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Register a new userInterpretable Deep Learning Model for Online Multi-touch Attribution
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Dongdong Yang
Publication date
2020
fields
Informatics Engineering
and research's language is
English
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In online advertising, users may be exposed to a range of different advertising campaigns, such as natural search or referral or organic search, before leading to a final transaction. Estimating the contribution of advertising campaigns on the users journey is very meaningful and crucial. A marketer could observe each customers interaction with different marketing channels and modify their investment strategies accordingly. Existing methods including both traditional last-clicking methods and recent data-driven approaches for the multi-touch attribution (MTA) problem lack enough interpretation on why the methods work. In this paper, we propose a novel model called DeepMTA, which combines deep learning model and additive feature explanation model for interpretable online multi-touch attribution. DeepMTA mainly contains two parts, the phased-LSTMs based conversion prediction model to catch different time intervals, and the additive feature attribution model combined with shaley values. Additive feature attribution is explanatory that contains a linear function of binary variables. As the first interpretable deep learning model for MTA, DeepMTA considers three important features in the customer journey: event sequence order, event frequency and time-decay effect of the event. Evaluation on a real dataset shows the proposed conversion prediction model achieves 91% accuracy.
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In online advertising, the Internet users may be exposed to a sequence of different ad campaigns, i.e., display ads, search, or referrals from multiple channels, before led up to any final sales conversion and transaction. For both campaigners and publishers, it is fundamentally critical to estimate the contribution from ad campaign touch-points during the customer journey (conversion funnel) and assign the right credit to the right ad exposure accordingly. However, the existing research on the multi-touch attribution problem lacks a principled way of utilizing the users pre-conversion actions (i.e., clicks), and quite often fails to model the sequential patterns among the touch points from a users behavior data. To make it worse, the current industry practice is merely employing a set of arbitrary rules as the attribution model, e.g., the popular last-touch model assigns 100% credit to the final touch-point regardless of actual attributions. In this paper, we propose a Dual-attention Recurrent Neural Network (DARNN) for the multi-touch attribution problem. It learns the attribution values through an attention mechanism directly from the conversion estimation objective. To achieve this, we utilize sequence-to-sequence prediction for user clicks, and combine both post-view and post-click attribution patterns together for the final conversion estimation. To quantitatively benchmark attribution models, we also propose a novel yet practical attribution evaluation scheme through the proxy of budget allocation (under the estimated attributions) over ad channels. The experimental results on two real datasets demonstrate the significant performance gains of our attribution model against the state of the art.
Deep reinforcement learning enables an agent to capture users interest through interactions with the environment dynamically. It has attracted great interest in the recommendation research. Deep reinforcement learning uses a reward function to learn users interest and to control the learning process. However, most reward functions are manually designed; they are either unrealistic or imprecise to reflect the high variety, dimensionality, and non-linearity properties of the recommendation problem. That makes it difficult for the agent to learn an optimal policy to generate the most satisfactory recommendations. To address the above issue, we propose a novel generative inverse reinforcement learning approach, namely InvRec, which extracts the reward function from users behaviors automatically, for online recommendation. We conduct experiments on an online platform, VirtualTB, and compare with several state-of-the-art methods to demonstrate the feasibility and effectiveness of our proposed approach.
Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user may see prior to any observed
Privacy-preserving recommendations are recently gaining momentum, since the decentralized user data is increasingly harder to collect, by recommendation service providers, due to the serious concerns over user privacy and data security. This situation is further exacerbated by the strict government regulations such as Europes General Data Privacy Regulations(GDPR). Federated Learning(FL) is a newly developed privacy-preserving machine learning paradigm to bridge data repositories without compromising data security and privacy. Thus many federated recommendation(FedRec) algorithms have been proposed to realize personalized privacy-preserving recommendations. However, existing FedRec algorithms, mostly extended from traditional collaborative filtering(CF) method, cannot address cold-start problem well. In addition, their performance overhead w.r.t. model accuracy, trained in a federated setting, is often non-negligible comparing to centralized recommendations. This paper studies this issue and presents FL-MV-DSSM, a generic content-based federated multi-view recommendation framework that not only addresses the cold-start problem, but also significantly boosts the recommendation performance by learning a federated model from multiple data source for capturing richer user-level features. The new federated multi-view setting, proposed by FL-MV-DSSM, opens new usage models and brings in new security challenges to FL in recommendation scenarios. We prove the security guarantees of xxx, and empirical evaluations on FL-MV-DSSM and its variations with public datasets demonstrate its effectiveness. Our codes will be released if this paper is accepted.
In E-commerce, vouchers are important marketing tools to enhance users engagement and boost sales and revenue. The likelihood that a user redeems a voucher is a key factor in voucher distribution decision. User-item Click-Through-Rate (CTR) models are often applied to predict the user-voucher redemption rate. However, the voucher scenario involves more complicated relations among users, items and vouchers. The users historical behavior in a voucher collection activity reflects users voucher usage patterns, which is nevertheless overlooked by the CTR-based solutions. In this paper, we propose a Deep Multi-behavior Graph Networks (DMBGN) to shed light on this field for the voucher redemption rate prediction. The complex structural user-voucher-item relationships are captured by a User-Behavior Voucher Graph (UVG). User behavior happening both before and after voucher collection is taken into consideration, and a high-level representation is extracted by Higher-order Graph Neural Networks. On top of a sequence of UVGs, an attention network is built which can help to learn users long-term voucher redemption preference. Extensive experiments on three large-scale production datasets demonstrate the proposed DMBGN model is effective, with 10% to 16% relative AUC improvement over Deep Neural Networks (DNN), and 2% to 4% AUC improvement over Deep Interest Network (DIN). Source code and a sample dataset are made publicly available to facilitate future research.
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