Click A, Buy B: Rethinking Conversion Attribution in ECommerce Recommendations

KDD2025で発表されたClick A, Buy B: Rethinking Conversion Attribution in ECommerce Recommendationsについて聴講したため、まとめました！

Transcript

1. © LY Corporation Public $MJDL
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2. © LY Corporation Public 2 • ࠤ౻݈ଠ࿠ • ུྺ • ৽ଔͰ౰࣌ͷϠϑʔגࣜձࣾʹೖࣾ ೥ೖࣾͳͷͰ೥໨ • ιϑτ΢ΣΞΤϯδχΞͱͯ͠ "#ςετϓϥοτϑΥʔϜͷ։ൃʹैࣄ • ݱࡏ͸-*/&ϠϑʔגࣜձࣾͰ :BIPPݕࡧͷ޿ࠂʹؔ͢ΔϞσϧ։ൃʹܞΘΔ ⾃⼰紹介
3. © LY Corporation Public "E,%%について 3 8PSLTIPQT ʙ ൃలతͳ࿩୊ʹର͢Δٞ࿦ ࣮຿ʹ͍ۙ಺༰͕ϝΠϯ $POGFSFODF ʙ ֶज़తͳൃද ,%%ͷϝΠϯ 1PTUFS
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4. © LY Corporation Public 4 • ݕࡧΫΤϦʹର֤ͯ͠޿ࠂ঎඼ͷ$53 ΫϦοΫ཰ ɺ$73 ίϯόʔδϣϯ཰ Λ༧ଌ • $73ͷ໰୊ઃఆ͕ॏཁͱͳΔ • ैདྷ͸Ϣʔβʔ͕࠷ޙʹΫϦοΫͨ͠঎඼͕ߪೖ͞ΕΔ͔Ͱఆٛ MBTUDMJDL
   BUUSJCVUJPO • ࠓճͷ࿦จ͸ΑΓߪങߦಈʹ͍ۙ໰୊ઃఆͰఆࣜԽ • ݁ՌతʹΑΓߪങߦಈʹ߹ͬͨਪનϞσϧΛߏங ݕࡧΫΤϦ ϥϯΩϯά ্Ґ͕ܝࡌ ঎඼"
   
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5. © LY Corporation Public 5 എܠ Ϣʔβʔ͕޿ࠂܦ༝Ͱ$MJDLͨ͠঎඼ͱಉ͡঎඼ҟͳΔ঎඼Λߪೖ $POWFSTJPO ͢Δέʔε͕͋Δ ͜Ε·Ͱͷ$73༧ଌͷఆٛʹ͍ۙ$"#"͚ͩͰ͸ͳ͘ɺ$"##Λ໌ࣔతʹఆࣜԽ͢Δ͜ͱͰ ҟͳΔ঎඼Λങͬͨ৔߹ͷϊΠζΛ௿ݮ ˠ Ϣʔβʔͷߪങߦಈʹ߹ͬͨϞσϧΛߏங ঎඼" $POWFSTJPO ݕࡧΫΤϦ $MJDL ঎඼" ঎඼# $"#"
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   ΫϦοΫͨ͠঎඼ͱҧ͏঎඼Λߪೖͨ͠৔߹
7. © LY Corporation Public 7 ఏҊख๏ ͭͷؔ࿈͢Δ໨తΛ࣋ͭϚϧνλεΫֶश໰୊ͱͯ͠ఆࣜԽ • λεΫɿ$"#"༧ଌʢ"ΛΫϦοΫˠ"Λߪೖʣ
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8. © LY Corporation Public 8 ֶशσʔλͷ࡞੒ ଟ͘ͷ৔߹͸ະߪೖͷͨΊ྆ํ • $"#"ͱ$"##྆ํϥϕϧ෇͚Λߦ͏ • $"#"ϥϕϧ • ΫϦοΫ঎඼ΛങͬͨΒ • ങΘͳ͚Ε͹ • $"##ϥϕϧ • ଞͷ঎඼ΛങͬͨΒ • ങΘͳ͚Ε͹ VTFS@JE RVFSZ DMJDLFE@JUFN Z⒩
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9. © LY Corporation Public 9 ֶशσʔλ࡞੒࣌ͷ՝୊ ಉ͡$"##Ͱ΋ • "ͱ#͕ີ઀ʹؔ࿈͢Δ঎඼ ʢྫ
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10. © LY Corporation Public 10 ఏҊख๏ ڠௐϑΟϧλϦϯάΛ༻͍ͯ ΫϦοΫ͞Εͨ঎඼ͱͷྨࣅ౓ΛΧςΰϦϕʔ εͰܭࢉ • ΧςΰϦ୯ҐͰ$MJDL΍ߪೖͷճ਺Λूܭ • ֤ΧςΰϦͷϢʔβʔϕΫτϧΛߪങߦಈʹԠ ͯ͡ॏΈ͚ͮͯ͠ࢉग़ • ΧςΰϦؒͷྨࣅ౓Λܭࢉ ՈˠΩονϯˠίʔώʔϝʔΧʔˠҿΈ෺ˠίʔώʔ౾ εςοϓ (𝑣!"##$$ %&'$() )*+ = 𝑤!,-.' ×3 + 𝑤!&(/) ×1 + 𝑤0*(.1&)$ ×0 $BUFHPSZ 6TFS $MJDL $BSUT 1VSDIBTF $PGGFF
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11. © LY Corporation Public 11 ఏҊख๏ • ܭࢉͨ͠ॏΈЋΛΫϩεΤϯτϩϐʔଛࣦʹ ֻ͚߹Θͤͯܭࢉ • $"#"ͱ$"##ͷͭͷଛࣦΛ଍͠߹ΘͤΔ͜ ͱͰֶशΛਐΊΔ • Ͳͷఔ౓$"##Λߟྀ͢Δ͔͸ύϥϝʔλ𝜆Ͱ ௐ੔͢Δ 𝓛!232 = − 7 [𝑦+ 𝑙𝑜𝑔= 𝑦1 + 1 − 𝑦+ 𝑙𝑜𝑔 1 − = 𝑦1 ] 𝓛!233 = − 7 α23 [𝑦4 𝑙𝑜𝑔= 𝑦2 + 1 − 𝑦4 𝑙𝑜𝑔 1 − = 𝑦2 ] 𝓛 = 𝓛!233 + λ𝓛!233
12. © LY Corporation Public 12 ݕূ݁Ռ オフライン実験 オンライン実験 #VTJOFTT
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13. © LY Corporation Public 13 ݕূ݁Ռ ύϥϝʔλλΛมԽͤͨ࣌͞ͷ/&ͷมԽ • ࠷΋ѱ͔ͬͨͷ͸#BTFMJOF MBTUDMJDL
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14. © LY Corporation Public 14 ·ͱΊͱײ૝ • ײ૝ • γϯϓϧͳ͕Βೲಘײͷ͋ΔఆࣜԽͰޮՌΛग़͍ͯͯ͠ඇৗʹྑ͍࿦จͷΑ͏ʹײͨ͡ • $"##ΛͲ͏໰୊ઃఆ͍͔ͯ͘͠͸ࠓޙͷݚڀʹ΋޿͕Γ͕͋Γͦ͏ͳؾ͕͢Δ • શମͷ$53΍$73͕ͲΕ͘Β͍มԽͨ͠ͷ͔͸ؾʹͳͬͨ ͦΕ͕#VTJOFTT
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15. © LY Corporation Public 15 ͦͷଞ ؾʹͳͬͨ࿦จ ਪનɺݕࡧγεςϜͷ--.ͷ׆༻͸֤ࣾͰൃද͕͞Ε͍ͯͨ ˠ֤ࣾͷ՝୊ײ΍ํ޲ੑ͕όϥόϥͰଟ༷ੑͷ͋ΔऔΓ૊Έ͕ߦΘΕ͍ͯͨ $"5&3
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