Using Online Auctions to Choose Optimal Product Configurations

In the current environment, product design involves choosing from a vast array of components and subcomponents. By developing modular platforms and communicating with multiple suppliers, each product becomes a bundle of features. The multitude of potential product configurations poses a challenge in identifying optimal configurations to offer customers. For most companies, the greatest challenge is measuring consumers’ marginal value for enhanced features. If this data were available, companies would offer those configurations with the highest margin. To date, consumers’ value for product features was estimated using decision analysis techniques, surveys, or conjoint analysis. This research proposes a different methodology for measuring consumers’ value. The emergence of active auction markets for a wide variety of products and services provides a venue for calibrating customer preferences. By offering different bundles of features, a company can measure the marginal increase in auction price obtained from enhanced features. Coupled with cost data, this information facilitates the evaluation of gross profit margin from offering different configurations. The methodology is assessed on used laptop computers sold via auction. Analyzing auction results indicates that consumers do value better features, and the incremental value of enhancements varies across features. Estimating cost differences from online posted prices in non-auction situations provide a foundation for estimating the efficient frontier of optimal bundles of features in a value-cost space. Data envelopment analysis is used in this context to define the efficient frontier. As online auction markets expand and evolve, this methodology could be implemented for many new products and services, which are offered as a bundle of features. Examples include many consumer electronics, travel packages, and communication services

Optimizing Your Online-Advertisement Asynchronously

We consider the problem of designing optimal online-ad investment strategies for a single advertiser, who invests at multiple sponsored search sites simultaneously, with the objective of maximizing his average revenue subject to the advertising budget constraint. A greedy online investment scheme is developed to achieve an average revenue that can be pushed to within $O(\epsilon)$ of the optimal, for any $\epsilon>0$, with a tradeoff that the temporal budget violation is $O(1/\epsilon)$. Different from many existing algorithms, our scheme allows the advertiser to \emph{asynchronously} update his investments on each search engine site, hence applies to systems where the timescales of action update intervals are heterogeneous for different sites. We also quantify the impact of inaccurate estimation of the system dynamics and show that the algorithm is robust against imperfect system knowledge

Evolution of optimal L\'evy-flight strategies in human mental searches

Recent analysis of empirical data [F. Radicchi, A. Baronchelli & L.A.N. Amaral. PloS ONE 7, e029910 (2012)] showed that humans adopt L\'evy flight strategies when exploring the bid space in on-line auctions. A game theoretical model proved that the observed L\'evy exponents are nearly optimal, being close to the exponent value that guarantees the maximal economical return to players. Here, we rationalize these findings by adopting an evolutionary perspective. We show that a simple evolutionary process is able to account for the empirical measurements with the only assumption that the reproductive fitness of a player is proportional to her search ability. Contrarily to previous modeling, our approach describes the emergence of the observed exponent without resorting to any strong assumptions on the initial searching strategies. Our results generalize earlier research, and open novel questions in cognitive, behavioral and evolutionary sciences.Comment: 8 pages, 4 figure

Opaque Selling

We study “opaque” selling in multiproduct environments – a marketing practice in which sellers strategically withhold product information by keeping important characteristics of their products hidden until after purchase. We show that a monopolist will always use opaque selling, but it is not first-best optimal to do so. However, opaque selling might be used at the constrained optimum (with the monopolist’s pricing behavior taken as given). For linear disutility costs, it is optimal for a monopolist to offer a single opaque product

Fast Iterative Combinatorial Auctions via Bayesian Learning

Iterative combinatorial auctions (CAs) are often used in multi-billion dollar domains like spectrum auctions, and speed of convergence is one of the crucial factors behind the choice of a specific design for practical applications. To achieve fast convergence, current CAs require careful tuning of the price update rule to balance convergence speed and allocative efficiency. Brero and Lahaie (2018) recently introduced a Bayesian iterative auction design for settings with single-minded bidders. The Bayesian approach allowed them to incorporate prior knowledge into the price update algorithm, reducing the number of rounds to convergence with minimal parameter tuning. In this paper, we generalize their work to settings with no restrictions on bidder valuations. We introduce a new Bayesian CA design for this general setting which uses Monte Carlo Expectation Maximization to update prices at each round of the auction. We evaluate our approach via simulations on CATS instances. Our results show that our Bayesian CA outperforms even a highly optimized benchmark in terms of clearing percentage and convergence speed.Comment: 9 pages, 2 figures, AAAI-1

Truthful Learning Mechanisms for Multi-Slot Sponsored Search Auctions with Externalities

Sponsored search auctions constitute one of the most successful applications of microeconomic mechanisms. In mechanism design, auctions are usually designed to incentivize advertisers to bid their truthful valuations and to assure both the advertisers and the auctioneer a non-negative utility. Nonetheless, in sponsored search auctions, the click-through-rates (CTRs) of the advertisers are often unknown to the auctioneer and thus standard truthful mechanisms cannot be directly applied and must be paired with an effective learning algorithm for the estimation of the CTRs. This introduces the critical problem of designing a learning mechanism able to estimate the CTRs at the same time as implementing a truthful mechanism with a revenue loss as small as possible compared to an optimal mechanism designed with the true CTRs. Previous work showed that, when dominant-strategy truthfulness is adopted, in single-slot auctions the problem can be solved using suitable exploration-exploitation mechanisms able to achieve a per-step regret (over the auctioneer's revenue) of order $O(T^{-1/3})$ (where T is the number of times the auction is repeated). It is also known that, when truthfulness in expectation is adopted, a per-step regret (over the social welfare) of order $O(T^{-1/2})$ can be obtained. In this paper we extend the results known in the literature to the case of multi-slot auctions. In this case, a model of the user is needed to characterize how the advertisers' valuations change over the slots. We adopt the cascade model that is the most famous model in the literature for sponsored search auctions. We prove a number of novel upper bounds and lower bounds both on the auctioneer's revenue loss and social welfare w.r.t. to the VCG auction and we report numerical simulations investigating the accuracy of the bounds in predicting the dependency of the regret on the auction parameters

Maximizing Welfare in Social Networks under a Utility Driven Influence Diffusion Model

Motivated by applications such as viral marketing, the problem of influence maximization (IM) has been extensively studied in the literature. The goal is to select a small number of users to adopt an item such that it results in a large cascade of adoptions by others. Existing works have three key limitations. (1) They do not account for economic considerations of a user in buying/adopting items. (2) Most studies on multiple items focus on competition, with complementary items receiving limited attention. (3) For the network owner, maximizing social welfare is important to ensure customer loyalty, which is not addressed in prior work in the IM literature. In this paper, we address all three limitations and propose a novel model called UIC that combines utility-driven item adoption with influence propagation over networks. Focusing on the mutually complementary setting, we formulate the problem of social welfare maximization in this novel setting. We show that while the objective function is neither submodular nor supermodular, surprisingly a simple greedy allocation algorithm achieves a factor of $(1-1/e-\epsilon)$ of the optimum expected social welfare. We develop \textsf{bundleGRD}, a scalable version of this approximation algorithm, and demonstrate, with comprehensive experiments on real and synthetic datasets, that it significantly outperforms all baselines.Comment: 33 page