3 4 Applications of LSH 11 40

We’ve see when use of locality
sensitive hashing, where the underlying data is a collection of sets and
similarity means Jaccard similarity. But there are other approaches that share
the same goal of focusing our search on the pairs that are likely to be similar. We’re now going to see
some of these variations. Later, we’ll examine
general techniques and definitions of similarity
other than Jaccard similarity. And we’ll see that LSH is really
an approach to problems rather than, than a particular algorithm. Our first example of using LSH concerns
a problem called entity resolution. In this kind of problem,
we’re given a collection of records. Each record provides some
information about an entity typically entities are people but they could be companies, physical
locations, events or any number of things. The entity resolution problem
is to determine which sets of records refer to the same person and to merge these records into one record
that tells everything about that entity. The problem is way more
complicated than it looks. for, for example, it is typical that
records about people include the name of the person, so it looks like
it should be no problem at all to group them into sets that
represent the same individual. But in a large collection of records,
there will be people with the same name, so grouping by name will merge records for
different people and worse, the same person may have their name written in
different ways in different records. Some records will have their
middle initials and others not. A person’s nickname may
appear in one place and their formal name in another,
like Sue and Susan. And, of course misspellings occur which
makes names look different even if they are intended to be identical. And we often can compensate for these discrepancies by using
other information in the records. For example, two records may have similar
names, but identical phone numbers or identical addresses. That’s when the problem
becomes really interesting. I’m going to tell you a real story of how
I use LSH to get a big consulting fee. After I retired from Stanford I took
a job consulting for some lawyers. They were dealing with a lawsuit involving
two companies that I will call A and B. Okay.
Company B had a service and Company A agreed to use its customer
base to find customers for Company B. But the companies took to squabbling and
the deal was eventually cancelled. Since B was serving many of the customers
that A had sent them, A was owed fees for these customers and
sued to get those fees. Unfortunately, neither company had
bothered to modify their records to indicate whether a customer
had been part of this deal. They could have created a record,
we sent this guy to B, and B could have added a bit to their record saying,
this guy came from A but neither did. So they had to pay me to figure
out how many customers appeared in the databases of both companies. To set the scale of the problem each
company had about a million records that might represent the customer
that A had provided to B. That’s a tiny database
by todays standards, but notice that there are a trillion pairs
of records, one from A and one from B, that might be the same person. It is way too expensive to examine and
evaluate a trillion pairs of records. Each record from either company,
had a name, address, and phone number but often these were
different, even for the same person. in, in addition to typos and
the sorts of variation in name we discussed earlier there were
many other sources of difference. People would move and tell one company
their new address but not the other. Area codes would change even though
the rest of your phone number remained the same. People would get married and
change their name. In all these cases one company might
track the change and the other not. So our, our first step wa, wa, was to devise a measure
of how similar records were. We gave 100 points each for
identical names, addresses, and phone numbers, so 300 was the top score. Interestingly only 7,000 pairs of records
received this top score, although we identified over 180 thousand pairs
that were very likely the same person. Then we penalize differences
in these three fields. Completely different names addresses or phones got zero score but
small changes gave scores close to 100. For example if the last
names were the same but there was a small spelling
difference in the first names. like, like this. Then the score for the name would be 90. If the last names were the same but the first name’s completely different
the score for the names would be 50. We scored all candidate
pairs of records and reported those pairs that were above
a certain threshold as matches. One of the subtle points is how we set the
threshold without knowing ground truth. That is, which pairs of records really
were created by the same individuals. Notice that this is not a job you can do
with machine learning, because there’s no training set available and, we’ll,
we’ll talk about how we did this soon. ‘Kay so as I mentioned we can’t afford
to score all trillion pairs of records. Okay, so I devised a really simple
form of locality sensitive hashing to focus on the likely matches. Here we used exactly three hash functions. One had a bucket for each possible name. The second had a bucket for
each possible address. And the third had a bucket for
each possible phone number. Now, the candidate pairs were
those placed in the same bucket by at least one of these hash functions. That is a pair of records
was a candidate pair if and only if they agreed exactly in at
least one of the three fields. Did we lose some pairs? Surely we did. Because there would be some pairs of
records that had small differences in each of the three fields and these would
never become candidates for scoring. We actually did a hand
sampling of records and estimate that there were, about 2,500
pairs of records that we missed. But that’s not bad compared
with 180,000 that we found. And finding those extra 2,500
would probably have cost more than they were worth to either company. You may have been puzzled by my remark
that we hash to one bucket for each possible name since there are in principle
an infinite number of possible names. But we didn’t really hash to buckets,
rather we sorted the records by name and then the records with identical names. Appear consecutively in the list and we
can score each pair with identical names. After that we resorted by address and did the same thing with records
that had identical addresses. And then finally we repeated the process
by sorting, by, by phone number. We should, we should observe
that another approach was to follow the strategy we used when we did
LSH for signatures we could hash to say several million buckets and compare
all pairs of records within one bucket. That would sometimes cause us to look at
pairs of records with different names that happened to hash to the same bucket but
if the number of buckets is much larger than the number of different
names that actually appeared in the data then the probability of
collisions like this is very low. Now remember that we scored each
candidate pair of records but suppose a pair gets a score like 200
out of 300 indicating a good deal of similarity but not perfect similarity. Do these records represent
the same person? Well turns out a score of
200 made it very likely that the records represented the same person. But how could we tell for sure? We devised a way to calculate
the probability that records with a score x represented
the same person. And it’s worth telling about
because it can be used in other circumstances as well. Even though the data we used was very
specific to the, the problem at hand. First, remember that
there’s a gold standard. 7,000 pairs of identical records that we
could assume represented the same person. For these pairs, we looked at
the creation dates at companies A and B. It turns out that there was a 10 day lag
on average between the time the record was created by company A and the time that
the same person went to company B to be, to begin their service. On the other hand, in order to reduce
further the pairs of records we needed to score we only looked at pairs of records
where the A record was created between, between zero and
90 days before the B record. Now if you take a random A record and
a random B record, when the A record happens to have
been created between zero and 90 days before the B record,
you’ll get an average delay of 45 days. These records are almost certain to
represent different people because they were chosen at random. So let’s look at a pool of matches,
say those with score 200. Some will be valid matches and their average difference in
creation dates will be ten. Others will be false matches and they will have an average
difference in creation dates of 45. Suppose that within this pool,
the average difference is X. A little math tells you that
the fraction of matches that are valid are 45 minus X,
all divided by 35. So for example, if X equals ten then this
fraction is one, which makes sense as a ten is the difference that
the gold standard provides. If x equals 20 then we would expect that
five-sevenths of the matches are valid. That makes sense five-sevenths of the
matches will have an average difference of ten and two-sevenths of them will
have an average difference of 45. So the weighted average of
the averages is, is 20. So we tried to convince the lawyers that
they should go into court with a claim of a fraction of each of the pools that
had average delays less than 45. Even though we couldn’t tell which
pairs in each pool were valid and which were not. But the lawyers told us not to
even try because no judge or jury would understand the argument,
but you understand it, don’t you? Well, while we use the creation date
field in records, the idea generalizes to use any field that was not involved
in the locality-sensitive hashing. All we need to know is that the value
in this field will be closer when the records represent the same entity than
when they represent different entities. That should be the case almost always. okay, for a concrete example,
suppose records represent individuals and they have a height field. We can assume that if the records
represent the same person the average difference in heights will
be zero or, or perhaps more precisely, the difference will be the average
measurement error which we can determine if we have some gold standard of records
that we know represent the same person. This difference substitutes for
the difference ten days in our example. But if two records represent
different people then the average height difference will be
the average difference for random people. We can determine this difference by
picking a relatively small number of pairs of records at random and determining the difference in
heights of those two records. This difference plays the role
of 45 in our example.

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