<span>Nowadays, e-commerce is becoming an essential part of business for many reasons, including the simplicity, availability, richness and diversity of products and services, flexibility of payment methods and the convenience of shopping remotely without losing time. These benefits have greatly optimized the lives of users, especially with the technological development of mobile devices and the availability of the Internet anytime and anywhere. Because of their direct impact on the revenue of e-commerce companies, recommender systems are considered a must in this field. Recommender systems detect items that match the customer's needs based on the customer's previous actions and make them appear in an interesting way. Such a customized experience helps to increase customer engagement and purchase rates as the suggested items are tailored to the customer's interests. Therefore, perfecting recommendation systems that allow for more personalized and accurate item recommendations is a major challenge in the e-marketing world. In our study, we succeeded in developing an algorithm to suggest personal recommendations to customers using association rules via the Frequent-Pattern-Growth algorithm. Our technique generated good results with a high average probability of purchasing the next product suggested by the recommendation system.</span>
Churn risk is one of the most worrying issues in the telecommunications industry. The methods for predicting churn have been improved to a great extent by the remarkable developments in the word of artificial intelligence and machine learning. In this context, a comparative study of four machine learning models was conducted. The first phase consists of data preprocessing, followed by feature analysis. In the third phase, feature selection. Then, the data is split into the training set and the test set. During the prediction phase, some of the commonly used predictive models were adopted, namely k-nearest neighbor, logistic regression, random forest, and support vector machine. Furthermore, we used cross-validation on the training set for hyperparameter adjustment and for avoiding model overfitting. Next, the hyperparameters were adjusted to increase the models' performance. The results obtained on the test set were evaluated using the feature weights, confusion matrix, accuracy score, precision, recall, error rate, and f1 score. Finally, it was found that the support vector machine model outperformed the other prediction models with an accuracy equal to 96.92%. Keywords: Churn Prediction, Classification Algorithms, Hyperparameter Optimization, Machine Learning, Telecommunications.
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