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.

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.

Treatment-Aware Hyperbolic Representation Learning for Causal Effect Estimation with Social Networks

Estimating the individual treatment effect (ITE) from observational data is a crucial research topic that holds significant value across multiple domains. How to identify hidden confounders poses a key challenge in ITE estimation. Recent studies have incorporated the structural information of social networks to tackle this challenge, achieving notable advancements. However, these methods utilize graph neural networks to learn the representation of hidden confounders in Euclidean space, disregarding two critical issues: (1) the social networks often exhibit a scalefree structure, while Euclidean embeddings suffer from high distortion when used to embed such graphs, and (2) each ego-centric network within a social network manifests a treatment-related characteristic, implying significant patterns of hidden confounders. To address these issues, we propose a novel method called Treatment-Aware Hyperbolic Representation Learning (TAHyper). Firstly, TAHyper employs the hyperbolic space to encode the social networks, thereby effectively reducing the distortion of confounder representation caused by Euclidean embeddings. Secondly, we design a treatment-aware relationship identification module that enhances the representation of hidden confounders by identifying whether an individual and her neighbors receive the same treatment. Extensive experiments on two benchmark datasets are conducted to demonstrate the superiority of our method.

Higher-order Graph Attention Network for Stock Selection with Joint Analysis

Stock selection is important for investors to construct profitable portfolios. Graph neural networks (GNNs) are increasingly attracting researchers for stock prediction due to their strong ability of relation modelling and generalisation. However, the existing GNN methods only focus on simple pairwise stock relation and do not capture complex higher-order structures modelling relations more than two nodes. In addition, they only consider factors of technical analysis and overlook factors of fundamental analysis that can affect the stock trend significantly. Motivated by them, we propose higher-order graph attention network with joint analysis (H-GAT). H-GAT is able to capture higher-order structures and jointly incorporate factors of fundamental analysis with factors of technical analysis. Specifically, the sequential layer of H-GAT take both types of factors as the input of a long-short term memory model. The relation embedding layer of H-GAT constructs a higher-order graph and learn node embedding with GAT. We then predict the ranks of stock return. Extensive experiments demonstrate the superiority of our H-GAT method on the profitability test and Sharp ratio over both NSDAQ and NYSE datasets

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.

Self-Sampling Training and Evaluation for the Accuracy-Bias Tradeoff in Recommendation

Research on debiased recommendation has shown promising results. However, some issues still need to be handled for its application in industrial recommendation. For example, most of the existing methods require some specific data, architectures and training methods. In this paper, we first argue through an online study that arbitrarily removing all the biases in industrial recommendation may not consistently yield a desired performance improvement. For the situation that a randomized dataset is not available, we propose a novel self-sampling training and evaluation (SSTE) framework to achieve the accuracy-bias tradeoff in recommendation, i.e., eliminate the harmful biases and preserve the beneficial ones. Specifically, SSTE uses a self-sampling module to generate some subsets with different degrees of bias from the original training and validation data. A self-training module infers the beneficial biases and learns better tradeoff based on these subsets, and a self-evaluation module aims to use these subsets to construct more plausible references to reflect the optimized model. Finally, we conduct extensive offline experiments on two datasets to verify the effectiveness of our SSTE. Moreover, we deploy our SSTE in homepage recommendation of a famous financial management product called Tencent Licaitong, and find very promising results in an online A/B test.

Unsupervised Inductive Whole-Graph Embedding by Preserving Graph Proximity

We introduce a novel approach to graph-level representation learning, which is to embed an entire graph into a vector space where the embeddings of two graphs preserve their graph-graph proximity. Our approach, UGRAPHEMB, is a general framework that provides a novel means to performing graph-level embedding in a completely unsupervised and inductive manner. The learned neural network can be considered as a function that receives any graph as input, either seen or unseen in the training set, and transforms it into an embedding. A novel graph-level embedding generation mechanism called Multi-Scale Node Attention (MSNA), is proposed. Experiments on five real graph datasets show that UGRAPHEMB achieves competitive accuracy in the tasks of graph classification, similarity ranking, and graph visualization.