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Register a new userVirtual ID Discovery from E-commerce Media at Alibaba: Exploiting Richness of User Click Behavior for Visual Search Relevance
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Added by
Yanhao Zhang
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Visual search plays an essential role for E-commerce. To meet the search demands of users and promote shopping experience at Alibaba, visual search relevance of real-shot images is becoming the bottleneck. Traditional visual search paradigm is usually based upon supervised learning with labeled data. However, large-scale categorical labels are required with expensive human annotations, which limits its applicability and also usually fails in distinguishing the real-shot images. In this paper, we propose to discover Virtual ID from user click behavior to improve visual search relevance at Alibaba. As a totally click-data driven approach, we collect various types of click data for training deep networks without any human annotations at all. In particular, Virtual ID are learned as classification supervision with co-click embedding, which explores image relationship from user co-click behaviors to guide category prediction and feature learning. Concretely, we deploy Virtual ID Category Network by integrating first-clicks and switch-clicks as regularizer. Incorporating triplets and list constraints, Virtual ID Feature Network is trained in a joint classification and ranking manner. Benefiting from exploration of user click data, our networks are more effective to encode richer supervision and better distinguish real-shot images in terms of category and feature. To validate our method for visual search relevance, we conduct an extensive set of offline and online experiments on the collected real-shot images. We consistently achieve better experimental results across all components, compared with alternative and state-of-the-art methods.
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This paper introduces the large scale visual search algorithm and system infrastructure at Alibaba. The following challenges are discussed under the E-commercial circumstance at Alibaba (a) how to handle heterogeneous image data and bridge the gap between real-shot images from user query and the online images. (b) how to deal with large scale indexing for massive updating data. (c) how to train deep models for effective feature representation without huge human annotations. (d) how to improve the user engagement by considering the quality of the content. We take advantage of large image collection of Alibaba and state-of-the-art deep learning techniques to perform visual search at scale. We present solutions and implementation details to overcome those problems and also share our learnings from building such a large scale commercial visual search engine. Specifically, model and search-based fusion approach is introduced to effectively predict categories. Also, we propose a deep CNN model for joint detection and feature learning by mining user click behavior. The binary index engine is designed to scale up indexing without compromising recall and precision. Finally, we apply all the stages into an end-to-end system architecture, which can simultaneously achieve highly efficient and scalable performance adapting to real-shot images. Extensive experiments demonstrate the advancement of each module in our system. We hope visual search at Alibaba becomes more widely incorporated into todays commercial applications.
With the rapid growth of e-Commerce, online product search has emerged as a popular and effective paradigm for customers to find desired products and engage in online shopping. However, there is still a big gap between the products that customers really desire to purchase and relevance of products that are suggested in response to a query from the customer. In this paper, we propose a robust way of predicting relevance scores given a search query and a product, using techniques involving machine learning, natural language processing and information retrieval. We compare conventional information retrieval models such as BM25 and Indri with deep learning models such as word2vec, sentence2vec and paragraph2vec. We share some of our insights and findings from our experiments.
One of the ultimate goals of e-commerce platforms is to satisfy various shopping needs for their customers. Much efforts are devoted to creating taxonomies or ontologies in e-commerce towards this goal. However, user needs in e-commerce are still not well defined, and none of the existing ontologies has the enough depth and breadth for universal user needs understanding. The semantic gap in-between prevents shopping experience from being more intelligent. In this paper, we propose to construct a large-scale e-commerce cognitive concept net named AliCoCo, which is practiced in Alibaba, the largest Chinese e-commerce platform in the world. We formally define user needs in e-commerce, then conceptualize them as nodes in the net. We present details on how AliCoCo is constructed semi-automatically and its successful, ongoing and potential applications in e-commerce.
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.
In recent years, many new and interesting models of successful online business have been developed, including competitive models such as auctions, where the product price tends to rise, and group-buying, where users cooperate obtaining a dynamic price that tends to go down. We propose the e-fair as a business model for social commerce, where both sellers and buyers are grouped to maximize benefits. e-Fairs extend the group-buying model aggregating demand and supply for price optimization as well as consolidating shipments and optimize withdrawals for guaranteeing additional savings. e-Fairs work upon multiple dimensions: time to aggregate buyers, their geographical distribution, price/quantity curves provided by sellers, and location of withdrawal points. We provide an analytical model for time and spatial optimization and simulate realistic scenarios using both real purchase data from an Italian marketplace and simulated ones. Experimental results demonstrate the potentials offered by e-fairs and show benefits for all the involved actors.
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