2	0		137				1				0			0.0			0				243.4		114		52.0			6.06		12.2
3	0		84				0				0			0.0			2				299.4		71		57.0			3.10		6.6
4	0		75				0				0			0.0			3				166.7		113		41.0			7.42		10.1

Step #2 Exploring the Data

Before we begin with the preprocessing, we will quickly explore the data. For this purpose, we will create histograms for the different attributes in our data.

# # Create histograms for feature columns separated by prediction label value
df_plot = train_df.copy()

# class_columnname = 'Churn'
sns.pairplot(df_plot, hue="Churn", height=2.5, palette='muted')

We can see that the data distribution for several attributes looks quite good and resembles a normal distribution, for example, for OverageFeed, DayMins, and DayCalls. However, the distribution for the prediction label is unbalanced. This is because more customers remain with their contract (prediction label class = 0) than those that cancel their contract (prediction label class = 1).

Step #3 Data Preprocessing

The next step is to preprocess the data. I have reduced this part to a minimum to keep this tutorial simple. For example, I do not treat the unbalanced label classes. However, this would be appropriate to improve the model performance in a real business context. The imbalanced data is also why I chose a decision forest as a model type. Decision forests can handle unbalanced data relatively well compared to traditional models such as logistic regression.

The following code splits the data into the train (x_train) and test data (x_test) and creates the respective datasets, which only contain the label class (y_train, y_test). The ratio is 0.7, resulting in 2333 records in the training dataset and 1000 in the test dataset.

# Create Training Dataset
x_df = train_df[train_df.columns[train_df.columns.isin(['AccountWeeks', 'ContractRenewal', 'DataPlan','DataUsage', 'CustServCalls', 'DayCalls', 'MonthlyCharge', 'OverageFee', 'RoamMins'])]].copy()
y_df = train_df['Churn'].copy()

# Split the data into x_train and y_train data sets
x_train, x_test, y_train, y_test = train_test_split(x_df, y_df, train_size=0.7, random_state=0)
x_train

		AccountWeeks	ContractRenewal	DataPlan	DataUsage	CustServCalls	DayCalls	MonthlyCharge	OverageFee	RoamMins
2918	58				1				0			0.00		4				112			53.0			13.29		0.0
1884	51				0				1			3.32		2				60			74.2			10.03		12.3
2823	87				1				0			0.00		2				80			50.0			9.35		16.6
2319	83				1				1			2.35		3				105			91.5			12.65		8.7
2980	84				1				0			0.00		3				86			62.0			13.78		14.3
...		...				...				...			...			...				...			...				...			...
835	27	1				0				0.00		1			75				31.0		10.43			9.9
3264	89				1				1			1.59		0				98			50.9			10.36		5.9
1653	93				0				0			0.00		1				78			42.0			10.99		11.1
2607	91				1				0			0.00		3				100			53.0			11.97		9.9
2732	130				0				0			0.00		5				106			68.0			18.19		16.9

Step #4 Fit an Optimized Decision Forest Model for Churn Prediction using Grid Search

Now comes the exciting part. We will train a series of 36 decision forests and then choose the best-performing model. The technique used in this process is called hyperparameter tuning (more specifically, grid search), and I have recently published a separate article on this topic.

The following code defines the parameters the grid search will test (max_depth, n_estimators, and min_samples_split). Then the code runs the grid search and trains the decision forests. Finally, we print out the model ranking along with model parameters.

# Define parameters
max_depth=[2, 4, 8, 16]
n_estimators = [64, 128, 256]
min_samples_split = [5, 20, 30]

param_grid = dict(max_depth=max_depth, n_estimators=n_estimators, min_samples_split=min_samples_split)

# Build the gridsearch
dfrst = RandomForestClassifier(n_estimators=n_estimators, max_depth=max_depth, min_samples_split=min_samples_split, class_weight='balanced')
grid = GridSearchCV(estimator=dfrst, param_grid=param_grid, cv = 5)
grid_results = grid.fit(x_train, y_train)

# Summarize the results in a readable format
results_df = pd.DataFrame(grid_results.cv_results_)
results_df.sort_values(by=['rank_test_score'], ascending=True, inplace=True)

# Reduce the results to selected columns
results_filtered = results_df[results_df.columns[results_df.columns.isin(['param_max_depth', 'param_min_samples_split', 'param_n_estimators','std_fit_time', 'rank_test_score', 'std_test_score', 'mean_test_score'])]].copy()
results_filtered

std_fit_time	param_max_depth	param_min_samples_split	param_n_estimators	mean_test_score	std_test_score	rank_test_score
28				0.004742		16						5					128	0.931415	0.006950		1
27				0.002620		16						5					64	0.925848	0.008177		2
29				0.015711		16						5					256	0.925846	0.006156		3
20				0.006258		8						5					256	0.923704	0.007961		4
19				0.001816		8						5					128	0.921988	0.006458		5
18				0.002161		8						5					64	0.919847	0.007716		6
31				0.003728		16						20					128	0.902690	0.011642		7
30				0.002057		16						20					64	0.901836	0.009789		8
32				0.004940		16						20					256	0.899691	0.009813		9
21				0.001994		8						20					64	0.898408	0.008710		10
22				0.003761		8						20					128	0.897121	0.007529		11
23				0.003828		8						20					256	0.895833	0.009159		12
33				0.003798		16						30					64	0.885546	0.010394		13
26				0.005560		8						30					256	0.885541	0.014937		14
...

The best-performing model is model number 29, which scores 92,7 %. Its hyperparameters are as follows:

• max_depth = 16
• min_samples_split = 5
• n_estimators 256

We will proceed with this model. So what does this model tell us?

We can gain an overview of the distributions of our customers according to their churn probability. Just use the following code:

# Predicting Probabilities
y_pred_prob = best_clf.predict_proba(x_test) 
churnproba = y_pred_prob[:,1]

# Create histograms for feature columns separated by prediction label value
sns.histplot(data=churnproba)

Customers who tend to churn have a churn probability greater than 0.5. They are further to the right in the diagram. So, we don’t have to worry about the customers on the far left (<0.5).

Step #5 Best Model Performance Insights

Let’s take a more detailed look at the performance of the best model. We do this by calculating the confusion matrix.

If you want to learn more about measuring the performance of classification models, check out this tutorial.

# Extract the best decision forest 
best_clf = grid_results.best_estimator_
y_pred = best_clf.predict(x_test)

# Create a confusion matrix
cnf_matrix = confusion_matrix(y_test, y_pred)

# Create heatmap from the confusion matrix
class_names=[False, True] 
tick_marks = [0.5, 1.5]
fig, ax = plt.subplots(figsize=(7, 6))
sns.heatmap(pd.DataFrame(cnf_matrix), annot=True, cmap="Blues", fmt='g')
ax.xaxis.set_label_position("top")
plt.tight_layout()
plt.title('Confusion matrix')
plt.ylabel('Actual label'); plt.xlabel('Predicted label')
plt.yticks(tick_marks, class_names); plt.xticks(tick_marks, class_names)

From 1000 customers in the test dataset, our model correctly classified 100 customers as churn candidates. For 832 customers, the model accurately predicted that these customers are unlikely to churn. In 30 cases, the model falsely classified customers as churn candidates, and 38 were missed and falsely classified as non-churn candidates. The result is a model accuracy of 93,2 % (based on a 0.5 threshold).

Step #6 Permutation Feature Importance

Now that we have trained a model that gives good results, we want to understand the importance of the model’s features. With the following code, we calculate the Feature Importance score. Then we visualize the results in a barplot.

# Load the data
r = permutation_importance(best_clf, x_test, y_test, n_repeats=30, random_state=0)

# Set the color range
clist = [(0, "purple"), (1, "blue")]
rvb = mcolors.LinearSegmentedColormap.from_list("", clist)
colors = rvb(data_im['feature_permuation_score']/len(x_test.columns))

# Plot the barchart
data_im = pd.DataFrame(r.importances_mean, columns=['feature_permuation_score'])
data_im['feature_names'] = x_test.columns
data_im = data_im.sort_values('feature_permuation_score', ascending=False)

fig, ax = plt.subplots(figsize=(16, 5))
sns.barplot(y=data_im['feature_names'], x="feature_permuation_score", data=data_im, palette='nipy_spectral')
ax.set_title("Random Forest Feature Importances")

The feature ranking can provide the starting point for deeper analysis. As we can see, the most important features are the monthly fee, data usage, and customer service calls (CustServCalls). Of particular interest is the importance of customer service calls, as this could indicate that customers who encounter customer service have negative experiences.

Summary

This article has shown how to implement a churn prediction model using Python and scikit-learn Machine Learning. We have calculated the permutation feature importance to analyze which features contribute to the performance of our model. You have learned that permutation feature importance can provide data scientists with new insights into the context of a prediction model. Therefore, the technique is often a good starting point for forthleading investigations.

I am always interested in improving my articles and learning from my audience. If you liked this article, show your appreciation by leaving a comment. And if you didn’t, let me know too. Cheers

Sources and Further Reading

1. Andriy Burkov (2020) Machine Learning Engineering
2. Oliver Theobald (2020) Machine Learning For Absolute Beginners: A Plain English Introduction
3. Aurélien Géron (2019) Hands-On Machine Learning with Scikit-Learn, Keras, and TensorFlow: Concepts, Tools, and Techniques to Build Intelligent Systems
4. David Forsyth (2019) Applied Machine Learning Springer

The links above to Amazon are affiliate links. By buying through these links, you support the Relataly.com blog and help to cover the hosting costs. Using the links does not affect the price.

And if you are interested in text mining and customer satisfaction, consider taking a look at my recent blog about sentiment analysis:

The post Customer Churn Prediction – Understanding Models with Feature Permutation Importance using Python appeared first on relataly.com.

Also: Sentiment Analysis with Naive Bayes and Logistic Regression in Python

About Modeling Customer Purchase Intentions

Customer purchase intention prediction is the process of using machine learning algorithms to predict the likelihood that a particular customer will make a purchase. This can be useful for various applications, such as identifying potential customers most likely interested in a particular product or service and targeting marketing and sales efforts accordingly.

To make accurate predictions about customer purchase intentions, it is important to have access to high-quality data about the customer, such as their demographic information, purchasing history, and other relevant factors. By analyzing this data and applying appropriate machine learning algorithms, it is possible to identify patterns and trends that can predict the likelihood that a particular customer will make a purchase.

There are many different approaches to customer purchase intention prediction, and the specific methods used can vary depending on the application and the data available. Some common techniques for predicting customer purchase intentions include using regression analysis to model the relationship between purchase intentions and other variables and using classification algorithms to classify customers as likely or unlikely to make a purchase. By using these techniques, it is possible to make more accurate and useful predictions about customer purchase intentions.

Also: Customer Churn Prediction – Understanding Models with Feature Permutation Importance

Implementing a Prediction Model for Purchase Intentions with Python

Prerequisites

Before starting the coding part, make sure that you have set up your Python 3 environment and required packages. If you don’t have an environment, consider the Anaconda Python environment. To set it up, you can follow the steps in this tutorial. Please ensure to install all required packages:

• pandas
• NumPy
• matplotlib

In addition, we will be using the machine learning library Scikit-learn and Seaborn for visualization. You can install packages using console commands:

• pip install <package name>
• conda install <package name> (if you are using the anaconda packet manager)

About the Dataset

In this tutorial, we will be working with a public dataset from Kaggle.com. The data consists of 18 feature vectors belonging to 12,330 shopping sessions. You can download the data via the link below:

The data stems from a big shopping website that has recorded the session for one year. Each record belongs to a separate shopping session and user. Thus, there is no bias in the data, such as a specific period, user, or day to avoid.

Below you will find an overview of the features contained in the data (Source: Kaggle.com):

• “Administrative,” “Administrative Duration,” “Informational,” “Informational Duration,” “Product Related,” and “Product-Related Duration” represent the number of different types of pages visited by the visitor in that session and the total time spent in each of these page categories. 
• The “Bounce Rate,” “Exit Rate,” and “Page Value” features represent the metrics measured by “Google Analytics” for each page on the e-commerce site.
• The “Special Day” feature indicates the closeness of the site visiting time to a specific special day (e.g., Mother’s Day, Valentine’s Day)
• The dataset also includes an operating system, browser, region, traffic type, visitor type as returning or new visitor, a Boolean value indicating whether the date of the visit is a weekend, and the month of the year.

The ‘Revenue’ attribute is the class label, called the “prediction label.”

Step #1 Load the Data

We begin by loading the shopping dataset into a Pandas DataFrame. Afterward, we will print a brief overview of the data.

import calendar
import math 
import numpy as np 
import pandas as pd 
import matplotlib.pyplot as plt 
from matplotlib import cm
import seaborn as sns

from sklearn.model_selection import train_test_split as train_test_split
from sklearn.datasets import make_classification
from sklearn.linear_model import LogisticRegression
from sklearn.preprocessing import MinMaxScaler
from sklearn.metrics import confusion_matrix, roc_curve, auc, roc_auc_score
from sklearn.metrics import accuracy_score, precision_score, recall_score, f1_score

# Load train data
filepath = "data/classification-online-shopping/"
df_shopping_base = pd.read_csv(filepath + 'online_shoppers_intention.csv') 
df_shopping_base

	Administrative	Administrative_Duration	Informational	Informational_Duration	ProductRelated	ProductRelated_Duration	BounceRates	ExitRates	PageValues	SpecialDay	Month	OperatingSystems	Browser	Region	TrafficType	VisitorType			Weekend	Revenue
0	0.0				0.0						0.0				0.0						1.0				0.000000				0.20		0.20		0.0			0.0			Feb		1					1		1		1			Returning_Visitor	False	False
1	0.0				0.0						0.0				0.0						2.0				64.000000				0.00		0.10		0.0			0.0			Feb		2					2		1		2			Returning_Visitor	False	False
2	0.0				-1.0					0.0				-1.0					1.0				-1.000000				0.20		0.20		0.0			0.0			Feb		4					1		9		3			Returning_Visitor	False	False
3	0.0				0.0						0.0				0.0						2.0				2.666667				0.05		0.14		0.0			0.0			Feb		3					2		2		4			Returning_Visitor	False	False
4	0.0				0.0						0.0				0.0						10.0			627.500000				0.02		0.05		0.0			0.0			Feb		3					3		1		4			Returning_Visitor	True	False

Step #2 Cleaning the Data

Before we can start training our prediction model, we’ll do some cleanups (handling missing data, data type conversions, treating outliers, and so on).

# Replacing visitor_type to int
print(df_shopping_base['VisitorType'].unique())
df_shop = df_shopping_base.replace({'VisitorType' : { 'New_Visitor' : 0, 'Returning_Visitor' : 1, 'Other' : 2 }})

# Coverting month column to numeric numeric values
monthlist = df_shop['Month'].replace('June', 'Jun')
mlist = []
m = np.array(monthlist)
for mi in m:
    a = list(calendar.month_abbr).index(mi)
    mlist.append(a)
df_shop['Month'] =  mlist

# Delete records with NAs
df_shop.dropna(inplace=True)

df_shop.head()

['Returning_Visitor' 'New_Visitor' 'Other']
	Administrative	Administrative_Duration	Informational	Informational_Duration	ProductRelated	ProductRelated_Duration	BounceRates	ExitRates	PageValues	SpecialDay	Month	OperatingSystems	Browser	Region	TrafficType	VisitorType	Weekend	Revenue
  0	0.0				0.0						0.0				0.0						1.0				0.000000				0.20		0.20		0.0			0.0			2		1					1		1		1			1			False	False
1	0.0				0.0						0.0				0.0						2.0				64.000000				0.00		0.10		0.0			0.0			2		2					2		1		2			1			False	False
2	0.0				-1.0					0.0				-1.0					1.0				-1.000000				0.20		0.20		0.0			0.0			2		4					1		9		3			1			False	False
3	0.0				0.0						0.0				0.0						2.0				2.666667				0.05		0.14		0.0			0.0			2		3					2		2		4			1			False	False
4	0.0				0.0						0.0				0.0						10.0			627.50

Step #3 Exploring the Data

Next, we will familiarize ourselves with the data.

3.1 Class Labels

First, we take a look at the class labels to see how balanced they are. If class labels are balanced, it means that each class has an approximately equal number of examples in the training data. This is important because it helps ensure that the trained model will be able to make accurate predictions on new data. If the class labels are unbalanced, then the model is more likely to be biased towards the more common classes, which can lead to poor performance on less common classes. Additionally, unbalanced class labels can make it more difficult to evaluate the performance of a machine learning model, because the model’s accuracy may not be an accurate reflection of its ability to generalize to new data.

# Checking the balance of prediction labels
plt.figure(figsize=(16,2))
fig = sns.countplot(y="Revenue", data=df_shop, palette="muted")
plt.show()

Our class labels are somewhat imbalanced, as there are much more cases in the data with a prediction “false.” The reason is that more visitors won’t buy anything. Imbalanced data can affect the performance of classification models. But now that we are aware of the imbalance in our data, we can choose appropriate evaluation metrics later.

3.2 Feature Correlation

When developing classification models, not all features are usually equally useful. It is important that features are not correlated because correlated features can provide redundant information to a machine learning model. If two or more features are highly correlated, they may convey the same information to the model, which can make the model’s predictions less accurate. Additionally, having correlated features can make it more difficult to interpret the model’s predictions, because it is not clear which features are actually contributing to the model’s decision-making process.

Let’s check which of our features are correlated. First, we will create a series of Whiskerplots for the features in our dataset. They help us identify potential outliers and get a better idea of how the data looks.

# Whiskerplots
c= 'black'
df_shop.drop('Revenue', axis=1).plot(kind='box', 
                                subplots=True, layout=(4,4), 
                                sharex=False, sharey=False, 
                                figsize=(14,14), 
                                title='Whister plot for input variables')
plt.show()

The Whiskerplots show that there are a couple of outliers in the data. However, the outliers are not significant enough to worry about them.

Histograms are another way of visualizing the distribution of numerical or categorical variables. They give a rough sense of the density of the distribution. To create the histograms, run the code below.

# # Create pariplots for feature columns separated by prediction label value
df_plot = df_shop.copy()

# class_columnname = 'Revenue'
sns.pairplot(df_plot, hue="Revenue", height=2.5)

Finally, we create a correlation matrix and visualize it as a heat map. The matrix provides a quick overview of which features are correlated and not.

# Feature correlation
plt.figure(figsize=(15,4))
f_cor = df_shop.corr()
sns.heatmap(f_cor, cmap="Blues_r")

The correlation plot shows that some features are highly correlated. The following features are highly correlated:

• ProductRelated and ProductRelated_Duration.
• BounceRates and ExitRates

plt.figure(figsize=(8,5))
sns.scatterplot(x= 'BounceRates',y='ExitRates',data=df_shop,hue='Revenue')
plt.title('Bounce Rate vs. Exit Rate', fontweight='bold', fontsize=15)
plt.show()

plt.figure(figsize=(8,5))
sns.scatterplot(x= 'ProductRelated',y='ProductRelated_Duration',data=df_shop,hue='Revenue')
plt.title('Bounce Rate vs. Exit Rate', fontweight='bold', fontsize=15)
plt.show()

When we start to train our model, we will only use one of the features from the two pairs.

Step #4 Data Preprocessing

Now that we are familiar with the data, we can prepare the data to train the purchase intention classification model. Firstly, we will include only selecting the features from the original shopping dataset. Second, we will split the data into two separate datasets: train and test with a ratio of 70%. Train X_train and X_test datasets contain the features, while y_train and y_test include the respective prediction labels. Thirdly, we will use the MinMaxScaler to scale the numeric features between 0 and 1. Scaling makes it easier for the algorithm to interpret the data and improve classification performance.

# Separate labels from training data
features = ['Administrative', 'Administrative_Duration', 'Informational', 
            'Informational_Duration', 'ProductRelated', 'BounceRates', 'PageValues', 
            'Month', 'Region', 'TrafficType', 'VisitorType']
X = df_shop[features] #Training data
y = df_shop['Revenue'] #Prediction label

# Split the data into x_train and y_train data sets
X_train, X_test, y_train, y_test = train_test_split(X, y, train_size=0.7, random_state=0)

# Scale the numeric values
scaler = MinMaxScaler()
X_train = scaler.fit_transform(X_train)
X_test = scaler.transform(X_test)

Step #5 Train a Purchase Intention Classifier

Next, it is time to train our prediction model. Various classification algorithms could be used to solve this problem, for example, decision trees, random forests, neural networks, or support-vector machines. We will use the logistic regression algorithm, a common choice for simple two-class prediction problems.

We start the training process using the “fit” method of the logistic regression algorithm.

# Training a classification model using logistic regression 
logreg = LogisticRegression(solver='lbfgs')
score = logreg.fit(X_train, y_train).decision_function(X_test)

The trained model returns a training score showing how well the model has performed on the test dataset.

Step #6 Evaluate Model Performance

Finally, we will evaluate the performance of our classification model. For this purpose, we first create a confusion matrix. Then we calculate and compare different error metrics.

6.1 Confusion Matrix

The confusion matrix is a holistic and clean way to illustrate the results of a classification model. It differentiates between predicted labels and actual labels. For a binary classification model, the matrix comprises 2×2 quadrants that show the number of cases in each quadrant.

# create a confusion matrix
y_pred = logreg.predict(X_test)
cnf_matrix = confusion_matrix(y_test, y_pred)

# create heatmap
%matplotlib inline
class_names=[False, True] # name  of classes
fig, ax = plt.subplots(figsize=(7, 6))
tick_marks = np.arange(len(class_names))
plt.xticks(tick_marks, class_names)
plt.yticks(tick_marks, class_names)
sns.heatmap(pd.DataFrame(cnf_matrix), annot=True, cmap="YlGnBu", fmt='g')
ax.xaxis.set_label_position("top")
plt.tight_layout()
plt.title('Confusion matrix')
plt.ylabel('Actual label')
plt.xlabel('Predicted label')

In the upper left (0,0), we see that the model correctly predicted for 3102 online shopping sessions that these sessions will not lead to a purchase (True negatives). In 30 cases, the model was wrong and expected that there would be a purchase, but there wasn’t (False positives). For 412 buyers, the model predicted that they would not buy anything, even though they were buying something (False negatives). In the lower right corner, we see that only in 151 cases could buyers be correctly identified as such (True positives).

6.2 Performance Metrics for Classification Models

Next, let’s take a brief look at the performance metrics. Four standard metrics that measure the performance of classification models are Accuracy, Precision, Recall, and f1_score.

print('Accuracy: {:.2f}'.format(accuracy_score(y_test, y_pred)))
print('Precision: {:.2f}'.format(precision_score(y_test, y_pred)))
print('Recall: {:.2f}'.format(recall_score(y_test, y_pred)))
print('f1_score: {:.2f}'.format(f1_score(y_test, y_pred)))

Accuracy

The accuracy of the test set shows that 88% of the online shopper sessions were correctly classified. However, our data is imbalanced. That is to say, most labels have the value “False,” and only a few target labels are “True.” Consequently, we must ensure that our model does not classify all online shoppers as “non-buyers” (label: False) but also correctly predicts the buyers (label: True).

Precision

We calculate the precision as the number of True Positives divided by the number of True Positives and False Positives. Similar to Accuracy, Precision puts too much emphasis on the True negatives. Therefore, it does not say much about our model. The precision score for our model is just a little lower than the accuracy (83%).

Recall

We calculate the Recall by dividing the number of True Positives by the sum of the True Positives and the False Negatives. The Recall of our model is 27%, which is significantly below accuracy and precision. In our case, the precision call is more meaningful than precision and Recall because it puts a higher penalty on the low number of True positives.

F1-Score

The formula for the F1-Score is 2*((precision*recall)/(precision+recall)). Because the formula includes the Recall, the F-1 Score of our model is only 41%. Imagine we want to optimize our classification model further. In this case, we should look out for both F1-Score and Recall.

6.3 Interpretation

Metrics for classification models can be misleading. We should thus choose them carefully. Depending on which use case we are dealing with, False-negative and False-positive predictions can have different costs. Therefore, model evaluation is not always about exactness (precision and accuracy). Instead, the choice of performance metrics depends on what we want to achieve.

The challenge for our model is to correctly classify the smaller group of buyers (True positives). So, optimizing our model would be about achieving a balance between good accuracy without significantly lowering the F1_Score and Recall.

Step #7 Insights on Customer Purchase Intentions

Finally, we will use permutation feature importance to gain additional insights into our prediction model’s features. Permutation Feature Importance is a technique that measures the influence of features on the predictions of our model. Features with a high positive or negative score substantially impact predicting the prediction label. In contrast, features with scores close to zero play a lesser role in the predictions.

# Load the data
r = permutation_importance(model_lgr, X_test, y_test, n_repeats=30, random_state=0)

# Plot the barchart
data_im = pd.DataFrame(r.importances_mean, columns=['feature_permuation_score'])
data_im['feature_names'] = X.columns
data_im = data_im.sort_values('feature_permuation_score', ascending=False)

fig, ax = plt.subplots(figsize=(16, 5))
sns.barplot(y=data_im['feature_names'], x="feature_permuation_score", data=data_im, palette='nipy_spectral')
ax.set_title("Logistic Regression Feature Importances")

We can see that the three features with the highest impact are PageValues, BounceRates and Administration_Duration.

• The higher the page’s value, the higher the customer’s chance to make a purchase.
• The higher the average bounce rate that the customer visits, the higher the chance the customer makes a purchase.
• In contrast, the more time a customer spends on administrative settings, the lower the chance the customer completes the purchase.

These were just a few sample findings. There is much more to explore in the data, and deeper analysis can uncover much more about the customers’ buying decisions.

Summary

This article has presented customer purchase prediction as an interesting use case for machine learning in e-commerce. After discussing the use case, we have developed a classification model that predicts the purchase intentions of online shoppers. You have learned to preprocess the data, train a logistic regression model and evaluate the model’s performance. Classifying purchase intentions can help online shops understand their customers better and automate certain online marketing activities. The previous section showed how marketers could use this to gain further insights into their customers’ behavior.

Thanks for reading and if you have any questions, let me know in the comments.

Sources and Further Reading

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