SHOAL: Large-scale hierarchical taxonomy via graph-based query coalition in E-commerce
E-commerce taxonomy plays an essential role in online retail business. Existing taxonomy of e-commerce platformsorganizes items into an ontology structure. However, theontology-driven approach is subject to costly manual maintenance and often does not capture user’s search intention,particularly whe...
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| Main Authors: | , , , , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2019
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| Online Access: | https://ink.library.smu.edu.sg/sis_research/4620 https://ink.library.smu.edu.sg/context/sis_research/article/5623/viewcontent/p1858_li.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | E-commerce taxonomy plays an essential role in online retail business. Existing taxonomy of e-commerce platformsorganizes items into an ontology structure. However, theontology-driven approach is subject to costly manual maintenance and often does not capture user’s search intention,particularly when user searches by her personalized needsrather than a universal definition of the items. Observingthat search queries can effectively express user’s intention,we present a novel large-Scale Hierarchical taxOnomy viagrAph based query coaLition (SHOAL) to bridge the gapbetween item taxonomy and user search intention. SHOALorganizes hundreds of millions of items into a hierarchicaltopic structure. Each topic that consists of a cluster of itemsdenotes a conceptual shopping scenario, and is tagged witheasy-to-interpret descriptions extracted from search queries.Furthermore, SHOAL establishes correlation between categories of ontology-driven taxonomy, and offers opportunitiesfor explainable recommendation. The feedback from domainexperts shows that SHOAL achieves a precision of 98% interms of placing items into the right topics, and the resultof an online A/B test demonstrates that SHOAL boosts theClick Through Rate (CTR) by 5%. SHOAL has been deployed in Alibaba and supports millions of searches for online shopping per day. |
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