Using deep learning for ordinal classification of mobile marketing user conversion

By Matos, L.M.; Cortez, P.; Mendes, R.C.; Moreau, A.

Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

2019

Abstract

In this paper, we explore Deep Multilayer Perceptrons (MLP) to perform an ordinal classification of mobile marketing conversion rate (CVR), allowing to measure the value of product sales when an user clicks an ad. As a case study, we consider big data provided by a global mobile marketing company. Several experiments were held, considering a rolling window validation, different datasets, learning methods and performance measures. Overall, competitive results were achieved by an online deep learning model, which is capable of producing real-time predictions.

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