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Recolector de Ciencia Abierta, RECOLECTA
Conference object . 2023 . Peer-reviewed
License: CC BY NC SA
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https://doi.org/10.4995/carma2...
Article . 2023 . Peer-reviewed
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Finding patterns from a user-centric perspective using knowledge discovery methods

Authors: Palomino Gayete, Arturo; Gibert, Karina;

Finding patterns from a user-centric perspective using knowledge discovery methods

Abstract

Chained advertisement involves breaking down a marketing campaign message into multiple banners that are shown to a user in a specific sequence in order to create a less intrusive and more effective campaign. The challenge is determining the most effective sequence of websites and banner order. This study aims to develop a recommendation system to assist with this issue. To address the vast size of the internet and the complexity of the problem, the research uses a data-driven computational approach to estimate the probability of different sequence events and apply this to real user data from a leading company. The proposed method is faster and more efficient than previous approaches.

Keywords

Big data, Analytics, Classificació AMS::68 Computer science::68P Theory of data, Chained advertisement, Àrees temàtiques de la UPC::Matemàtiques i estadística::Matemàtica aplicada a les ciències, Profiling, Informàtica, Sequence, Recommender systems, User-centric clickstream, Computer science, Data science, Probability

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
views
OpenAIRE UsageCountsViews provided by UsageCounts
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