JD用户购买意向预测-数据发掘

（一）任务描述：

数据集： 京东2016年算法比赛数据集
过程描述： 通过数据挖掘的技术可视化技术，输出高潜用户和目标商品的匹配结果，为精准营销提供高质量的目标群体。

数据集描述：
JData_User.csv 用户数据集 105,321个用户
JData_Comment.csv 商品评论 558,552条记录
JData_Product.csv 预测商品集合 24,187条记录
JData_Action_201602.csv 2月份行为交互记录 11,485,424条记录
JData_Action_201603.csv 3月份行为交互记录 25,916,378条记录
JData_Action_201604.csv 4月份行为交互记录 13,199,934条记录

（二）数据清洗

导入相关包

import pandas as pd
import numpy as np
from collections import Counter

1.首先检查JData_User中的用户和JData_Action中的用户是否一致

保证行为数据中的所产生的行为均由用户数据中的用户产生（但是可能存在用户在行为数据中无行为）

def user_action_check():
    df_user = pd.read_csv('data/JData_User.csv',encoding='gbk')
    df_sku = df_user.loc[:,'user_id'].to_frame()
    df_month2 = pd.read_csv('data/JData_Action_201602.csv',encoding='gbk')
    print ('Is action of Feb. from User file? ', len(df_month2) == len(pd.merge(df_sku,df_month2)))
    df_month3 = pd.read_csv('data/JData_Action_201603.csv',encoding='gbk')
    print ('Is action of Mar. from User file? ', len(df_month3) == len(pd.merge(df_sku,df_month3)))
    df_month4 = pd.read_csv('data/JData_Action_201604.csv',encoding='gbk')
    print ('Is action of Apsr. from User file? ', len(df_month4) == len(pd.merge(df_sku,df_month4)))

user_action_check()

out:
Is action of Feb. from User file? True
Is action of Mar. from User file? True
Is action of Apr. from User file? True

结论： User数据集中的用户和交互行为数据集中的用户完全一致

2.检查是否有重复记录

除去各个数据文件中完全重复的记录,可能解释是重复数据是有意义的，比如用户同时购买多件商品，同时添加多个数量的商品到购物车等…

def deduplicate(filepath, filename, newpath):
    df_file = pd.read_csv(filepath,encoding='gbk')       
    before = df_file.shape[0]
    df_file.drop_duplicates(inplace=True)
    after = df_file.shape[0]
    n_dup = before-after
    print ('No. of duplicate records for ' + filename + ' is: ' + str(n_dup))
    if n_dup != 0:
        df_file.to_csv(newpath, index=None)
    else:
        print ('no duplicate records in ' + filename)

deduplicate('data/JData_Action_201602.csv', 'Feb. action', 'data/JData_Action_201602_dedup.csv')
deduplicate('data/JData_Action_201603.csv', 'Mar. action', 'data/JData_Action_201603_dedup.csv')
deduplicate('data/JData_Action_201604.csv', 'Feb. action', 'data/JData_Action_201604_dedup.csv')
deduplicate('data/JData_Comment.csv', 'Comment', 'data/JData_Comment_dedup.csv')
deduplicate('data/JData_Product.csv', 'Product', 'data/JData_Product_dedup.csv')
deduplicate('data/JData_User.csv', 'User', 'data/JData_User_dedup.csv')

检查重复数据：

df_month2 = pd.read_csv('data/JData_Action_201602.csv',encoding='gbk')
IsDuplicated = df_month2.duplicated() 
df_d=df_month2[IsDuplicated]
df_d.groupby('type').count()               

发现重复数据大多数都是由于浏览（1），或者点击(6)产生

3.行为数据中的user_id为浮点型，进行INT类型转换

df_month = pd.read_csv('data\JData_Action_201602.csv',encoding='gbk')
df_month['user_id'] = df_month['user_id'].apply(lambda x:int(x))
print (df_month['user_id'].dtype)
df_month.to_csv('data\JData_Action_201602.csv',index=None)
df_month = pd.read_csv('data\JData_Action_201603.csv',encoding='gbk')
df_month['user_id'] = df_month['user_id'].apply(lambda x:int(x))
print (df_month['user_id'].dtype)
df_month.to_csv('data\JData_Action_201603.csv',index=None)
df_month = pd.read_csv('data\JData_Action_201604.csv',encoding='gbk')
df_month['user_id'] = df_month['user_id'].apply(lambda x:int(x))
print (df_month['user_id'].dtype)
df_month.to_csv('data\JData_Action_201604.csv',index=None)

4.年龄区间的处理

df_user = pd.read_csv('data\JData_User.csv',encoding='gbk')

def tranAge(x):
    if x == u'15岁以下':
        x='1'
    elif x==u'16-25岁':
        x='2'
    elif x==u'26-35岁':
        x='3'
    elif x==u'36-45岁':
        x='4'
    elif x==u'46-55岁':
        x='5'
    elif x==u'56岁以上':
        x='6'
    return x
df_user['age']=df_user['age'].apply(tranAge)
print (df_user.groupby(df_user['age']).count())
df_user.to_csv('data\JData_User.csv',index=None)

为了能够进行上述清洗,在此首先构造了简单的用户(user)行为特征和商品(item)行为特征,对应于两张表user_table和item_table：

user_table特征包括:

• user_id(用户id),age(年龄),sex(性别),
• user_lv_cd(用户级别),browse_num(浏览数),
• addcart_num(加购数),delcart_num(删购数),
• buy_num(购买数),favor_num(收藏数),
• click_num(点击数),buy_addcart_ratio(购买加购转化率),
• buy_browse_ratio(购买浏览转化率),
• buy_click_ratio(购买点击转化率),
• buy_favor_ratio(购买收藏转化率)

item_table特征包括:

• sku_id(商品id),attr1,attr2,
• attr3,cate,brand,browse_num,
• addcart_num,delcart_num,
• buy_num,favor_num,click_num,
• buy_addcart_ratio,buy_browse_ratio,
• buy_click_ratio,buy_favor_ratio,
• comment_num(评论数),
• has_bad_comment(是否有差评),
• bad_comment_rate(差评率)

#定义文件名
ACTION_201602_FILE = "data/JData_Action_201602.csv"
ACTION_201603_FILE = "data/JData_Action_201603.csv"
ACTION_201604_FILE = "data/JData_Action_201604.csv"
COMMENT_FILE = "data/JData_Comment.csv"
PRODUCT_FILE = "data/JData_Product.csv"
USER_FILE = "data/JData_User.csv"
USER_TABLE_FILE = "data/User_table.csv"
ITEM_TABLE_FILE = "data/Item_table.csv"

# 功能函数: 对每一个user分组的数据进行统计
def add_type_count(group):
    behavior_type = group.type.astype(int)
    # 用户行为类别
    type_cnt = Counter(behavior_type)
    # 1: 浏览 2: 加购 3: 删除
    # 4: 购买 5: 收藏 6: 点击
    group['browse_num'] = type_cnt[1]
    group['addcart_num'] = type_cnt[2]
    group['delcart_num'] = type_cnt[3]
    group['buy_num'] = type_cnt[4]
    group['favor_num'] = type_cnt[5]
    group['click_num'] = type_cnt[6]

    return group[['user_id', 'browse_num', 'addcart_num',
                  'delcart_num', 'buy_num', 'favor_num',
                  'click_num']]

由于用户行为数据量较大,一次性读入可能造成内存错误(Memory Error),因而使用pandas的分块(chunk)读取

#对action数据进行统计
#根据自己调节chunk_size大小
def get_from_action_data(fname, chunk_size=50000):
    reader = pd.read_csv(fname, header=0, iterator=True,encoding='gbk')
    chunks = []
    loop = True
    while loop:
        try:
            # 只读取user_id和type两个字段
            chunk = reader.get_chunk(chunk_size)[["user_id", "type"]]
            chunks.append(chunk)
        except StopIteration:
            loop = False
            print("Iteration is stopped")
    # 将块拼接为pandas dataframe格式
    df_ac = pd.concat(chunks, ignore_index=True)
    # 按user_id分组，对每一组进行统计，as_index 表示无索引形式返回数据
    df_ac = df_ac.groupby(['user_id'], as_index=False).apply(add_type_count)
    # 将重复的行丢弃
    df_ac = df_ac.drop_duplicates('user_id')
    return df_ac

将各个action数据的统计量进行聚合
主要观察行为对转化率的影响

def merge_action_data():
    df_ac = []
    df_ac.append(get_from_action_data(fname=ACTION_201602_FILE))
    df_ac.append(get_from_action_data(fname=ACTION_201603_FILE))
    df_ac.append(get_from_action_data(fname=ACTION_201604_FILE))

    df_ac = pd.concat(df_ac, ignore_index=True)
    # 用户在不同action表中统计量求和
    df_ac = df_ac.groupby(['user_id'], as_index=False).sum()
    #　构造转化率字段
    df_ac['buy_addcart_ratio'] = df_ac['buy_num'] / df_ac['addcart_num']
    df_ac['buy_browse_ratio'] = df_ac['buy_num'] / df_ac['browse_num']
    df_ac['buy_click_ratio'] = df_ac['buy_num'] / df_ac['click_num']
    df_ac['buy_favor_ratio'] = df_ac['buy_num'] / df_ac['favor_num']
    
    # 将大于１的转化率字段置为１(100%)
    df_ac.ix[df_ac['buy_addcart_ratio'] > 1., 'buy_addcart_ratio'] = 1.
    df_ac.ix[df_ac['buy_browse_ratio'] > 1., 'buy_browse_ratio'] = 1.
    df_ac.ix[df_ac['buy_click_ratio'] > 1., 'buy_click_ratio'] = 1.
    df_ac.ix[df_ac['buy_favor_ratio'] > 1., 'buy_favor_ratio'] = 1.

    return df_ac

从FJData_User表中抽取需要的字段

def get_from_jdata_user():
    df_usr = pd.read_csv(USER_FILE, header=0