اشترك بالحزمة الذهبية واحصل على وصول غير محدود شمرا أكاديميا
تسجيل مستخدم جديدA Unified Framework for Marketing Budget Allocation
64
0
0.0
(
0
)
اسأل ChatGPT حول البحث
ﻻ يوجد ملخص باللغة العربية
While marketing budget allocation has been studied for decades in traditional business, nowadays online business brings much more challenges due to the dynamic environment and complex decision-making process. In this paper, we present a novel unified framework for marketing budget allocation. By leveraging abundant data, the proposed data-driven approach can help us to overcome the challenges and make more informed decisions. In our approach, a semi-black-box model is built to forecast the dynamic market response and an efficient optimization method is proposed to solve the complex allocation task. First, the response in each market-segment is forecasted by exploring historical data through a semi-black-box model, where the capability of logit demand curve is enhanced by neural networks. The response model reveals relationship between sales and marketing cost. Based on the learned model, budget allocation is then formulated as an optimization problem, and we design efficient algorithms to solve it in both continuous and discrete settings. Several kinds of business constraints are supported in one unified optimization paradigm, including cost upper bound, profit lower bound, or ROI lower bound. The proposed framework is easy to implement and readily to handle large-scale problems. It has been successfully applied to many scenarios in Alibaba Group. The results of both offline experiments and online A/B testing demonstrate its effectiveness.
قيم البحث
اقرأ أيضاً
We address formally the problem of opinion dynamics when the agents of a social network (e.g., consumers) are not only influenced by their neighbors but also by an external influential entity referred to as a marketer. The influential entity tries to
sway the overall opinion as close as possible to a desired opinion by using a specific influence budget. We assume that the exogenous influences of the entity happen during discrete-time advertising campaigns; consequently, the overall closed-loop opinion dynamics becomes a linear-impulsive (hybrid) one. The main technical issue addressed is finding how the marketer should allocate its budget over time (through marketing campaigns) and over space (among the agents) such that the agents opinion be as close as possible to the desired opinion. Our main results show that the marketer has to prioritize certain agents over others based on their initial condition, their influence power in the social graph and the size of the cluster they belong to. The corresponding space-time allocation problem is formulated and solved for several special cases of practical interest. Valuable insights can be extracted from our analysis. For instance, for most cases, we prove that the marketer has an interest in investing most of its budget at the beginning of the process and that budget should be shared among agents according to the famous water-filling allocation rule. Numerical examples illustrate the analysis.
Modern large-scale systems such as recommender system and online advertising system are built upon computation-intensive infrastructure. The typical objective in these applications is to maximize the total revenue, e.g. GMV~(Gross Merchandise Volume)
, under a limited computation resource. Usually, the online serving system follows a multi-stage cascade architecture, which consists of several stages including retrieval, pre-ranking, ranking, etc. These stages usually allocate resource manually with specific computing power budgets, which requires the serving configuration to adapt accordingly. As a result, the existing system easily falls into suboptimal solutions with respect to maximizing the total revenue. The limitation is due to the face that, although the value of traffic requests vary greatly, online serving system still spends equal computing power among them. In this paper, we introduce a novel idea that online serving system could treat each traffic request differently and allocate personalized computation resource based on its value. We formulate this resource allocation problem as a knapsack problem and propose a Dynamic Computation Allocation Framework~(DCAF). Under some general assumptions, DCAF can theoretically guarantee that the system can maximize the total revenue within given computation budget. DCAF brings significant improvement and has been deployed in the display advertising system of Taobao for serving the main traffic. With DCAF, we are able to maintain the same business performance with 20% computation resource reduction.
We present a general framework of semi-supervised dimensionality reduction for manifold learning which naturally generalizes existing supervised and unsupervised learning frameworks which apply the spectral decomposition. Algorithms derived under our
framework are able to employ both labeled and unlabeled examples and are able to handle complex problems where data form separate clusters of manifolds. Our framework offers simple views, explains relationships among existing frameworks and provides further extensions which can improve existing algorithms. Furthermore, a new semi-supervised kernelization framework called ``KPCA trick is proposed to handle non-linear problems.
In this paper, we take the first steps towards a novel unified framework for the analysis of perturbations in both the Time and Frequency domains. The identification of type and source of such perturbations is fundamental for monitoring reactor cores
and guarantee safety while running at nominal conditions. A 3D Convolutional Neural Network (3D-CNN) was employed to analyse perturbations happening in the frequency domain, such as an absorber of variable strength or propagating perturbation. Recurrent neural networks (RNN), specifically Long Short-Term Memory (LSTM) networks were used to study signal sequences related to perturbations induced in the time domain, including the vibrations of fuel assemblies and the fluctuations of thermal-hydraulic parameters at the inlet of the reactor coolant loops. 512 dimensional representations were extracted from the 3D-CNN and LSTM architectures, and used as input to a fused multi-sigmoid classification layer to recognise the perturbation type. If the perturbation is in the frequency domain, a separate fully-connected layer utilises said representations to regress the coordinates of its source. The results showed that the perturbation type can be recognised with high accuracy in all cases, and frequency domain scenario sources can be localised with high precision.
Cross-Domain Recommendation (CDR) and Cross-System Recommendation (CSR) have been proposed to improve the recommendation accuracy in a target dataset (domain/system) with the help of a source one with relatively richer information. However, most exis
ting CDR and CSR approaches are single-target, namely, there is a single target dataset, which can only help the target dataset and thus cannot benefit the source dataset. In this paper, we focus on three new scenarios, i.e., Dual-Target CDR (DTCDR), Multi-Target CDR (MTCDR), and CDR+CSR, and aim to improve the recommendation accuracy in all datasets simultaneously for all scenarios. To do this, we propose a unified framework, called GA (based on Graph embedding and Attention techniques), for all three scenarios. In GA, we first construct separate heterogeneous graphs to generate more representative user and item embeddings. Then, we propose an element-wise attention mechanism to effectively combine the embeddings of common entities (users/items) learned from different datasets. Moreover, to avoid negative transfer, we further propose a Personalized training strategy to minimize the embedding difference of common entities between a richer dataset and a sparser dataset, deriving three new models, i.e., GA-DTCDR-P, GA-MTCDR-P, and GA-CDR+CSR-P, for the three scenarios respectively. Extensive experiments conducted on four real-world datasets demonstrate that our proposed GA models significantly outperform the state-of-the-art approaches.
الأسئلة المقترحة
سجل دخول لتتمكن من نشر تعليقات
التعليقات
جاري جلب التعليقات
سجل دخول لتتمكن من متابعة معايير البحث التي قمت باختيارها
