全球营销与客户管理中心讲座：Dynamic Retargeting Without Annoying Customers: A Machine Learning Optimization Algorithm

时间: 2017年5月3日，15:00-16:00

地点: 李达三楼104室（国顺路670号）

主持: Prof. Cheng Zhang

主题: "Dynamic Retargeting Without Annoying Customers: A Machine Learning Optimization Algorithm"

演讲嘉宾: Prof. Xueming Luo

Charles Gilliland Distinguished Chair Professor of Marketing, Strategy, and MIS,

Temple University

简介:

Although firms have widely adopted targeting and retargeting campaigns to convert customers, little is known on the impact. A novel feature of this research is to combine field experiments with machine learning models to tailor and individualize retargeting interventions to customers. Rather than recommending the traditional “one-size-fits-all” treatment for all consumers, the adaptive learning models allow for targeting and retargeting treatment recommendations for each consumer by exploiting individual heterogeneity between and within customers over time. The algorithm maximizes the potential sales responses for each customer, suggesting a useful managerial decision support system for personalized advertising, pricing, and e-commerce optimization.