arXiv:2411.11502cs.IR2024-11

通过用户行为轨迹建模,提升点击率预测精度。

All-domain Moveline Evolution Network for Click-Through Rate Prediction

  • 将用户行为从物品级扩展到场景级,统一表征空间。
  • 引入时间序列配对机制,精准捕捉场景与物品关联。
  • 适合电商推荐系统优化,尤其关注用户意图理解。

电商平台用户行为具有内在逻辑一致性。一系列多场景用户行为相互关联,形成场景级别的全域用户行为轨迹,最终揭示用户的真正意图。传统点击率(CTR)预测方法通常聚焦目标物品与历史交互物品之间的物品级交互,但对目标物品与用户行为轨迹之间的场景级交互研究不足。建模前序全域用户行为轨迹时面临两大挑战:(i) 物品与场景间的异质性:不同于以物品为载体的传统行为序列,用户行为轨迹以场景为载体,物品与场景的异质性使得在统一表征空间中对齐交互变得复杂;(ii) 场景级与物品级行为的时间错位:在固定采样长度的前序用户行为轨迹中,某些关键场景级行为紧密关联后续物品级行为,但难以建立完整的时间对齐,明确指出哪些场景级行为对应哪些物品级行为。为解决上述问题并从全域行为轨迹视角探索用户意图,本文提出全域行为轨迹演化网络(AMEN)。AMEN不仅将物品与场景间的交互映射至同质表示空间,还引入时间序列成对(TSP)机制,理解场景级与物品级行为之间的细微关联,确保全域用户行为轨迹对用户偏好和非偏好物品的点击率预测产生差异化影响。线上A/B测试表明,该方法使CTCVR提升11.6%。

原文摘要 · Abstract (English)

E-commerce app users exhibit behaviors that are inherently logically consistent. A series of multi-scenario user behaviors interconnect to form the scene-level all-domain user moveline, which ultimately reveals the user's true intention. Traditional CTR prediction methods typically focus on the item-level interaction between the target item and the historically interacted items. However, the scene-level interaction between the target item and the user moveline remains underexplored. There are two challenges when modeling the interaction with preceding all-domain user moveline: (i) Heterogeneity between items and scenes: Unlike traditional user behavior sequences that utilize items as carriers, the user moveline utilizes scenes as carriers. The heterogeneity between items and scenes complicates the process of aligning interactions within a unified representation space. (ii) Temporal misalignment of linked scene-level and item-level behaviors: In the preceding user moveline with a fixed sampling length, certain critical scene-level behaviors are closely linked to subsequent item-level behaviors. However, it is impossible to establish a complete temporal alignment that clearly identifies which specific scene-level behaviors correspond to which item-level behaviors. To address these challenges and pioneer modeling user intent from the perspective of the all-domain moveline, we propose All-domain Moveline Evolution Network (AMEN). AMEN not only transfers interactions between items and scenes to homogeneous representation spaces, but also introduces a Temporal Sequential Pairwise (TSP) mechanism to understand the nuanced associations between scene-level and item-level behaviors, ensuring that the all-domain user moveline differentially influences CTR predictions for user's favored and unfavored items. Online A/B testing demonstrates that our method achieves a +11.6% increase in CTCVR.

点击率预测用户行为建模推荐系统

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