Towards Knowledge-Based Personalized Product Description Generation in E-commerce

Quality product descriptions are critical for providing competitive customer experience in an e-commerce platform. An accurate and attractive description not only helps customers make an informed decision but also improves the likelihood of purchase. However, crafting a successful product description is tedious and highly time-consuming. Due to its importance, automating the product description generation has attracted considerable interests from both research and industrial communities. Existing methods mainly use templates or statistical methods, and their performance could be rather limited. In this paper, we explore a new way to generate the personalized product description by combining the power of neural networks and knowledge base. Specifically, we propose a KnOwledge Based pErsonalized (or KOBE) product description generation model in the context of e-commerce. In KOBE, we extend the encoder-decoder framework, the Transformer, to a sequence modeling formulation using self-attention. In order to make the description both informative and personalized, KOBE considers a variety of important factors during text generation, including product aspects, user categories, and knowledge base, etc. Experiments on real-world datasets demonstrate that the proposed method out-performs the baseline on various metrics. KOBE can achieve an improvement of 9.7% over state-of-the-arts in terms of BLEU. We also present several case studies as the anecdotal evidence to further prove the effectiveness of the proposed approach. The framework has been deployed in Taobao, the largest online e-commerce platform in China.Comment: KDD 2019 Camera-ready. Website: https://sites.google.com/view/kobe201

ANALISIS SEARCH ENGINE OPTIMIZATION (SEO) PADA UMKM DOA IBU KOSMETIK DI TOKOPEDIA

The existence of social restrictions during the COVID-19 pandemic has had many impacts, one of which is limiting direct sales of SMEs. One of them is Doa Ibu Kosmetik which sells various personal needs like cosmetics and body care. Doa Ibu Kosmetik opens a digital shop through Tokopedia to encourage sales. Search Engine Optimization (SEO) method was implemented in the Tokopedia account to compete with others. The method used to optimize the shop page is to upgrade the shop's status to Power Merchant and activate the features provided by Tokopedia. Product page optimization is carried out by adding titles, prices, descriptions, and product photos so that they comply with Tokopedia's recommendations and can compete with other sellers. The TopAds feature, which is Tokopedia's paid advertising feature, has also been implemented to help increase traffic on the Tokopedia Doa Ibu Kosmetik page. The research results show that optimization on Tokopedia can increase visits and sales

Probing Product Description Generation via Posterior Distillation

In product description generation (PDG), the user-cared aspect is critical for the recommendation system, which can not only improve user's experiences but also obtain more clicks. High-quality customer reviews can be considered as an ideal source to mine user-cared aspects. However, in reality, a large number of new products (known as long-tailed commodities) cannot gather sufficient amount of customer reviews, which brings a big challenge in the product description generation task. Existing works tend to generate the product description solely based on item information, i.e., product attributes or title words, which leads to tedious contents and cannot attract customers effectively. To tackle this problem, we propose an adaptive posterior network based on Transformer architecture that can utilize user-cared information from customer reviews. Specifically, we first extend the self-attentive Transformer encoder to encode product titles and attributes. Then, we apply an adaptive posterior distillation module to utilize useful review information, which integrates user-cared aspects to the generation process. Finally, we apply a Transformer-based decoding phase with copy mechanism to automatically generate the product description. Besides, we also collect a large-scare Chinese product description dataset to support our work and further research in this field. Experimental results show that our model is superior to traditional generative models in both automatic indicators and human evaluation

Poet: Product-oriented Video Captioner for E-commerce

In e-commerce, a growing number of user-generated videos are used for product promotion. How to generate video descriptions that narrate the user-preferred product characteristics depicted in the video is vital for successful promoting. Traditional video captioning methods, which focus on routinely describing what exists and happens in a video, are not amenable for product-oriented video captioning. To address this problem, we propose a product-oriented video captioner framework, abbreviated as Poet. Poet firstly represents the videos as product-oriented spatial-temporal graphs. Then, based on the aspects of the video-associated product, we perform knowledge-enhanced spatial-temporal inference on those graphs for capturing the dynamic change of fine-grained product-part characteristics. The knowledge leveraging module in Poet differs from the traditional design by performing knowledge filtering and dynamic memory modeling. We show that Poet achieves consistent performance improvement over previous methods concerning generation quality, product aspects capturing, and lexical diversity. Experiments are performed on two product-oriented video captioning datasets, buyer-generated fashion video dataset (BFVD) and fan-generated fashion video dataset (FFVD), collected from Mobile Taobao. We will release the desensitized datasets to promote further investigations on both video captioning and general video analysis problems.Comment: 10 pages, 3 figures, to appear in ACM MM 2020 proceeding

Comprehensive Information Integration Modeling Framework for Video Titling

In e-commerce, consumer-generated videos, which in general deliver consumers' individual preferences for the different aspects of certain products, are massive in volume. To recommend these videos to potential consumers more effectively, diverse and catchy video titles are critical. However, consumer-generated videos seldom accompany appropriate titles. To bridge this gap, we integrate comprehensive sources of information, including the content of consumer-generated videos, the narrative comment sentences supplied by consumers, and the product attributes, in an end-to-end modeling framework. Although automatic video titling is very useful and demanding, it is much less addressed than video captioning. The latter focuses on generating sentences that describe videos as a whole while our task requires the product-aware multi-grained video analysis. To tackle this issue, the proposed method consists of two processes, i.e., granular-level interaction modeling and abstraction-level story-line summarization. Specifically, the granular-level interaction modeling first utilizes temporal-spatial landmark cues, descriptive words, and abstractive attributes to builds three individual graphs and recognizes the intra-actions in each graph through Graph Neural Networks (GNN). Then the global-local aggregation module is proposed to model inter-actions across graphs and aggregate heterogeneous graphs into a holistic graph representation. The abstraction-level story-line summarization further considers both frame-level video features and the holistic graph to utilize the interactions between products and backgrounds, and generate the story-line topic of the video. We collect a large-scale dataset accordingly from real-world data in Taobao, a world-leading e-commerce platform, and will make the desensitized version publicly available to nourish further development of the research community...Comment: 11 pages, 6 figures, to appear in KDD 2020 proceeding

Long and Diverse Text Generation with Planning-based Hierarchical Variational Model

Existing neural methods for data-to-text generation are still struggling to produce long and diverse texts: they are insufficient to model input data dynamically during generation, to capture inter-sentence coherence, or to generate diversified expressions. To address these issues, we propose a Planning-based Hierarchical Variational Model (PHVM). Our model first plans a sequence of groups (each group is a subset of input items to be covered by a sentence) and then realizes each sentence conditioned on the planning result and the previously generated context, thereby decomposing long text generation into dependent sentence generation sub-tasks. To capture expression diversity, we devise a hierarchical latent structure where a global planning latent variable models the diversity of reasonable planning and a sequence of local latent variables controls sentence realization. Experiments show that our model outperforms state-of-the-art baselines in long and diverse text generation.Comment: To appear in EMNLP 201