Tianhao Li


pdf bib
Automatic Marketing Theme and Commodity Construction System for E-commerce
Zhiping Wang | Peng Lin | Hainan Zhang | Hongshen Chen | Tianhao Li | Zhuoye Ding | Sulong Xu | Jinghe Hu
Proceedings of the 2023 Conference on Empirical Methods in Natural Language Processing: Industry Track

When consumers’ shopping needs are concentrated, they are more interested in the collection of commodities under the specific marketing theme. Therefore, mining marketing themes and their commodities collections can help customers save shopping costs and improve user clicks and purchases for recommendation system. However, the current system invites experts to write marketing themes and select the relevant commodities, which suffer from difficulty in mass production, poor timeliness and low online indicators. Therefore, we propose a automatic marketing theme and commodity construction system, which can not only generate popular marketing themes and select the relevant commodities automatically, but also improve the theme online effectiveness in the recommendation system. Specifically, we firstly utilize the pretrained language model to generate the marketing themes. And then, we utilize the theme-commodity consistency module to select the relevant commodities for the above generative theme. What’s more, we also build the indicator simulator to evaluate the effectiveness of the above generative theme. When the indicator is lower, the above selective commodities will be input into the theme-rewriter module to generate more efficient marketing themes. Finally, we utilize the human screening to control the system quality. Both the offline experiments and online A/B test demonstrate the superior performance of our proposed system compared with state-of-the-art methods.