Threshold Influence Model for Allocating Advertising Budgets

author: Atsushi Miyauchi, Tokyo Institute of Technology
published: Sept. 27, 2015,   recorded: July 2015,   views: 1589
Categories

See Also:

Download slides icon Download slides: icml2015_miyauchi_advertising_budgets_01.pdf (133.4 KB)


Help icon Streaming Video Help

Related Open Educational Resources

Related content

Report a problem or upload files

If you have found a problem with this lecture or would like to send us extra material, articles, exercises, etc., please use our ticket system to describe your request and upload the data.
Enter your e-mail into the 'Cc' field, and we will keep you updated with your request's status.
Lecture popularity: You need to login to cast your vote.
  Bibliography

Description

We propose a new influence model for allocating budgets to advertising channels. Our model captures customer’s sensitivity to advertisements as a threshold behavior; a customer is expected to be influenced if the influence he receives exceeds his threshold. Over the threshold model, we discuss two optimization problems. The first one is the budget-constrained influence maximization. We propose two greedy algorithms based on different strategies, and analyze the performance when the influence is submodular. We then introduce a new characteristic to measure the cost-effectiveness of a marketing campaign, that is, the proportion of the resulting influence to the cost spent. We design an almost linear-time approximation algorithm to maximize the cost-effectiveness. Furthermore, we design a better-approximation algorithm based on linear programming for a special case. We conduct thorough experiments to confirm that our algorithms outperform baseline algorithms.

Link this page

Would you like to put a link to this lecture on your homepage?
Go ahead! Copy the HTML snippet !

Write your own review or comment:

make sure you have javascript enabled or clear this field: