广告关键字群组角色组合投资预测研究
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摘要
为解决广告投入成本受限时通过在线关键词投资与组合使营销利润最大化及投资合理化问题,以"基于角色的协同"工程方法及其E-CARGO模型对淘宝商家的广告关键词投资问题进行建模,结合历史数据,采用群组角色组合线性规划方法对广告关键词投资做效益计算,以获得周期性历史数据预测与支持下的广告关键字最佳投资方案.通过实验仿真论证,该方法高效、可靠,能使投资者在投资费用受限情况下尽可能利润最大化,并对投资回报率问题与投资区间进行了分析,经过定量计算与定性分析给出理性投资建议.
With respect to the cost of advertising investment being limited, the processing of rationalizing and maximizing marketing investment via online keyword bidding is hard. In order to solve this problem, an optimization method is proposed, which is based on Role-Based Collaboration(RBC) and its E-CARGO model.According to history data, it models the problem by mapping keywords and their combinations to roles and groups(Group Role Combination) and using linear programming to obtain the best investment prediction. The proposed methods are verified by simulation experiments. The experimental results present the practicability of the proposed solutions. Using the proposed methods, decision makers need only to provide investment budget. The maximal profitability, the rate of return and the investment range are obtained.
With respect to the cost of advertising investment being limited, the processing of rationalizing and maximizing marketing investment via online keyword bidding is hard. In order to solve this problem, an optimization method is proposed, which is based on Role-Based Collaboration(RBC) and its E-CARGO model.According to history data, it models the problem by mapping keywords and their combinations to roles and groups(Group Role Combination) and using linear programming to obtain the best investment prediction. The proposed methods are verified by simulation experiments. The experimental results present the practicability of the proposed solutions. Using the proposed methods, decision makers need only to provide investment budget. The maximal profitability, the rate of return and the investment range are obtained.
引文
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[2]SAYADI M K,MAKUI A.Optimal advertising decisions for promoting retail and online channels in a dynamic framework[J].International Transactions in Operational Research,2014,21(5):777-796.
[3]ZHANG J,GOU Q L,LI S,et al.Cooperative advertising with accrual rate in a dynamic supply chain[J].Dynamic Games and Applications,2017,7(1):112-130.
[4]GASSER S M,RAMMERSTORFER M,WEINMAYER K.Markowitz revisited:Social portfolio engineering[J].European Journal of Operational Research,2017,258(3):1181-1190.
[5]QIN Z F,KAR S,ZHENG H T.Uncertain portfolio adjusting model using semi-absolute deviation[J].Soft Computing,2016,20(2):717-725.
[6]MA B Q,XU X Y,SUN Y H,et al.Online search-based advertising strategy for e-business platform with the consideration of consumer search cost[J].Cybernetics,2017,46(2):291-309.
[7]ESTRADA-JIMENEZ J,PARRA-ARNAU J,RODRIG-UEZ-HOYOS A,et al.Online advertising:Analysis of privacy threats and protection approaches[J].Computer Communications,2017,100:32-51.
[8]YUAN Y,ZENG D,ZHAO H M,et al.Analyzing positioning strategies in sponsored search auctions under CTR-based quality scoring[J].IEEE Transactions on Systems,Man,and Cybernetics:Systems,2015,45(4):688-701.
[9]QIAO D D,ZHANG J,WEI Q,et al.Finding competitive keywords from query logs to enhance search engine advertising[J].Information&Management,2016,54(4):531-543.
[10]D'ANNUNZIO A,RUSSO A.Net neutrality and internet fragmentation:The role of online advertising[J].International Journal of Industrial Organization,2015,43:30-47.
[11]ZHU H B,ZHOU M C.Role-based collaboration and its kernel mechanisms[J].IEEE Transactions on Systems,Man and Cybernetics,Part C,2006,36(4):578-589.
[12]ZHU H B,ZHOU M C.Efficient role transfer based on Kuhn-Munkres algorithm[J].IEEE Trans.on Systems,Man and Cybernetics,Part A:Systems and Humans,2012,42(2):491-496.
[13]ZHU H B,ZHOU M C.M-M role-transfer problems and their solutions[J].IEEE Trans on Systems,Man and Cybernetics,Part A:Systems and Humans,2009,39(2):448-459.
[14]ZHU H B,ZHOU M C,ALKINS R.Group role assignment via a Kuhn-Munkres algorithm-based solution[J].IEEETransactions on Systems,Man and Cybernetics,Part A:Systems and Humans,2012,42(3):739-750.
[15]KIREYEV P,PAUWELS K,GUPTA S.Do display ads influence search?Attribution and dynamics in online advertising[J].International Journal of Research in Marketing,2016,33(3):475-490.