arXiv:2510.11323cs.IR2025-10

提出动态网络两阶段模型,精准预测推广者间接贡献。

Dynamic Network-Based Two-Stage Time Series Forecasting for Affiliate Marketing

  • 分离网络结构与节点信号,分两阶段预测推广规模
  • 在10万+推广者上提升GMV 9.29%,销量增5.89%
  • 适合电商平台推广效果评估与资源分配

近年来,联盟营销作为一种收入分成策略,使商家与推广者合作推广产品,既扩大了产品曝光,也使推广者获得佣金。本文针对联盟营销中尚未充分探索的核心挑战——准确评估和预测推广者的推广贡献,提出一种新度量指标‘传播规模’。由于传播规模受多重因素影响且场景动态复杂,现有时间序列预测方法难以精确建模。为此,我们解耦网络结构与节点信号,提出两阶段方案:先分别预测基础自销与网络结构,再合成传播规模。设计基于后代邻居的图卷积编码方案,并引入超图卷积以高效捕捉复杂的推广动态。同时引入三项辅助任务:自销预测用于基础估计、后代预测用于合成传播规模、推广者激活预测以缓解高波动性问题。在大规模工业数据集上的离线实验验证了方法优势。进一步在阿里妈妈平台部署,覆盖超过10万推广者,实现GMV提升9.29%,销量增长5.89%。

原文摘要 · Abstract (English)

In recent years, affiliate marketing has emerged as a revenue-sharing strategy where merchants collaborate with promoters to promote their products. It not only increases product exposure but also allows promoters to earn a commission. This paper addresses the pivotal yet under-explored challenge in affiliate marketing: accurately assessing and predicting the contributions of promoters in product promotion. We design a novel metric for evaluating the indirect contributions of the promoter, called propagation scale. Unfortunately, existing time series forecasting techniques fail to deliver accurate predictions due to the propagation scale being influenced by multiple factors and the inherent complexities arising from dynamic scenarios. To address this issue, we decouple the network structure from the node signals and propose a two-stage solution: initially, the basic self-sales and network structure prediction are conducted separately, followed by the synthesis of the propagation scale. Specifically, we design a graph convolution encoding scheme based on descendant neighbors and incorporate hypergraph convolution to efficiently capture complex promotional dynamics. Additionally, three auxiliary tasks are employed: self-sales prediction for base estimations, descendant prediction to synthesize propagation scale, and promoter activation prediction to mitigate high volatility issues. Extensive offline experiments on large-scale industrial datasets validate the superiority of our method. We further deploy our model on Alimama platform with over $100,000$ promoters, achieving a $9.29\%$ improvement in GMV and a $5.89\%$ increase in sales volume.

时间序列动态网络推广评估图神经网络

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