Download or read book Budget Constraints and Optimization in Sponsored Search Auctions written by Yanwu Yang and published by Elsevier. This book was released on 2013-11-23 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level. - Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios - Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ - An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking

Download or read book Google Search Ads 360 Certification written by and published by Cybellium . This book was released on 2024-10-26 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com

Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Digital Transformation Management for Agile Organizations written by Stefano Bresciani and published by Emerald Group Publishing. This book was released on 2021-06-10 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Transformation Management for Agile Organizations highlights and explores new dynamics regarding how current digital developments globally scale, by examining the threats, as well as the opportunities these innovations offer to organizations of all kinds.

Download or read book Online Matching and Ad Allocation written by Aranyak Mehta and published by . This book was released on 2013-10-01 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: Matching is a classic problem with a rich history and a significant impact on both the theory of algorithms and in practice. Recently, there has been a surge of interest in the online version of matching and its generalizations. This is due to the important new application domain of Internet advertising. The theory of online matching and allocation has played a critical role in designing algorithms for ad allocation. Online Matching and Ad Allocation surveys the key problems, models, and algorithms from online matchings, as well as their implication in the practice of ad allocation. It provides a classification of the problems in this area, an introduction into the techniques used, a glimpse into the practical impact, and ponders some of the open questions that will be of interest in the future. Matching continues to find core applications in diverse domains, and the advent of massive online and streaming data emphasizes the future applicability of the algorithms and techniques surveyed here. Online Matching and Ad Allocation is an ideal primer for anyone interested in matching, and particularly in the online version of the problem, in bipartite graphs.

Download or read book Internet and Network Economics written by Christos Papadimitriou and published by Springer. This book was released on 2008-12-11 with total page 748 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the refereed proceedings of the 4th International Workshop on Internet and Network Economics, WINE 2008, held in Shanghai, China, in December 2008. The 68 revised full papers presented together with 10 invited talks were carefully reviewed and selected from 126 submissions. The papers are organized in topical sections on market equilibrium, congestion games, information markets, nash equilibrium, network games, solution concepts, algorithms and optimization, mechanism design, equilibrium, online advertisement, sponsored search auctions, and voting problems.

Download or read book Optimization and Learning written by Bernabé Dorronsoro and published by Springer Nature. This book was released on 2021-08-16 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume constitutes the refereed proceedings of the 4th International Conference on Optimization and Learning, OLA 2021, held in Catania, Italy, in June 2021. Due to the COVID-19 pandemic the conference was held online. The 27 full papers were carefully reviewed and selected from 62 submissions. The papers presented in the volume are organized in topical sections on ​synergies between optimization and learning; learning for optimization; machine learning and deep learning; transportation and logistics; optimization; applications of learning and optimization methods.

Download or read book Display Advertising with Real Time Bidding RTB and Behavioural Targeting written by Jun Wang and published by . This book was released on 2017-07-13 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.

Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

Download or read book The Digital Marketing Book Competitors Rated 1 Star written by Shu Chen Hou and published by Kokoshungsan Ltd. This book was released on with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unleash the Power of Digital Marketing: Dominate Your Competition Are you tired of watching your competitors steal your market share? Ready to take your business to new heights? "The Digital Marketing Book: Competitors Rated 1 Star" is your ultimate guide to mastering the digital landscape. Discover how to: Attract More Customers: Learn proven SEO techniques to boost your website's visibility. Engage Your Audience: Create captivating social media content that drives engagement. Convert Visitors into Buyers: Build effective sales funnels to maximize conversions. Outsmart Your Competitors: Stay ahead of the curve with cutting-edge marketing strategies. Don't let your competition leave you behind. Grab your copy today and start dominating your industry.

Download or read book Robust Mechanism Design written by Dirk Bergemann and published by World Scientific. This book was released on 2012 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: Foreword by Eric Maskin (Nobel Laureate in Economics, 2007)This volume brings together the collected contributions on the theme of robust mechanism design and robust implementation that Dirk Bergemann and Stephen Morris have been working on for the past decade. The collection is preceded by a comprehensive introductory essay, specifically written for this volume with the aim of providing the readers with an overview of the research agenda pursued in the collected papers.The introduction selectively presents the main results of the papers, and attempts to illustrate many of them in terms of a common and canonical example, namely a single unit auction with interdependent values. It is our hope that the use of this example facilitates the presentation of the results and that it brings the main insights within the context of an important economic mechanism, namely the generalized second price auction.

Download or read book The History Of Marketing Science written by Russell S Winer and published by World Scientific. This book was released on 2014-06-27 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

Download or read book Research on Islamic Business Concepts written by Veland Ramadani and published by Springer Nature. This book was released on 2023-11-16 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume presents selected chapters from the 13th Global Islamic Marketing Conference, featuring contributions from renowned experts from around the world. The chapters offer an up-to-date overview of research and insights into Islamic business practices, with a specific focus on Islamic marketing and entrepreneurship strategies. Authored by experts hailing from diverse countries such as Malaysia, Indonesia, India, Pakistan, United Arab Emirates, Jordan, and Morocco, the chapters collectively provide a comprehensive understanding of the subject matter. Covering a wide range of topics including understanding Muslim consumer behavior and marketing, halal tourism and healthcare, entrepreneurship and business in Muslim societies, women empowerment and entrepreneurship, Islamic ethics and values in organizations, psychological factors and social issues, technology and future trends, and social and labor issues in Muslim societies, this book encompasses a global perspective on the subject matter. With the expertise and diverse backgrounds of the contributing authors, this book serves as an invaluable resource for researchers interested in delving into the intricacies of Islamic business practices. It also offers valuable insights and practical implications for business consultants seeking a deep understanding of conducting business in Islam-oriented regions. The collective knowledge and experiences shared by these renowned experts contribute to a comprehensive exploration of the topic, making this volume a significant contribution to the field of Islamic marketing and business studies.

Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Download or read book Learning in Repeated Auctions written by Thomas Nedelec and published by . This book was released on 2022-02-14 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online auctions are one of the most fundamental facets of the modern economy and power an industry generating hundreds of billions of dollars a year in revenue. Online auction theory has historically focused on the question of designing the best way to sell a single item to potential buyers relying on some prior knowledge agents were assumed to have on each other. In new markets, such as online advertising, however, similar items are sold repeatedly, and agents are unaware of each other or might try to manipulate each other, making the assumption invalid. Statistical learning theory now provides tools to supplement those missing pieces of information given enough data, as agents can learn from their environment to improve their strategies. This book is a comprehensive introduction to the learning techniques in repeated auctions. It covers everything from the traditional economic study of optimal one-shot auctions, through learning optimal mechanisms from a dataset of bidders' past values, to showing how strategic agents can actually manipulate repeated auctions to their own advantage. The authors explore the effects of different scenarios and assumptions throughout while remaining grounded in real-world applications. Many of the ideas and algorithms described are used every day to power the Internet economy. This book provides students, researchers and practitioners with a deep understanding of the theory of online auctions and gives practical examples of how to implement in modern-day internet systems.

Download or read book Handbook of Marketing Analytics written by Natalie Mizik and published by Edward Elgar Publishing. This book was released on 2018 with total page 713 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.