Utilize este identificador para referenciar este registo:
https://hdl.handle.net/1822/61585
Título: | A Categorical Clustering of Publishers for Mobile Performance Marketing |
Autor(es): | Silva, Susana Cortez, Paulo Mendes, Rui Pereira, Pedro José Matos, Luís Miguel Garcia, Luís |
Palavras-chave: | Categorical Clustering Mobile Marketing Big Data |
Data: | 2019 |
Editora: | Springer |
Revista: | Advances in Intelligent Systems and Computing |
Citação: | Silva, S., Cortez, P., Mendes, R., Pereira, P. J., Matos, L. M., & Garcia, L. (2018, June). A categorical clustering of publishers for mobile performance marketing. In The 13th International Conference on Soft Computing Models in Industrial and Environmental Applications (pp. 145-154). Springer, Cham. |
Resumo(s): | Mobile marketing is an expanding industry due to the growth of mobile devices (e.g., tablets, smartphones). In this paper, we explore a categorical approach to cluster publishers of a mobile performance market, in which payouts are only issued when there is a conversion (e.g., a sale). As a case study, we analyze recent and real-world data from a global mobile marketing company. Several experiments were held, considering a first internal evaluation stage, using training data, clustering quality metrics and computational effort. In the second stage, the best method, COBWEB algorithm, was analyzed using an external evaluation based on business metrics, computed over test data, and that allowed an identification of interesting clusters. |
Tipo: | Artigo em ata de conferência |
URI: | https://hdl.handle.net/1822/61585 |
ISBN: | 978-3-319-94119-6 |
e-ISBN: | 978-3-319-94120-2 |
DOI: | 10.1007/978-3-319-94120-2_14 |
ISSN: | 2194-5357 |
Versão da editora: | https://link.springer.com/chapter/10.1007/978-3-319-94120-2_14#citeas |
Arbitragem científica: | yes |
Acesso: | Acesso aberto |
Aparece nas coleções: |
Ficheiros deste registo:
Ficheiro | Descrição | Tamanho | Formato | |
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Clustering_Paper-3.pdf | 250,86 kB | Adobe PDF | Ver/Abrir |
Este trabalho está licenciado sob uma Licença Creative Commons