HE-SNE: Heterogeneous Event Sequence-based Streaming Network Embedding for Dynamic Behaviors

Large amounts of user behavior data provide opportunities for user behavior modeling and have great potential in many downstream applications such as advertising and anomaly detection. Compared with traditional methods, embedding-based methods are used more often recently because of their efficiency and scalability. These methods build a “behavior-entity” bipartite graph and learn static embeddings for nodes in the graph. However, behavior patterns in the real world could not be static because entity properties such as user interests usually evolve along with time. In this paper, we formulate user behaviors as a temporal event sequence and propose a stream network embedding approach to capture the evolving nature of user behaviors. Representation of each event is built and used to update the embeddings of nodes. Two contextual behavior modeling tasks are studied for dynamic user behaviors, and experimental results with real-world data demonstrate the effectiveness of our proposed approach over several competitive baselines.