In recent years online advertising has become increasingly ubiquitous and effective. Advertisements shown to visitors fund sites and apps that publish digital content, manage social networks, and operate e-mail services. Given such large variety of internet resources, determining an appropriate type of advertising for a given platform has become critical to financial success. Native advertisements, namely ads that are similar in look and feel to content, have had great success in news and social feeds. However, to date there has not been a winning formula for ads in e-mail clients. In this paper we describe a system that leverages user purchase history determined from e-mail receipts to deliver highly personalized product ads to Yahoo Mail users. We propose to use a novel neural language-based algorithm specifically tailored for delivering effective product recommendations, which was evaluated against baselines that included showing popular products and products predicted based on co-occurrence. We conducted rigorous offline testing using a large-scale product purchase data set, covering purchases of more than 29 million users from 172 e-commerce websites. Ads in the form of product recommendations were successfully tested on online traffic, where we observed a steady 9 lift in click-through rates over other ad formats in mail, as well as comparable lift in conversion rates. Following successful tests, the system was launched into production during the holiday season of 2014.
Outside of the e-mail domain, information about user's purchase history is extensively used by e-commerce websites to recommend relevant products to their users @cite_8 . Recommendation systems predict which products a user will most likely be interested in either by exploiting purchase behavior of users with similar interests (referred to as collaborative filtering @cite_8 ) or by using user's historical interaction with other products (i.e., context-based recommendation @cite_11 ). Unlike these studies, we are not limited to the data from a single website, as purchases extracted from e-mails enable us to gather information from hundreds of different e-commerce websites that can be exploited to learn better product predictions. To the best of our knowledge, this work represents the first study that offers a comprehensive empirical analysis and evaluation of product predictors using e-mail data of such scale and nature.
@cite_11 @cite_8
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The frequently changing user preferences and or item profiles have put essential importance on the dynamic modeling of users and items in personalized recommender systems. However, due to the insufficiency of per user item records when splitting the already sparse data across time dimension, previous methods have to restrict the drifting purchasing patterns to pre-assumed distributions, and were hardly able to model them rather directly with, for example, time series analysis. Integrating content information helps to alleviate the problem in practical systems, but the domain-dependent content knowledge is expensive to obtain due to the large amount of manual efforts. In this paper, we make use of the large volume of textual reviews for the automatic extraction of domain knowledge, namely, the explicit features aspects in a specific product domain. We thus degrade the product-level modeling of user preferences, which suffers from the lack of data, to the feature-level modeling, which not only grants us the ability to predict user preferences through direct time series analysis, but also allows us to know the essence under the surface of product-level changes in purchasing patterns. Besides, the expanded feature space also helps to make cold-start recommendations for users with few purchasing records. Technically, we develop the Fourier-assisted Auto-Regressive Integrated Moving Average (FARIMA) process to tackle with the year-long seasonal period of purchasing data to achieve daily-aware preference predictions, and we leverage the conditional opportunity models for daily-aware personalized recommendation. Extensive experimental results on real-world cosmetic purchasing data from a major e-commerce website (JD.com) in China verified both the effectiveness and efficiency of our approach. Each user session in an e-commerce system can be modeled as a sequence of web pages, indicating how the user interacts with the system and makes his her purchase. A typical recommendation approach, e.g., Collaborative Filtering, generates its results at the beginning of each session, listing the most likely purchased items. However, such approach fails to exploit current viewing history of the user and hence, is unable to provide a real-time customized recommendation service. In this paper, we build a deep recurrent neural network to address the problem. The network tracks how users browse the website using multiple hidden layers. Each hidden layer models how the combinations of webpages are accessed and in what order. To reduce the processing cost, the network only records a finite number of states, while the old states collapse into a single history state. Our model refreshes the recommendation result each time when user opens a new web page. As user's session continues, the recommendation result is gradually refined. Furthermore, we integrate the recurrent neural network with a Feedfoward network which represents the user-item correlations to increase the prediction accuracy. Our approach has been applied to Kaola (http: www.kaola.com), an e-commerce website powered by the NetEase technologies. It shows a significant improvement over previous recommendation service. The growth of Internet commerce has stimulated the use of collaborative filtering (CF) algorithms as recommender systems. Such systems leverage knowledge about the known preferences of multiple users to recommend items of interest to other users. CF methods have been harnessed to make recommendations about such items as web pages, movies, books, and toys. Researchers have proposed and evaluated many approaches for generating recommendations. We describe and evaluate a new method called personality diagnosis (PD). Given a user's preferences for some items, we compute the probability that he or she is of the same "personality type" as other users, and, in turn, the probability that he or she will like new items. PD retains some of the advantages of traditional similarity-weighting techniques in that all data is brought to bear on each prediction and new data can be added easily and incrementally. Additionally, PD has a meaningful probabilistic interpretation, which may be leveraged to justify, explain, and augment results. We report empirical results on the EachMovie database of movie ratings, and on user profile data collected from the CiteSeer digital library of Computer Science research papers. The probabilistic framework naturally supports a variety of descriptive measurements--in particular, we consider the applicability of a value of information (VOI) computation. Most of existing e-commerce recommender systems aim to recommend the right product to a user, based on whether the user is likely to purchase or like a product. On the other hand, the effectiveness of recommendations also depends on the time of the recommendation. Let us take a user who just purchased a laptop as an example. She may purchase a replacement battery in 2 years (assuming that the laptop's original battery often fails to work around that time) and purchase a new laptop in another 2 years. In this case, it is not a good idea to recommend a new laptop or a replacement battery right after the user purchased the new laptop. It could hurt the user's satisfaction of the recommender system if she receives a potentially right product recommendation at the wrong time. We argue that a system should not only recommend the most relevant item, but also recommend at the right time. This paper studies the new problem: how to recommend the right product at the right time? We adapt the proportional hazards modeling approach in survival analysis to the recommendation research field and propose a new opportunity model to explicitly incorporate time in an e-commerce recommender system. The new model estimates the joint probability of a user making a follow-up purchase of a particular product at a particular time. This joint purchase probability can be leveraged by recommender systems in various scenarios, including the zero-query pull-based recommendation scenario (e.g. recommendation on an e-commerce web site) and a proactive push-based promotion scenario (e.g. email or text message based marketing). We evaluate the opportunity modeling approach with multiple metrics. Experimental results on a data collected by a real-world e-commerce website(shop.com) show that it can predict a user's follow-up purchase behavior at a particular time with descent accuracy. In addition, the opportunity model significantly improves the conversion rate in pull-based systems and the user satisfaction utility in push-based systems.