Benchmarking for Deep Uplift Modeling in Online Marketing

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.

A Practice-Friendly Two-Stage LLM-Enhanced Paradigm in Sequential Recommendation

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.

Touch the Core: Exploring Task Dependence Among Hybrid Targets for Recommendation

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 our model has superior improvement.

Expected Transaction Value Optimization for Precise Marketing in FinTech Platforms

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.

Towards Hybrid-grained Feature Interaction Selection for Deep Sparse Network

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.

Robustness-enhanced Uplift Modeling with Adversarial Feature Desensitization

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 for Generative Recommendation: A Survey and Visionary Discussions

Recent years have witnessed the wide adoption of large language models (LLM) in different fields, especially natural language processing and computer vision. Such a trend can also be observed in recommender systems (RS). However, most of related work treat 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 the survey can provide the context and guidance needed to explore this interesting and emerging topic.

OptMSM: Optimizing Multi-Scenario Modeling for Click-Through Rate Prediction

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.

Explicit Feature Interaction-aware Uplift Network for Online Marketing

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.

Bounding System-Induced Biases in Recommender Systems with A Randomized Dataset

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.