Related papers: A Decision Theoretic Approach to Targeted Advertis…

For a successful business, engaging in an effective campaign is a key task for marketers. Most previous studies used various mathematical models to segment customers without considering the correlation between customer segmentation and a…

In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a challenging task, due to the highly uncertain environment of…

Real-world recommendation systems often consist of two phases. In the first phase, multiple predictive models produce the probability of different immediate user actions. In the second phase, these predictions are aggregated according to a…

Two-phase methods are commonly used to solve bi-objective combinatorial optimization problems. In the first phase, all extreme supported nondominated points are generated through a dichotomic search. This phase also allows the…

Acquiring new customers is a vital process for growing businesses. Prospecting is the process of identifying and marketing to potential customers using methods ranging from online digital advertising, linear television, out of home, and…

Online auctions are one of the most fundamental facets of the modern economy and power an industry generating hundreds of billions of dollars a year in revenue. Auction theory has historically focused on the question of designing the best…

The Bayesian persuasion paradigm of strategic communication models interaction between a privately-informed agent, called the sender, and an ignorant but rational agent, called the receiver. The goal is typically to design a (near-)optimal…

When a new product or technology is introduced, potential consumers can learn its quality by trying the product, at a risk, or by letting others try it and free-riding on the information that they generate. We propose a dynamic game to…

We present an algorithm for classification tasks on big data. Experiments conducted as part of this study indicate that the algorithm can be as accurate as ensemble methods such as random forests or gradient boosted trees. Unlike ensemble…

Internet advertisers (buyers) repeatedly procure ad impressions from ad platforms (sellers) with the aim to maximize total conversion (i.e. ad value) while respecting both budget and return-on-investment (ROI) constraints for efficient…

Internet search companies sell advertisement slots based on users' search queries via an auction. Advertisers have to determine how to place bids on the keywords of their interest in order to maximize their return for a given budget: this…

This paper analyses role of internet in marketing and its influences on business decision-making process. It explains how the decision maker collect variety of information about customers through internet and analysis this data to better…

Simultaneous ascending auctions present agents with the exposure problem: bidding to acquire a bundle risks the possibility of obtaining an undesired subset of the goods. Auction theory provides little guidance for dealing with this…

In this paper, we consider the problem of optimizing the revenue a web publisher gets through real-time bidding (i.e. from ads sold in real-time auctions) and direct (i.e. from ads sold through contracts agreed in advance). We consider a…

When trying to maximize the adoption of a behavior in a population connected by a social network, it is common to strategize about where in the network to seed the behavior, often with an element of randomness. Selecting seeds uniformly at…

The buying and selling of information is taking place at a scale unprecedented in the history of commerce, thanks to the formation of online marketplaces for user data. Data providing agencies sell user information to advertisers to allow…

Strategic product placement can have a strong influence on customer purchase behavior in physical stores as well as online platforms. Motivated by this, we consider the problem of optimizing the placement of substitutable products in…

We consider the fundamental scenario where a single item is to be sold to one of two agents. Both agents draw their valuation for the item from the same probability distribution. However, only one of them submits a bid to the mechanism. The…

Message brokers often mediate communication between data producers and consumers by adding variable-sized messages to ordered distributed queues. Our goal is to determine the number of consumers and consumer-partition assignments needed to…

We study the budget allocation problem in online marketing campaigns that utilize previously collected offline data. We first discuss the long-term effect of optimizing marketing budget allocation decisions in the offline setting. To…