DCEO: Direct Causal Effect Optimization for Long-Term User Value Modeling in E-commerce Search

The paper introduces DCEO, a data‑driven framework that learns item‑level proxy scores directly aligned with long‑term user objectives in e‑commerce search. It aggregates these scores into a user‑level metric, measures alignment via relative causal effect, and uses an actor‑critic model to generate context‑dependent fusion weights for multiple objectives. Offline experiments and a 41‑day online A/B test show DCEO improves GMV by 0.36% over traditional proxies.

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