通过双路网络捕捉用户在不同功能模块中的行为动态,提升推荐精准度。
Leveraging Scene Context with Dual Networks for Sequential User Behavior Modeling
- 构建双分支网络分别学习用户对物品和场景的兴趣变化
- 引入对比正则化损失,增强相似历史序列的特征一致性
- 在工业数据上实现点击率提升0.04点,交易额增长0.64%
为提升用户信息检索体验,未来行为预测需建模用户序列行为。现有研究虽强调上下文信息的重要性,但常忽略应用内子界面(如电商中的“图文搜索”“直播”模块)这一关键场景特征。不同场景具有不同功能与使用习惯,导致用户活跃度分布差异显著。主流模型或忽略场景特征,或仅将其作为静态嵌入,难以捕捉场景与物品间的动态交互。为此,本文提出双序列预测网络(DSPnet),包含两个并行网络分别建模用户对物品与场景的动态兴趣,并设计序列特征增强模块以捕捉二者间相互作用。进一步引入条件对比正则化(CCR)损失,使相似历史序列在特征空间中保持不变性。理论分析表明,该方法可有效学习场景与物品序列的联合关系。在公开基准及两个工业数据集上的实验验证了其有效性,已在线部署,带来点击率提升0.04点、成交单量增长0.78%、交易总额上升0.64%。代码已开源。
原文摘要 · Abstract (English)
Modeling sequential user behaviors for future behavior prediction is crucial in improving user's information retrieval experience. Recent studies highlight the importance of incorporating contextual information to enhance prediction performance. One crucial but usually neglected contextual information is the scene feature which we define as sub-interfaces within an app, created by developers to provide specific functionalities, such as ``text2product search" and ``live" modules in e-commence apps. Different scenes exhibit distinct functionalities and usage habits, leading to significant distribution gap in user engagement across them. Popular sequential behavior models either ignore the scene feature or merely use it as attribute embeddings, which cannot effectively capture the dynamic interests and interplay between scenes and items when modeling user sequences. In this work, we propose a novel Dual Sequence Prediction networks (DSPnet) to effectively capture the dynamic interests and interplay between scenes and items for future behavior prediction. DSPnet consists of two parallel networks dedicated to learn users' dynamic interests over items and scenes, and a sequence feature enhancement module to capture the interplay for enhanced future behavior prediction. Further, we introduce a Conditional Contrastive Regularization (CCR) loss to capture the invariance of similar historical sequences. Theoretical analysis suggests that DSPnet is a principled way to learn the joint relationships between scene and item sequences. Extensive experiments are conducted on one public benchmark and two collected industrial datasets. The method has been deployed online in our system, bringing a 0.04 point increase in CTR, 0.78\% growth in deals, and 0.64\% rise in GMV. The codes are available at this anonymous github: \textcolor{blue}{https://anonymous.4open.science/r/DSPNet-ForPublish-2506/}.
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