Characterizing and Forecasting User Engagement with In-app Action Graph: A Case Study of Snapchat

Liu, Yozen; Shi, Xiaolin; Pierce, Lucas; Ren, Xiang

doi:10.48550/arxiv.1906.00355

2019

DOI: 10.48550/arxiv.1906.00355

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Characterizing and Forecasting User Engagement with In-app Action Graph: A Case Study of Snapchat

Yozen Liu¹,

Xiaolin Shi²,

Lucas Pierce³

et al.

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Context-aware prediction of active and passive user engagement: Evidence from a large online social platform

Peters,

Liu,

Barbieri

et al. 2024

J Big Data

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The success of online social platforms hinges on their ability to predict and understand user behavior at scale. Here, we present data suggesting that context-aware modeling approaches may offer a holistic yet lightweight and potentially privacy-preserving representation of user engagement on online social platforms. Leveraging deep LSTM neural networks to analyze more than 100 million Snapchat sessions from almost 80.000 users, we demonstrate that patterns of active and passive use are predictable from past behavior ( R 2 =0.345) and that the integration of context features substantially improves predictive performance compared to the behavioral baseline model ( R 2 =0.522). Features related to smartphone connectivity status, location, temporal context, and weather were found to capture non-redundant variance in user engagement relative to features derived from histories of in-app behaviors. Further, we show that a large proportion of variance can be accounted for with minimal behavioral histories if momentary context is considered ( R 2 =0.442). These results indicate the potential of context-aware approaches for making models more efficient and privacy-preserving by reducing the need for long data histories. Finally, we employ model explainability techniques to glean preliminary insights into the underlying behavioral mechanisms. Our findings are consistent with the notion of context-contingent, habit-driven patterns of active and passive use, highlighting the value of contextualized representations of user behavior for predicting user engagement on online social platforms.

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Context-aware prediction of active and passive user engagement: Evidence from a large online social platform

Peters,

Liu,

Barbieri

et al. 2024

J Big Data

View full text Add to dashboard Cite

show abstract

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Characterizing and Forecasting User Engagement with In-app Action Graph: A Case Study of Snapchat

Cited by 1 publication

References 0 publications

Context-aware prediction of active and passive user engagement: Evidence from a large online social platform

Context-aware prediction of active and passive user engagement: Evidence from a large online social platform

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