解决促销场景下推荐模型泛化差的问题,提升短期活动推荐效果。
Beyond the Trigger: Learning Collaborative Context for Generalizable Trigger-Induced Recommendation
- 通过用户-触发器组合建模上下文偏好,避免依赖单一触发行为。
- 在淘宝新场景测试中,点击率提升12.3%,订单量增长12.7%。
- 适用于短期促销等动态场景,适合电商推荐系统优化者参考。
在电子商务中,触发诱导推荐(TIR)指用户点击某个触发项后推荐商品,是一项重要任务。然而现代平台面临大量短时、多样的促销活动(如黑五),现有方法要么陷入触发依赖,推荐过于相似商品,要么需长期稳定数据,难以适应瞬时场景。为此,我们提出协同对比网络(CCN),从新视角解决该问题:不建模模糊的入口意图,而是将用户-触发对视为独特条件,学习其上下文特定偏好。通过新颖的对比学习机制,利用共点击/非点击作为正样本,单点击作为负样本,构建物品表征的潜在空间。为验证实际泛化性,CCN在覆盖十余种不同场景、为期一年的异构数据上训练,并在淘宝一个全新未见场景进行在线A/B测试,结果显示点击率提升12.3%,订单量增长12.7%,证明了其有效性与强泛化能力。
原文摘要 · Abstract (English)
In e-commerce, Trigger-Induced Recommendation (TIR), recommending items after a user clicks a trigger, is an important task. However, modern platforms rely on a continuous stream of diverse and short-lived promotional scenarios (e.g., for Black Friday), creating a significant challenge. Existing methods are less effective here: they either fall into a trigger-dependency trap, recommending overly similar items, or a data-hungry trap, requiring long-term stable data for intent modeling that these ephemeral scenarios cannot provide. To address these limitations, we propose the Collaborative Contrastive Network (CCN), a general and robust framework that approaches the problem from a different perspective. Instead of modeling ambiguous entry intent, CCN learns a user's context-specific preferences by treating the user-trigger pair as a unique condition. It achieves this via a novel contrastive learning scheme, using the collaborative feedback of co-click/co-non-click as a positive signal and mono-click as a negative signal to structure the item representation latent space. To prove its real-world generality, CCN is trained on a heterogeneous dataset spanning over a dozen different scenarios from an entire year, and the online A/B test is conducted in a completely new, unseen scenario on Taobao, where CCN boosts CTR by 12.3\% and order volume by 12.7\%, demonstrating its effectiveness and generalization.
Thank you to arXiv for use of its open access interoperability. PaperDance 不是 arXiv 官方产品;中文卡片由大模型生成,请以原文为准。