Abstract
Web marketing is a key activity of e-commerce. Due to the proliferation of internet technology, available internet marketing data become huge and complex. Efficient use of such large data maximizes the profit of web marketing. Although there are a variety of studies motivated by these backgrounds, there still remains room for improvement on data usage. In this paper, we have proposed a method to realize faithful bidding of web advertisement. The experimental results show: 1) The use of data by the current operators is unreliable, 2) By using the proposed method, the advertisement value of bidding becomes clear. For example, the method could find a cluster of advertisements that has clear cost-effectiveness over other clusters.
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Uchida, T., Ozaki, K., Yoshida, K. (2014). Toward a Faithful Bidding of Web Advertisement. In: Nah, F.FH. (eds) HCI in Business. HCIB 2014. Lecture Notes in Computer Science, vol 8527. Springer, Cham. https://doi.org/10.1007/978-3-319-07293-7_11
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DOI: https://doi.org/10.1007/978-3-319-07293-7_11
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-07292-0
Online ISBN: 978-3-319-07293-7
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