Contextual advertising

Contextual advertising entails the display of relevant ads based on the content that consumers view, exploiting the potential that consumers' content preferences are indicative of their product preferences. This paper studies the strategic aspects of such advertising, considering an intermediary who has access to a content base, sells advertising space to advertisers who compete in the product market, and provides the targeting technology. The results show that contextual targeting impacts advertiser profit in two ways: First, advertising through relevant content topics helps advertisers reach consumers with a strong preference for their product. Second, heterogeneity in consumers' content preferences can be leveraged to reduce product market competition, especially when competition is intense. The intermediary has incentives to strategically design its targeting technology, sometimes at the cost of the advertisers. When product market competition is moderate, the intermediary offers accurate targeting such that the consumers see the most relevant ads. When competition is high, the intermediary lowers the targeting accuracy such that the consumers see less relevant ads. Doing so intensifies competition and encourages advertisers to bid for multiple content topics in order to prevent their competitors from reaching consumers. In some cases, this may lead to an asymmetric equilibrium where one advertiser bids high even for the content topic that is more relevant to its competitor. © 2012 INFORMS

USING GOAL PROGRAMMING TO INCREASE THE EFFICIENCY OF MARKETING CAMPAIGNS

Organizations allocate a part of their financial resources to optimize their market segmentation strategies, plan marketing campaigns, and improve customer relationships. Throughout this process, they use a vast amount of electronic records generated by online and offline purchases to design effective marketing campaigns and introduce personalized promotions for their customers by employing data analytics. The problem of selecting target customer segments, given various priorities and the budget constraint, can be modeled as a multi-objective optimization problem with flexible goals and different priorities, interdependencies and resources constraints. The main objective of this paper is to demonstrate the use of the goal programming approach to address this challenge

A recommender system for e-retail

The e-retail sector in South Africa has a significant opportunity to capture a large portion of the country's retail industry. Central to seizing this opportunity is leveraging the advantages that the online setting affords. In particular, the e-retailer can offer an extremely large catalogue of products; far beyond what a traditional retailer is capable of supporting. However, as the catalogue grows, it becomes increasingly difficult for a customer to efficiently discover desirable products. As a consequence, it is important for the e-retailer to develop tools that automatically explore the catalogue for the customer. In this dissertation, we develop a recommender system (RS), whose purpose is to provide suggestions for products that are most likely of interest to a particular customer. There are two primary contributions of this dissertation. First, we describe a set of six characteristics that all effective RS's should possess, namely; accuracy, responsiveness, durability, scalability, model management, and extensibility. Second, we develop an RS that is capable of serving recommendations in an actual e-retail environment. The design of the RS is an attempt to embody the characteristics mentioned above. In addition, to show how the RS supports model selection, we present a proof-of-concept experiment comparing two popular methods for generating recommendations that we implement for this dissertation, namely, implicit matrix factorisation (IMF) and Bayesian personalised ranking (BPR)