Search

In modern online platforms, incentives are essential factors that enhance user engagement and increase platform revenue. Over recent years, uplift modeling has been introduced as a strategic approach to assign incentives to individual customers. Especially in many real-world applications, online platforms can only incentivize customers with specific budget constraints. This problem can be reformulated as the multi-choice knapsack problem. This optimization aims to select the optimal incentive for each customer to maximize the return on investment. Recent works in this field frequently tackle the budget allocation problem using a two-stage approach. However, this solution is confronted with the following challenges: (1) The causal inference methods often ignore the domain knowledge in online marketing, where the expected response curve of a customer should be monotonic and smooth as the incentive increases. (2) An optimality gap between the two stages results in inferior sub-optimal allocation performance due to the loss of the incentive recommendation information for the uplift prediction under the limited budget constraint. To address these challenges, we propose a novel End-to-End Cost-Effective Incentive Recommendation (E3IR) model under budget constraints. Specifically, our methods consist of two modules, i.e., the uplift prediction module and the differentiable allocation module. In the uplift prediction module, we construct prediction heads to capture the incremental improvement between adjacent treatments with the marketing domain constraints (i.e., monotonic and smooth). We incorporate integer linear programming (ILP) as a differentiable layer input in the allocation module. Furthermore, we conduct extensive experiments on public and real product datasets, demonstrating that our E3IR improves allocation performance compared to existing two-stage approaches., Comment: Accepted by RecSys 2024

Customer Lifetime Value (CLTV) prediction is a critical task in business applications. Accurately predicting CLTV is challenging in real-world business scenarios, as the distribution of CLTV is complex and mutable. Firstly, there is a large number of users without any consumption consisting of a long-tailed part that is too complex to fit. Secondly, the small set of high-value users spent orders of magnitude more than a typical user leading to a wide range of the CLTV distribution which is hard to capture in a single distribution. Existing approaches for CLTV estimation either assume a prior probability distribution and fit a single group of distribution-related parameters for all samples, or directly learn from the posterior distribution with manually predefined buckets in a heuristic manner. However, all these methods fail to handle complex and mutable distributions. In this paper, we propose a novel optimal distribution selection model OptDist for CLTV prediction, which utilizes an adaptive optimal sub-distribution selection mechanism to improve the accuracy of complex distribution modeling. Specifically, OptDist trains several candidate sub-distribution networks in the distribution learning module (DLM) for modeling the probability distribution of CLTV. Then, a distribution selection module (DSM) is proposed to select the sub-distribution for each sample, thus making the selection automatically and adaptively. Besides, we design an alignment mechanism that connects both modules, which effectively guides the optimization. We conduct extensive experiments on both two public and one private dataset to verify that OptDist outperforms state-of-the-art baselines. Furthermore, OptDist has been deployed on a large-scale financial platform for customer acquisition marketing campaigns and the online experiments also demonstrate the effectiveness of OptDist., Comment: CIKM 2024

Federated learning is a promising distributed training paradigm that effectively safeguards data privacy. However, it may involve significant communication costs, which hinders training efficiency. In this paper, we aim to enhance communication efficiency from a new perspective. Specifically, we request the distributed clients to find optimal model updates relative to global model parameters within predefined random noise. For this purpose, we propose Federated Masked Random Noise (FedMRN), a novel framework that enables clients to learn a 1-bit mask for each model parameter and apply masked random noise (i.e., the Hadamard product of random noise and masks) to represent model updates. To make FedMRN feasible, we propose an advanced mask training strategy, called progressive stochastic masking (PSM). After local training, each client only need to transmit local masks and a random seed to the server. Additionally, we provide theoretical guarantees for the convergence of FedMRN under both strongly convex and non-convex assumptions. Extensive experiments are conducted on four popular datasets. The results show that FedMRN exhibits superior convergence speed and test accuracy compared to relevant baselines, while attaining a similar level of accuracy as FedAvg., Comment: Accepted by MM 2024

Online marketing is critical for many industrial platforms and business applications, aiming to increase user engagement and platform revenue by identifying corresponding delivery-sensitive groups for specific incentives, such as coupons and bonuses. As the scale and complexity of features in industrial scenarios increase, deep uplift modeling (DUM) as a promising technique has attracted increased research from academia and industry, resulting in various predictive models. However, current DUM still lacks some standardized benchmarks and unified evaluation protocols, which limit the reproducibility of experimental results in existing studies and the practical value and potential impact in this direction. In this paper, we provide an open benchmark for DUM and present comparison results of existing models in a reproducible and uniform manner. To this end, we conduct extensive experiments on two representative industrial datasets with different preprocessing settings to re-evaluate 13 existing models. Surprisingly, our experimental results show that the most recent work differs less than expected from traditional work in many cases. In addition, our experiments also reveal the limitations of DUM in generalization, especially for different preprocessing and test distributions. Our benchmarking work allows researchers to evaluate the performance of new models quickly but also reasonably demonstrates fair comparison results with existing models. It also gives practitioners valuable insights into often overlooked considerations when deploying DUM. We will make this benchmarking library, evaluation protocol, and experimental setup available on GitHub.

The training paradigm integrating large language models (LLM) is gradually reshaping sequential recommender systems (SRS) and has shown promising results. However, most existing LLM-enhanced methods rely on rich textual information on the item side and instance-level supervised fine-tuning (SFT) to inject collaborative information into LLM, which is inefficient and limited in many applications. To alleviate these problems, this paper proposes a novel practice-friendly two-stage LLM-enhanced paradigm (TSLRec) for SRS. Specifically, in the information reconstruction stage, we design a new user-level SFT task for collaborative information injection with the assistance of a pre-trained SRS model, which is more efficient and compatible with limited text information. We aim to let LLM try to infer the latent category of each item and reconstruct the corresponding user's preference distribution for all categories from the user's interaction sequence. In the information augmentation stage, we feed each item into LLM to obtain a set of enhanced embeddings that combine collaborative information and LLM inference capabilities. These embeddings can then be used to help train various future SRS models. Finally, we verify the effectiveness and efficiency of our TSLRec on three SRS benchmark datasets.

As user behaviors become complicated on business platforms, online recommendations focus more on how to touch the core conversions, which are highly related to the interests of platforms. These core conversions are usually continuous targets, such as \textit{watch time}, \textit{revenue}, and so on, whose predictions can be enhanced by previous discrete conversion actions. Therefore, multi-task learning (MTL) can be adopted as the paradigm to learn these hybrid targets. However, existing works mainly emphasize investigating the sequential dependence among discrete conversion actions, which neglects the complexity of dependence between discrete conversions and the final continuous conversion. Moreover, simultaneously optimizing hybrid tasks with stronger task dependence will suffer from volatile issues where the core regression task might have a larger influence on other tasks. In this paper, we study the MTL problem with hybrid targets for the first time and propose the model named Hybrid Targets Learning Network (HTLNet) to explore task dependence and enhance optimization. Specifically, we introduce label embedding for each task to explicitly transfer the label information among these tasks, which can effectively explore logical task dependence. We also further design the gradient adjustment regime between the final regression task and other classification tasks to enhance the optimization. Extensive experiments on two offline public datasets and one real-world industrial dataset are conducted to validate the effectiveness of HTLNet. Moreover, online A/B tests on the financial recommender system also show that our model has improved significantly. Our implementation is available here\footnote{\url{https://github.com/fuyuanlyu/HTLNet}}., Comment: Accepted by RecSys 2024

FinTech platforms facilitated by digital payments are watching growth rapidly, which enable the distribution of mutual funds personalized to individual investors via mobile Apps. As the important intermediation of financial products investment, these platforms distribute thousands of mutual funds obtaining impressions under guaranteed delivery (GD) strategy required by fund companies. Driven by the profit from fund purchases of users, the platform aims to maximize each transaction amount of customers by promoting mutual funds to these investors who will be interested in. Different from the conversions in traditional advertising or e-commerce recommendations, the investment amount in each purchase varies greatly even for the same financial product, which provides a significant challenge for the promotion recommendation of mutual funds. In addition to predicting the click-through rate (CTR) or the conversion rate (CVR) as in traditional recommendations, it is essential for FinTech platforms to estimate the customers' purchase amount for each delivered fund and achieve an effective allocation of impressions based on the predicted results to optimize the total expected transaction value (ETV). In this paper, we propose an ETV optimized customer allocation framework (EOCA) that aims to maximize the total ETV of recommended funds, under the constraints of GD dealt with fund companies. To the best of our knowledge, it's the first attempt to solve the GD problem for financial product promotions based on customer purchase amount prediction. We conduct extensive experiments on large scale real-world datasets and online tests based on LiCaiTong, Tencent wealth management platform, to demonstrate the effectiveness of our proposed EOCA framework., Comment: Accepted by Workshop on Deep Learning Practice for High-Dimensional Sparse Data in RecSys'23 (DLP@RecSys), Singapore, 2023

Deep sparse networks are widely investigated as a neural network architecture for prediction tasks with high-dimensional sparse features, with which feature interaction selection is a critical component. While previous methods primarily focus on how to search feature interaction in a coarse-grained space, less attention has been given to a finer granularity. In this work, we introduce a hybrid-grained feature interaction selection approach that targets both feature field and feature value for deep sparse networks. To explore such expansive space, we propose a decomposed space which is calculated on the fly. We then develop a selection algorithm called OptFeature, which efficiently selects the feature interaction from both the feature field and the feature value simultaneously. Results from experiments on three large real-world benchmark datasets demonstrate that OptFeature performs well in terms of accuracy and efficiency. Additional studies support the feasibility of our method., Comment: NeurIPS 2023 poster

Uplift modeling has shown very promising results in online marketing. However, most existing works are prone to the robustness challenge in some practical applications. In this paper, we first present a possible explanation for the above phenomenon. We verify that there is a feature sensitivity problem in online marketing using different real-world datasets, where the perturbation of some key features will seriously affect the performance of the uplift model and even cause the opposite trend. To solve the above problem, we propose a novel robustness-enhanced uplift modeling framework with adversarial feature desensitization (RUAD). Specifically, our RUAD can more effectively alleviate the feature sensitivity of the uplift model through two customized modules, including a feature selection module with joint multi-label modeling to identify a key subset from the input features and an adversarial feature desensitization module using adversarial training and soft interpolation operations to enhance the robustness of the model against this selected subset of features. Finally, we conduct extensive experiments on a public dataset and a real product dataset to verify the effectiveness of our RUAD in online marketing. In addition, we also demonstrate the robustness of our RUAD to the feature sensitivity, as well as the compatibility with different uplift models.

Large language models (LLM) not only have revolutionized the field of natural language processing (NLP) but also have the potential to reshape many other fields, e.g., recommender systems (RS). However, most of the related work treats an LLM as a component of the conventional recommendation pipeline (e.g., as a feature extractor), which may not be able to fully leverage the generative power of LLM. Instead of separating the recommendation process into multiple stages, such as score computation and re-ranking, this process can be simplified to one stage with LLM: directly generating recommendations from the complete pool of items. This survey reviews the progress, methods, and future directions of LLM-based generative recommendation by examining three questions: 1) What generative recommendation is, 2) Why RS should advance to generative recommendation, and 3) How to implement LLM-based generative recommendation for various RS tasks. We hope that this survey can provide the context and guidance needed to explore this interesting and emerging topic., Comment: Published as a conference paper at LREC-COLING 2024

A large-scale industrial recommendation platform typically consists of multiple associated scenarios, requiring a unified click-through rate (CTR) prediction model to serve them simultaneously. Existing approaches for multi-scenario CTR prediction generally consist of two main modules: i) a scenario-aware learning module that learns a set of multi-functional representations with scenario-shared and scenario-specific information from input features, and ii) a scenario-specific prediction module that serves each scenario based on these representations. However, most of these approaches primarily focus on improving the former module and neglect the latter module. This can result in challenges such as increased model parameter size, training difficulty, and performance bottlenecks for each scenario. To address these issues, we propose a novel framework called OptMSM (\textbf{Opt}imizing \textbf{M}ulti-\textbf{S}cenario \textbf{M}odeling). First, we introduce a simplified yet effective scenario-enhanced learning module to alleviate the aforementioned challenges. Specifically, we partition the input features into scenario-specific and scenario-shared features, which are mapped to specific information embedding encodings and a set of shared information embeddings, respectively. By imposing an orthogonality constraint on the shared information embeddings to facilitate the disentanglement of shared information corresponding to each scenario, we combine them with the specific information embeddings to obtain multi-functional representations. Second, we introduce a scenario-specific hypernetwork in the scenario-specific prediction module to capture interactions within each scenario more effectively, thereby alleviating the performance bottlenecks. Finally, we conduct extensive offline experiments and an online A/B test to demonstrate the effectiveness of OptMSM., Comment: Accepted by ECML-PKDD 2023 Applied Data Science Track

As a key component in online marketing, uplift modeling aims to accurately capture the degree to which different treatments motivate different users, such as coupons or discounts, also known as the estimation of individual treatment effect (ITE). In an actual business scenario, the options for treatment may be numerous and complex, and there may be correlations between different treatments. In addition, each marketing instance may also have rich user and contextual features. However, existing methods still fall short in both fully exploiting treatment information and mining features that are sensitive to a particular treatment. In this paper, we propose an explicit feature interaction-aware uplift network (EFIN) to address these two problems. Our EFIN includes four customized modules: 1) a feature encoding module encodes not only the user and contextual features, but also the treatment features; 2) a self-interaction module aims to accurately model the user's natural response with all but the treatment features; 3) a treatment-aware interaction module accurately models the degree to which a particular treatment motivates a user through interactions between the treatment features and other features, i.e., ITE; and 4) an intervention constraint module is used to balance the ITE distribution of users between the control and treatment groups so that the model would still achieve a accurate uplift ranking on data collected from a non-random intervention marketing scenario. We conduct extensive experiments on two public datasets and one product dataset to verify the effectiveness of our EFIN. In addition, our EFIN has been deployed in a credit card bill payment scenario of a large online financial platform with a significant improvement., Comment: Accepted by SIGKDD 2023 Applied Data Science Track

Debiased recommendation with a randomized dataset has shown very promising results in mitigating the system-induced biases. However, it still lacks more theoretical insights or an ideal optimization objective function compared with the other more well studied route without a randomized dataset. To bridge this gap, we study the debiasing problem from a new perspective and propose to directly minimize the upper bound of an ideal objective function, which facilitates a better potential solution to the system-induced biases. Firstly, we formulate a new ideal optimization objective function with a randomized dataset. Secondly, according to the prior constraints that an adopted loss function may satisfy, we derive two different upper bounds of the objective function, i.e., a generalization error bound with the triangle inequality and a generalization error bound with the separability. Thirdly, we show that most existing related methods can be regarded as the insufficient optimization of these two upper bounds. Fourthly, we propose a novel method called debiasing approximate upper bound with a randomized dataset (DUB), which achieves a more sufficient optimization of these upper bounds. Finally, we conduct extensive experiments on a public dataset and a real product dataset to verify the effectiveness of our DUB., Comment: Accepted by ACM TOIS

Research on debiased recommendation has shown promising results. However, some issues still need to be handled for its application in industrial recommendation. For example, most of the existing methods require some specific data, architectures and training methods. In this paper, we first argue through an online study that arbitrarily removing all the biases in industrial recommendation may not consistently yield a desired performance improvement. For the situation that a randomized dataset is not available, we propose a novel self-sampling training and evaluation (SSTE) framework to achieve the accuracy-bias tradeoff in recommendation, i.e., eliminate the harmful biases and preserve the beneficial ones. Specifically, SSTE uses a self-sampling module to generate some subsets with different degrees of bias from the original training and validation data. A self-training module infers the beneficial biases and learns better tradeoff based on these subsets, and a self-evaluation module aims to use these subsets to construct more plausible references to reflect the optimized model. Finally, we conduct extensive offline experiments on two datasets to verify the effectiveness of our SSTE. Moreover, we deploy our SSTE in homepage recommendation of a famous financial management product called Tencent Licaitong, and find very promising results in an online A/B test., Comment: Accepted by DASFAA 2023 Industry Track

Representation learning has been a critical topic in machine learning. In Click-through Rate Prediction, most features are represented as embedding vectors and learned simultaneously with other parameters in the model. With the development of CTR models, feature representation learning has become a trending topic and has been extensively studied by both industrial and academic researchers in recent years. This survey aims at summarizing the feature representation learning in a broader picture and pave the way for future research. To achieve such a goal, we first present a taxonomy of current research methods on feature representation learning following two main issues: (i) which feature to represent and (ii) how to represent these features. Then we give a detailed description of each method regarding these two issues. Finally, the review concludes with a discussion on the future directions of this field., Comment: Submitted to IJCAI 2023 Survey Track

Click-through prediction (CTR) models transform features into latent vectors and enumerate possible feature interactions to improve performance based on the input feature set. Therefore, when selecting an optimal feature set, we should consider the influence of both feature and its interaction. However, most previous works focus on either feature field selection or only select feature interaction based on the fixed feature set to produce the feature set. The former restricts search space to the feature field, which is too coarse to determine subtle features. They also do not filter useless feature interactions, leading to higher computation costs and degraded model performance. The latter identifies useful feature interaction from all available features, resulting in many redundant features in the feature set. In this paper, we propose a novel method named OptFS to address these problems. To unify the selection of feature and its interaction, we decompose the selection of each feature interaction into the selection of two correlated features. Such a decomposition makes the model end-to-end trainable given various feature interaction operations. By adopting feature-level search space, we set a learnable gate to determine whether each feature should be within the feature set. Because of the large-scale search space, we develop a learning-by-continuation training scheme to learn such gates. Hence, OptFS generates the feature set only containing features which improve the final prediction results. Experimentally, we evaluate OptFS on three public datasets, demonstrating OptFS can optimize feature sets which enhance the model performance and further reduce both the storage and computational cost., Comment: Accepted by WWW 2023 Research Tracks

Tabular data is one of the most common data storage formats behind many real-world web applications such as retail, banking, and e-commerce. The success of these web applications largely depends on the ability of the employed machine learning model to accurately distinguish influential features from all the predetermined features in tabular data. Intuitively, in practical business scenarios, different instances should correspond to different sets of influential features, and the set of influential features of the same instance may vary in different scenarios. However, most existing methods focus on global feature selection assuming that all instances have the same set of influential features, and few methods considering instance-wise feature selection ignore the variability of influential features in different scenarios. In this paper, we first introduce a new perspective based on the influence function for instance-wise feature selection, and give some corresponding theoretical insights, the core of which is to use the influence function as an indicator to measure the importance of an instance-wise feature. We then propose a new solution for discovering instance-wise influential features in tabular data (DIWIFT), where a self-attention network is used as a feature selection model and the value of the corresponding influence function is used as an optimization objective to guide the model. Benefiting from the advantage of the influence function, i.e., its computation does not depend on a specific architecture and can also take into account the data distribution in different scenarios, our DIWIFT has better flexibility and robustness. Finally, we conduct extensive experiments on both synthetic and real-world datasets to validate the effectiveness of our DIWIFT., Comment: Accepted by TheWebConf 2023 Research Tracks

Click-Through Rate (CTR) prediction has been an indispensable component for many industrial applications, such as recommendation systems and online advertising. CTR prediction systems are usually based on multi-field categorical features, i.e., every feature is categorical and belongs to one and only one field. Modeling feature conjunctions is crucial for CTR prediction accuracy. However, it requires a massive number of parameters to explicitly model all feature conjunctions, which is not scalable for real-world production systems. In this paper, we describe a novel Field-Leveraged Embedding Network (FLEN) which has been deployed in the commercial recommender system in Meitu and serves the main traffic. FLEN devises a field-wise bi-interaction pooling technique. By suitably exploiting field information, the field-wise bi-interaction pooling captures both inter-field and intra-field feature conjunctions with a small number of model parameters and an acceptable time complexity for industrial applications. We show that a variety of state-of-the-art CTR models can be expressed under this technique. Furthermore, we develop Dicefactor: a dropout technique to prevent independent latent features from co-adapting. Extensive experiments, including offline evaluations and online A/B testing on real production systems, demonstrate the effectiveness and efficiency of FLEN against the state-of-the-arts. Notably, FLEN has obtained 5.19% improvement on CTR with 1/6 of memory usage and computation time, compared to last version (i.e. NFM)., Comment: KDD'20 DLP workshop, 9 pages