Scene marketing that well demonstrates user interests within a certain scenario has proved effective for offline shopping. To conduct scene marketing for e-commerce platforms, this work presents a novel product form, scene-based topic channel which typically consists of a list of diverse products belonging to the same usage scenario and a topic title that describes the scenario with marketing words. As manual construction of channels is time-consuming due to billions of products as well as dynamic and diverse customers' interests, it is necessary to leverage AI techniques to automatically construct channels for certain usage scenarios and even discover novel topics. To be specific, we first frame the channel construction task as a two-step problem, i.e., scene-based topic generation and product clustering, and propose an E-commerce Scene-based Topic Channel construction system (i.e., ESTC) to achieve automated production, consisting of scene-based topic generation model for the e-commerce domain, product clustering on the basis of topic similarity, as well as quality control based on automatic model filtering and human screening. Extensive offline experiments and online A/B test validates the effectiveness of such a novel product form as well as the proposed system. In addition, we also introduce the experience of deploying the proposed system on a real-world e-commerce recommendation platform.
翻译:事实证明,在某种情景中展示用户利益的市场营销在某种情景下证明对网上购物十分有效。为了为电子商务平台进行现场营销,这项工作提供了一个全新的产品形式、以现场为基础的主题渠道,通常包括属于同一使用情景的多种产品清单和一个用营销词描述情景的专题标题。由于由于数十亿产品以及活跃和多样化的客户利益,手工建设渠道耗费时间,因此有必要利用AI技术为某些使用情景自动建立渠道,甚至发现新的话题。具体而言,我们首先将频道建设任务设定为一个两步问题,即基于现场的专题生成和产品集群,并提出一个基于电子商务的场景主题频道建设系统(即ESTC),以实现自动化生产,包括基于现场的电子商务领域专题生成模型、基于类似主题的产品组合以及基于自动模型过滤和人类筛选的质量控制。广泛的离线实验和在线A/B测试将这种新产品格式的有效性视为一个两步问题,即基于现场生成的专题和产品集群,并提出一个基于电子商务域域域域域的拟议系统。我们还介绍了一个拟议的电子商务平台。