HapNet predicts marketing campaign effects using a hierarchical structure.
problem Complex and challenging effect prediction for marketing campaigns.
method Hierarchical Capsule Prediction Network (HapNet).
result HapNet outperforms state-of-the-art methods in both synthetic and real data.
This paper enhances uplift modeling for multi-treatment marketing campaigns.
problem Optimizing marketing strategies by selecting individuals likely to respond to different treatments.
method Leveraging score ranking and calibration techniques.
result Improves overall performance of marketing campaigns.
Study uses causal machine learning to assess coupon campaign impact on retailer sales.
problem Assessing the causal effect of a coupon campaign on retailer sales.
method Causal machine learning algorithms, subgroup analysis, optimal policy learning.
result Only two coupon categories (drugstore and other food) have a significant positive impact on sales.
The paper introduces revenue uplift modeling to maximize marketing profits.
problem Maximizing incremental sales versus maximizing incremental revenue in marketing campaigns.
method Response transformation and two-stage models to decompose campaign profit.
result Revenue uplift modeling can improve campaign profit substantially.
A Qini-based uplift model improves retention marketing campaign performance.
problem Isolating the marketing effect of a campaign and identifying responsive customers.
method Qini-based uplift regression model using logistic regression.
result Qini-optimized uplift models improve performance and provide interpretable models.
Optimizes user marketing campaigns to balance cost and effectiveness.
problem Lack of methods to optimize marketing campaigns considering cost and effectiveness.
method Proposes a treatment effect optimization algorithm using deep learning to balance cost and effectiveness.
result Demonstrates superior performance in cost-efficiency and real-world business value.
The paper tackles decision making problems with funnel structure in email marketing campaigns.
problem Decision making challenges in systems with funnel structure, where fewer observations are received from deeper layers.
method Formulated as a contextual bandit with funnel structure and developed a multi-task learning algorithm.
result Our algorithms offer significant improvement over previous methods in email marketing campaigns.
Mobile payment incentives optimized using merchant transaction networks.
problem Optimizing marketing campaigns with limited budgets.
method Graph representation learning on transaction networks.
result Effective modeling of merchant sensitivity to incentives.
Study uses time series analysis to predict player churn and conversion in games.
problem Predicting player churn and conversion in free-to-play games.
method State Space time series approach with Autoregressive Integrated Moving Average and Unobserved Components models.
result Unobserved Components approach fails to detect marketing campaigns and predicts abandonment poorly.
The paper tackles budget allocation for multiple campaigns using a novel combinatorial bandit approach.
problem Maximizing cumulative returns with limited budgets across various ad lines.
method Formulated as a multi-task combinatorial bandit problem, integrates Bayesian hierarchical models, and uses Thompson sampling.
result Demonstrates robustness and adaptability in maximizing overall cumulative returns.
UCB algorithms estimate uplifts in multi-variable reward systems.
problem Marketing campaigns and recommender systems with multiple outcome variables.
method UCB-style algorithms for estimating uplifts over a baseline.
result Sublinear regret bounds for multiple problem variants.
PolicySynth improves synthetic data alignment with real data for better campaign decisions.
problem Synthetic data used in decision support systems often leads to incorrect decisions.
method PolicySynth framework that conditions synthetic data on churn scorer to align with real data decisions.
result PolicySynth achieves high strategy simulation fidelity (0.923-0.960) on churn and acquisition datasets.
A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spr…
Optimizes RTB campaigns by selecting user profiles and website configurations.
problem Maximizing impressions and profitability in RTB campaigns.
method Optimizes user profiles and website configurations, combines with other strategies.
result As the required number of visits increases, average profitability decreases.
Study optimal bidding strategies for digital ads targeting purchases and health campaigns.
problem Optimizing advertising strategies in digital channels.
method Continuous-time models encoding user behavior and auction mechanisms, semi-explicit formulas for optimal bidding.
result Semi-explicit formulas for optimal value and bidding policy for different types of advertising.
Model analyzes OTC market making with reputation feedback.
problem Optimizing electronic OTC liquidity provision considering reputation.
method Developed a stochastic-control model with feedback loops.
result Policy alternates between reputation-building and franchise monetization phases.
Model analyzes how reputation feedback affects OTC market making.
problem Understanding and optimizing OTC market making strategies.
method Developed a stochastic-control model with feedback loops.
result Policy alternates between reputation building and franchise monetization.
The paper tackles the issue of preferential attachment in targeted display advertising by developing domain-adaptation approaches.
problem Skewed distribution of data leads to preferential attachment towards high-budget partners.
method Develops domain-adaptation approaches to predict interested users for low-budget partners.
result Proposed approaches outperform other domain-adaptation methods across different points of campaigns.
Real time bidding (RTB) enables demand side platforms (bidders) to scale ad campaigns across multiple publishers affiliated to an RTB ad exchange. While driving multiple campaigns for mobile app install ads via RTB, the bidder typically has to: (i) maintain each campaign's efficiency (i.e., meet advertiser's target cos…
This study compares logistic regression and XGBoost for predicting credit risk.
problem Predicting credit risk in financial services.
method Advanced machine learning techniques (logistic regression and XGBoost) with data preprocessing.
result XGBoost outperforms logistic regression in predicting credit risk.
New method detects adversarial attacks in industrial systems.
problem Adversarial attacks compromise machine learning models in industrial control systems.
method Introduces domain adaptation layer and Monte Carlo simulation for proactive defense.
result Approximates Bayes optimal mitigation for improved detection model health.
In the age of data driven solution, the customer demographic attributes, such as gender and age, play a core role that may enable companies to enhance the offers of their services and target the right customer in the right time and place. In the marketing campaign, the companies want to target the real user of the GSM …
Study optimizes classifiers for credit card mail campaigns and default prediction.
problem Optimizing classifiers for credit card mail campaigns and default prediction.
method Three distinct models: response, risk, and response-risk. Optimized various performance metrics.
result Random Forest classifier achieves highest accuracy (83.2%) in multi-class response-risk model.
This paper optimizes ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
problem Optimizing ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
method Formulated as a combinatorial semi-bandit problem, solved using Gaussian Processes and four algorithms.
result Regret upper bounded as O(sqrt{T}), where T is the time horizon.
Online media provides opportunities for marketers through which they can deliver effective brand messages to a wide range of audiences. Advertising technology platforms enable advertisers to reach their target audience by delivering ad impressions to online users in real time. In order to identify the best marketing me…
A typical viral marketing model identifies influential users in a social network to maximize a single product adoption assuming unlimited user attention, campaign budgets, and time. In reality, multiple products need campaigns, users have limited attention, convincing users incurs costs, and advertisers have limited bu…
Study analyzes factors influencing healthcare providers' engagement with SMS campaigns.
problem Understanding what drives healthcare providers to engage with SMS campaigns.
method Used logistic regression, random forest, and neural network models to analyze data.
result Identified key factors influencing engagement with SMS campaigns.
Deep learning predicts customer churn in retail.
problem Accurately predicting which customers are likely to stop purchasing.
method Survival model parameters learned by recurrent neural networks.
result Individual level survival models for purchasing behavior.
In digital advertising, Click-Through Rate (CTR) and Conversion Rate (CVR) are very important metrics for evaluating ad performance. As a result, ad event prediction systems are vital and widely used for sponsored search and display advertising as well as Real-Time Bidding (RTB). In this work, we introduce an enhanced …
SMC analysis reveals key transient effects in macroeconomic ABM.
problem Analysis of complex ABMs is challenging and often relies on ad hoc methods.
method Statistical model checking (SMC) implemented through MultiVeStA.
result Clear contrast across parameter families in macro-financial and structural sweeps.
In this paper, a frequency coefficient based on the Sen-Shorrocks-Thon (SST) poverty index notion is proposed. The clustering SST index can be used as the method for determination of the connection between similar neighbor sub-clusters. Consequently, connections can reveal existence of natural homogeneous. Through esti…
BiCB combines traffic prediction and bidding optimization for live advertising.
problem Real-time bidding in live advertising with unknown future traffic.
method Binary Constrained Bidding (BiCB) that merges mathematical analysis and statistical traffic estimation.
result BiCB achieves good approximation to optimal bidding results with low complexity.
Activists align with large fund preferences for success.
problem Aligning with large fund preferences increases activist success.
method Analyzed previous proxy voting behavior to estimate preferences and correlated them with activist success.
result Campaigns with higher alignment receive more votes and are more successful.
A/B testing improves marketing decisions by selecting effective stratification variables.
problem Improving the sensitivity of A/B testing through stratified sampling.
method Designing an algorithm to select a subset of stratification variables for variance reduction.
result The subset selection method outperforms other variance reduction techniques in A/B testing.
Uplift modeling is aimed at estimating the incremental impact of an action on an individual's behavior, which is useful in various application domains such as targeted marketing (advertisement campaigns) and personalized medicine (medical treatments). Conventional methods of uplift modeling require every instance to be…
We address a practical problem ubiquitous in modern marketing campaigns, in which a central agent tries to learn a policy for allocating strategic financial incentives to customers and observes only bandit feedback. In contrast to traditional policy optimization frameworks, we take into account the additional reward st…
Paper addresses CPA line forecasting in online advertising mid-flight.
problem Forecasting ad campaign performance mid-flight considering bidding mechanisms.
method Generates relationships between metrics and optimization signals, estimates sensitivity, and characterizes advertiser spends vs. eCPA.
result Demonstrates promising accuracy in forecasting against actual deliveries.
Bridges uplift modeling and sequential decision-making with online budget allocation.
problem Treatment allocation under budget constraints in digital advertising.
method Budget-Constrained Causal Bandits (BCCB) integrates learning, exploration, and budget pacing.
result Data-efficiency crossover: BCCB operates effectively from the first user, 3-5x lower performance variance.
New framework makes ML methods compliant with regulations.
problem Ensuring ML methods meet regulatory standards.
method InfoGram and Admissible Machine Learning framework.
result Redesigns ML methods for regulatory compliance.
This paper addresses the problem of inferring a regular expression from a given set of strings that resembles, as closely as possible, the regular expression that a human expert would have written to identify the language. This is motivated by our goal of automating the task of postmasters of an email service who use r…
Learning data representations that reflect the customers' creditworthiness can improve marketing campaigns, customer relationship management, data and process management or the credit risk assessment in retail banks. In this research, we adopt the Variational Autoencoder (VAE), which has the ability to learn latent rep…
Framework detects influential actors in disinformation networks.
problem Identifying and countering hostile influence operations on social media.
method Combines NLP, ML, graph analytics, and causal inference.
result 96% precision, 79% recall, 96% PR-curve area for IO detection.
Uplift modeling is an emerging machine learning approach for estimating the treatment effect at an individual or subgroup level. It can be used for optimizing the performance of interventions such as marketing campaigns and product designs. Uplift modeling can be used to estimate which users are likely to benefit from …
A new method optimizes individual treatment effects in dynamic settings.
problem Optimizing individual treatment effects in changing environments.
method Uplifted contextual multi-armed bandit (U-CMAB) approach.
result U-CMAB outperforms state-of-the-art methods in dynamic environments.
Chagas disease is a neglected disease, and information about its geographical spread is very scarse. We analyze here mobility and calling patterns in order to identify potential risk zones for the disease, by using public health information and mobile phone records. Geolocalized call records are rich in social and mobi…
A new uplift modeling approach uses binary treatment indicators more efficiently.
problem Lack of full value utilization in binary uplift modeling.
method Design a novel transformed outcome for binary target variables.
result Our new approach outperforms traditional methods in synthetic and real-world datasets.
Model analyzes RFQ markets using stochastic control to optimize dealer performance and inventory.
problem Optimizing market making in aggregator-routed RFQ markets with varying dealer performance scores.
method Two-tier stochastic control model that separates RFQ-level price competition from macro routing.
result Optimal controls can be expressed through derivatives of reduced Hamiltonians, leading to interpretable mappings from optimal win probabilities to optimal offsets.
A PID-based feedback-control system improves multiple KPIs in RTB display advertising.
problem Challenges in simultaneously improving multiple KPIs in RTB campaigns.
method Sequential Control using PID-based feedback and importance metrics.
result Effective in simultaneously controlling multiple KPIs in both simulations and live traffic.