用搜索关键词提升推荐点击率,让系统更懂用户真实意图。
Enhancing CTR Prediction in Recommendation Domain with Search Query Representation
- 用搜索历史预测推荐点击,打通搜索与推荐数据
- 对比学习增强查询与商品关联,提升兴趣建模精度
- 扩散模型补全稀疏数据,减少误判,适合电商推荐场景
许多平台(如电商平台)同时提供搜索和推荐服务以满足用户多样化需求。推荐基于用户偏好,搜索则允许用户主动查找商品。由于用户和商品在两个领域间共享,存在通过搜索行为优化推荐的潜力。现有方法或忽略搜索与推荐间用户意图差异,或未能有效捕捉搜索查询对兴趣理解的影响。本文提出一种框架,利用搜索域的用户查询嵌入来建模推荐域中的用户偏好。具体地,使用搜索查询序列预测用户在推荐域下一次可能点击的商品,并通过对比学习挖掘查询与商品间的关联。为应对数据稀疏问题,引入扩散模型以去噪方式推断用户在特定查询后会点击的正样本商品,有效抑制误判。将提取的查询信息融入推荐点击率预测,实验表明该模型优于当前主流方法。
原文摘要 · Abstract (English)
Many platforms, such as e-commerce websites, offer both search and recommendation services simultaneously to better meet users' diverse needs. Recommendation services suggest items based on user preferences, while search services allow users to search for items before providing recommendations. Since users and items are often shared between the search and recommendation domains, there is a valuable opportunity to enhance the recommendation domain by leveraging user preferences extracted from the search domain. Existing approaches either overlook the shift in user intention between these domains or fail to capture the significant impact of learning from users' search queries on understanding their interests. In this paper, we propose a framework that learns from user search query embeddings within the context of user preferences in the recommendation domain. Specifically, user search query sequences from the search domain are used to predict the items users will click at the next time point in the recommendation domain. Additionally, the relationship between queries and items is explored through contrastive learning. To address issues of data sparsity, the diffusion model is incorporated to infer positive items the user will select after searching with certain queries in a denoising manner, which is particularly effective in preventing false positives. Effectively extracting this information, the queries are integrated into click-through rate prediction in the recommendation domain. Experimental analysis demonstrates that our model outperforms state-of-the-art models in the recommendation domain.
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