Given a large graph with few node labels, how can we (a) identify the mixed network-effect of the graph and (b) predict the unknown labels accurately and efficiently? This work proposes Network Effect Analysis (NEA) and UltraProp, which are based on two insights: (a) the network-effect (NE) insight: a graph can exhibit not only one of homophily and heterophily, but also both or none in a label-wise manner, and (b) the neighbor-differentiation (ND) insight: neighbors have different degrees of influence on the target node based on the strength of connections. NEA provides a statistical test to check whether a graph exhibits network-effect or not, and surprisingly discovers the absence of NE in many real-world graphs known to have heterophily. UltraProp solves the node classification problem with notable advantages: (a) Accurate, thanks to the network-effect (NE) and neighbor-differentiation (ND) insights; (b) Explainable, precisely estimating the compatibility matrix; (c) Scalable, being linear with the input size and handling graphs with millions of nodes; and (d) Principled, with closed-form formula and theoretical guarantee. Applied on eight real-world graph datasets, UltraProp outperforms top competitors in terms of accuracy and run time, requiring only stock CPU servers. On a large real-world graph with 1.6M nodes and 22.3M edges, UltraProp achieves more than 9 times speedup (12 minutes vs. 2 hours) compared to most competitors.
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