Transformer structures have been widely used in sequential recommender systems (SRS). However, as user interaction histories increase, computational time and memory requirements also grow. This is mainly caused by the standard attention mechanism. Although there exist many methods employing efficient attention and SSM-based models, these approaches struggle to effectively model long sequences and may exhibit unstable performance on short sequences. To address these challenges, we design a sparse attention mechanism, BlossomRec, which models both long-term and short-term user interests through attention computation to achieve stable performance across sequences of varying lengths. Specifically, we categorize user interests in recommendation systems into long-term and short-term interests, and compute them using two distinct sparse attention patterns, with the results combined through a learnable gated output. Theoretically, it significantly reduces the number of interactions participating in attention computation. Extensive experiments on four public datasets demonstrate that BlossomRec, when integrated with state-of-the-art Transformer-based models, achieves comparable or even superior performance while significantly reducing memory usage, providing strong evidence of BlossomRec's efficiency and effectiveness. The code is available at https://github.com/Applied-Machine-Learning-Lab/WWW2026_BlossomRec.

In online platforms, incentives (e.g., discounts, coupons) are used to boost user engagement and revenue. Uplift modeling methods are developed to estimate user responses from observational data, often incorporating distribution balancing to address selection bias. However, these methods are limited by in-distribution testing data, which mirrors the training data distribution. In reality, user features change continuously due to time, geography, and other factors, especially on complex online marketing platforms. Thus, effective uplift modeling method for out-of-distribution data is crucial. To address this, we propose a novel uplift modeling method Invariant Deep Uplift Modeling, namely IDUM, which uses invariant learning to enhance out-of-distribution generalization by identifying causal factors that remain consistent across domains. IDUM further refines these features into necessary and sufficient factors and employs a masking component to reduce computational costs by selecting the most informative invariant features. A balancing discrepancy component is also introduced to mitigate selection bias in observational data. We conduct extensive experiments on public and real-world datasets to demonstrate IDUM’s effectiveness in both in-distribution and out-of-distribution scenarios in online marketing. Furthermore, we also provide theoretical analysis and related proofs to support our IDUM’s generalizability.

Fund allocation has been an increasingly important problem in the financial domain. In reality, we aim to allocate the funds to buy certain assets within a certain future period. Naive solutions such as prediction-only or Predict-then-Optimize approaches suffer from goal mismatch. Additionally, the introduction of the SOTA time series forecasting model inevitably introduces additional uncertainty in the predicted result. To solve both problems mentioned above, we introduce a Risk-aware Time-Series Predict-and-Allocate (RTS-PnO) framework, which holds no prior assumption on the forecasting models. Such a framework contains three features: (i) end-to-end training with objective alignment measurement(ii) adaptive forecasting uncertainty calibration, and (iii) agnostic towards forecasting models. The evaluation of RTS-PnO is conducted over both online and offline experiments. For offline experiments, eight datasets from three categories of financial applications are used: Currency, Stock, and Cryptos. RTS-PnO consistently outperforms other competitive baselines. The online experiment is conducted on the Cross-Border Payment business at FiT, Tencent, and an 8.4% decrease in regret is witnessed when compared with the product-line approach. The code for the offline experiment is available.

Contrastive learning has shown effectiveness in improving sequential recommendation models. However, existing methods still face challenges in generating high-quality contrastive pairs: they either rely on random perturbations that corrupt user preference patterns or depend on sparse collaborative data that generates unreliable contrastive pairs. Furthermore, existing approaches typically require predefined selection rules that impose strong assumptions, limiting the model's ability to autonomously learn optimal contrastive pairs. To address these limitations, we propose a novel approach named Semantic Retrieval Augmented Contrastive Learning (SRA-CL). SRA-CL leverages the semantic understanding and reasoning capabilities of LLMs to generate expressive embeddings that capture both user preferences and item characteristics. These semantic embeddings enable the construction of candidate pools for inter-user and intra-user contrastive learning through semantic-based retrieval. To further enhance the quality of the contrastive samples, we introduce a learnable sample synthesizer that optimizes the contrastive sample generation process during model training. SRA-CL adopts a plug-and-play design, enabling seamless integration with existing sequential recommendation architectures. Extensive experiments on four public datasets demonstrate the effectiveness and model-agnostic nature of our approach. Our code is available at https://github.com/ziqiangcui/SRA-CL

In recent years, the introduction of knowledge graphs (KGs) has significantly advanced recommender systems by facilitating the discovery of potential associations between items. However, existing methods still face several limitations. First, most KGs suffer from missing facts or limited scopes. Second, existing methods convert textual information in KGs into IDs, resulting in the loss of natural semantic connections between different items. Third, existing methods struggle to capture high-order connections in the global KG. To address these limitations, we propose a novel method called CoLaKG, which leverages large language models (LLMs) to improve KG-based recommendations. The extensive knowledge and remarkable reasoning capabilities of LLMs enable our method to supplement missing facts in KGs, and their powerful text understanding abilities allow for better utilization of semantic information. Specifically, CoLaKG extracts useful information from KGs at both local and global levels. By employing the item-centered subgraph extraction and prompt engineering, it can accurately understand the local information. In addition, through the semantic-based retrieval module, each item is enriched by related items from the entire knowledge graph, effectively harnessing global information. Furthermore, the local and global information are effectively integrated into the recommendation model through a representation fusion module and a retrieval-augmented representation learning module, respectively. Extensive experiments on four real-world datasets demonstrate the superiority of our method.

Customer Lifetime Value (CLTV) prediction is a critical task in business applications, such as customer relationship management (CRM), online marketing, etc. Accurately predicting CLTV is challenging in real-world business scenarios, as the distribution of CLTV is complex and mutable. Firstly, there is a large number of users without any consumption consisting of a long-tailed part that is too complex to fit. Secondly, the small set of high-value users spent orders of magnitude more than a typical user leading to a wide range of the CLTV distribution which is hard to capture in a single distribution. Existing approaches for CLTV estimation either assume a prior probability distribution and fit a single group of distribution-related parameters for all samples, or directly learn from the posterior distribution with manually predefined buckets in a heuristic manner. However, all these methods fail to handle complex and mutable distributions. In this paper, we propose a novel optimal distribution selection model (OptDist) for CLTV prediction, which utilizes an adaptive optimal sub-distribution selection mechanism to improve the accuracy of complex distribution modeling. Specifically, OptDist trains several candidate sub-distribution networks in the distribution learning module (DLM) for modeling the probability distribution of CLTV. Then, a distribution selection module (DSM) is proposed to select the sub-distribution for each sample, thus making the selection automatically and adaptively. Besides, we design an alignment mechanism that connects both modules, which effectively guides the optimization. We conduct extensive experiments on both two public and one private dataset to verify that OptDist outperforms state-of-the-art baselines. Furthermore, OptDist has been deployed on a large-scale financial platform for customer acquisition marketing campaigns and the online experiments also demonstrate the effectiveness of OptDist.

Uplift modeling has been widely employed in online marketing by predicting the response difference between the treatment and control groups, so as to identify the sensitive individuals toward interventions like coupons or discounts. Compared with traditional conversion uplift modeling,revenue uplift modeling exhibits higher potential due to its direct connection with the corporate income. However, previous works can hardly handle the continuous long-tail response distribution in revenue uplift modeling. Moreover, they have neglected to optimize the uplift ranking among different individuals, which is actually the core of uplift modeling. To address such issues, in this paper, we first utilize the zero-inflated lognormal (ZILN) loss to regress the responses and customize the corresponding modeling network, which can be adapted to different existing uplift models. Then, we study the ranking-related uplift modeling error from the theoretical perspective and propose two tighter error bounds as the additional loss terms to the conventional response regression loss. Finally, we directly model the uplift ranking error for the entire population with a listwise uplift ranking loss. The experiment results on offline public and industrial datasets validate the effectiveness of our method for revenue uplift modeling. Furthermore, we conduct large-scale experiments on a prominent online fintech marketing platform, Tencent FiT, which further demonstrates the superiority of our method in real-world applications.

In modern online platforms, incentives (e.g., discounts, bonus) are essential factors that enhance user engagement and increase platform revenue. Over recent years, uplift modeling has been introduced as a strategic approach to assign incentives to individual customers. Especially in many real-world applications, online platforms can only incentivize customers with specific budget constraints. This problem can be reformulated as the multi-choice knapsack problem (MCKP). The objective of this optimization is to select the optimal incentive for each customer to maximize the return on investment (ROI). Recent works in this field frequently tackle the budget allocation problem using a two-stage approach. However, this solution is confronted with the following challenges: (1) The causal inference methods often ignore the domain knowledge in online marketing, where the expected response curve of a customer should be monotonic and smooth as the incentive increases. (2) There is an optimality gap between the two stages, resulting in inferior sub-optimal allocation performance due to the loss of the incentive recommendation information for the uplift prediction under the limited budget constraint. To address these challenges, we propose a novel End-to-End Cost-Effective Incentive Recommendation (E3IR) model under the budget constraint. Specifically, our methods consist of two modules, i.e., the uplift prediction module and the differentiable allocation module. In the uplift prediction module, we construct prediction heads to capture the incremental improvement between adjacent treatments with the marketing domain constraints (i.e., monotonic and smooth). We incorporate integer linear programming (ILP) as a differentiable layer input in the differentiable allocation module. Furthermore, we conduct extensive experiments on public and real product datasets, demonstrating that our E3IR improves allocation performance compared to existing two-stage approaches.

Multi-task learning for various real-world applications usually involves tasks with logical sequential dependence. For example, in online marketing, the cascade behavior pattern of impression \rightarrow click \rightarrow conversion is usually modeled as multiple tasks in a multi-task manner, where the sequential dependence between tasks is simply connected with an explicitly defined function or implicitly transferred information in current works. These methods alleviate the data sparsity problem for long-path sequential tasks as the positive feedback becomes sparser along with the task sequence. However, the error accumulation and negative transfer will be a severe problem for downstream tasks. Especially, at the beginning stage of training, the optimization for parameters of former tasks is not converged yet, and thus the information transferred to downstream tasks is negative. In this paper, we propose a prior information merged model (PIMM), which explicitly models the logical dependence among tasks with a novel prior information merged (PIM) module for multiple sequential dependence task learning in a curriculum manner. Specifically, the PIM randomly selects the true label information or the prior task prediction with a soft sampling strategy to transfer to the downstream task during the training. Following an easy-to-difficult curriculum paradigm, we dynamically adjust the sampling probability to ensure that the downstream task will get the effective information along with the training. The offline experimental results on both public and product datasets verify that PIMM outperforms state-of-the-art baselines. Moreover, we deploy the PIMM in a large-scale FinTech platform, and the online experiments also demonstrate the effectiveness of PIMM.

With the proliferation of online social networks, the identification or classification of real-life relationship between users has been very useful for many applications such as financial fraud detection. In real life, usually people with different relationships would present gifts with special meanings to each other on different dates. In many Asian cultures, especially in Chinese culture, the red packet is a traditional form of monetary gift. With the rapid development of the Internet, people gradually began to give electronic red packets instead of paper ones as the means of money gifting on social network platforms. As motivated, in this paper we advocate a novel approach that exploits users’ red packet interactions for users relationship identification on WeChat, one of the largest social platforms in China. Specifically, we analyze the WeChat red packets network, identify the real-life relationship types between users through mining the semantic information of the amount and sending time of each red packet. In order to better capture the red packet gifting behaviors between users for relationship identification, on one hand, we construct an Amount-Date Graph and apply the graph embedding method to learn embeddings of the amount and sending date of each red packet. On the other hand, we propose a novel sequential model, Cross & Attention Sequence Model (CASM), which explicitly learns the interactions between the latent semantic information of each red packet’s amount and sending date in the red packets sequence between two users. To validate our approach, we conduct comprehensive experiments on a real-world WeChat Users Red Packets dataset that involves 8 kinds of real-life relationships. The experiments show that our proposed approach performs significantly better than baselines and achieves 81.70 percent prediction accuracy.

Graph Neural Networks (GNNs) have led to state-of-the-art performance on a variety of machine learning tasks such as recommendation, node classification and link prediction. Graph neural network models generate node embeddings by merging nodes features with the aggregated neighboring nodes information. Most existing GNN models exploit a single type of aggregator (e.g., mean-pooling) to aggregate neighboring nodes information, and then add or concatenate the output of aggregator to the current representation vector of the center node. However, using only a single type of aggregator is difficult to capture the different aspects of neighboring information and the simple addition or concatenation update methods limit the expressive capability of GNNs. Not only that, existing supervised or semi-supervised GNN models are trained based on the loss function of the node label, which leads to the neglect of graph structure information. In this paper, we propose a novel graph neural network architecture, Graph Attention & Interaction Network (GAIN), for inductive learning on graphs. Unlike the previous GNN models that only utilize a single type of aggregation method, we use multiple types of aggregators to gather neighboring information in different aspects and integrate the outputs of these aggregators through the aggregator-level attention mechanism. Furthermore, we design a graph regularized loss to better capture the topological relationship of the nodes in the graph. Additionally, we first present the concept of graph feature interaction and propose a vector-wise explicit feature interaction mechanism to update the node embeddings. We conduct comprehensive experiments on two node-classification benchmarks and a real-world financial news dataset. The experiments demonstrate our GAIN model outperforms current state-of-the-art performances on all the tasks.