Deep Bag-of-Words Model: An Efficient and Interpretable Relevance Architecture for Chinese E-Commerce

Text relevance or text matching of query and product is an essential technique for the e-commerce search system to ensure that the displayed products can match the intent of the query. Many studies focus on improving the performance of the relevance model in search system. Recently, pre-trained language models like BERT have achieved promising performance on the text relevance task. While these models perform well on the offline test dataset, there are still obstacles to deploy the pre-trained language model to the online system as their high latency. The two-tower model is extensively employed in industrial scenarios, owing to its ability to harmonize performance with computational efficiency. Regrettably, such models present an opaque ``black box'' nature, which prevents developers from making special optimizations. In this paper, we raise deep Bag-of-Words (DeepBoW) model, an efficient and interpretable relevance architecture for Chinese e-commerce. Our approach proposes to encode the query and the product into the sparse BoW representation, which is a set of word-weight pairs. The weight means the important or the relevant score between the corresponding word and the raw text. The relevance score is measured by the accumulation of the matched word between the sparse BoW representation of the query and the product. Compared to popular dense distributed representation that usually suffers from the drawback of black-box, the most advantage of the proposed representation model is highly explainable and interventionable, which is a superior advantage to the deployment and operation of online search engines. Moreover, the online efficiency of the proposed model is even better than the most efficient inner product form of dense representation ...

Large Language Model based Long-tail Query Rewriting in Taobao Search

In the realm of e-commerce search, the significance of semantic matching cannot be overstated, as it directly impacts both user experience and company revenue. Along this line, query rewriting, serving as an important technique to bridge the semantic gaps inherent in the semantic matching process, has attached wide attention from the industry and academia. However, existing query rewriting methods often struggle to effectively optimize long-tail queries and alleviate the phenomenon of "few-recall" caused by semantic gap. In this paper, we present BEQUE, a comprehensive framework that Bridges the sEmantic gap for long-tail QUEries. In detail, BEQUE comprises three stages: multi-instruction supervised fine tuning (SFT), offline feedback, and objective alignment. We first construct a rewriting dataset based on rejection sampling and auxiliary tasks mixing to fine-tune our large language model (LLM) in a supervised fashion. Subsequently, with the well-trained LLM, we employ beam search to generate multiple candidate rewrites, and feed them into Taobao offline system to obtain the partial order. Leveraging the partial order of rewrites, we introduce a contrastive learning method to highlight the distinctions between rewrites, and align the model with the Taobao online objectives. Offline experiments prove the effectiveness of our method in bridging semantic gap. Online A/B tests reveal that our method can significantly boost gross merchandise volume (GMV), number of transaction (#Trans) and unique visitor (UV) for long-tail queries. BEQUE has been deployed on Taobao, one of most popular online shopping platforms in China, since October 2023.

Rethinking the Role of Pre-ranking in Large-scale E-Commerce Searching System

E-commerce search systems such as Taobao Search, the largest e-commerce searching system in China, aim at providing users with the most preferred items (e.g., products). Due to the massive data and limited time for response, a typical industrial ranking system consists of three or more modules, including matching, pre-ranking, and ranking. The pre-ranking is widely considered a mini-ranking module, as it needs to rank hundreds of times more items than the ranking under limited latency. Existing researches focus on building a lighter model that imitates the ranking model. As such, the metric of a pre-ranking model follows the ranking model using Area Under ROC (AUC) for offline evaluation. However, such a metric is inconsistent with online A/B tests in practice, so engineers have to perform costly online tests to reach a convincing conclusion. In our work, we rethink the role of the pre-ranking. We argue that the primary goal of the pre-ranking stage is to return an optimal unordered set rather than an ordered list of items because it is the ranking that determines the final exposures. Since AUC measures the quality of an ordered item list, it is not suitable for evaluating the quality of the output unordered set. This paper proposes a new evaluation metric called All-Scenario Hitrate (ASH) for pre-ranking. ASH is proven effective in the offline evaluation and consistent with online A/B tests based on numerous experiments in Taobao Search. We also introduce an all-scenario-based multi-objective learning framework (ASMOL), which improves the ASH significantly. Surprisingly, the new pre-ranking model can outperforms the ranking model when outputting thousands of items. The phenomenon validates that the pre-ranking stage should not imitate the ranking blindly. With the improvements in ASH consistently translating to online improvement, it makes a 1.2% GMV improvement on Taobao Search.

Modeling Users' Contextualized Page-wise Feedback for Click-Through Rate Prediction in E-commerce Search

Modeling user's historical feedback is essential for Click-Through Rate Prediction in personalized search and recommendation. Existing methods usually only model users' positive feedback information such as click sequences which neglects the context information of the feedback. In this paper, we propose a new perspective for context-aware users' behavior modeling by including the whole page-wisely exposed products and the corresponding feedback as contextualized page-wise feedback sequence. The intra-page context information and inter-page interest evolution can be captured to learn more specific user preference. We design a novel neural ranking model RACP(i.e., Recurrent Attention over Contextualized Page sequence), which utilizes page-context aware attention to model the intra-page context. A recurrent attention process is used to model the cross-page interest convergence evolution as denoising the interest in the previous pages. Experiments on public and real-world industrial datasets verify our model's effectiveness.

Adversarial Multimodal Representation Learning for Click-Through Rate Prediction

For better user experience and business effectiveness, Click-Through Rate (CTR) prediction has been one of the most important tasks in E-commerce. Although extensive CTR prediction models have been proposed, learning good representation of items from multimodal features is still less investigated, considering an item in E-commerce usually contains multiple heterogeneous modalities. Previous works either concatenate the multiple modality features, that is equivalent to giving a fixed importance weight to each modality; or learn dynamic weights of different modalities for different items through technique like attention mechanism. However, a problem is that there usually exists common redundant information across multiple modalities. The dynamic weights of different modalities computed by using the redundant information may not correctly reflect the different importance of each modality. To address this, we explore the complementarity and redundancy of modalities by considering modality-specific and modality-invariant features differently. We propose a novel Multimodal Adversarial Representation Network (MARN) for the CTR prediction task. A multimodal attention network first calculates the weights of multiple modalities for each item according to its modality-specific features. Then a multimodal adversarial network learns modality-invariant representations where a double-discriminators strategy is introduced. Finally, we achieve the multimodal item representations by combining both modality-specific and modality-invariant representations. We conduct extensive experiments on both public and industrial datasets, and the proposed method consistently achieves remarkable improvements to the state-of-the-art methods. Moreover, the approach has been deployed in an operational E-commerce system and online A/B testing further demonstrates the effectiveness.

Perceive Your Users in Depth: Learning Universal User Representations from Multiple E-commerce Tasks

Tasks such as search and recommendation have become increas- ingly important for E-commerce to deal with the information over- load problem. To meet the diverse needs of di erent users, person- alization plays an important role. In many large portals such as Taobao and Amazon, there are a bunch of di erent types of search and recommendation tasks operating simultaneously for person- alization. However, most of current techniques address each task separately. This is suboptimal as no information about users shared across di erent tasks. In this work, we propose to learn universal user representations across multiple tasks for more e ective personalization. In partic- ular, user behavior sequences (e.g., click, bookmark or purchase of products) are modeled by LSTM and attention mechanism by integrating all the corresponding content, behavior and temporal information. User representations are shared and learned in an end-to-end setting across multiple tasks. Bene ting from better information utilization of multiple tasks, the user representations are more e ective to re ect their interests and are more general to be transferred to new tasks. We refer this work as Deep User Perception Network (DUPN) and conduct an extensive set of o ine and online experiments. Across all tested ve di erent tasks, our DUPN consistently achieves better results by giving more e ective user representations. Moreover, we deploy DUPN in large scale operational tasks in Taobao. Detailed implementations, e.g., incre- mental model updating, are also provided to address the practical issues for the real world applications.