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

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

41. Thank you ! n

43. More content on Homepage