会社訪問アプリ「Wantedly Visit」 における募集画像がユーザーに与える影響

2022年3月1日 DEIM2022 (https://event.dbsj.org/deim2022/) における技術報告の資料です。

[C34]感情・評判・公平性　3月1日 15:15 ～ 17:45
https://cms.dbsj.org/deim2022/program/?oral#/C34

会社訪問アプリ「Wantedly Visit」において募集の画像がユーザの行動に与える影響を調査するために行った検証実験について紹介します。

Transcript

1. ©2022 Wantedly, Inc. ձࣾ๚໰ΞϓϦʮWantedly Visitʯ
 ʹ͓͚Δืूը૾͕Ϣʔβʔʹ༩͑ΔӨڹ C[34-6] DEIM2022 [C34]ײ৘ɾධ൑ɾެฏੑʲٕज़ใࠂʳ 1.March.2022 - ߹ాपฏʢ΢ΥϯςουϦʔגࣜձࣾʣ
2. ©2022 Wantedly, Inc. 1. ͸͡Ίʹ • ࣗݾ঺հɺձࣾͱϓϩμΫτͷ঺հ • ϓϩμΫτʹ͓͚ΔσʔλαΠΤϯεͷऔΓ૊Έࣄྫ • ΞΧσϛΞʹ͓͚Δ׆ಈ 2. ձࣾ๚໰ΞϓϦʮWantedly Visitʯʹ͓͚Δืूը૾͕Ϣʔβʔʹ༩͑ΔӨڹ • Ϟνϕʔγϣϯ • ݕূํ๏ • ࣮ݧ݁Ռɾߟ࡯ ໨࣍
3. ©2022 Wantedly, Inc. 1. ͸͡Ίʹ • ࣗݾ঺հɺձࣾͱϓϩμΫτͷ঺հ • ϓϩμΫτʹ͓͚ΔσʔλαΠΤϯεͷऔΓ૊Έࣄྫ • ΞΧσϛΞʹ͓͚Δ׆ಈ 2. ձࣾ๚໰ΞϓϦʮWantedly Visitʯʹ͓͚Δืूը૾͕Ϣʔβʔʹ༩͑ΔӨڹ • Ϟνϕʔγϣϯ • ࣮ݧઃఆ • ࣮ݧ݁Ռ • ߟ࡯ɾԾઆ ໨࣍
4. ©2022 Wantedly, Inc. ࣗݾ঺հ ߹ా पฏ (Shuhei Goda) ✓ ΢ΥϯςουϦʔגࣜձࣾ σʔλαΠΤϯςΟετ ✓ Kaggle Master @hakubishin3 @jy_msc
5. ©2022 Wantedly, Inc. ձࣾ঺հ "γΰτͰίίϩΦυϧͻͱΛ;΍͢" "CREATE A WORLD WHERE WORK DRIVES PASSION"
6. ©2022 Wantedly, Inc. ձࣾ๚໰ΞϓϦ Wantedly Visit
7. ©2022 Wantedly, Inc. ϓϩμΫτʹ͓͚ΔσʔλαΠΤϯεͷऔΓ૊Έࣄྫ
8. ©2022 Wantedly, Inc. Ϣʔβ͝ͱʹ࠷దԽ͞Εͨίϯςϯπͷਪન Ϣʔβʹద੾ͳίϯςϯπΛఏڙͯ͠ ཧ૝ͷϚονϯάΛ࣮ݱ͢ΔͨΊͷ༷ʑͳਪનγεςϜ ࣗવݴޠॲཧ΍ػցֶशͳͲ༷ʑͳٕज़Λ׆༻
9. ©2022 Wantedly, Inc. ϢʔβͷʮڵຯʯʹΑΔϚονϯά Ϣʔβ͕બ୒ͨ͠ʮڵຯʯʹجͮ͘ืूͱͷϚονϯά ʮ৬छʯͳͲʹΑΔϑΟϧλϦϯάͷΈͰ͸ݟ͚ͭΒΕͳ ͍ΑΓϢʔβͷᅂ޷ʹ߹ͬͨืूΛਪન͢Δ
10. ©2022 Wantedly, Inc. ΞΧσϛΞʹ͓͚Δ׆ಈ
11. ©2022 Wantedly, Inc. ࠃࡍֶձ΁ͷௌߨࢀՃ / ࿦จಡΈձΠϕϯτͷاըӡӦ
12. ©2022 Wantedly, Inc. ֶձซઃίϯϖςΟγϣϯͰͷೖ৆ɾ࿦จ౤ߘɾൃද RecSys’20 WSDM’21 SIGIR’21
13. ©2022 Wantedly, Inc. DEIM ΁ͷڠࢍ / ٕज़ใࠂ https://event.dbsj.org/deim2022/
14. ©2022 Wantedly, Inc. ձࣾ๚໰ΞϓϦʮWantedly Visitʯ ʹ͓͚Δืूը૾͕Ϣʔβʔʹ༩͑ΔӨڹ
15. ©2022 Wantedly, Inc. ձࣾ๚໰ΞϓϦʮWantedly Visitʯʹ͓͍ͯืूը૾͕Ϣʔβʔͷߦಈʹ ༩͑ΔӨڹΛௐࠪ͢ΔͨΊʹݕূ࣮ݧΛ࣮ࢪ ձࣾ๚໰ΞϓϦʮWantedly Visitʯʹ͓͚Δืूը૾͕Ϣʔβʔʹ༩͑ΔӨڹ
16. ©2022 Wantedly, Inc. WhyɿϞνϕʔγϣϯ
17. ©2022 Wantedly, Inc. • ืूʹఴ෇͢Δը૾΁ͷͩ͜ΘΓ ➡ اۀͷΧϧνϟʔ΍ͦ͜Ͱಇ͘ਓͷงғؾͳͲɺݴޠԽ͕೉͍͠৘ใ͕൓ө͞Ε͍ͯΔ ➡ ͦͷͨΊϢʔβʔ͕ࣗ෼ʹ߹ͬͨڞײͰ͖ΔձࣾΛ୳͢ͷʹ༗༻ͩͱߟ͍͑ͯΔ Ϟνϕʔγϣϯ
18. ©2022 Wantedly, Inc. ◦ Ϟνϕʔγϣϯ • ืूը૾ͷΫΦϦςΟͷ୲อ ➡ ίϯςϯπɾΫΦϦςΟɾΨΠυϥΠϯΛઃ͚ɺืूܝࡌ࣌ʹ͸ਓྗͰͷνΣοΫΛ࣮ࢪ https://www.wantedly.com/about/guideline#members_guideline_cover_image
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 ఆྔతʹݕূ͍ͨ͠ ➡ ը૾͸ϢʔβͷߦಈʹӨڹΛ༩͍͑ͯΔͷ͔ - ը૾͸Ͳͷߦಈʹରͯ͠ӨڹΛ༩͍͑ͯΔͷ͔ - ը૾͸Ͳͷఔ౓ӨڹΛ༩͍͑ͯΔͷ͔ɺಛʹը૾Ҏ֎ͷ৘ใͱൺֱͯ͠Ͳ͏͔ ➡ Ͳ͏ͯͦ͠͏ͳͬͨͷ͔ ➡ Ͳ͏͍͏ը૾ͳΒӨڹ͕େ͖͍͔
21. ©2022 Wantedly, Inc. Howɿݕূํ๏
22. ©2022 Wantedly, Inc. ݕূํ๏ • Ϣʔβʔ͕ืू΁ͷԠืʹࢸΔϑΝωϧʢΫϦοΫ → Ԡืʣʹ͓͍ͯɺ
 ֤εςοϓͷߦಈΛը૾Λ༻͍Δ͜ͱͰ༧ଌͰ͖Δͷ͔ݕূ͢Δ ืूͷτοϓϖʔδ ืूͷৄࡉϖʔδ ΫϦοΫ Ԡื
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 ֤εςοϓͷߦಈΛը૾Λ༻͍Δ͜ͱͰ༧ଌͰ͖Δͷ͔ݕূ͢Δ ➡ ༧ଌର৅ͱͳΔ 2 छྨͷߦಈ - ΫϦοΫ: ืूͷτοϓϖʔδ͔ΒืूͷৄࡉϖʔδʹભҠ͢Δߦಈ - Ԡื: ืूͷৄࡉϖʔδ͔Βʮ࿩Λฉ͖ʹߦ͖͍ͨʯϘλϯΛԡ͢ߦಈ
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 ֤εςοϓͷߦಈΛը૾Λ༻͍Δ͜ͱͰ༧ଌͰ͖Δͷ͔ݕূ͢Δ ➡ ༧ଌର৅ͱͳΔ 2 छྨͷߦಈ - ΫϦοΫ: ืूͷτοϓϖʔδ͔ΒืूͷৄࡉϖʔδʹભҠ͢Δߦಈ - Ԡื: ืूͷৄࡉϖʔδ͔Βʮ࿩Λฉ͖ʹߦ͖͍ͨʯϘλϯΛԡ͢ߦಈ ➡ ࠓճ͸ɺϢʔβͷ୹ظతͳߦಈʹର͢ΔӨڹ͔͠ݕূ͠ͳ͍
25. ©2022 Wantedly, Inc. ݕূํ๏ • Ϣʔβʔ͕ืू΁ͷԠืʹࢸΔϑΝωϧʢΫϦοΫ → Ԡืʣʹ͓͍ͯɺ
 ֤εςοϓͷߦಈΛը૾Λ༻͍Δ͜ͱͰ༧ଌͰ͖Δͷ͔ݕূ͢Δ ➡ ༧ଌର৅ͱͳΔ 2 छྨͷߦಈ - ΫϦοΫ: ืूͷτοϓϖʔδ͔ΒืूͷৄࡉϖʔδʹભҠ͢Δߦಈ - Ԡื: ืूͷৄࡉϖʔδ͔Βʮ࿩Λฉ͖ʹߦ͖͍ͨʯϘλϯΛԡ͢ߦಈ ➡ ࠓճ͸ɺϢʔβͷ୹ظతͳߦಈʹର͢ΔӨڹ͔͠ݕূ͠ͳ͍ ➡ ؆୯ԽͷͨΊɺϢʔβҰਓҰਓͷӨڹΛݸผʹݟΔͷͰ͸ͳ͘Ϣʔβશମͷ܏޲Λݕূ͢Δ - ͦͷืू͕ΫϦοΫ͞Ε΍͍͔͢Ͳ͏͔Λ༧ଌ - ͦͷืू͕Ԡื͞Ε΍͍͔͢Ͳ͏͔Λ༧ଌ
26. ©2022 Wantedly, Inc. ࣮ݧ֓ཁ • ༧ଌର৅ - ΫϦοΫλεΫ: ืूͷΫϦοΫϢʔβ཰ (= ืूΛΫϦοΫͨ͠Ϣʔβ਺ / ืूΛimpͨ͠Ϣʔβ਺ ) - ԠืλεΫ: ืूͷԠืϢʔβ཰ (= ืूʹԠืͨ͠Ϣʔβ਺ / ืूΛΫϦοΫͨ͠Ϣʔβ਺ ) • ༧ଌϞσϧͷೖྗύλʔϯ - ืूը૾ͷΈ - ืूςΩετͷΈ - ืूը૾ͱืूςΩετͷ྆ํ • ਖ਼ղɾෆਖ਼ղͷఆٛ - ධՁ΍ղऍ͕͠΍͍͢ͷͰೋ஋෼ྨʹམͱ͠ࠐΉ - ༧ଌର৅ͷ෼෍ͷ 60 percentile ͔Β্Λਖ਼ྫɺ40 percentile ͔ΒԼΛෛྫ [1] [1]: Azimi, Javad and Zhang, Ruofei and Zhou, Yang and Navalpakkam, Vidhya and Mao, Jianchang and Fern, Xiaoli. 2012. Visual Appearance of Display Ads and Its Effect on Click through Rate. Proceedings of the 21st ACM international conference on Information and knowledge management P. 495-504.
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    MBZFS 5'*%'
    
    47%
    
    /.' ςΩετ '$
    MBZFS $PODBU '$
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 ςΩετͰ౰ͯΒΕ͍ͯͳ͍͕ը૾Ͱ͸౰ͯΒΕ͍ͯΔέʔε͕ଟ͍(ٯ΋͔͠Γ)ɹ - (Ծઆ1)৘ใͷछྨͷҧ͍: ը૾͸ςΩετͱҟͳΔ৘ใΛఏڙ͍ͯ͠Δ - (Ծઆ2)ޮ཰ੑͷҧ͍: ը૾͚ͩΛݟͯҰ࣍൑அ(ͳ͍͠͸ը૾͚ͩͰ൑அ)͍ͯ͠Δ