Semantic Equivalence of e-Commerce Queries

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Title: Semantic Equivalence of e-Commerce Queries Authors: Aritra Mandal, Daniel Tunkelang, Zhe Wu Presented at KDD 2023 Workshop on E-Commerce and Natural Language Processing (ECNLP 2023).

Software

Semantic Equivalence of
e-Commerce Queries
Aritra Mandal and Daniel Tunkelang and Zhe Wu
eBay Inc.

Search query != search intent.
● Information retrieval researchers worry about queries that map to multiple intents.
jaguar or ?
● Practitioners worry more about multiple queries that map to the same intent.
lightning to 3.5mm
iphone to aux

Equivalent queries should yield equivalent experiences.
Recall?
CTR?
Conversion Rate?
...
?
or

Opportunity to increase recall while preserving precision.
Similar but not
equivalent intent.

High-level strategy to leverage query equivalence.
Map queries to vectors.
Store in nearest-neighbor database.
(i.e., optimize for user
or business outcome)

Two strategies for recognizing equivalent queries.
● Surface Similarity
○ Variation in inflection, word order, compounding, noise words.
black tshirts for men = mens black t-shirt =
● Behavioral Similarity
○ Queries lead to engagement with equivalent or similar results.
lightning to 3.5mm = iphone to aux =

Introducing the “bag of documents” model.

Query vectors are centroids of associated product vectors
►
►
[0.13, 0.81, … ]
[0.09, 0.75, … ]
…
►
[0.11, 0.79, … ]
[0.13, 0.81, … ]
[0.09, 0.77, … ]
…
►
[0.12, 0.78, … ]
►
cos > 0.98
black tshirts for men mens black t-shirt

$Works well, but only for head and torso queries. ● Offline approach works for queries with enough engagement history. ● Would be expensive to compute aggregates of result vectors online. ● Still, head and torso queries tend to represent a large fraction of traffic.$

Train online sentence transformer model for tail queries.
● Train using (query1, query2, similarity) triples from offline model.
● Oversample similar query pairs to increase sensitivity where it matters.
● Fine-tune a pre-trained micro-BERT sentence transformer model.
● Concatenate the output of a query classifier to the query keywords.

Architecture for Online Query Similarity Model

Results
Model Dataset Name Pearson’s correlation
query-sim-ecom eBay Internal 0.87
query-sim-ecom ESCI query-query 0.85
all-MiniLM-L12-v2 ESCI query-query 0.68
Query 1 Query 2 cosine
hdmi to galaxy s8 s9 hdmi 0.9993
movie money prop money 0.9995
cassette adapter for iphone tape to aux 0.9993
Examples from ESCI
of queries with low
surface but high
behavioral similarity:

Summary
● Queries with equivalent intent should yield equivalent experiences.
● Query similarity can increase recall while preserving precision.
● Signals can come from either surface or behavioral similarity.
● Offline bag-of-documents model: queries as means of product vectors.
● Fine-tune online Micro-BERT sentence transformer model for tail queries.
● It just works!

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Strata 2012: Humans, Machines, and the Dimensions of Microwork

Daniel Tunkelang

These slides are from a tutorial at the 5th ACM International Conference on Recommender Systems (RecSys 2011). Recommender systems aim to provide users with products or content that satisfy the users' stated or inferred needs. The primary evaluation measures for recommender systems emphasize either the perceived relevance of the recommendations or the actions associated with those recommendations (e.g., purchases or clicks). Unfortunately, this transactional emphasis neglects how users interact with recommendations in the context of information seeking tasks. The effectiveness of this interaction determines the user's experience beyond a single transaction. This tutorial explores the role of recommendations as part of a conversation between the user and an information seeking system. The tutorial does not require any special background in interfaces or usability, and will focus on practical techniques to make recommender systems most effective for users.

Recommendations as a Conversation with the User

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MMM, Search!

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Semantic Equivalence of e-Commerce Queries

1. Semantic Equivalence of e-Commerce Queries Aritra Mandal and Daniel Tunkelang and Zhe Wu eBay Inc.

2. Search query != search intent. ● Information retrieval researchers worry about queries that map to multiple intents. jaguar or ? ● Practitioners worry more about multiple queries that map to the same intent. lightning to 3.5mm iphone to aux

3. Equivalent queries should yield equivalent experiences. Recall? CTR? Conversion Rate? ... ? or

4. Opportunity to increase recall while preserving precision. Similar but not equivalent intent.

5. High-level strategy to leverage query equivalence. Map queries to vectors. Store in nearest-neighbor database. (i.e., optimize for user or business outcome)

6. Two strategies for recognizing equivalent queries. ● Surface Similarity ○ Variation in inflection, word order, compounding, noise words. black tshirts for men = mens black t-shirt = ● Behavioral Similarity ○ Queries lead to engagement with equivalent or similar results. lightning to 3.5mm = iphone to aux =

7. Introducing the “bag of documents” model.

8. Query vectors are centroids of associated product vectors ► ► [0.13, 0.81, … ] [0.09, 0.75, … ] … ► [0.11, 0.79, … ] [0.13, 0.81, … ] [0.09, 0.77, … ] … ► [0.12, 0.78, … ] ► cos > 0.98 black tshirts for men mens black t-shirt

9. Works well, but only for head and torso queries. ● Offline approach works for queries with enough engagement history. ● Would be expensive to compute aggregates of result vectors online. ● Still, head and torso queries tend to represent a large fraction of traffic.

10. Train online sentence transformer model for tail queries. ● Train using (query1, query2, similarity) triples from offline model. ● Oversample similar query pairs to increase sensitivity where it matters. ● Fine-tune a pre-trained micro-BERT sentence transformer model. ● Concatenate the output of a query classifier to the query keywords.

11. Architecture for Online Query Similarity Model

12. Results Model Dataset Name Pearson’s correlation query-sim-ecom eBay Internal 0.87 query-sim-ecom ESCI query-query 0.85 all-MiniLM-L12-v2 ESCI query-query 0.68 Query 1 Query 2 cosine hdmi to galaxy s8 s9 hdmi 0.9993 movie money prop money 0.9995 cassette adapter for iphone tape to aux 0.9993 Examples from ESCI of queries with low surface but high behavioral similarity:

13. Summary ● Queries with equivalent intent should yield equivalent experiences. ● Query similarity can increase recall while preserving precision. ● Signals can come from either surface or behavioral similarity. ● Offline bag-of-documents model: queries as means of product vectors. ● Fine-tune online Micro-BERT sentence transformer model for tail queries. ● It just works!

Semantic Equivalence of e-Commerce Queries

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