Making Large Language Models Better Knowledge Miners for Online Marketing with Progressive Prompting Augmentation

Abstract

Nowadays, the rapid development of mobile economy has promoted the flourishing of online marketing campaigns, whose success greatly hinges on the efficient matching between user preferences and desired marketing campaigns where a well-established Marketing-oriented Knowledge Graph (dubbed as MoKG) could serve as the critical "bridge" for preference propagation. In this paper, we seek to carefully prompt a Large Language Model (LLM) with domain-level knowledge as a better marketing-oriented knowledge miner for marketing-oriented knowledge graph construction, which is however non-trivial, suffering from several inevitable issues in real-world marketing scenarios, i.e., uncontrollable relation generation of LLMs,insufficient prompting ability of a single prompt, the unaffordable deployment cost of LLMs. To this end, we propose PAIR, a novel Progressive prompting Augmented mIning fRamework for harvesting marketing-oriented knowledge graph with LLMs. In particular, we reduce the pure relation generation to an LLM based adaptive relation filtering process through the knowledge-empowered prompting technique. Next, we steer LLMs for entity expansion with progressive prompting augmentation,followed by a reliable aggregation with comprehensive consideration of both self-consistency and semantic relatedness. In terms of online serving, we specialize in a small and white-box PAIR (i.e.,LightPAIR),which is fine-tuned with a high-quality corpus provided by a strong teacher-LLM. Extensive experiments and practical applications in audience targeting verify the effectiveness of the proposed (Light)PAIR.