B2B Customer Conversion Prediction: A Document Representation, Graph Theory, and CatBoost Driven Methodology

Selecting which companies to approach is a central challenge in business-to-business (B2B) sales, where decisions are often based on manual research and fragmented information sources. Modern B2B sales platforms centralize company records and use learned company embeddings to support tasks such as recommending and prioritizing potential clients. In this study, we investigate whether enriching these company embeddings with Semantic knowledge from DBpedia improves downstream interaction-prediction performance, within a pipeline that integrates structured company attributes and text embeddings deployed on a real B2B platform. We evaluate the learned embeddings on a downstream interaction prediction task using real user feedback data from the platform. Results show that DBpedia enrichment improves downstream performance, with gains observed on ranking and discrimination metrics.

Transaction propensity prediction in B2B e commerce presents unique challenges distinct from B2C contexts, primarily due to the heterogeneous procurement behaviors of organizational entities, which violate SMOTE's implicit assumption of within class feature homogeneity. Specifically, B2B buyers exhibit multi modal procurement cycles that render linear interpolation between minority class samples structurally invalid, producing synthetic data that does not represent real purchasing behavior. This paper introduces a production deployed propensity modeling framework designed to address these complexities through two primary contributions. First, we replace conventional SMOTE based augmentation with a synthetic data generation approach leveraging Diverse Counterfactual Explanations (DiCE). This method produces minority class samples with superior distributional fidelity compared to SMOTE, as validated through quantitative proximity analysis and UMAP cluster visualization. Second, we adapt the PyPARC piecewise affine classification framework to generate calibrated propensity probabilities, facilitating the interpretable segmentation of customers into actionable risk tiers. Evaluated on two years of longitudinal data from a large scale B2B e commerce platform with a 1 to 9 class imbalance ratio, the proposed architecture achieves 93.1% precision at a decision threshold of 0.8, a 9.2 percentage point improvement over SMOTE based baselines at the same threshold (83.9%), and a 26.1 point improvement over SMOTE at threshold 0.7 (66.04%), demonstrating consistent superiority across operating points. These results demonstrate the framework's efficacy in enabling high precision marketing campaigns with significant improvements in customer activation and return on investment.

Offsite conversion rate (OCVR) prediction is an important ranking problem in computational recommendation systems. This task presents a modeling challenge: click signals are abundant and exhibit short temporal horizons, whereas conversion signals are inherently sparse, long-delayed, and frequently unattributed. Despite these statistical disparities, both signal types must inform models that operate within strict serving-latency constraints. Prior pre-training approaches address this heterogeneity with a single, undifferentiated encoder applied uniformly across both data streams. We propose DUET (Dual User Embedding Transformers), a framework that explicitly partitions user behavioral data into two domain-coherent streams -- clicks and conversions -- and pre-trains dedicated transformer encoders with architectures tailored to each stream's statistical characteristics: multi-layer self-attention for the dense click stream and interleaved cross- and self-attention for the sparse conversion stream. The resulting complementary embeddings are jointly consumed by a downstream ranker without exceeding serving-latency budgets. Evaluation demonstrates up to 0.38% normalized entropy (NE) reduction relative to the strongest baseline, and A/B test shows consistent improvements in OCVR prediction accuracy.