打造可跨场景迁移的用户定向模型,提升精准营销效果。
Transferable and Forecastable User Targeting Foundation Model
- 用对比学习融合多场景数据,实现跨领域用户定位。
- 结合历史行为与未来预期生成用户表征,增强预测能力。
- 已在支付宝平台落地,适合工业级营销场景使用。
用户定向是为非专业营销人员从候选用户池中筛选目标用户的关键流程,随着数字营销的发展受到广泛关注。然而现有方法面临两大挑战:(i)跨领域、跨场景的迁移性与泛化能力差;(ii)在真实应用中预测能力不足。这些限制阻碍了其在多样化工业场景中的应用。本文提出 FOUND——一个面向工业级、可迁移且具备可预测性的用户定向基础模型。为提升跨领域迁移能力,框架通过对比预训练整合异构多场景用户数据,并将其对齐至一句式定向需求输入。为增强可预测性,用户文本描述基于未来预期行为生成,而用户表征则由历史信息构建。实验表明,该方法在跨领域、真实世界用户定向场景中显著优于现有基线,充分展现 FOUND 的优越性能。此外,该方法已成功部署于支付宝平台,并在多个场景中广泛使用。
原文摘要 · Abstract (English)
User targeting, the process of selecting targeted users from a pool of candidates for non-expert marketers, has garnered substantial attention with the advancements in digital marketing. However, existing user targeting methods encounter two significant challenges: (i) Poor cross-domain and cross-scenario transferability and generalization, and (ii) Insufficient forecastability in real-world applications. These limitations hinder their applicability across diverse industrial scenarios. In this work, we propose FOUND, an industrial-grade, transferable, and forecastable user targeting foundation model. To enhance cross-domain transferability, our framework integrates heterogeneous multi-scenario user data, aligning them with one-sentence targeting demand inputs through contrastive pre-training. For improved forecastability, the text description of each user is derived based on anticipated future behaviors, while user representations are constructed from historical information. Experimental results demonstrate that our approach significantly outperforms existing baselines in cross-domain, real-world user targeting scenarios, showcasing the superior capabilities of FOUND. Moreover, our method has been successfully deployed on the Alipay platform and is widely utilized across various scenarios.
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