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Introduction

Nowadays, we encounter recommendations system every day in our daily online lives. For example, Amazon is using them to recommend products, YouTube recommends related videos, Spotify to recommend similar music based on our listening history and Google to serve personalised advertisements and search results.This article will discuss the KPI’s and business metrics for Recommendation Systems.

The way companies measure the effects on the business of a deployed recommender system depends on the application domain and the business model of the company. Such business models can, for example, be partly or almost fully based on ads (e.g., YouTube or news aggregation…


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Introduction to Clustering

With clustering, we can segment groups based on similarity in behaviour in areas such as marketing, customer retention, disease diagnosis, online shopping, music listening, social media activity, and document classification.

Clustering is the task of grouping a set of objects in such a way that objects in the same group, cluster, are more similar to each other than to those in other groups (clusters). Clustering deals with grouping/structuring of unstructured data where a pair of similar data points are placed in the same cluster. So, the notion of similarity of matching between data points plays an important role in clustering.

1. Partitioning Methods


Step by Step Guide on How to perform A/B testing

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The idea of A/B testing is to present different content to different variants (user groups), gather their reactions and user behaviour and use the results to build product or marketing strategies in the future.

A/B testing is a methodology of comparing multiple versions of a feature, a page, a button, headline, page structure, form, landing page, navigation and pricing etc. by showing the different versions to customers or prospective customers and assessing the quality of interaction by some metric (Click-through rate, purchase, following any call to action, etc.).

This is becoming increasingly important in a data-driven world where business decisions…


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It is key for a music streaming business to identify users that are likely to churn, i.e. users who are at risk of downgrading from premium and free subscription to cancelling the service. If a music streaming business accurately identifies such users in advance, they can offer them discounts or other similar incentives and save millions in revenues. It is a well-known fact that it is more expensive to acquire a new customer than it is to retain an existing one. This is because returning customers will likely spend 67% more on your company’s products and services.

1.1 Project Overview

We want to…


This article covers some of the most popular books on Data Science and is to assist newcomers in exploring the world of data science and experienced practitioners to get deeper knowledge. Below is a list of the top 8 that I have found useful or been recommended.

The following books will give you knowledge and understanding of important areas of data science such as Statistics, Data Science, Machine Learning, Deep Learning and Deployment.

Introductory Level

1. An Introduction to Statistical Learning

by Gareth James, Daniela Witten, Trevor Hastie, and Robert Tibshirani

This book is very beginner-friendly with a lot of illustrations and real-world scenarios which it combines for…


A Predictive Analysis of Customer Behaviour

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Business Understanding

Once every few days, Starbucks sends out an offer to users of the mobile app. An offer can be merely an advertisement for a drink or an actual offer such as a discount, BOGO (buy one get one free) or just an informational offer which includes the product information. Some users might not receive any offers during certain weeks. In this way, Starbucks can probably increase the possibility that the customer opens the offer after they receive it and eventually finish the transaction. …


Woman sitting on brown concrete ground beside brown wicker basket [1]

We are facing a global health crisis due to COVID-19 — one that is killing people, spreading human suffering, and upending people’s lives. But this is much more than a health crisis. It is a human, economic and social crisis [2].

During a pandemic or a natural disaster, it is crucial to respond quickly to people’s needs, which are expressed in messages sent across various channels. Machine learning algorithms using NLP could help to categorise messages so that they can be sent to appropriate disaster relief agencies that takes care of medical aid, water, shelter, food, logistics etc. …


What drives Airbnb prices in Seattle?

Airbnb has disrupted the market of renting out homes. Guests can filter on types of homes, dates, location, price, number of guests, beds etc. Hosts and and guests can leave reviews about their experience. I am curious what drives Airbnb prices in Seattle and help all hosts to gain better understanding in optimal prices and attract more guests.

In this post, I will be doing some exploratory data analysis on the Seattle AirBnb Open Data on Kaggle. The post is covering three main questions
1. How price and rating relate to each other?
2. What’s the factor that drives higher prices…

Isak Kabir

Data Scientist at IBM Sweden

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