Marketing and Data Science: Together the Future is Ours

The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved applications. A broad area of complementarity between the typical focus in statistics and computer science and that in marketing offers great potential. The former fields tend to focus on pattern recognition, control and prediction. Many marketing analyses embrace these directions, but also contribute by modeling structure and exploring causal relationships. Marketing has successfully combined foci from management science with foci from psychology and economics. These fields complement each other because they enable a broad spectrum of scientific approaches. Combined, they provide both understanding and practical solutions to important and relevant managerial marketing problems, and marketing science is already very successful at obtaining unique insights from big data

The egalitarian effect of search engines

Search engines have become key media for our scientific, economic, and social activities by enabling people to access information on the Web in spite of its size and complexity. On the down side, search engines bias the traffic of users according to their page-ranking strategies, and some have argued that they create a vicious cycle that amplifies the dominance of established and already popular sites. We show that, contrary to these prior claims and our own intuition, the use of search engines actually has an egalitarian effect. We reconcile theoretical arguments with empirical evidence showing that the combination of retrieval by search engines and search behavior by users mitigates the attraction of popular pages, directing more traffic toward less popular sites, even in comparison to what would be expected from users randomly surfing the Web.Comment: 9 pages, 8 figures, 2 appendices. The final version of this e-print has been published on the Proc. Natl. Acad. Sci. USA 103(34), 12684-12689 (2006), http://www.pnas.org/cgi/content/abstract/103/34/1268

Incorporating the surfing behavior of web users into PageRank

Ankara : The Department of Computer Engineering and the Graduate School of Engineering and Science of Bilkent University, 2013.Thesis (Master's) -- Bilkent University, 2013.Includes bibliographical references leaves 68-73One of the most crucial factors that determines the effectiveness of a large-scale commercial web search engine is the ranking (i.e., order) in which web search results are presented to the end user. In modern web search engines, the skeleton for the ranking of web search results is constructed using a combination of the global (i.e., query independent) importance of web pages and their relevance to the given search query. In this thesis, we are concerned with the estimation of global importance of web pages. So far, to estimate the importance of web pages, two different types of data sources have been taken into account, independent of each other: hyperlink structure of the web (e.g., PageRank) or surfing behavior of web users (e.g., BrowseRank). Unfortunately, both types of data sources have certain limitations. The hyperlink structure of the web is not very reliable and is vulnerable to bad intent (e.g., web spam), because hyperlinks can be easily edited by the web content creators. On the other hand, the browsing behavior of web users has limitations such as, sparsity and low web coverage. In this thesis, we combine these two types of feedback under a hybrid page importance estimation model in order to alleviate the above-mentioned drawbacks. Our experimental results indicate that the proposed hybrid model leads to better estimation of page importance according to an evaluation metric that uses the user click information obtained from Yahoo! web search engine’s query logs as ground-truth ranking. We conduct all of our experiments in a realistic setting, using a very large scale web page collection (around 6.5 billion web pages) and web browsing data (around two billion web page visits) collected through the Yahoo! toolbar.Ashyralyyev, ShatlykM.S

Incorporating the surfing behavior of web users into PageRank

In large-scale commercial web search engines, estimating the importance of a web page is a crucial ingredient in ranking web search results. So far, to assess the importance of web pages, two different types of feedback have been taken into account, independent of each other: the feedback obtained from the hyperlink structure among the web pages (e.g., PageRank) or the web browsing patterns of users (e.g., BrowseRank). Unfortunately, both types of feedback have certain drawbacks. While the former lacks the user preferences and is vulnerable to malicious intent, the latter suffers from sparsity and hence low web coverage. In this work, we combine these two types of feedback under a hybrid page ranking model in order to alleviate the above-mentioned drawbacks. Our empirical results indicate that the proposed model leads to better estimation of page importance according to an evaluation metric that relies on user click feedback obtained from web search query logs. We conduct all of our experiments in a realistic setting, using a very large scale web page collection (around 6.5 billion web pages) and web browsing data (around two billion web page visits). Copyright is held by the owner/author(s)

Sex differences in television viewing and attention: do males really channel surf more than females?

Channel surfing is often thought of as a male-dominated pastime; however, previously there was no objective data supporting this conclusion. In the present study television viewing and channel surfing were monitored in 44 college students who simultaneously performed an auditory vigilance task. In addition, a survey was administered to determine self-reported individual television viewing habits. Results showed that males channel surfed at almost twice the rate of females. In addition, after the first test tone they generally detected more tones in the vigilance task than females. It was concluded the high channel surfing rate of males reflected lower levels of program involvement and attention

PageRank and rank-reversal dependence on the damping factor

PageRank (PR) is an algorithm originally developed by Google to evaluate the importance of web pages. Considering how deeply rooted Google's PR algorithm is to gathering relevant information or to the success of modern businesses, the question of rank-stability and choice of the damping factor (a parameter in the algorithm) is clearly important. We investigate PR as a function of the damping factor d on a network obtained from a domain of the World Wide Web, finding that rank-reversal happens frequently over a broad range of PR (and of d). We use three different correlation measures, Pearson, Spearman, and Kendall, to study rank-reversal as d changes, and show that the correlation of PR vectors drops rapidly as d changes from its frequently cited value, $d_0=0.85$. Rank-reversal is also observed by measuring the Spearman and Kendall rank correlation, which evaluate relative ranks rather than absolute PR. Rank-reversal happens not only in directed networks containing rank-sinks but also in a single strongly connected component, which by definition does not contain any sinks. We relate rank-reversals to rank-pockets and bottlenecks in the directed network structure. For the network studied, the relative rank is more stable by our measures around $d=0.65$ than at $d=d_0$.Comment: 14 pages, 9 figure