Ranking Convolutional Recurrent Neural Networks for Purchase Stage Identification on Imbalanced Twitter Data

Abstract

Users often use social media to share their interest in products. We propose to identify purchase stages from Twitter data following the AIDA model (Awareness, Interest, Desire, Action). In particular, we define a task of classifying the purchase stage of each tweet in a user’s tweet sequence. We introduce RCRNN, a Ranking Convolutional Recurrent Neural Network which computes tweet representations using convolution over word embeddings and models a tweet sequence with gated recurrent units. Also, we consider various methods to cope with the imbalanced label distribution in our data and show that a ranking layer outperforms class weights.