Marketing Campaign
A successful marketing campaign for advertising of various kinds of products involves the provision of relevant advertising to the user of the Internet resource on which he is located, which in turn is associated with the exact definition of the category of client and his preferences. A topic model of user behavior profiles within an Internet resource is built on the basis of transactional data of interaction with the site from cookies.
Input Data
Output Data
Main Results
A pilot project was carried out, integrated into the customer’s business process:
The final quality of the selection of customer behavior profiles for increasing the conversion of an advertising campaign:
| Quality criterion | Quality |
|---|---|
| The proportion of interpreted topic URL-pages | 70 % |
| The proportion of interpretable behavior profiles | 80 % |
| F1-score forecasting social-dem. (gender) | 68 % |
| MAE forecasting social-dem. (age) | 8,01 |
Quality built soft clustering system
| Clustering quality criterion | Quality |
|---|---|
| Accuracy | 83 % |
