An Operational Consumer Profile for Real-time Scoring

Presented at Western Decision Sciences Institute (WDSI 2018) conference, 47th Annual Meeting - April 3-6, 2018Recommender systems (ReCo’s) have become a familiar artifact in cyberspace as a vehicle for increasing revenues while deepening customer loyalty and satisfaction. To facilitate real-time scoring required by the ReCo, a consumer profile (CP) must be accessible via a performance store to satisfy the service level agreements (SLAs) associated with real-time scoring. There are many applications that require real-time scoring, e.g. fraud detection in payment systems and ad placement in mobile advertising. In these diverse cases, the only real distinction is the notion of the “consumer” and associated features in the CP; for example, in payment systems the CP will likely be an “account profile”, while in mobile advertising the CP would be a “device profile”. In this paper, we describe how an operational CP functions in mobile ad placement