Stochastic Blockmodeling for Online Advertising
نویسندگان
چکیده
Online advertising is market communication over the internet. This form of advertising has proven its importance in the golden digital age. In this work, we approach the business problem of improving the effectiveness of ad campaigns and targeting a wider range of online audience via discovering the intrinsic structures of the websites. We introduce a stochastic blockmodeling framework for discovering the website structures, propose two vertex clustering algorithms based on the Bayesian information criterion, and compare the performance with a goodness-of-fit method and a deterministic graph partitioning method. We demonstrate the effectiveness of our proposed algorithms on simulation and the AOL website dataset.
منابع مشابه
Blockmodeling and Text Classification
In this paper I discuss the application of stochastic blockmodeling to the domain of legal opinions, and specifically to the end of classifying those legal opinions into topics. I begin by defining the basic social network problem and the stochastic blockmodel in Section 2. In Section 3 I introduce the problem of labeling legal opinions and discuss the particular features of this domain. Sectio...
متن کاملStochastic cooperative advertising in a manufacturer–retailer decentralized supply channel
This work considers cooperative advertising in a manufacturer–retailer supply chain. While the manufacturer is the Stackelberg leader, the retailer is the follower. Using Sethi model it models the dynamic effect of the manufacturer and retailer’s advertising efforts on sale. It uses optimal control technique and stochastic differential game theory to obtain the players’ advertising strategies a...
متن کاملDesigning and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding)
The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were col...
متن کاملStochastic blockmodeling of relational event dynamics
Several approaches have recently been proposed for modeling of continuous-time network data via dyadic event rates conditioned on the observed history of events and nodal or dyadic covariates. In many cases, however, interaction propensities — and even the underlying mechanisms of interaction — vary systematically across subgroups whose identities are unobserved. For static networks such hetero...
متن کاملSolving a Two-Period Cooperative Advertising Problem Using Dynamic Programming
Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...
متن کامل