Behavior Targeting Based on Hierarchical Taxonomy Aggregation for Heterogeneous Online Shopping Applications

doi:10.3969/j.issn.1673-5188.2018.01.009

Abstract

Abstract:

Behavior targeting (BT) based on individual web-browsing history has become more valuable in precision marketing for many companies through capturing users ’interest and preference. It is common in practice that the behavior data collected from different online shopping applications are inconsistent since they are labelled by different item taxonomy, where the same behavior could have different representations and therefore analysis confusion arises. To address this issue, we propose a semantic similarity based strategy to transform the heterogeneous behavior extracted from deep packet inspection (DPI) data of a telecommunication operator into a unique standard one. The Word Mover’s Distance algorithm is exploited to evaluate the semantic similarity of the distributed representations of two web-browsing histories. Moreover, the architecture of the behavior targeting platform on Hadoop is implemented, which is capable of processing data with size of PB level every day.

Key words: BT, online shopping application, DPI, Word Mover’s Distance;, hierarchical taxonomy

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.

Figures/Tables 15

References 26

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Serial number	Data field
1	IMSI
2	Start time
3	End time
4	URL
5	Domain name

Serial number	Data field
1	IMSI
2	Start time
3	End time
4	URL
5	Domain name

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）

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）

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）