GMCM: Graph-based Micro-behavior Conversion Model for Post-click Conversion Rate Estimation

Wentian Bao
Wentian Bao
Hong Wen
Hong Wen
Sha Li
Sha Li
Quan Lin
Quan Lin
Keping Yang
Keping Yang

SIGIR '20: The 43rd International ACM SIGIR conference on research and development in Information Retrieval Virtual Event China July, 2020, pp. 2201-2210, 2020.

Cited by: 0|Bibtex|Views48|DOI:https://doi.org/10.1145/3397271.3401425
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Other Links: dl.acm.org|dblp.uni-trier.de|academic.microsoft.com

Abstract:

Purchase-related micro-behaviors, e.g., favorite, add to cart, read reviews, etc., provide implicit feedback of users' decision-making process. Such informative feedback can lead to fine-grained post-click conversion rate (CVR) modeling of the buying process. However, most existing works on CVR estimation either neglect these informative ...More

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