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Paper Abstract and Keywords
Presentation 2024-03-04 15:54
Conversion Prediction in Internet Advertising Using the Law of Diminishing Marginal Utility
Keiya Unno (Waseda Univ.), Daichi Iwata, Hiroaki Tanaka (OPT), Masato Uchida (Waseda Univ.) PRMU2023-80
Abstract (in Japanese) (See Japanese page) 
(in English) The importance of Internet advertising in marketing is increasing every year. An advertising agency is using machine learning to predict future advertising effectiveness in order to optimize budget allocation to media for distribution. However, due to the limited information available to the agency, only simple regression can be performed, and the accuracy is inadequate. In a previous study, it was shown that accuracy can be improved by focusing on a more detailed advertising hierarchy and decomposing the forecasts. However, the model did not accurately take into account the law of diminishing marginal utility that exists between advertising cost and advertising effectiveness. Therefore, we take cumulative values as a new preprocessing. We show that this preprocessing successfully incorporates the law of diminishing marginal utility and significantly improves the prediction accuracy. In the evaluation experiments of the previous study, evaluation was conducted on a single advertising hierarchy, but it is also important to conduct evaluation on different hierarchies depending on the purpose. Therefore, in this study, we evaluate model performance at multiple hierarchies. The effectiveness of our method was verified through experiments using actual ad log data.
Keyword (in Japanese) (See Japanese page) 
(in English) Machine Learning / Advertisements on the Internet / / / / / /  
Reference Info. IEICE Tech. Rep., vol. 123, no. 409, PRMU2023-80, pp. 168-173, March 2024.
Paper # PRMU2023-80 
Date of Issue 2024-02-25 (PRMU) 
ISSN Online edition: ISSN 2432-6380
Copyright
and
reproduction		 All rights are reserved and no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher. Notwithstanding, instructors are permitted to photocopy isolated articles for noncommercial classroom use without fee. (License No.: 10GA0019/12GB0052/13GB0056/17GB0034/18GB0034)
Download PDF PRMU2023-80

Conference Information
Committee PRMU IBISML IPSJ-CVIM  
Conference Date 2024-03-03 - 2024-03-04 
Place (in Japanese) (See Japanese page) 
Place (in English) Hiroshima Univ. Higashi-Hiroshima campus 
Topics (in Japanese) (See Japanese page) 
Topics (in English)  
Paper Information
Registration To PRMU 
Conference Code 2024-03-PRMU-IBISML-CVIM 
Language Japanese 
Title (in Japanese) (See Japanese page) 
Sub Title (in Japanese) (See Japanese page) 
Title (in English) Conversion Prediction in Internet Advertising Using the Law of Diminishing Marginal Utility 
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Keyword(1) Machine Learning  
Keyword(2) Advertisements on the Internet  
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1st Author's Name Keiya Unno  
1st Author's Affiliation Waseda University (Waseda Univ.)
2nd Author's Name Daichi Iwata  
2nd Author's Affiliation OPT, Inc. (OPT)
3rd Author's Name Hiroaki Tanaka  
3rd Author's Affiliation OPT, Inc. (OPT)
4th Author's Name Masato Uchida  
4th Author's Affiliation Waseda University (Waseda Univ.)
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Speaker Author-1 
Date Time 2024-03-04 15:54:00 
Presentation Time 12 minutes 
Registration for PRMU 
Paper # PRMU2023-80 
Volume (vol) vol.123 
Number (no) no.409 
Page pp.168-173 
#Pages 6 
Date of Issue 2024-02-25 (PRMU) 

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