Author: Xianyu technology — honesty
Context
If you are a long-time fan of the public platform Xianyu Technology, you may remember that last spring, we introduced the history of Xianyu PUSH and introduced Herm-Hermes, which is a user operation system based on PUSH. Over the next year, Hermes has also changed a lot. It has received a lot of suggestions, jokes and valuable compliments from enthusiastic users, and we have made a lot of improvements based on this information, with many more coming online. Today I would like to take this opportunity to chat with you about our progress this year.
This past year
As a technical student, I would like to introduce to you from three perspectives what needs to be strengthened in the current idle fish push:
User babies: push correlation between the content of the need to improve, “some time on things that I feel no interest”, “sometimes push is a little more, I really don’t want to see the recent push, to hear you say me off, I’d like to receive or orders, notify the private chat, isn’t it, I really don’t want to receive some push!”
Business greatly people: “now the idle fish business is so rich, tide products, city, community…. However, our connection with target users is not stable (because our Hermes system selects the best content to users, and each push may be different, and there is no stable channel to directly connect users and industries), so the transformation brought by push is not enough. And we want users to stay better, not just look at short-term clicks.”
Bald-faced me: As the technical owner of The Hermes platform, I found that the system really needed to be upgraded. With the increasing complexity of the touch services, the technical architecture could not perfectly support the rich business scenarios, and when problems occurred, the existing technical links could not fully reproduce the problems at that time.
So! How do we solve these problems?
You need a strategy to fight a war
What we are going to do is:
To users baby: • Only pay attention To their own interest in the push, unhappy at any time To close, do not disturb, delete, how can. • Push fatigue global control, you like to see more will be sent to you, do not like you will not be sent to you.
To business greatly: • Is there a product form that can establish a stable connection and transformation between business and users
To myself: • How does technology help business performance • How can problems be identified more quickly and comprehensively • How can it be flexible To support more complex businesses
To sum up: we need to explore a new form of push, ensure effective connection with users, push users interested content based on this connection, and optimize the frequency and timing of send, only in this way, users will prefer to see our push content.
Therefore, we set up the service number system of Xianyu this year
Its features are:
• User-interest-based push • Industry-based private domain operation • DND global control mechanism
The granularity of service number push is more fine. According to the relationship between users’ interests and industries, a variety of service numbers are generated. Most of the service numbers only push messages to their fans, you can follow them if you like, and you can see bye if you don’t like them.
Next, let’s go into the big killer behind the service number, HermesX- Xianyu one-stop user touch system. This is “HermesX one-stop idle fish users touch of” series of the opening, is more of a structure connecting ecosystem and individuals, to introduce an overview of various aspects, in the coming days, we will through the other articles in detail some key technical implementation details.
Tactical arrangement
Tactic 1: Integrate all current idle fish touch logic
Touch of Hermes last year, at the touch of time have done a lot of optimization of the content, but still cannot effective series all touch of systems (due to historical reasons and business demands, idle fish existing multiple touch of platform), so HermesX do, the first thing is to integrate all platforms, will return a link, do the most important is the purpose of, Unified control of all users’ content is not only about content selection, but also about frequency control and strategy distribution.
The technical challenges are abstracting a unified model, customizing a unified protocol, and centralizing logic for different push types. The business model pushed is naturally divided into five elements (who, when, What, How and where), as shown in the figure below:
HermesXFlowService can be abstracted as a service connected with five elements. Each element is an instance of HermesXFlowPoint. HermesXFlowPoint clearly knows the prerequisites of the execution logic, the specific execution logic, and the check work after the execution.
HermesXFlowService can dynamically load each element. According to the type of push, different push can have its own implementation logic at each element node, flexible implementation but still subject to overall control. At the same time, because the contact policy and contact rules are one-to-many, in the module of contact rules, we dynamically connect multiple rules and judge rules through FIlterChain, making the code structure very clear and link detection simple.
In the contact channel side we carry on the protocol abstraction to different channels, and can flexibly schedule according to the configuration information. Finally, I would like to send you a big picture of HermesX architecture for in-depth communication with interested friends:
Tactic 2: Content recall optimization, improve content relevance
After setting up the foundation of the engineering link, rich information can now be sent to the mouth of the algorithm. Don’t worry, by this reconstruction, the partners of the algorithm have also enhanced the infrastructure construction capacity. Before, due to the huge amount of requests sent at hot moments, the real-time computing service (TPP) of the algorithm often timed out. Through a series of code optimization and configuration optimization, and peak clipping of user contact time, the algorithm performance has been significantly optimized: • 35% reduction in all-day anomalies • 90% reduction in off-peak anomalies • 65% reduction in computing resource consumption • 69% reduction in peak interface time after infrastructure optimization, we started to improve the relevance of content, discover some interesting materials, and expand the content pool. Here, the algorithm firstly establishes a multi-system content delivery system 0-1, classifies the behavior data of users in the Xianyu terminal into multiple scenes and integrates them into the model for learning. For example, if user A likes to visit the community, it is likely that user A has A large number of posts related to the content, but which post user A is more interested in, the algorithm needs to learn A large number of samples according to the characteristics of posts, so as to calculate the matching degree between the user and his favorite posts. Secondly, in terms of content production, the algorithm also tries to match interested potential user groups through popular search terms, and gives content materials to business students through automated links. Business students conduct further revision and verification according to relevant data of this material. (The production and fully automated push of intelligent copywriting need more accurate matching and polishing of copywriting. At present, the recommendation of machine learning still needs manual verification to ensure no negative risks.)
On the recall side, from insufficient utilization of in-end behaviors, relatively single trigger and insufficient X2I coverage, to the construction of 11-way X2I recall and the supplement of billions of X2I relations, the algorithm greatly supplements the deficiency of content recall and provides a solid guarantee for the selection of more abundant content.
Strategy 3: User experience optimization, client-side algorithms work together
One of the most important aspects of the HermesX integration is unified control over how often a push is sent, known as fatigue. The system designs four levels of fatigue, namely, user-level fatigue, strategy dimension, material dimension and actual content fatigue. Unity, after global convergent engineering side give different types of users to send every day to push unified to the side to the algorithm, algorithm may be predicted that the user received daily pushing personal preferences and interest, if found that the user is not suitable for multiple push, algorithm on the basis of product push didn’t send marketing content to the user, to reduce the number of users to be disturbed; If the user is interested in the content of the service number, the algorithm may push more items than the average user. Side at the same time, the project will also PUSH and sending messages sent to the separation of algorithm decision granularity into the main originated within the message, PUSH is complementary strategy, because the PUSH to users is a kind of relatively strong way of notification, when big probability algorithm to predict the users can access idle fish today, sending a message can touch to the user.
We have also added the function of silent period for users who do not click the push for N days. When users do not click the push content for a long time, we will not send any marketing analogy to the user for a certain period of time to keep the minimum of disturbance to the user. Secondly, if the algorithm finds that a certain content has a bad effect on click and user behavior (low click rate, less user behavior on landing page), it means that this content is not helpful to users, so we will reduce the right of these content or even do not send relevant content.
On the side of the experience, the client junior partner will be reconstructed session model, according to the service granularity on the split, support more granular operation subscription service, users can take off at any time or push mute a service number, so the design of the convenient we more flexible assembly of follow-up service session type.
At the same time, in order to enrich the style of information display on the terminal, we followed the first phase of the service number project and developed a variety of message card styles. These cards support the dynamic delivery of content by DX cards, which does not need to be released with the version, thus improving the efficiency of demand iteration and improving the efficiency and experience of users to obtain content.
Finally, quietly said, if you click on the service, you will see more menu content and chat functions and services, business students hope to the function as a service owner, you can give them a face to face with the user’s channel, can in their own private domain and their fans to communicate, advice or to answer the question, how to listen to the voice of the user, Repeatedly polish and optimize their own service number content. (Such a good function we are still in the development, soon will be online, please look forward to it)
Tactics 4: new interactive management background, operational efficiency of leverage
Now that we’ve talked about HermesX’s improvements to the user side, let’s also talk about HermesX’s other “users” – business friends. How to help business partners to improve the efficiency of strategy allocation and insight into more opportunities is the bounden responsibility of the technology platform. HermesX’s natural design is based on the five elements of touch. From the perspective of management background, it also follows the natural thinking to configure the touch strategy and touch content, as shown below:
Compared with before, it takes 2-N pages to configure multiple contents of a policy, but now HermesX can handle all contents in one page. Business students can see all contents related to the policy and corresponding metadata information of the policy, and the interactive experience is very smooth.
The day after tomorrow at the same time, the new management strategy for aggregation, the new concept of the scene, this design just in mapping the service product concept, the related strategy group, different scenarios goal is different, so the scene set goals will convert objectives and specific strategies of each link, thus to evaluate the effect of strategy, convenient students directly to check the relevant material industry, Sometimes your own content isn’t working, and copying assignments for inspiration is great.
As I mentioned before, HermesX management background not only comprehensively upgraded the interaction process, but also designed rich data kanban. Business students can see the multi-dimensional performance of their managed strategies through the dashboard on the home page, and can also compare with the fundamentals of the market to find the position of their strategies. Examples are as follows: We provide the business with the market strategy click-through rate, landing page, final conversion and other rankings, you can see what is good for the user’s strategy; At the same time, we will visually display various data of users for the policies under the jurisdiction of owner, so that businesses can know how many users are covered by their policies and how the policies of different users interact. In the future, we plan to introduce more detailed stratification of users to help businesses analyze the characteristics of their own policies and better help users from different dimensions.
Interaction of a complete set of technical scheme of the background, the background in front of PALS are based on a set of solutions rapidly build up data and interaction of decoupling, complete data model driven, interactive highly reusable components, the design after facilitates the development of internal operating system, can implement multi-tenancy, highly homogeneous demand.
Stage summary
Having said that, to summarize this year’s HermesX build: • The current AB experimental effect has been improved by more than 30%. • The notification push shutdown has been reduced, and the APP uninstall has been reduced. I hope you can have more expectations for HermesX this year. Push business is very difficult to do, we have been trying to do better, I hope that these small functions introduced today can really help our users, let them get more timely and effective content.
The road ahead
This is just the beginning. We have fired the first shot in this year’s campaign, and there will be a long road ahead. The next step is: • Further optimize the content supply pool, expand the content supply, and fine-grained split content field • more dimensions of crowd characteristics prediction, refined operation push crowd • Service number we will carry out more and more interesting function iteration, here I first sell in suspense, then you will see. As a direct link with users, the service number system needs to shoulder more missions and responsibilities. As the technical platform behind the support service number, HermesX will constantly settle itself and serve our users well together with the business. In the same words, good service to our users is the only vision of Xianyu Touch.