Hong Wen

Qijie Shen, Hong Wen, Jing Zhang et al.

Estimating Click-Through Rate (CTR) is a vital yet challenging task in personalized product search. However, existing CTR methods still struggle in the product search settings due to the following three challenges including how to more effectively extract users' short-term interests with respect to multiple aspects, how to extract and fuse users' long-term interest with short-term interests, how to address the entangling characteristic of long and short-term interests. To resolve these challenges, in this paper, we propose a new approach named Hierarchical Interests Fusing Network (HIFN), which consists of four basic modules namely Short-term Interests Extractor (SIE), Long-term Interests Extractor (LIE), Interests Fusion Module (IFM) and Interests Disentanglement Module (IDM). Specifically, SIE is proposed to extract user's short-term interests by integrating three fundamental interests encoders within it namely query-dependent, target-dependent and causal-dependent interest encoder, respectively, followed by delivering the resultant representation to the module LIE, where it can effectively capture user long-term interests by devising an attention mechanism with respect to the short-term interests from SIE module. In IFM, the achieved long and short-term interests are further fused in an adaptive manner, followed by concatenating it with original raw context features for the final prediction result. Last but not least, considering the entangling characteristic of long and short-term interests, IDM further devises a self-supervised framework to disentangle long and short-term interests. Extensive offline and online evaluations on a real-world e-commerce platform demonstrate the superiority of HIFN over state-of-the-art methods.

Qijie Shen, Hong Wen, Wanjie Tao et al.

In many classical e-commerce platforms, personalized recommendation has been proven to be of great business value, which can improve user satisfaction and increase the revenue of platforms. In this paper, we present a new recommendation problem, Trigger-Induced Recommendation (TIR), where users' instant interest can be explicitly induced with a trigger item and follow-up related target items are recommended accordingly. TIR has become ubiquitous and popular in e-commerce platforms. In this paper, we figure out that although existing recommendation models are effective in traditional recommendation scenarios by mining users' interests based on their massive historical behaviors, they are struggling in discovering users' instant interests in the TIR scenario due to the discrepancy between these scenarios, resulting in inferior performance. To tackle the problem, we propose a novel recommendation method named Deep Interest Highlight Network (DIHN) for Click-Through Rate (CTR) prediction in TIR scenarios. It has three main components including 1) User Intent Network (UIN), which responds to generate a precise probability score to predict user's intent on the trigger item; 2) Fusion Embedding Module (FEM), which adaptively fuses trigger item and target item embeddings based on the prediction from UIN; and (3) Hybrid Interest Extracting Module (HIEM), which can effectively highlight users' instant interest from their behaviors based on the result of FEM. Extensive offline and online evaluations on a real-world e-commerce platform demonstrate the superiority of DIHN over state-of-the-art methods.

Qijie Shen, Wanjie Tao, Jing Zhang et al.

The travel marketing platform of Alibaba serves an indispensable role for hundreds of different travel scenarios from Fliggy, Taobao, Alipay apps, etc. To provide personalized recommendation service for users visiting different scenarios, there are two critical issues to be carefully addressed. First, since the traffic characteristics of different scenarios, it is very challenging to train a unified model to serve all. Second, during the promotion period, the exposure of some specific items will be re-weighted due to manual intervention, resulting in biased logs, which will degrade the ranking model trained using these biased data. In this paper, we propose a novel Scenario-Aware Ranking Network (SAR-Net) to address these issues. SAR-Net harvests the abundant data from different scenarios by learning users' cross-scenario interests via two specific attention modules, which leverage the scenario features and item features to modulate the user behavior features, respectively. Then, taking the encoded features of previous module as input, a scenario-specific linear transformation layer is adopted to further extract scenario-specific features, followed by two groups of debias expert networks, i.e., scenario-specific experts and scenario-shared experts. They output intermediate results independently, which are further fused into the final result by a multi-scenario gating module. In addition, to mitigate the data fairness issue caused by manual intervention, we propose the concept of Fairness Coefficient (FC) to measures the importance of individual sample and use it to reweigh the prediction in the debias expert networks. Experiments on an offline dataset covering over 80 million users and 1.55 million travel items and an online A/B test demonstrate the effectiveness of our SAR-Net and its superiority over state-of-the-art methods.

Hong Wen, Jing Zhang, Fuyu Lv et al.

Conversion Rate (\emph{CVR}) prediction in modern industrial e-commerce platforms is becoming increasingly important, which directly contributes to the final revenue. In order to address the well-known sample selection bias (\emph{SSB}) and data sparsity (\emph{DS}) issues encountered during CVR modeling, the abundant labeled macro behaviors ($i.e.$, user's interactions with items) are used. Nonetheless, we observe that several purchase-related micro behaviors ($i.e.$, user's interactions with specific components on the item detail page) can supplement fine-grained cues for \emph{CVR} prediction. Motivated by this observation, we propose a novel \emph{CVR} prediction method by Hierarchically Modeling both Micro and Macro behaviors ($HM^3$). Specifically, we first construct a complete user sequential behavior graph to hierarchically represent micro behaviors and macro behaviors as one-hop and two-hop post-click nodes. Then, we embody $HM^3$ as a multi-head deep neural network, which predicts six probability variables corresponding to explicit sub-paths in the graph. They are further combined into the prediction targets of four auxiliary tasks as well as the final $CVR$ according to the conditional probability rule defined on the graph. By employing multi-task learning and leveraging the abundant supervisory labels from micro and macro behaviors, $HM^3$ can be trained end-to-end and address the \emph{SSB} and \emph{DS} issues. Extensive experiments on both offline and online settings demonstrate the superiority of the proposed $HM^3$ over representative state-of-the-art methods.

Wenhao Zhang, Wentian Bao, Xiao-Yang Liu et al.

Post-click conversion rate (CVR) estimation is a critical task in e-commerce recommender systems. This task is deemed quite challenging under the industrial setting with two major issues: 1) selection bias caused by user self-selection, and 2) data sparsity due to the rare click events. A successful conversion typically has the following sequential events: "exposure -> click -> conversion". Conventional CVR estimators are trained in the click space, but the inference is done in the entire exposure space. They fail to account for the causes of the missing data and treat them as missing at random. Hence, their estimations are highly likely to deviate from the real values by large. In addition, the data sparsity issue can also handicap many industrial CVR estimators which usually have large parameter spaces. In this paper, we propose two principled, efficient and highly effective CVR estimators for industrial CVR estimation, namely, Multi-IPW and Multi-DR. The proposed models approach the CVR estimation from a causal perspective and account for the causes of missing not at random. In addition, our methods are based on the multi-task learning framework and mitigate the data sparsity issue. Extensive experiments on industrial-level datasets show that our methods outperform the state-of-the-art CVR models.

Hong Wen, Jing Zhang, Yuan Wang et al.

Recommender system, as an essential part of modern e-commerce, consists of two fundamental modules, namely Click-Through Rate (CTR) and Conversion Rate (CVR) prediction. While CVR has a direct impact on the purchasing volume, its prediction is well-known challenging due to the Sample Selection Bias (SSB) and Data Sparsity (DS) issues. Although existing methods, typically built on the user sequential behavior path ``impression$\to$click$\to$purchase'', is effective for dealing with SSB issue, they still struggle to address the DS issue due to rare purchase training samples. Observing that users always take several purchase-related actions after clicking, we propose a novel idea of post-click behavior decomposition. Specifically, disjoint purchase-related Deterministic Action (DAction) and Other Action (OAction) are inserted between click and purchase in parallel, forming a novel user sequential behavior graph ``impression$\to$click$\to$D(O)Action$\to$purchase''. Defining model on this graph enables to leverage all the impression samples over the entire space and extra abundant supervised signals from D(O)Action, which will effectively address the SSB and DS issues together. To this end, we devise a novel deep recommendation model named Elaborated Entire Space Supervised Multi-task Model ($ESM^{2}$). According to the conditional probability rule defined on the graph, it employs multi-task learning to predict some decomposed sub-targets in parallel and compose them sequentially to formulate the final CVR. Extensive experiments on both offline and online environments demonstrate the superiority of $ESM^{2}$ over state-of-the-art models. The source code and dataset will be released.

Hong Wen, Jing Zhang, Quan Lin et al.

Developing effective and efficient recommendation methods is very challenging for modern e-commerce platforms. Generally speaking, two essential modules named "Click-Through Rate Prediction" (\textit{CTR}) and "Conversion Rate Prediction" (\textit{CVR}) are included, where \textit{CVR} module is a crucial factor that affects the final purchasing volume directly. However, it is indeed very challenging due to its sparseness nature. In this paper, we tackle this problem by proposing multi-Level Deep Cascade Trees (\textit{ldcTree}), which is a novel decision tree ensemble approach. It leverages deep cascade structures by stacking Gradient Boosting Decision Trees (\textit{GBDT}) to effectively learn feature representation. In addition, we propose to utilize the cross-entropy in each tree of the preceding \textit{GBDT} as the input feature representation for next level \textit{GBDT}, which has a clear explanation, i.e., a traversal from root to leaf nodes in the next level \textit{GBDT} corresponds to the combination of certain traversals in the preceding \textit{GBDT}. The deep cascade structure and the combination rule enable the proposed \textit{ldcTree} to have a stronger distributed feature representation ability. Moreover, inspired by ensemble learning, we propose an Ensemble \textit{ldcTree} (\textit{E-ldcTree}) to encourage the model's diversity and enhance the representation ability further. Finally, we propose an improved Feature learning method based on \textit{EldcTree} (\textit{F-EldcTree}) for taking adequate use of weak and strong correlation features identified by pre-trained \textit{GBDT} models. Experimental results on off-line data set and online deployment demonstrate the effectiveness of the proposed methods.