App2Vec: Vector modeling of mobile apps and applications
Qiang Ma, Subramanian Muthukrishnan, Wil Simpson · 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM) · 2016
We design a way to model apps as vectors, inspired by the recent deep learning approach to vectorization of words called word2vec. Our method relies on how users use apps. In particular, we visualize the time series of how each user uses mobile apps as a “document”, and apply the recent word2vec modeling on these documents, but the novelty is that the training context is carefully weighted by the time interval between the usage of successive apps. This gives us the app2vec vectorization of apps. We apply this to industrial scale data from Yahoo! and (a) show examples that app2vec captures semantic relationships between apps, much as word2vec does with words, (b) show using Yahoo!'s extensive human evaluation system that 82% of the retrieved top similar apps are semantically relevant, achieving 37% lift over bag-of-word approach and 140% lift over matrix factorization approach to vectorizing apps, and (c) finally, we use app2vec to predict app-install conversion and improve ad conversion prediction accuracy by almost 5%. This is the first industry scale design, training and use of app vectorization.