A New Information-Theoretic Method for Advertisement Conversion Rate Prediction for Large-Scale Sparse Data Based on Deep Learning

Xia, Qing; Lv, Jianghua; Ma, Shilong; Gao, Bocheng; Wang, Zhenhua

doi:10.3390/e22060643

Cited by 4 publications

(3 citation statements)

References 16 publications

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“…The internet has become an essential tool for users in the decision-making process, enabling them to search for information on products and services, to compare and review alternatives, and to make final decisions [23]. With the development of internet advertising technology, the adjusted targeted advertising based on user preferences is more suitable both for the market and users [59]. The advantages of internet advertising can be [60]:…”

Section: Internet Advertisingmentioning

confidence: 99%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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If a company wants to succeed in a tough competitive environment, it must consider all the options to be more visible. One of these possibilities is advertising, which exists in a considerable variety of forms. Therefore, our goal was to conduct a survey on the attitude of customers in Slovakia to several modern and traditional forms of advertising, which are used by companies for their visibility. Data were obtained from the questionnaires filled in by 244 respondents. We were interested in opinions on advertising oversaturation, the influence of advertising, annoyance by advertising, and credibility of advertising. In each of four topics, we investigated opinions on 21 different types of advertising, using non-parametric tests to determine the significance of differences, which means we used inductive statistics. According to respondents, the advertising on social networks has a higher influence than most other types of advertising. At the same time, it is not one of the most trusted forms, nor one of the most bothering forms. The right marketing strategy choice concerning time, money, form, and efficiency is a key factor to companies. Therefore, it is important for companies to use the right form or combination of forms of advertising to make themselves known depending on the type of product and its target group. To increase the sustainability of a company in the market, it is important to use the right form or combination of forms of advertising considering the product and the target group.

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Section: Internet Advertisingmentioning

confidence: 99%

Consumer Perception of Modern and Traditional Forms of Advertising

et al. 2020

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“…Estimating CVR accurately not only helps increase profits but also improves the experience of audiences on the website so that it attracts more users to visit the website [8,9]. Therefore, predicting the CVR accurately has become a core task of advertising [8][9][10].…”

Section: Problem Description and Related Workmentioning

confidence: 99%

“…For example, Du et al [19] and Xia et al [9] studied the click-through rate (CTR) prediction using certain groups of variables:…”

Section: Problem Description and Related Workmentioning

confidence: 99%

Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages

Korniichuk

Boryczka

2021

Entropy

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Digital marketing has been extensively researched and developed remarkably rapidly over the last decade. Within this field, hundreds of scientific publications and patents have been produced, but the accuracy of prediction technologies leaves much to be desired. Conversion prediction remains a problem for most marketing professionals. In this article, the authors, using a dataset containing landing pages content and their conversions, show that a detailed analysis of text readability is capable of predicting conversion rates. They identify specific features that directly affect conversion and show how marketing professionals can use the results of this work. In their experiments, the authors show that the applied machine learning approach can predict landing page conversion. They built five machine learning models. The accuracy of the built machine learning model using the SVM algorithm is promising for its implementation. Additionally, the interpretation of the results of this model was conducted using the SHAP package. Approximately 60% of purchases are made by nonmembers, and this paper may be suitable for the cold-start problem.

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Estimating user response rate using locality sensitive hashing in search marketing

Almasharawi

Bulut

2021

Electron Commer Res

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A New Information-Theoretic Method for Advertisement Conversion Rate Prediction for Large-Scale Sparse Data Based on Deep Learning

Cited by 4 publications

References 16 publications

Consumer Perception of Modern and Traditional Forms of Advertising

Consumer Perception of Modern and Traditional Forms of Advertising

Conversion Rate Prediction Based on Text Readability Analysis of Landing Pages

Estimating user response rate using locality sensitive hashing in search marketing

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