A Multiple Source based Transfer Learning Framework for Marketing Campaigns

© 2018 IEEE. The rapid growing number of marketing campaigns demands an efficient learning model to identify prospective customers to target. Transfer learning is widely considered as a major way to improve the learning performance by using the generated knowledge from previous learning tasks. Most recent studies focused on transferring knowledge from source domains to target domains which may result in knowledge missing. To avoid this, we proposed a multiple source based transfer learning framework to do it reversely. The data in target domains is transferred into source domains by normalizing them into the same distributions and then improving the learning task in target domains by its generated knowledge in source domains. The proposed method is general and can deal with supervised and unsupervised inductive and transductive learning simultaneously with a compatibility to work with different machine learning models. The experiments on real-world campaign data demonstrate the performance of the proposed method

Google online marketing challenge and research opportunities

The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, to give students experiential learning. The Challenge gives student teams US$200 in AdWords, Google’s flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an exciting and pedagogically rigorous competition. Results from surveys at the end of the Challenge reveal positive appraisals from the three—students, businesses, and professors—main constituents; general agreement between students and instructors regarding learning outcomes; and a few points of difference between students and instructors. In addition to describing the Challenge and its outcomes, this article reviews the postparticipation questionnaires and subsequent datasets. The questionnaires and results are publicly available, and this article invites educators to mine the datasets, share their results, and offer suggestions for future iterations of the Challenge

CSR and Social Marketing: What is the desired role for Universities in fostering Public Policies?

The paper aims to identify the role of Universities in fostering public policies, through the promotion of social responsibility, and the implementation of social marketing initiatives. This innovative approach is particularly interesting since the literature does not cover, until now, the importance of adopting a social responsibility strategy within Universities, in order to foster public policies for development. First, Corporate Social Responsibility should be developed at Universities. For this purpose, an integrative approach that embraces marketing, economic, ecological, and social aspects is proposed, through the design of a strategic action plan, which includes three operational levels: analysis, implementation and assessment. Second, in order to foster the impact of public policies for development, social marketing initiatives should be implemented among institutional and social networks where Universities assume an increasing strategic role.Corporate Social Responsibility; Government Policy; Social Marketing

Regulating Clothing Outwork: A Sceptic's View

By applying the strategies of international anti-sweatshop campaigns to the Australian context, recent regulations governing home-based clothing production hold retailers responsible for policing the wages and employment conditions of clothing outworkers who manufacture clothing on their behalf. This paper argues that the new approach oversimplifies the regulatory challenge by assuming (1) that Australian clothing production is organised in a hierarchical ‘buyer-led’ linear structure in which core retail firms have the capacity to control their suppliers’ behaviour; (2) that firms act as unitary moral agents; and (3) that interventions imported from other times and places are applicable to the contemporary Australian context. After considering some alternative regulatory approaches, the paper concludes that the new regulatory strategy effectively privatises responsibility for labour market conditions – a development that cries out for further debate

Conversion Prediction Using Multi-task Conditional Attention Networks to Support the Creation of Effective Ad Creative

Accurately predicting conversions in advertisements is generally a challenging task, because such conversions do not occur frequently. In this paper, we propose a new framework to support creating high-performing ad creatives, including the accurate prediction of ad creative text conversions before delivering to the consumer. The proposed framework includes three key ideas: multi-task learning, conditional attention, and attention highlighting. Multi-task learning is an idea for improving the prediction accuracy of conversion, which predicts clicks and conversions simultaneously, to solve the difficulty of data imbalance. Furthermore, conditional attention focuses attention of each ad creative with the consideration of its genre and target gender, thus improving conversion prediction accuracy. Attention highlighting visualizes important words and/or phrases based on conditional attention. We evaluated the proposed framework with actual delivery history data (14,000 creatives displayed more than a certain number of times from Gunosy Inc.), and confirmed that these ideas improve the prediction performance of conversions, and visualize noteworthy words according to the creatives' attributes.Comment: 9 pages, 6 figures. Accepted at The 25th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD 2019) as an applied data science pape

Health and the primary prevention of violence against women

This position paper focuses on the primary prevention of violence perpetrated by men against women. It develops a position on primary prevention (as distinct from secondary and tertiary interventions). It also identifies examples of good practice across settings, and factors for success for primary prevention programs. The paper has been developed as a resource for public education, debate and community activities related to the primary prevention of violence against women.Intimate partner violence is prevalent, serious and preventable; it is also a crime. Among the poor health outcomes for women who experience intimate partner violence are premature death and injury, poor mental health, habits which are harmful to health such as smoking, misuse of alcohol and non-prescription drugs, use of tranquilisers, sleeping pills and anti-depressants.  The cost of violence against women to individuals, communities and the whole of society is staggering and unacceptable. Every week in Australia at least one woman is killed by her current or former partner, and since the age of 15, one in three women has experienced physical violence and one in five has experienced sexual violence. The annual financial cost to the community of violence against women was calculated by Access Economics in 2002/3 to be $8.1 billion (Victorian Health Promotion Foundation, 2004), a figure which is likely to increase unless the incidence of violence against women can be reduced and ultimately eliminated.&nbsp

Environmental Education in the Public Sphere: Comparing Practice with Psychosocial Determinants of Behavior and Societal Change

Environmental education of the general public is widely practiced by a variety of types of organizations. Dedicated environmental groups, nature centers, zoos, parks, and other entities work on issues ranging from local threats to air, water, and habitat to global problems such as climate change and deforestation. A great deal of those efforts focus largely on providing information and raising awareness. Behavioral research and change models, however, suggest other factors are important in order to effect change on an individual, regional, or societal level. An analysis of environmental education in practice, examining methods and materials in use, showed the degree to which there were alignments between the content and psychosocial determinants of change, as well as how actions related to change theories. This mixed-methods study of groups doing environmental education in the public sphere compared their practices with the factors shown to help predict pro-environmental behavior, why people change their actions and habits. Through this survey research and multiple case study, increased knowledge and understanding can help inform future efforts at change on critical local, national, and world environmental problems. It can also lead to further research into environmental education, using behavior and change theories