ZTE Communications ›› 2018, Vol. 16 ›› Issue (1): 52-60.DOI: 10.3969/j.issn.1673-5188.2018.01.009
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收稿日期:2017-08-05出版日期:2018-02-25发布日期:2020-03-16
Behavior Targeting Based on Hierarchical Taxonomy Aggregation for Heterogeneous Online Shopping Applications
ZHANG Lifeng, ZHANG Chunhong, HU Zheng, TANG Xiaosheng
- Beijing University of Posts and Telecommunications, Beijing 100876, China
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Received:2017-08-05Online:2018-02-25Published:2020-03-16 -
About author:ZHANG Lifeng (zhanglifeng@bupt.edu.cn) is a postgraduate student at Beijing University of Posts and Telecommunications, China. His research interests include data mining and massively parallel processing of data.|ZHANG Chunhong (zhangch@bupt.edu.cn) is a lecture of School of Information and Communication Engineering, Beijing University of Posts and Telecommunications, China. She received her Ph.D. degree in computer science, M.Eng. degree in information technology, B.Eng. degree in telecommunication engineering in 1993, 1996 and 2013 respectively. She was a visiting scholar at Illinois Institute of Technology, USA in 2015. Her research interests include data mining, natural language processing, and ubiquitous computing.|HU Zheng (huzheng@bupt.edu.cn) received his Ph.D. degree from Beijing University of Posts and Telecommunications, China in 2008. He is working in the State Key Laboratory of Networking and Switching Technology, Beijing University of Posts and Telecommunications. His current research interests lie in the user behavior modeling and analysis in mobile internet and social networks. He has published more than 30 papers and been granted more than 10 patents in related area.|TANG Xiaosheng (txs@bupt.edu.cn) received his Ph.D. degree from Beijing University of Posts and Telecommunications, China. He is working in the Beijing University of Posts and Telecommunications. His current research interests include user behavior modeling and analysis in mobile internet and social networks. He has published more than 20 papers and been granted more than 10 patents in related areas.
引用本文
. [J]. ZTE Communications, 2018, 16(1): 52-60.
ZHANG Lifeng, ZHANG Chunhong, HU Zheng, TANG Xiaosheng. Behavior Targeting Based on Hierarchical Taxonomy Aggregation for Heterogeneous Online Shopping Applications[J]. ZTE Communications, 2018, 16(1): 52-60.
Figure 1. The overview of data analysis model.
Figure 1. The overview of data analysis model.
Table 1 The formats of DPI data
| Serial number | Data field |
|---|---|
| 1 | IMSI |
| 2 | Start time |
| 3 | End time |
| 4 | URL |
| 5 | Domain name |
Table 1 The formats of DPI data
| Serial number | Data field |
|---|---|
| 1 | IMSI |
| 2 | Start time |
| 3 | End time |
| 4 | URL |
| 5 | Domain name |
Table 2 Different labels of iPhone 7 from four online stores
| Online store | Hierarchical taxonomy |
|---|---|
| Jingdong | 手机→手机通讯→手机 （Mobile Phones → Mobile Communication → Mobile Phones → IPhone 7） |
| Amazon | 电子→手机通讯→手机 （Electronics → Mobile Communication → Mobile Phones → IPhone 7） |
| Suning | 手机&数码→手机通讯→手机 （Phones& Digital → Mobile Communication → Mobile Phones → IPhone 7） |
| Gome | 手机→手机通讯→手机 （Phones → Mobile Communication → Phones → IPhone 7） |
Table 2 Different labels of iPhone 7 from four online stores
| Online store | Hierarchical taxonomy |
|---|---|
| Jingdong | 手机→手机通讯→手机 （Mobile Phones → Mobile Communication → Mobile Phones → IPhone 7） |
| Amazon | 电子→手机通讯→手机 （Electronics → Mobile Communication → Mobile Phones → IPhone 7） |
| Suning | 手机&数码→手机通讯→手机 （Phones& Digital → Mobile Communication → Mobile Phones → IPhone 7） |
| Gome | 手机→手机通讯→手机 （Phones → Mobile Communication → Phones → IPhone 7） |
Figure 2. Words relationship after training by word2vec.
Figure 2. Words relationship after training by word2vec.
Figure 3. The distance between labels.
Figure 3. The distance between labels.
Table 3 The samples of standard label system
| Label ID | Standard label |
|---|---|
| 001001001 | 手机数码→手机通讯→手机（Phone & Digital → Mobile Communication → Mobile Phone） |
| 001001002 | 手机数码→手机通讯→对讲机（Phone & Digital → Mobile Communication → Interphone） |
| 001002001 | 手机数码→手机配件→移动电源（Phone & Digital → Phone Accessories → Mobile Power） |
| 001002002 | 手机数码→手机配件→蓝牙耳机（Phone & Digital → Phone Accessories → Bluetooth Earphone） |
| 002001001 | 电脑→电脑整机→笔记本（Computer → Computer machine → Laptop） |
| 002001002 | 电脑→电脑整机→台式主机（Computer → Computer machine → Desktop） |
| 002002001 | 电脑 办公设备→打印机（Computer → Office Equipment → Printer） |
Table 3 The samples of standard label system
| Label ID | Standard label |
|---|---|
| 001001001 | 手机数码→手机通讯→手机（Phone & Digital → Mobile Communication → Mobile Phone） |
| 001001002 | 手机数码→手机通讯→对讲机（Phone & Digital → Mobile Communication → Interphone） |
| 001002001 | 手机数码→手机配件→移动电源（Phone & Digital → Phone Accessories → Mobile Power） |
| 001002002 | 手机数码→手机配件→蓝牙耳机（Phone & Digital → Phone Accessories → Bluetooth Earphone） |
| 002001001 | 电脑→电脑整机→笔记本（Computer → Computer machine → Laptop） |
| 002001002 | 电脑→电脑整机→台式主机（Computer → Computer machine → Desktop） |
| 002002001 | 电脑 办公设备→打印机（Computer → Office Equipment → Printer） |
Figure 4. The example of label mapping.
Figure 4. The example of label mapping.
Table 4 The Regex of item IDs in Jingdong
| Serial number | Regex |
|---|---|
| 1 | ware[iI]d|sku(=|%3D)(\d+) |
| 2 | order.*ware[iI]d(=|%3D)(\d+) |
| 3 | jd\.com/(product/)?(\d+)\.html |
| 4 | productIds=(\d+) |
| 5 | orderComment/(\d+) |
| 6 | item\.jd\.com/(\d+) |
Table 4 The Regex of item IDs in Jingdong
| Serial number | Regex |
|---|---|
| 1 | ware[iI]d|sku(=|%3D)(\d+) |
| 2 | order.*ware[iI]d(=|%3D)(\d+) |
| 3 | jd\.com/(product/)?(\d+)\.html |
| 4 | productIds=(\d+) |
| 5 | orderComment/(\d+) |
| 6 | item\.jd\.com/(\d+) |
Table 5 The number of Regex of the six applications
| Application | Number |
|---|---|
| Jingdong | 6 |
| Suning | 5 |
| Amazon | 4 |
| Gome | 4 |
| Dangdang | 2 |
| Taobao & Tmall | 4 |
Table 5 The number of Regex of the six applications
| Application | Number |
|---|---|
| Jingdong | 6 |
| Suning | 5 |
| Amazon | 4 |
| Gome | 4 |
| Dangdang | 2 |
| Taobao & Tmall | 4 |
Figure 5. Data analysis architecture.
Figure 5. Data analysis architecture.
Table 6 The store format of item information and samples
| Rowkey | Column family: qualifier | Timestamp | Cell value |
|---|---|---|---|
| Item ID | “label:standard” | default | Standard label |
| 4005363 | “label:standard” | default | (Computer → Computer → Laptop) |
| 3726830 | “label:standard” | default | (Phone & Digital → Mobile Communication → Mobile Phone) |
Table 6 The store format of item information and samples
| Rowkey | Column family: qualifier | Timestamp | Cell value |
|---|---|---|---|
| Item ID | “label:standard” | default | Standard label |
| 4005363 | “label:standard” | default | (Computer → Computer → Laptop) |
| 3726830 | “label:standard” | default | (Phone & Digital → Mobile Communication → Mobile Phone) |
Figure 6. The framework of Scrapy.
Figure 6. The framework of Scrapy.
Figure 7. Implementation of Hadoop MapReduce.
Figure 7. Implementation of Hadoop MapReduce.
Table 7 Experiment results
| DPI data size | Time cost in map | |
|---|---|---|
| Global match | Partial match | |
| 2.7 Tb | 1 h 13 min | 46 min |
| 470 Gb | 17 min | 10 min |
Table 7 Experiment results
| DPI data size | Time cost in map | |
|---|---|---|
| Global match | Partial match | |
| 2.7 Tb | 1 h 13 min | 46 min |
| 470 Gb | 17 min | 10 min |
Table 8 The final results of the proposed scheme
| IMSI | URL | Label |
|---|---|---|
| 898A93AA58976A49456222D58420B6B1 | http://item.m.jd.com/product/3368118.html | Online shopping →Appliances → Health appliance |
| 4B0DA828BDF06C1C21BC8926456402CA | http://cd.jd.com/img/channel?callback=jQuery6841693 | skuId=10483088139&_=1503617852363& Online shopping → Home building →Home textile cloth → Sheets |
| 45DCF28D2D947447F3C9B87E24491131 | |http://product.dangdang.com/23215376.html | Online shopping → Books →Political/Military |
| DF6D96FC9B386DABF2E5C0AADB508BC1 | http://item.m.gome.com.cn/product-A0004771496-pop8003858741.html?cmpid=seo_baidu_kapian | Online shopping → Homeappliance → Personal care →Shaver |
Table 8 The final results of the proposed scheme
| IMSI | URL | Label |
|---|---|---|
| 898A93AA58976A49456222D58420B6B1 | http://item.m.jd.com/product/3368118.html | Online shopping →Appliances → Health appliance |
| 4B0DA828BDF06C1C21BC8926456402CA | http://cd.jd.com/img/channel?callback=jQuery6841693 | skuId=10483088139&_=1503617852363& Online shopping → Home building →Home textile cloth → Sheets |
| 45DCF28D2D947447F3C9B87E24491131 | |http://product.dangdang.com/23215376.html | Online shopping → Books →Political/Military |
| DF6D96FC9B386DABF2E5C0AADB508BC1 | http://item.m.gome.com.cn/product-A0004771496-pop8003858741.html?cmpid=seo_baidu_kapian | Online shopping → Homeappliance → Personal care →Shaver |
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