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6.3 Dimension Reduction Methods 237
Ad Spending
5 10 15 20 25 30
20 30 40 50 60
Population
FIGURE 6.21. For the advertising data, the first PLS direction (solid line) and
first PCR direction (dotted line) are shown.
6.3.2 Partial Least Squares
The PCR approach that we just described involves identifying linear combinations,
or directions, that best represent the predictors X 1 ,...,X p .These
directions are identified in an unsupervised way, since the response Y is not
used to help determine the principal component directions. That is, the
response does not supervise the identification of the principal components.
Consequently, PCR suffers from a drawback: there is no guarantee that the
directions that best explain the predictors will also be the best directions
to use for predicting the response. Unsupervised methods are discussed
further in Chapter 10.
We now present partial least squares (PLS), a supervised alternative to partial least
PCR. Like PCR, PLS is a dimension reduction method, which first identifies squares
a new set of features Z 1 ,...,Z M that are linear combinations of the original
features, and then fits a linear model via least squares using these M new
features. But unlike PCR, PLS identifies these new features in a supervised
way—that is, it makes use of the response Y in order to identify new
features that not only approximate the old features well, but also that are
relatedtotheresponse. Roughly speaking, the PLS approach attempts to
find directions that help explain both the response and the predictors.
We now describe how the first PLS direction is computed. After standardizing
the p predictors, PLS computes the first direction Z 1 by setting
each φ j1 in (6.16) equal to the coefficient from the simple linear regression
of Y onto X j . One can show that this coefficient is proportional to the correlation
between Y and X j . Hence, in computing Z 1 = ∑ p
j=1 φ j1X j ,PLS
places the highest weight on the variables that are most strongly related
to the response.
Figure 6.21 displays an example of PLS on the advertising data. The solid
green line indicates the first PLS direction, while the dotted line shows the
first principal component direction. PLS has chosen a direction that has less
change in the ad dimension per unit change in the pop dimension, relative