Xing Xie Microsoft Research Asia•Criteo: ads click-through-rate prediction •Dianping: restaurant...
Transcript of Xing Xie Microsoft Research Asia•Criteo: ads click-through-rate prediction •Dianping: restaurant...
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Future of Personalized Recommendation Systems
Xing Xie
Microsoft Research Asia
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Recommendation Everywhere
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Personalized News Feed
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Online Advertising
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CB
History
FM ML DL
1990s (Tapestry, GroupLens)Content based filteringCollaborative filtering
2006 (Netflix prize)Factorization-based ModelsSVD++
2010 (Various data competitions)Hybrid models with machine learningLR, FM, GBDT, etc.Pair-wise ranking
2015 (Deep learning)Flourish with neural modelsPNN, Wide&Deep, DeepFM, xDeepFM, etc.
CF
Explainable recommendationKnowledge enhanced recommendationReinforcement learningTransfer learning…
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Our Research
user
Item
Deep learning based user modeling
Knowledge enhanced recommendation
Explainable recommendation
Deep learning based recommendation
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Microsoft Recommenders
• Helping researchers and developers to quickly select, prototype, demonstrate, and productionize a recommender system
• Accelerating enterprise-grade development and deployment of a recommender system into production
• https://github.com/microsoft/recommenders
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User Behavioral Data
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Explicit User Representation
Demographic
Age
Gender
Life stage
Marital status
Residence
Education
Vocation
Personality
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Impulsivity
Novelty-seeking
Indecisiveness
Interests
Food
Book
Movie
Music
Sport
Restaurant
Status
Emotion
Event
Health
Wealth
Device
Social
Friend
Coworker
Spouse
Children
Other relatives
Tie strength
Schedule
Task
Driving route
Metro/bus line
Appointment
Vacation
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Explicit vs Implicit
IDs Texts Images Network
ID Embedding Text Embedding Image Embedding Network Embedding
Deep Models
User Embedding
Item Embedding
DNN Model
Implicit User Representation
Feature Engineering
Classification/Regression Models
Explicit User Representation
Representation Pros Cons
Explicit
• Easy to understand;• Can be directly
bidden by advertisers
• Hard to obtain training data;
• Difficult to satisfy complex and global needs;
Implicit
• Unified and heterogenous user representation;
• End-to-end learning
• Difficult to explain; • Need to fine-tune in
each task
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Query Log based User Modeling
gifts for classmates
cool math games
mickey mouse cartoon
shower chair for elderly
presbyopic glasses
costco hearing aids
groom to bride gifts
tie clips
philips shaver
lipstick color chart
womans ana blouse
Dior Makeup
Chuhan Wu, Fangzhao Wu, Junxin Liu, Shaojian He, Yongfeng Huang, Xing Xie, Neural Demographic Prediction using Search Query, WSDM 2019
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Query Log based User Modeling
birthday gift for grandson
central garden street
my health plan
medicaid new York
medicaid for elderly in new York
alcohol treatment
amazon.com
documentary grandson
youtube
Different records have different informativeness
Neighboring records may have relatedness, while far ones usually not
Different words may have different importance
The same word may have different importance in different contexts
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Query Log based User Modeling
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Experiments
• Dataset:• 15,346,617 users in total with age category labels
• Randomly sampled 10,000 users for experiments
• Search queries posted from October 1, 2017 to March 31, 2018
Mapping between age category and age range
Distribution of age categoryDistribution of query number per user Distribution of query length
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Experiments
discrete feature, linear model
continuous feature, linear model
flat DNN models
hierarchical LSTM model
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User Age Inference
Queries from a young user Queries from an elder user
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Car / Pet Segment
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Universal User Representation
• Existing user representation learning are task-specific• Difficult to generalize to other tasks
• Highly rely on labeled data
• Costly to exploit heterogenous unlabeled user behavior data
• Learn universal user representations from heterogenous and multi-source user data• Capture global patterns of online users
• Easily applied to different tasks as additional user features
• Do not rely on manually labeled data
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Deep Learning Based Recommender System
Learning latent representations Learning feature interactions
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Motivations
• We try to design a new neural structure that• Automatically learns explicit high-order interactions
• Vector-wise interaction, rather than bit-wise
• Different types of feature interactions can be combined easily
• Goals• Higher accuracy
• Reducing manual feature engineering work
Jianxun Lian, Xiaohuan Zhou, Fuzheng Zhang, Zhongxia Chen, Xing Xie, Guangzhong Sun, xDeepFM: Combining Explicit and Implicit Feature Interactions for Recommender Systems, KDD 2018
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Compressed Interaction Network (CIN)
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Relation with CNN
m
D
Direction of filter sliding
…
Feature map HK+1
An example of image CNN
Feature map 1…
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Extreme Deep Factorization Machine (xDeepFM)
• Combining explicit and implicit feature interaction network
• Integrate both memorization and generalization
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Data
• Criteo: ads click-through-rate prediction
• Dianping: restaurant recommendation
• Bing News: news recommendation
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Experiments
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Experiments
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Knowledge Graph
• A kind of semantic network, where node indicates entity or concept, edge indicates the semantic relation between entity/concept
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Knowledge Enhanced Recommendation
• Precision• More semantic content about items
• Deep user interest
• Diversity• Different types of relations in knowledge
graph
• Extend user’s interest in different paths
• Explainability• Connect user interest and
recommendation results
• Improve user satisfaction, boost user trust
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Knowledge Graph Embedding
• Learns a low-dimensional vector for each entity and relation in KG,which can keep the structural and semantic knowledge
❑ Apply distance-based score function to estimate the triple probability
❑ TransE, TransH, TransR, etc.
Distance-based Models
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Knowledge Graph Embedding
❑ Apply similarity-based score function to estimate the triple probability
❑ SME, NTN, MLP, NAM, etc.
Matching-based Models
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Knowledge Graph Embedding
KGEKG
Entity VectorRelation Vector
RS TaskFeed into User Vector
Item Vector
Learning
KGEKG Entity Vector, Relation Vector
Learning
(Successive Training)
(Alternate Training)
RS User Vector, Item Vector
KGEKG Entity Vector, Relation VectorUser Vector, Item Vector
RS Learning(Joint Training)
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Deep Knowledge-aware Network
Hongwei Wang, Fuzheng Zhang, Xing Xie, Minyi Guo, DKN: Deep Knowledge-Aware Network for News Recommendation, WWW 2018
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Deep Knowledge-aware Network
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Extract Knowledge Representations
• Additionally use contextual entity embeddings to include structural information
• Context implies one-step neighbor
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Deep Knowledge-aware Network
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Experiments
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Examples
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Ripple Network
• Users interests as seed entity, propagates in the graph step by step
• Decay in the propagating process
Hongwei Wang, etc. Ripple Network: Propagating User Preferences on the Knowledge Graph for Recommender Systems, CIKM 2018
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Ripple Network
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Experiments
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Example
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Presentation Quality
Explainable Recommendation Systems
EffectivenessPersuasiveness
Readability
Model Explainability
Transparency
Trust
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Explainable Recommendation Systems
Their tan tan noodles are made of magic. The chili oil is really appetizing.
However, prices are on the high side.
Fog Harbor Fish House 1-800-FLOWERS.COM – Elegant Flowers for Lovers
Presentation Quality
EffectivenessPersuasiveness
Readability
Model Explainability
Transparency
Trust
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Problem Definition
• Input• User set 𝑈, 𝑢 ∈ 𝑈 is a user
• Item set 𝑉, 𝑣 ∈ 𝑉 is an item
• A recommendation model to be explained 𝑓(𝑢, 𝑣)
• Output• z is generated based on the selected components
• Explanation 𝑧 = expgen
𝑢: user ID and user attributes
𝑖: item ID 𝑙𝑗: interpretable component
The 𝑗th interpretable component is selected
The 𝑗th interpretable component is not selected
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Outline
Items 𝑉
Users 𝑈
Recommendationmodel 𝑓(𝑢, 𝑣)
Explanation Method
Explanation 𝑧Recommended items ′
Can we enhance persuasiveness (presentation quality) in a data-driven way?
Users 𝑈
Explanation 𝑧Explanation
MethodRecommended
items
… …
Items 𝑉
Can we build an explainable deep model (enhance model explainability)?
Can we design a pipeline which better balances presentation quality and model explainability?
Explainable Recommendation Through Attentive Multi-View Learning, AAAI 2019
A Reinforcement Learning Framework for Explainable Recommendation, ICDM 2018
Feedback Aware Generative Model, Shipped to Bing Ads, revenue increased by 0.5%
Recommendation model 𝑓(𝑢, 𝑣)
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Explainable Recommendation for AdsSearch Ads
Native Ads / Outlook.comNative Ads / MSN
Advertiser Platform
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Feedback Aware Generative Model
• Traditional Seq2Seq model𝑎𝑟𝑔max
𝜃ෑ
𝑖
𝑝(𝑦𝑖|𝑥𝑖; 𝜃)
• Feedback aware model𝑎𝑟𝑔𝑚𝑎𝑥
𝜃
𝑖
𝐸𝑦𝑖~𝑝 𝑦𝑖 𝑥𝑖; 𝜃𝑟(𝑥𝑖 , 𝑦𝑖)
𝒙𝒊 (input) 𝒚𝒊 (output)
𝒑(𝒚𝒊|𝒙𝒊; 𝜽)
𝑬𝒚𝒊~𝒑 𝒚𝒊 𝒙𝒊; 𝜽𝒓(𝒙𝒊, 𝒚𝒊)
Input 𝒙𝒊 Output 𝒚𝒊 Reward 𝑟(∙)
Ad title, category,keyword, sitelink title
Ad title, Ad description, sitelink description
CTR
Ad title: Flowers delivered todayCategory: Occasions & Gifts
Elegant flowers for any occasion. 100% smile guarantee!
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Example Results
Input AdTitle US passport application
Output AdDescriptions
Find US passport application and related articles. Search now!
Quick & easy application. Apply for your passport online today!
Quick & easy application. Find government passport application and related articles.
Government passport application. Quick and easy to search results!
Start your passport online today. Apply now & find the best results!
Open your passport online today. 100% free tool!
Input AdTitle job applications online
Output AdDescriptions
New: job application online. Apply today & find your perfect job!
Now hiring - submit an application. Browse full & part time positions.
3 open positions left -- apply now! Jobs in your area
Open positions left -- apply now! Job application online.
7 open positions left -- apply now! Jobs in your area
Sales positions open. Hiring now - apply today!
The model has the ability to generate persuasive phrases
Diversified resultsThe model can
differentiate similar inputs
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Explainable Recommendation Through Attentive Multi-View Learning
• Existing methods are either “deep but unexplainable” or “explainable but shallow”
• We want to develop an explainable deep model which• Achieves the state-of-art accuracy and is also explainable
• Models multi-level user interest in an unsupervised manner
26-year-old female user 30-year-old male user
IsA
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Model
Hierarchical Propagation(User-Feature Interest)
Attentive Multi-View Learning Hierarchical Propagation(Item-Feature Quality)
You might be interested in [features in E], on which this item performs well
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Data Amazon
Review: user, item, rating, review text, timestamp
Amazon
Yelp
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Accuracy
𝜆𝑣: weight for the co-regularization term
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Explainability
• 20 participants, all Yelp users
• Collect their Yelp reviews and generate personalized explanations
• Ask them to rate the usefulness of each explanation
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Reinforcement Learning Framework for Explainable Recommendation
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Couple Agents
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Optimization Goal
Model explainability Presentation quality
Reward 𝑟
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Evaluation
𝑀𝑐: presentation quality 𝑀𝑒: explainability
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Case Study
Words related to food Words related to services
Frequent words in reviews: User A
User B
User A User B
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Conclusions and Future Work
• Personalized recommendation systems will continue to develop in various directions, including effectiveness, diversity, computational efficiency, and explainability
• Develop an easy-to-use tool for implementing deep learning based user representation and recommendation models
• Collaborate with researchers in psychology, sociology and other disciplines
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Thanks!