Mutual Information Based Clustering of Market Basket Data for Profiling Users

Attraction and commercial success of web sites depend heavily on the additional values visitors may find. Here, individual, automatically obtained and maintained user profiles are the key for user satisfaction. This contribution shows for the example of a cooking information site how user profiles might be obtained using category information provided by cooking recipes. It is shown that metrical distance functions and standard clustering procedures lead to erroneous results. Instead, we propose a new mutual information based clustering approach and outline its implications for the example of user profiling.