table of Contents
Advertising and marketing under Chapter 11 O2O scene
11.1 O2O advertising features in the scene
11.2 Merchant, balance between the interests of users and platforms
11.3 O2O advertising mechanism design
11.5 O2O Advertising System Tools
Chapter 12 user preferences and loss modeling
12.1 How to define user preferences
Exchange value of 12.2 Advertising and preferences loss
Advertising and marketing under Chapter 11 O2O scene
11.1 O2O advertising features in the scene
Mobile, localization, scene of diversity
11.2 Merchant, balance between the interests of users and platforms
Merchant effect perception
user experience
Platform benefits
11.3 O2O advertising mechanism design
Advertising setting
Advertising recall mechanism
Advertising sorting mechanism
11.4 O2O ad push
Audience targeting: time orientation, redirect and strategic orientation classes, attributes orientation population, behavioral targeting, recommend new customers
11.5 O2O Advertising System Tools
System Tools for developers
Tools for advertisers and operations staff
Chapter 12 user preferences and loss modeling
12.1 How to define user preferences
User preferences Category: district, address location, category, price, and time; + short-term long-term
How to measure user preferences: orders> Click> Exposure
Different POI preferences
Users measure different POI preferences: Pointwise, Pairwise, Listwise
Exchange value of 12.2 Advertising and preferences loss
(1) optimization goals: both 3 Fangli Yi
(2) Modeling
Behavior: exposure value, click the value, the value of orders
Pointwise model of learning: GBRank, RankNet