通过上下文赌博策略增强个性化CRM沟通
In the competitive landscape of CRM (Customer Relationship Management), the effectiveness of communications like emails and push notifications is pivotal. Optimizing these communications can significantly enhance user engagement, which is crucial for maintaining customer relationships and driving business growth. At Uber, these communications typically begin with creating content using an email template, which often includes several components: a subject line, pre-header, header, banner, body, and more. Among these, the subject line and pre-header are especially crucial to email open rates. They’re often the first elements a customer interacts with and can significantly influence the open rate of an email. To overcome the challenges of static optimization methods like A/B testing, we use a multi-armed bandit approach called contextual bandits.
在CRM（客户关系管理）的竞争环境中，电子邮件和推送通知等沟通的有效性至关重要。优化这些沟通可以显著提升用户参与度，这对维护客户关系和推动业务增长至关重要。在Uber，这些沟通通常始于使用电子邮件模板创建内容，通常包括几个组件：主题行、预头、标题、横幅、正文等。在这些组件中，主题行和预头对电子邮件的打开率尤其重要。它们通常是客户互动的第一个元素，并且可以显著影响电子邮件的打开率。为了克服静态优化方法（如A/B测试）的挑战，我们使用了一种称为上下文强盗的多臂强盗方法。
Why Is This a Contextual Bandit Problem?
为什么这是一个上下文强盗问题？
Each customer’s interaction with email content is unique, influenced by their individual preferences, past behaviors, and the specific context at the time of receiving the message. For example, some users might be drawn to concise, action-oriented subject lines, while others may prefer detailed and informative ones with emojis. Similarly, the effectiveness of pre-headers can vary significantly across different user segments.
每个客户与电子邮件内容的互动都是独特的，受到他们个人偏好、过去行为和接收消息时的特定上下文的影响。例如，一些用户可能会被简洁、以行动为导向的主题行吸引，而其他用户可能更喜欢详细且信息丰富的主题行，甚至带有表情符号。同样，预头的有效性在不同用户群体中可能会有显著差异。
The traditional A/B test method allocates fixed traffic to each creative design and scales the best variant after the test concludes. This approach has three drawbacks. First, obtaining meaningful results requires a significant sample size, which limits the number of designs that can be tested. For example, a traditional A/B test o...