Matches in ScholarlyData for { <https://w3id.org/scholarlydata/inproceedings/www2012/paper/1009> ?p ?o. }
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- 1009 creator deepak-agarwal.
- 1009 creator sandeep-pandey.
- 1009 creator vanja-josifovski.
- 1009 type InProceedings.
- 1009 label "Targeting Converters for New Display Campaigns through Factor Models".
- 1009 sameAs 1009.
- 1009 abstract "In performance based display advertising, campaign effectiveness is often measured by tracking conversions that represents some desired user actions like purchases and product information request on advertisers web site. Hence targeting potential converters is an important problem to boost campaign performance. This is often accomplished by marketers who target users based on behavioral, demographic, contextual, geographic, search, social, purchase-based, lifestye, survey-based, and other information. Such a process is manual and subjective, it often fails to utilize the full potential of targeting. In this paper we show that by using previous conversion data on campaigns along with campaign meta-data, we can combine disparate user information in a principled way to target converters for campaigns. At the heart of our approach is a factor model that estimates the affinity of each user feature to a campaign using historical conversion data. In fact, our approach allows the estimation of campaign factors through campaign features alone and hence works well for new campaigns. Through extensive experiments, we show the superiority of our factor model approach relative to several other baselines.".
- 1009 hasAuthorList authorList.
- 1009 isPartOf proceedings.
- 1009 keyword "cold start".
- 1009 keyword "matrix factorization".
- 1009 keyword "rare events".
- 1009 title "Targeting Converters for New Display Campaigns through Factor Models".