Related papers: Bayesian Modeling of Marketing Attribution
As a mainstream marketing channel on the Internet, Search Engine Advertising (SEA) has a huge business impact and attracts a plethora of attention from both academia and industry. One important goal of advertising is to increase sales.…
In this paper, we fully develop and apply a novel extension of Bayesian cointegrated panels modeling in digital marketing, particularly in modeling of a system where key ROI metrics such as clicks or impressions of a given digital campaign…
Viral marketing takes advantage of preexisting social networks among customers to achieve large changes in behaviour. Models of influence spread have been studied in a number of domains, including the effect of "word of mouth" in the…
Persuasion, defined as the act of exploiting an informational advantage in order to effect the decisions of others, is ubiquitous. Indeed, persuasive communication has been estimated to account for almost a third of all economic activity in…
In most real-world large-scale online applications (e.g., e-commerce or finance), customer acquisition is usually a multi-step conversion process of audiences. For example, an impression->click->purchase process is usually performed of…
Amazon's new Multi-Touch Attribution (MTA) solution allows advertisers to measure how each touchpoint across the marketing funnel contributes to a conversion. This gives advertisers a more comprehensive view of their Amazon Ads performance…
In online internet advertising, machine learning models are widely used to compute the likelihood of a user engaging with product related advertisements. However, the performance of traditional machine learning models is often impacted due…
Data Driven Attribution, which assigns conversion credits to marketing interactions based on causal patterns learned from data, is the foundation of modern marketing intelligence and vital to any marketing business and advertising platform.…
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…
Interactions between pieces of information (entities) play a substantial role in the way an individual acts on them: adoption of a product, the spread of news, strategy choice, etc. However, the underlying interaction mechanisms are often…
This paper investigates the value of recommendations for disseminating economic information, with a focus on frictions resulting from preference heterogeneity. We consider Bayesian expected-payoff maximizers who receive non-strategic…
Bayesian persuasion studies how an informed sender should partially disclose information so as to influence the behavior of self-interested receivers. In the last years, a growing attention has been devoted to relaxing the assumption that…
In this paper, we introduce a two-stage Bayesian persuasion model in which a third-party platform controls the information available to the sender about users' preferences. We aim to characterize the optimal information disclosure policy of…
Consumer applications provide ample opportunities to surface and communicate various forms of content to users. From promotional campaigns for new features or subscriptions, to evergreen nudges for engagement, or personalised…
We consider the problem of devising incentive strategies for viral marketing of a product. In particular, we assume that the seller can influence penetration of the product by offering two incentive programs: a) direct incentives to…
We study a Bayesian persuasion game where a sender wants to persuade a receiver to take a binary action, such as purchasing a product. The sender is informed about the (real-valued) state of the world, such as the quality of the product,…
This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising. As a credit allocation solution in cooperative game theory, Shapley value method directly quantifies the contribution of online…
Multi-touch attribution (MTA), aiming to estimate the contribution of each advertisement touchpoint in conversion journeys, is essential for budget allocation and automatically advertising. Existing methods first train a model to predict…
Modeling what makes an advertisement persuasive, i.e., eliciting the desired response from consumer, is critical to the study of propaganda, social psychology, and marketing. Despite its importance, computational modeling of persuasion in…
When subjected to automated decision-making, decision subjects may strategically modify their observable features in ways they believe will maximize their chances of receiving a favorable decision. In many practical situations, the…