Buyu Gao

Zuwang He, Shihao Shu, Yuli Qu et al.

Personalized incentive allocation is vital for e-commerce, where uplift modeling is the standard for estimating Individual Treatment Effects (ITE). However, traditional models often fail in complex multi-seller environments with violations of the Stable Unit Treatment Value Assumption (SUTVA). We identify two critical challenges: Seller-level Cannibalization, where incentives shift expenditure between shops without growing the platform, and Incentive-level Cannibalization, where organic conversions or alternative rewards introduce significant noise into incrementality estimation. In this paper, we propose CanniUplift, a unified framework to mitigate these dual-source cannibalization effects. Specifically, we design Platform-level Global Alignment (PGA) to capture cross-shop substitution through global GMV consistency constraints. To tackle incentive-driven noise, we introduce Redemption-based Decomposition Denoising (RDD), which uses redemption behavior to decompose treated outcomes and reduce attribution noise within an entire-space framework. Furthermore, a Treat-Attention mechanism is designed to model intricate interactions between users' historical behaviors and current treatment options. Extensive experiments on both synthetic and large-scale industrial datasets demonstrate that CanniUplift significantly outperforms state-of-the-art baselines. Ablation studies confirm that the integration of PGA and RDD consistently improves wAUUC and wQINI. Successfully deployed online, our framework achieved a 4.08% relative increase in platform-wide incremental GMV (Delta GMV) over the production baseline and improved ROI in online A/B tests, proving effective in driving global platform growth.

Linhao Luo, Yumeng Li, Buyu Gao et al.

Large-scale e-commercial platforms in the real-world usually contain various recommendation scenarios (domains) to meet demands of diverse customer groups. Multi-Domain Recommendation (MDR), which aims to jointly improve recommendations on all domains and easily scales to thousands of domains, has attracted increasing attention from practitioners and researchers. Existing MDR methods usually employ a shared structure and several specific components to respectively leverage reusable features and domain-specific information. However, data distribution differs across domains, making it challenging to develop a general model that can be applied to all circumstances. Additionally, during training, shared parameters often suffer from the domain conflict while specific parameters are inclined to overfitting on data sparsity domains. we first present a scalable MDR platform served in Taobao that enables to provide services for thousands of domains without specialists involved. To address the problems of MDR methods, we propose a novel model agnostic learning framework, namely MAMDR, for the multi-domain recommendation. Specifically, we first propose a Domain Negotiation (DN) strategy to alleviate the conflict between domains. Then, we develop a Domain Regularization (DR) to improve the generalizability of specific parameters by learning from other domains. We integrate these components into a unified framework and present MAMDR, which can be applied to any model structure to perform multi-domain recommendation. Finally, we present a large-scale implementation of MAMDR in the Taobao application and construct various public MDR benchmark datasets which can be used for following studies. Extensive experiments on both benchmark datasets and industry datasets demonstrate the effectiveness and generalizability of MAMDR.