Graphical modeling of macro behavioral targeting in social networks

Yusheng Xie*, Zhengzhang Chen, Kunpeng Zhang, Md Mostofa Ali Patwary, Yu Cheng, Haotian Liu, Ankit Agrawal, Alok Nidhi Choudhary

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Scopus citations

Abstract

We investigate a class of emerging online marketing challenges in social networks; macro behavioral targeting (MBT) is introduced as non-personalized broadcasting efforts to massive populations. We propose a new probabilistic graphical model for MBT. Further, a linear-time approximation method is proposed to circumvent an intractable parametric representation of user behaviors. We compare the proposed model with the existing state-of-the-art method on real datasets from social networks. Our model outperforms in all categories by comfortable margins.

Original languageEnglish (US)
Title of host publicationProceedings of the 2013 SIAM International Conference on Data Mining, SDM 2013
EditorsSrinivasan Parthasarathy, Joydeep Ghosh, Zhi-Hua Zhou, Jennifer Dy, Zoran Obradovic, Chandrika Kamath
PublisherSiam Society
Pages740-748
Number of pages9
ISBN (Electronic)9781611972627
DOIs
StatePublished - Jan 1 2013
EventSIAM International Conference on Data Mining, SDM 2013 - Austin, United States
Duration: May 2 2013May 4 2013

Publication series

NameProceedings of the 2013 SIAM International Conference on Data Mining, SDM 2013

Other

OtherSIAM International Conference on Data Mining, SDM 2013
Country/TerritoryUnited States
CityAustin
Period5/2/135/4/13

ASJC Scopus subject areas

  • Computer Science Applications
  • Software
  • Theoretical Computer Science
  • Information Systems
  • Signal Processing

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