Rankability-enhanced Revenue Uplift Modeling Framework for Online Marketing

Uplift modeling has been widely employed in online marketing by predicting the response difference between the treatment and control groups, so as to identify the sensitive individuals toward interventions like coupons or discounts. Compared with traditional \textit{conversion uplift modeling}, \textit{revenue uplift modeling} exhibits higher potential due to its direct connection with the corporate income. However, previous works can hardly handle the continuous long-tail response distribution in revenue uplift modeling. Moreover, they have neglected to optimize the uplift ranking among different individuals, which is actually the core of uplift modeling. To address such issues, in this paper, we first utilize the zero-inflated lognormal (ZILN) loss to regress the responses and customize the corresponding modeling network, which can be adapted to different existing uplift models. Then, we study the ranking-related uplift modeling error from the theoretical perspective and propose two tighter error bounds as the additional loss terms to the conventional response regression loss. Finally, we directly model the uplift ranking error for the entire population with a listwise uplift ranking loss. The experiment results on offline public and industrial datasets validate the effectiveness of our method for revenue uplift modeling. Furthermore, we conduct large-scale experiments on a prominent online fintech marketing platform, Tencent FiT, which further demonstrates the superiority of our method in practical applications.

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.

Curriculum Modeling the Dependence among Targets with Multi-task Learning for Financial Marketing

Multi-task learning for various real-world applications usually involves tasks with logical sequential dependence. For example, in online marketing, the cascade behavior pattern of $impression \rightarrow click \rightarrow conversion$ is usually modeled as multiple tasks in a multi-task manner, where the sequential dependence between tasks is simply connected with an explicitly defined function or implicitly transferred information in current works. These methods alleviate the data sparsity problem for long-path sequential tasks as the positive feedback becomes sparser along with the task sequence. However, the error accumulation and negative transfer will be a severe problem for downstream tasks. Especially, at the beginning stage of training, the optimization for parameters of former tasks is not converged yet, and thus the information transferred to downstream tasks is negative. In this paper, we propose a prior information merged model (\textbf{PIMM}), which explicitly models the logical dependence among tasks with a novel prior information merged (\textbf{PIM}) module for multiple sequential dependence task learning in a curriculum manner. Specifically, the PIM randomly selects the true label information or the prior task prediction with a soft sampling strategy to transfer to the downstream task during the training. Following an easy-to-difficult curriculum paradigm, we dynamically adjust the sampling probability to ensure that the downstream task will get the effective information along with the training. The offline experimental results on both public and product datasets verify that PIMM outperforms state-of-the-art baselines. Moreover, we deploy the PIMM in a large-scale FinTech platform, and the online experiments also demonstrate the effectiveness of PIMM.

GAIN: Graph Attention & Interaction Network for Inductive Semi-Supervised Learning over Large-scale Graphs

Graph Neural Networks (GNNs) have led to state-of-the-art performance on a variety of machine learning tasks such as recommendation, node classification and link prediction. Graph neural network models generate node embeddings by merging nodes features with the aggregated neighboring nodes information. Most existing GNN models exploit a single type of aggregator (e.g., mean-pooling) to aggregate neighboring nodes information, and then add or concatenate the output of aggregator to the current representation vector of the center node. However, using only a single type of aggregator is difficult to capture the different aspects of neighboring information and the simple addition or concatenation update methods limit the expressive capability of GNNs. Not only that, existing supervised or semi-supervised GNN models are trained based on the loss function of the node label, which leads to the neglect of graph structure information. In this paper, we propose a novel graph neural network architecture, Graph Attention \& Interaction Network (GAIN), for inductive learning on graphs. Unlike the previous GNN models that only utilize a single type of aggregation method, we use multiple types of aggregators to gather neighboring information in different aspects and integrate the outputs of these aggregators through the aggregator-level attention mechanism. Furthermore, we design a graph regularized loss to better capture the topological relationship of the nodes in the graph. Additionally, we first present the concept of graph feature interaction and propose a vector-wise explicit feature interaction mechanism to update the node embeddings. We conduct comprehensive experiments on two node-classification benchmarks and a real-world financial news dataset. The experiments demonstrate our GAIN model outperforms current state-of-the-art performances on all the tasks.