Romil Bansal

Ye Tu, Kinjal Basu, Cyrus DiCiccio et al.

Randomized experimentation (also known as A/B testing or bucket testing) is widely used in the internet industry to measure the metric impact obtained by different treatment variants. A/B tests identify the treatment variant showing the best performance, which then becomes the chosen or selected treatment for the entire population. However, the effect of a given treatment can differ across experimental units and a personalized approach for treatment selection can greatly improve upon the usual global selection strategy. In this work, we develop a framework for personalization through (i) estimation of heterogeneous treatment effect at either a cohort or member-level, followed by (ii) selection of optimal treatment variants for cohorts (or members) obtained through (deterministic or stochastic) constrained optimization. We perform a two-fold evaluation of our proposed methods. First, a simulation analysis is conducted to study the effect of personalized treatment selection under carefully controlled settings. This simulation illustrates the differences between the proposed methods and the suitability of each with increasing uncertainty. We also demonstrate the effectiveness of the method through a real-life example related to serving notifications at Linkedin. The solution significantly outperformed both heuristic solutions and the global treatment selection baseline leading to a sizable win on top-line metrics like member visits.

Piyush Bansal, Romil Bansal, Vasudeva Varma

Hashtags are semantico-syntactic constructs used across various social networking and microblogging platforms to enable users to start a topic specific discussion or classify a post into a desired category. Segmenting and linking the entities present within the hashtags could therefore help in better understanding and extraction of information shared across the social media. However, due to lack of space delimiters in the hashtags (e.g #nsavssnowden), the segmentation of hashtags into constituent entities ("NSA" and "Edward Snowden" in this case) is not a trivial task. Most of the current state-of-the-art social media analytics systems like Sentiment Analysis and Entity Linking tend to either ignore hashtags, or treat them as a single word. In this paper, we present a context aware approach to segment and link entities in the hashtags to a knowledge base (KB) entry, based on the context within the tweet. Our approach segments and links the entities in hashtags such that the coherence between hashtag semantics and the tweet is maximized. To the best of our knowledge, no existing study addresses the issue of linking entities in hashtags for extracting semantic information. We evaluate our method on two different datasets, and demonstrate the effectiveness of our technique in improving the overall entity linking in tweets via additional semantic information provided by segmenting and linking entities in a hashtag.