教師資料查詢 | 類別: 期刊論文 | 教師: 蔣璿東 Chiang Ding-an (瀏覽個人網頁)

標題:Prediction of Members' Return Visit Rates Using a Time Factor
學年102
學期1
出版(發表)日期2013/09/01
作品名稱Prediction of Members' Return Visit Rates Using a Time Factor
作品名稱(其他語言)
著者Chiang, Rui-Dong; Wang, Yi-Hsin; Chu, Huan-Chen
單位淡江大學資訊工程學系暨研究所
出版者Amsterdam: Elsevier BV
著錄名稱、卷期、頁數Electronic Commerce Research and Applications 12(5), pp.362–371
摘要The profit of portal companies in Taiwan is generated by online advertising and e-commerce. Effective advertising requires predicting how users respond to advertisements and then targeting (presenting advertisements) the users in ways that reflect their preferences. The behavioral targeting leverages historical users’ behaviors in order to select for display the ads which are most related to the users’ preferences. Although we may not want to provide advertisements that repeat the same concept, we can exploit predicted return visit rates for the registered members at the specific category of a portal site. However, customers’ preferences change over time. In order to capture the ‘concept drift’, we propose a novel and simple time function to increase/decrease the weight of the old data in evaluating various members’ past behaviors. Then, we construct a member’s Click Preference Index with a Time factor (CPIT) model in order to effectively distinguish the different kinds of member behaviors and predict return visit rates. The marketers of a portal site can thus target the members with high return visit rates and design corresponding marketing strategies. Experimental results with a real dataset have demonstrated that this CPIT model can be practically implemented and provide satisfactory results.
關鍵字Behavioral targeting; Customer profile; Time function; Concept drift; Return visit rate prediction
語言英文
ISSN1567-4223
期刊性質國外
收錄於SCI;
產學合作
通訊作者Wang, Yi-Hsin
審稿制度
國別荷蘭
公開徵稿
出版型式,電子版,紙本
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