Abstract Details
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Activity Number:
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655
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Type:
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Contributed
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Date/Time:
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Thursday, August 8, 2013 : 8:30 AM to 10:20 AM
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Sponsor:
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Section on Statistical Learning and Data Mining
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| Abstract - #310369 |
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Title:
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Ranking and Recommending Adwords Opportunities
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Author(s):
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Shuohui (Andy) Chen*+
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Companies:
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Google Inc.
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Keywords:
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recommendation system ;
classification model ;
propensity model ;
optimization
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Abstract:
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In this research, a two-stage method is proposed for estimating the values of Google AdWords opportunities. In the first stage, a number of classification models are discussed for estimating the likelihood of adopting opportunities using big data sets; in the second stage, a propensity model based approach is discussed for estimating the uplifts of advertisers' ROIs, and then predictive models are build to predict the uplifts caused by future adoptions of opportunities. With these predicted values, an optimization model is built to maximize revenue while satisfying advertisers' traffic requirements.
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