Marketing resource allocation in duopolies over social networks

One of the key features of this paper is that the agents opinion of a social network is assumed to be not only influenced by the other agents but also by two marketers in competition. One of our contributions is to propose a pragmatic game-theoretical formulation of the problem and to conduct the complete corresponding equilibrium analysis (existence, uniqueness, dynamic characterization, and determination). Our analysis provides practical insights to know how a marketer should exploit its knowledge about the social network to allocate its marketing or advertising budget among the agents (who are the consumers). By providing relevant definitions for the agent influence power (AIP) and the gain of targeting (GoT), the benefit of using a smart budget allocation policy instead of a uniform one is assessed and operating conditions under which it is potentially high are identified.

Allocating marketing resources over social networks: A long-term analysis

In this paper, we consider a network of consumers who are under the combined influence of their neighbors and external influencing entities (the marketers). The consumers opinion follows a hybrid dynamics whose opinion jumps are due to the marketing campaigns. By using the relevant static game model proposed recently in [1], we prove that although the marketers are in competition and therefore create tension in the network, the network reaches a consensus. Exploiting this key result, we propose a coopetition marketing strategy which combines the one-shot Nash equilibrium actions and a policy of no advertising. Under reasonable sufficient conditions, it is proved that the proposed coopetition strategy profile Pareto-dominates the one-shot Nash equilibrium strategy. This is a very encouraging result to tackle the much more challenging problem of designing Pareto-optimal and equilibrium strategies for the considered dynamical marketing game.

An Energy-Efficient Framework for the Analysis of MIMO Slow Fading Channels

In this work, a new energy-efficiency performance metric is proposed for MIMO (multiple input multiple output) point-to-point systems. In contrast with related works on energy-efficiency, this metric translates the effects of using finite blocks for transmitting, using channel estimates at the transmitter and receiver, and considering the total power consumed by the transmitter instead of the radiated power only. The main objective pursued is to choose the best pre-coding matrix used at the transmitter in the following two scenarios~: 1) the one where imperfect channel state information (CSI) is available at the transmitter and receiver~; 2) the one where no CSI is available at the transmitter. In both scenarios, the problem of optimally tuning the total used power is shown to be non-trivial. In scenario 2), the optimal fraction of training time can be characterized by a simple equation. These results and others provided in the paper, along with the provided numerical analysis, show that the present work can therefore be used as a good basis for studying power control and resource allocation in energy-efficient multiuser networks.