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TitleA Categorical Clustering of Publishers for Mobile Performance Marketing
Author(s)Silva, Susana
Cortez, Paulo
Mendes, Rui
Pereira, Pedro José
Matos, Luís Miguel
Garcia, Luís
KeywordsCategorical Clustering
Mobile Marketing
Big Data
Issue date2019
JournalAdvances in Intelligent Systems and Computing
CitationSilva, S., Cortez, P., Mendes, R., Pereira, P. J., Matos, L. M., & Garcia, L. (2018, June). A categorical clustering of publishers for mobile performance marketing. In The 13th International Conference on Soft Computing Models in Industrial and Environmental Applications (pp. 145-154). Springer, Cham.
Abstract(s)Mobile marketing is an expanding industry due to the growth of mobile devices (e.g., tablets, smartphones). In this paper, we explore a categorical approach to cluster publishers of a mobile performance market, in which payouts are only issued when there is a conversion (e.g., a sale). As a case study, we analyze recent and real-world data from a global mobile marketing company. Several experiments were held, considering a first internal evaluation stage, using training data, clustering quality metrics and computational effort. In the second stage, the best method, COBWEB algorithm, was analyzed using an external evaluation based on business metrics, computed over test data, and that allowed an identification of interesting clusters.
TypeConference paper
Publisher version
AccessOpen access
Appears in Collections:CAlg - Artigos em livros de atas/Papers in proceedings

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