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Register a new userQuery Rewriting via Cycle-Consistent Translation for E-Commerce Search
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Added by
Han Zhang
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Nowadays e-commerce search has become an integral part of many peoples shopping routines. One critical challenge in todays e-commerce search is the semantic matching problem where the relevant items may not contain the exact terms in the user query. In this paper, we propose a novel deep neural network based approach to query rewriting, in order to tackle this problem. Specifically, we formulate query rewriting into a cyclic machine translation problem to leverage abundant click log data. Then we introduce a novel cyclic consistent training algorithm in conjunction with state-of-the-art machine translation models to achieve the optimal performance in terms of query rewriting accuracy. In order to make it practical in industrial scenarios, we optimize the syntax tree construction to reduce computational cost and online serving latency. Offline experiments show that the proposed method is able to rewrite hard user queries into more standard queries that are more appropriate for the inverted index to retrieve. Comparing with human curated rule-based method, the proposed model significantly improves query rewriting diversity while maintaining good relevancy. Online A/B experiments show that it improves core e-commerce business metrics significantly. Since the summer of 2020, the proposed model has been launched into our search engine production, serving hundreds of millions of users.
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Sponsored search optimizes revenue and relevance, which is estimated by Revenue Per Mille (RPM). Existing sponsored search models are all based on traditional statistical models, which have poor RPM performance when queries follow a heavy-tailed distribution. Here, we propose an RPM-oriented Query Rewriting Framework (RQRF) which outputs related bid keywords that can yield high RPM. RQRF embeds both queries and bid keywords to vectors in the same implicit space, converting the rewriting probability between each query and keyword to the distance between the two vectors. For label construction, we propose an RPM-oriented sample construction method, labeling keywords based on whether or not they can lead to high RPM. Extensive experiments are conducted to evaluate performance of RQRF. In a one month large-scale real-world traffic of e-commerce sponsored search system, the proposed model significantly outperforms traditional baseline.
Typical e-commerce platforms contain millions of products in the catalog. Users visit these platforms and enter search queries to retrieve their desired products. Therefore, showing the relevant products at the top is essential for the success of e-commerce platforms. We approach this problem by learning low dimension representations for queries and product descriptions by leveraging user click-stream data as our main source of signal for product relevance. Starting from GRU-based architectures as our baseline model, we move towards a more advanced transformer-based architecture. This helps the model to learn contextual representations of queries and products to serve better search results and understand the user intent in an efficient manner. We perform experiments related to pre-training of the Transformer based RoBERTa model using a fashion corpus and fine-tuning it over the triplet loss. Our experiments on the product ranking task show that the RoBERTa model is able to give an improvement of 7.8% in Mean Reciprocal Rank(MRR), 15.8% in Mean Average Precision(MAP) and 8.8% in Normalized Discounted Cumulative Gain(NDCG), thus outperforming our GRU based baselines. For the product retrieval task, RoBERTa model is able to outperform other two models with an improvement of 164.7% in Precision@50 and 145.3% in Recall@50. In order to highlight the importance of pre-training RoBERTa for fashion domain, we qualitatively compare already pre-trained RoBERTa on standard datasets with our custom pre-trained RoBERTa over a fashion corpus for the query token prediction task. Finally, we also show a qualitative comparison between GRU and RoBERTa results for product retrieval task for some test queries.
Result relevance prediction is an essential task of e-commerce search engines to boost the utility of search engines and ensure smooth user experience. The last few years eyewitnessed a flurry of research on the use of Transformer-style models and deep text-match models to improve relevance. However, these two types of models ignored the inherent bipartite network structures that are ubiquitous in e-commerce search logs, making these models ineffective. We propose in this paper a novel Second-order Relevance, which is fundamentally different from the previous First-order Relevance, to improve result relevance prediction. We design, for the first time, an end-to-end First-and-Second-order Relevance prediction model for e-commerce item relevance. The model is augmented by the neighborhood structures of bipartite networks that are built using the information of user behavioral feedback, including clicks and purchases. To ensure that edges accurately encode relevance information, we introduce external knowledge generated from BERT to refine the network of user behaviors. This allows the new model to integrate information from neighboring items and queries, which are highly relevant to the focus query-item pair under consideration. Results of offline experiments showed that the new model significantly improved the prediction accuracy in terms of human relevance judgment. An ablation study showed that the First-and-Second-order model gained a 4.3% average gain over the First-order model. Results of an online A/B test revealed that the new model derived more commercial benefits compared to the base model.
E-commerce sponsored search contributes an important part of revenue for the e-commerce company. In consideration of effectiveness and efficiency, a large-scale sponsored search system commonly adopts a multi-stage architecture. We name these stages as ad retrieval, ad pre-ranking and ad ranking. Ad retrieval and ad pre-ranking are collectively referred to as ad matching in this paper. We propose an end-to-end neural matching framework (EENMF) to model two tasks---vector-based ad retrieval and neural networks based ad pre-ranking. Under the deep matching framework, vector-based ad retrieval harnesses user recent behavior sequence to retrieve relevant ad candidates without the constraint of keyword bidding. Simultaneously, the deep model is employed to perform the global pre-ranking of ad candidates from multiple retrieval paths effectively and efficiently. Besides, the proposed model tries to optimize the pointwise cross-entropy loss which is consistent with the objective of predict models in the ranking stage. We conduct extensive evaluation to validate the performance of the proposed framework. In the real traffic of a large-scale e-commerce sponsored search, the proposed approach significantly outperforms the baseline.
In this paper, we investigate the task of aggregating search results from heterogeneous sources in an E-commerce environment. First, unlike traditional aggregated web search that merely presents multi-sourced results in the first page, this new task may present aggregated results in all pages and has to dynamically decide which source should be presented in the current page. Second, as pointed out by many existing studies, it is not trivial to rank items from heterogeneous sources because the relevance scores from different source systems are not directly comparable. To address these two issues, we decompose the task into two subtasks in a hierarchical structure: a high-level task for source selection where we model the sequential patterns of user behaviors onto aggregated results in different pages so as to understand user intents and select the relevant sources properly; and a low-level task for item presentation where we formulate a slot filling process to sequentially present the items instead of giving each item a relevance score when deciding the presentation order of heterogeneous items. Since both subtasks can be naturally formulated as sequential decision problems and learn from the future user feedback on search results, we build our model with hierarchical reinforcement learning. Extensive experiments demonstrate that our model obtains remarkable improvements in search performance metrics, and achieves a higher user satisfaction.
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