Customer targeting models using actively-selected web content

Prem Melville; Saharon Rosset; Richard D. Lawrence

doi:10.1145/1401890.1402003

Customer targeting models using actively-selected web content

Prem Melville^*, Saharon Rosset, Richard D. Lawrence

^*Corresponding author for this work

School of Mathematical Sciences

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

We consider the problem of predicting the likelihood that a company will purchase a new product from a seller. The statistical models we have developed at IBM for this purpose rely on historical transaction data coupled with structured firmographic information like the company revenue, number of employees and so on. In this paper, we extend this methodology to include additional text-based features based on analysis of the content on each company's website. Empirical results demonstrate that incorporating such web content can significantly improve customer targeting. Furthermore, we present methods to actively select only the web content that is likely to improve our models, while reducing the costs of acquisition and processing.

Original language	English
Title of host publication	KDD 2008 - Proceedings of the 14th ACMKDD International Conference on Knowledge Discovery and Data Mining
Pages	946-953
Number of pages	8
DOIs	https://doi.org/10.1145/1401890.1402003
State	Published - 2008
Event	14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2008 - Las Vegas, NV, United States Duration: 24 Aug 2008 → 27 Aug 2008

Publication series

Name	Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining

Conference

Conference	14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2008
Country/Territory	United States
City	Las Vegas, NV
Period	24/08/08 → 27/08/08

Keywords

Active feature-value acquisition
Active learning
Text categorization
Web mining

Access to Document

10.1145/1401890.1402003

Cite this

Melville, P., Rosset, S., & Lawrence, R. D. (2008). Customer targeting models using actively-selected web content. In KDD 2008 - Proceedings of the 14th ACMKDD International Conference on Knowledge Discovery and Data Mining (pp. 946-953). (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining). https://doi.org/10.1145/1401890.1402003

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title = "Customer targeting models using actively-selected web content",

abstract = "We consider the problem of predicting the likelihood that a company will purchase a new product from a seller. The statistical models we have developed at IBM for this purpose rely on historical transaction data coupled with structured firmographic information like the company revenue, number of employees and so on. In this paper, we extend this methodology to include additional text-based features based on analysis of the content on each company's website. Empirical results demonstrate that incorporating such web content can significantly improve customer targeting. Furthermore, we present methods to actively select only the web content that is likely to improve our models, while reducing the costs of acquisition and processing.",

keywords = "Active feature-value acquisition, Active learning, Text categorization, Web mining",

author = "Prem Melville and Saharon Rosset and Lawrence, {Richard D.}",

year = "2008",

doi = "10.1145/1401890.1402003",

language = "אנגלית",

isbn = "9781605581934",

series = "Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining",

pages = "946--953",

booktitle = "KDD 2008 - Proceedings of the 14th ACMKDD International Conference on Knowledge Discovery and Data Mining",

note = "14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2008 ; Conference date: 24-08-2008 Through 27-08-2008",

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Melville, P, Rosset, S & Lawrence, RD 2008, Customer targeting models using actively-selected web content. in KDD 2008 - Proceedings of the 14th ACMKDD International Conference on Knowledge Discovery and Data Mining. Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 946-953, 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2008, Las Vegas, NV, United States, 24/08/08. https://doi.org/10.1145/1401890.1402003

Customer targeting models using actively-selected web content. / Melville, Prem; Rosset, Saharon; Lawrence, Richard D.
KDD 2008 - Proceedings of the 14th ACMKDD International Conference on Knowledge Discovery and Data Mining. 2008. p. 946-953 (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Customer targeting models using actively-selected web content

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Keywords

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