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Register a new userProduct Knowledge Graph Embedding for E-commerce
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Added by
Da Xu
Publication date
2019
fields
Informatics Engineering
and research's language is
English
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In this paper, we propose a new product knowledge graph (PKG) embedding approach for learning the intrinsic product relations as product knowledge for e-commerce. We define the key entities and summarize the pivotal product relations that are critical for general e-commerce applications including marketing, advertisement, search ranking and recommendation. We first provide a comprehensive comparison between PKG and ordinary knowledge graph (KG) and then illustrate why KG embedding methods are not suitable for PKG learning. We construct a self-attention-enhanced distributed representation learning model for learning PKG embeddings from raw customer activity data in an end-to-end fashion. We design an effective multi-task learning schema to fully leverage the multi-modal e-commerce data. The Poincare embedding is also employed to handle complex entity structures. We use a real-world dataset from grocery.walmart.com to evaluate the performances on knowledge completion, search ranking and recommendation. The proposed approach compares favourably to baselines in knowledge completion and downstream tasks.
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Product embeddings have been heavily investigated in the past few years, serving as the cornerstone for a broad range of machine learning applications in e-commerce. Despite the empirical success of product embeddings, little is known on how and why they work from the theoretical standpoint. Analogous results from the natural language processing (NLP) often rely on domain-specific properties that are not transferable to the e-commerce setting, and the downstream tasks often focus on different aspects of the embeddings. We take an e-commerce-oriented view of the product embeddings and reveal a complete theoretical view from both the representation learning and the learning theory perspective. We prove that product embeddings trained by the widely-adopted skip-gram negative sampling algorithm and its variants are sufficient dimension reduction regarding a critical product relatedness measure. The generalization performance in the downstream machine learning task is controlled by the alignment between the embeddings and the product relatedness measure. Following the theoretical discoveries, we conduct exploratory experiments that supports our theoretical insights for the product embeddings.
In recent years, knowledge graphs have been widely applied to organize data in a uniform way and enhance many tasks that require knowledge, for example, online shopping which has greatly facilitated peoples life. As a backbone for online shopping platforms, we built a billion-scale e-commerce product knowledge graph for various item knowledge services such as item recommendation. However, such knowledge services usually include tedious data selection and model design for knowledge infusion, which might bring inappropriate results. Thus, to avoid this problem, we propose a Pre-trained Knowledge Graph Model (PKGM) for our billion-scale e-commerce product knowledge graph, providing item knowledge services in a uniform way for embedding-based models without accessing triple data in the knowledge graph. Notably, PKGM could also complete knowledge graphs during servicing, thereby overcoming the common incompleteness issue in knowledge graphs. We test PKGM in three knowledge-related tasks including item classification, same item identification, and recommendation. Experimental results show PKGM successfully improves the performance of each task.
Showing items that do not match search query intent degrades customer experience in e-commerce. These mismatches result from counterfactual biases of the ranking algorithms toward noisy behavioral signals such as clicks and purchases in the search logs. Mitigating the problem requires a large labeled dataset, which is expensive and time-consuming to obtain. In this paper, we develop a deep, end-to-end model that learns to effectively classify mismatches and to generate hard mismatched examples to improve the classifier. We train the model end-to-end by introducing a latent variable into the cross-entropy loss that alternates between using the real and generated samples. This not only makes the classifier more robust but also boosts the overall ranking performance. Our model achieves a relative gain compared to baselines by over 26% in F-score, and over 17% in Area Under PR curve. On live search traffic, our model gains significant improvement in multiple countries.
The slate re-ranking problem considers the mutual influences between items to improve user satisfaction in e-commerce, compared with the point-wise ranking. Previous works either directly rank items by an end to end model, or rank items by a score function that trades-off the point-wise score and the diversity between items. However, there are two main existing challenges that are not well studied: (1) the evaluation of the slate is hard due to the complex mutual influences between items of one slate; (2) even given the optimal evaluation, searching the optimal slate is challenging as the action space is exponentially large. In this paper, we present a novel Generator and Critic slate re-ranking approach, where the Critic evaluates the slate and the Generator ranks the items by the reinforcement learning approach. We propose a Full Slate Critic (FSC) model that considers the real impressed items and avoids the impressed bias of existing models. For the Generator, to tackle the problem of large action space, we propose a new exploration reinforcement learning algorithm, called PPO-Exploration. Experimental results show that the FSC model significantly outperforms the state of the art slate evaluation methods, and the PPO-Exploration algorithm outperforms the existing reinforcement learning methods substantially. The Generator and Critic approach improves both the slate efficiency(4% gmv and 5% number of orders) and diversity in live experiments on one of the largest e-commerce websites in the world.
Building a recommendation system that serves billions of users on daily basis is a challenging problem, as the system needs to make astronomical number of predictions per second based on real-time user behaviors with O(1) time complexity. Such kind of large scale recommendation systems usually rely heavily on pre-built index of products to speedup the recommendation service so that online user waiting time is un-noticeable. One important indexing structure is the product-product index, where one can retrieval a list of ranked products given a seed product. The index can be viewed as a weighted product-product graph. In this paper, we present our novel technologies to efficiently build such kind of indexed product graphs. In particular, we propose the Swing algorithm to capture the substitute relationships between products, which can utilize the substructures of user-item click bi-partitive graph. Then we propose the Surprise algorithm for the modeling of complementary product relationships, which utilizes product category information and solves the sparsity problem of user co-purchasing graph via clustering technique. Base on these two approaches, we can build the basis product graph for recommendation in Taobao. The approaches are evaluated comprehensively with both offline and online experiments, and the results demonstrate the effectiveness and efficiency of the work.
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