Yiping Yuan

Yiping Yuan, Jing Zhang, Shaunak Chatterjee et al.

Mobile notifications have become a major communication channel for social networking services to keep users informed and engaged. As more mobile applications push notifications to users, they constantly face decisions on what to send, when and how. A lack of research and methodology commonly leads to heuristic decision making. Many notifications arrive at an inappropriate moment or introduce too many interruptions, failing to provide value to users and spurring users' complaints. In this paper we explore unique features of interactions between mobile notifications and user engagement. We propose a state transition framework to quantitatively evaluate the effectiveness of notifications. Within this framework, we develop a survival model for badging notifications assuming a log-linear structure and a Weibull distribution. Our results show that this model achieves more flexibility for applications and superior prediction accuracy than a logistic regression model. In particular, we provide an online use case on notification delivery time optimization to show how we make better decisions, drive more user engagement, and provide more value to users.

Ye Tu, Chun Lo, Yiping Yuan et al.

Social media platforms bring together content creators and content consumers through recommender systems like newsfeed. The focus of such recommender systems has thus far been primarily on modeling the content consumer preferences and optimizing for their experience. However, it is equally critical to nurture content creation by prioritizing the creators' interests, as quality content forms the seed for sustainable engagement and conversations, bringing in new consumers while retaining existing ones. In this work, we propose a modeling approach to predict how feedback from content consumers incentivizes creators. We then leverage this model to optimize the newsfeed experience for content creators by reshaping the feedback distribution, leading to a more active content ecosystem. Practically, we discuss how we balance the user experience for both consumers and creators, and how we carry out online A/B tests with strong network effects. We present a deployed use case on the LinkedIn newsfeed, where we used this approach to improve content creation significantly without compromising the consumers' experience.