Zheng Fang

Chunyuan Yuan, Chong Zhang, Zheng Fang et al.

Query classification, including multiple subtasks such as intent and category prediction, is vital to e-commerce applications. E-commerce queries are usually short and lack context, and the information between labels cannot be used, resulting in insufficient prior information for modeling. Most existing industrial query classification methods rely on users' posterior click behavior to construct training samples, resulting in a Matthew vicious cycle. Furthermore, the subtasks of query classification lack a unified framework, leading to low efficiency for algorithm optimization. In this paper, we propose a novel Semi-supervised Scalable Unified Framework (SSUF), containing multiple enhanced modules to unify the query classification tasks. The knowledge-enhanced module uses world knowledge to enhance query representations and solve the problem of insufficient query information. The label-enhanced module uses label semantics and semi-supervised signals to reduce the dependence on posterior labels. The structure-enhanced module enhances the label representation based on the complex label relations. Each module is highly pluggable, and input features can be added or removed as needed according to each subtask. We conduct extensive offline and online A/B experiments, and the results show that SSUF significantly outperforms the state-of-the-art models.

Zhenhui Liu, Chunyuan Yuan, Ming Pang et al.

Retrieval systems primarily address the challenge of matching user queries with the most relevant advertisements, playing a crucial role in e-commerce search advertising. The diversity of user needs and expressions often produces massive long-tail queries that cannot be matched with merchant bidwords or product titles, which results in some advertisements not being recalled, ultimately harming user experience and search efficiency. Existing query rewriting research focuses on various methods such as query log mining, query-bidword vector matching, or generation-based rewriting. However, these methods often fail to simultaneously optimize the relevance and authenticity of the user's original query and rewrite and maximize the revenue potential of recalled ads. In this paper, we propose a Multi-objective aligned Bidword Generation Model (MoBGM), which is composed of a discriminator, generator, and preference alignment module, to address these challenges. To simultaneously improve the relevance and authenticity of the query and rewrite and maximize the platform revenue, we design a discriminator to optimize these key objectives. Using the feedback signal of the discriminator, we train a multi-objective aligned bidword generator that aims to maximize the combined effect of the three objectives. Extensive offline and online experiments show that our proposed algorithm significantly outperforms the state of the art. After deployment, the algorithm has created huge commercial value for the platform, further verifying its feasibility and robustness.