Showcasing relevant, performant and diverse content on homepage

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Rahul Pradeep of Flipkart presents at slash n 2018 on home page optimization using Machine Learning models for prediction and monetization

Technology

Showcasing relevant, performant and
diverse content on Homepage
Rahul Pradeep

Agenda
● Breadth of content on Homepage
● Painting the Homepage !
● Optimisation Strategy - The 3 Pillars
● Prediction modelling - Architectural overview
● Dull Homepage ? No problem !
● The Future
● Questions ?

Merchandising content
Demand
Management
UI Console
Ranking and
Selection
Data Platform
Serving Layer
Merchandiser input

Recommendations
Real Time Batch
Lambda Arch
User Engagement Events
Ranking and
Serving
Data Platform

User Journey based content
User Journey
Serving Layer
User Actions
Data
Platform

Choose from n Content to fill k Slots
Homepage Layout

Blending Engine
Homepage Layout
Content Providers
Blending
Engine

Optimisation Strategy
Business metrics ?
User Experience ?
Relevance ?

Ranking Function Components
Engagement
P(click | view)
Conversion
P(buy | click) * P(click
| view)
Value
Average Selling Price

Click Prediction Modelling
T - 1hr
T - 1hr T
<viewId, features, click?>
view events
click events
Modelling
EngineModels Repository
Data Processing Layer
(Joins and Feature
Enrichment)
features

Conversion Prediction Modelling
T - 15 days
T
Data Processing Layer
(Smart Attribution and
Feature Enrichment)
<clickId, features,
convert?>
click events
orders data
Modelling
EngineModels Repository
features

Features
gender student
parent
location
day
OS
channel
category
visual
title
week

Quality Score
Engagement
P(Click | Impression)
Conversion
P(Conversion | Click)
* P(Click | Impression)
Value
Average Selling Price
α β γ

Allocation without Diversity
Homepage Layout

Allocation with Diversity
Homepage Layout

Results
Monotonous Homepage Diverse Homepage

● Longer homepage optimised for low bandwidth
● Automated business goal optimisation
● Ranking of non commerce content
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Showcasing relevant, performant and diverse content on homepage

1. Showcasing relevant, performant and diverse content on Homepage Rahul Pradeep

2. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

3. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

4. Homepage content

5. Merchandising content Demand Management UI Console Ranking and Selection Data Platform Serving Layer Merchandiser input

6. Recommendations Real Time Batch Lambda Arch User Engagement Events Ranking and Serving Data Platform

7. User Journey based content User Journey Serving Layer User Actions Data Platform

8. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

9. Choose from n Content to fill k Slots Homepage Layout

10. Homepage Optimisation Homepage Layout

11. Content Blending

12. Blending Engine Homepage Layout Content Providers Blending Engine

13. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

14. Optimisation Strategy Business metrics ? User Experience ? Relevance ?

15. Engagement, Conversion, Value

16. Ranking Function Components Engagement P(click | view) Conversion P(buy | click) * P(click | view) Value Average Selling Price

17. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

18. Click Prediction Modelling T - 1hr T - 1hr T <viewId, features, click?> view events click events Modelling EngineModels Repository Data Processing Layer (Joins and Feature Enrichment) features

19. Conversion Prediction Modelling T - 15 days T Data Processing Layer (Smart Attribution and Feature Enrichment) <clickId, features, convert?> click events orders data Modelling EngineModels Repository features

20. Features gender student parent location day OS channel category visual title week

21. Quality Score Engagement P(Click | Impression) Conversion P(Conversion | Click) * P(Click | Impression) Value Average Selling Price α β γ

22. Spot the problem !

23. Content Blindness

24. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

25. Breaking monotony

26. Diversity

27. Allocation without Diversity Homepage Layout

28. Allocation without Diversity Homepage Layout

29. Allocation with Diversity Homepage Layout

30. Allocation with Diversity Homepage Layout

31. Allocation with Diversity Homepage Layout

32. Allocation with Diversity Homepage Layout

33. Allocation with Diversity Homepage Layout

34. Allocation with Diversity Homepage Layout

35. Allocation with Diversity Homepage Layout

36. Allocation with Diversity Homepage Layout

37. Results Monotonous Homepage Diverse Homepage

38. Agenda ● Breadth of content on Homepage ● Painting the Homepage ! ● Optimisation Strategy - The 3 Pillars ● Prediction modelling - Architectural overview ● Dull Homepage ? No problem ! ● The Future ● Questions ?

39. ● Longer homepage optimised for low bandwidth ● Automated business goal optimisation ● Ranking of non commerce content The Future

40.

41. Thank you ! n

42.

43. More content on Homepage

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