Revenue maximization for telecommunications company with social viral marketing

Hong-Han Shuai, Chih Ya Shen, Hsiang Chun Hsu, De Nian Yang, Chung Kuang Chou, Jihg Hong Lin, Ming Syan Chen

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

6 Scopus citations

Abstract

Viral marketing, a marketing strategy that leverages the influence power in intimate relationship, has become more prevalent due to the popularity of online social networking services in recent years. Consumers are more likely to make a purchase based on social media referrals. Since marketing through social media and traditional channels may target on different audiences, how to maximize the revenue of a telecommunications company by employing different advertising ways and selecting initial users for advertisements is a critical problem. Therefore, in this paper, we formulate a new research problem, namely Cost-Aware Multi-wAy Influence maXimization (CAMAIX) to address the need mentioned above. We design a 1/2-approximation algorithm with various pruning and budget allocation strategies to solve CAMAIX efficiently. We conduct extensive experiments on a large-scale real dataset from a telecommunications company. The results show that our proposed algorithm outperforms the baseline algorithms in both solution quality and efficiency.

Original languageEnglish
Title of host publicationProceedings - 2015 IEEE International Conference on Big Data, IEEE Big Data 2015
EditorsFeng Luo, Kemafor Ogan, Mohammed J. Zaki, Laura Haas, Beng Chin Ooi, Vipin Kumar, Sudarsan Rachuri, Saumyadipta Pyne, Howard Ho, Xiaohua Hu, Shipeng Yu, Morris Hui-I Hsiao, Jian Li
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages1306-1310
Number of pages5
ISBN (Electronic)9781479999255
DOIs
StatePublished - 22 Dec 2015
Event3rd IEEE International Conference on Big Data, IEEE Big Data 2015 - Santa Clara, United States
Duration: 29 Oct 20151 Nov 2015

Publication series

NameProceedings - 2015 IEEE International Conference on Big Data, IEEE Big Data 2015

Conference

Conference3rd IEEE International Conference on Big Data, IEEE Big Data 2015
CountryUnited States
CitySanta Clara
Period29/10/151/11/15

Keywords

  • Independent Cascade
  • Social Network Analysis
  • Viral Marketing

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