Abstract
In this paper, we explore Deep Multilayer Perceptrons (MLP) to perform an ordinal classification of mobile marketing conversion rate (CVR), allowing to measure the value of product sales when an user clicks an ad. As a case study, we consider big data provided by a global mobile marketing company. Several experiments were held, considering a rolling window validation, different datasets, learning methods and performance measures. Overall, competitive results were achieved by an online deep learning model, which is capable of producing real-time predictions.
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Acknowledgments
This article is a result of the project NORTE-01-0247-FEDER-017497, supported by Norte Portugal Regional Operational Programme (NORTE 2020), under the PORTUGAL 2020 Partnership Agreement, through the European Regional Development Fund (ERDF). This work was also supported by Fundação para a Ciência e Tecnologia (FCT) within the Project Scope: UID/CEC/00319/2019.
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Matos, L.M., Cortez, P., Mendes, R.C., Moreau, A. (2019). Using Deep Learning for Ordinal Classification of Mobile Marketing User Conversion. In: Yin, H., Camacho, D., Tino, P., Tallón-Ballesteros, A., Menezes, R., Allmendinger, R. (eds) Intelligent Data Engineering and Automated Learning – IDEAL 2019. IDEAL 2019. Lecture Notes in Computer Science(), vol 11871. Springer, Cham. https://doi.org/10.1007/978-3-030-33607-3_7
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DOI: https://doi.org/10.1007/978-3-030-33607-3_7
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