Translator | Bugatti
Reviewer | Sun Shujuan
The online marketplace eBay has added additional buying signals to its machine learning model, such as “add to watchlist”, “ Bid" and "Add to Cart" to increase the relevance of recommended ad listings based on the initial product being searched. Chen Xue gave a very detailed introduction in this recent article.
- Retrieve the subset candidate promotion list criteria that are most closely related to the seed item ("Check the complete collection").
- Use a trained machine learning sorter to sort the product list in the search set according to the likelihood of purchase.
- Reorder the product list based on advertising rates to balance seller sales speed achieved through promotions with recommendation relevance.
- Data of recommended products
- Recommended products similar to the seed product
- Context (Country and Product Category)
- User Personalization Features
- False Negatives: Since users typically only purchase one item from the recommended list, the purchase does not occur when the purchase is not made. In some cases, good recommendations may be viewed as bad recommendations, leading to false positives.
- Few purchases: Compared to other user events, it is becoming challenging to train a model with sufficient number and diversity of purchases to predict the forward class.
- Missing data: From clicks to add to cart, numerous user actions reveal a wealth of user information and reveal possible outcomes.
- Buy Now (only applicable At Buy-It-Now i.e. BIN Listing)
- Add to Cart (BIN Listing Only)
- Bid (Best Bid Listing Only)
- Ask for Bid (Applies to Auction Listings only)
- Add to Watchlist (Applies to BIN, Best Bid, or Auction Listings)
Sample weights for multiple correlation feedback
Gradient boosted trees support multiple labels to capture a range of correlations, but there is no direct way to achieve the magnitude of the correlation.
eBay had to run the tests iteratively until it came up with numbers that made the model work. The researchers added additional weights (called "sample weights") that were fed into the pairwise loss function. They optimized the hyperparameter tuning and ran it for 25 iterations before arriving at the best sample weights - "Add to Watchlist" (6), "Add to Cart" (15), "Bid" (38 ), "Buy Now" (8) and "Buy" (15). Without sample weights, the new model will perform worse. With sample weights, the new model outperforms the binary model.
They tried adding only clicks as additional relevant feedback and applied the tuned hyperparameter "Purchase" sample weight of 150. Offline results are also shown below, where "BOWC" stands for Buy Now, Make a Bid, Add to Watchlist, and Add to Cart actions. Purchase ranking reflects the average ranking of items purchased. The smaller the better.
Conclusion
The trained model has a total of more than 2000 instances. A/B testing is conducted in two stages. The first phase, which only included additional select tags and showed a 2.97% increase in purchase volume on the eBay mobile app and a 2.66% increase in ad revenue, was deemed successful enough to move the model into global production.
The second phase added more actions to the model, such as "Add to Watchlist", "Add to Cart", "Bid" and "Buy Now", and A/B testing showed better customer engagement (e.g. more clicks and BWC).
Original title: EBay Uses Machine Learning to Refine Promoted Listings, Author: Jessica Wachtel
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