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CDC
2010
IEEE

Implicit learning for explicit discount targeting in Online Social networks

10 years 6 months ago
Implicit learning for explicit discount targeting in Online Social networks
Online Social networks are increasingly being seen as a means of obtaining awareness of user preferences. Such awareness could be used to target goods and services at them. We consider a general user model, wherein users could buy different numbers of goods at a marked and at a discounted price. Our first objective is to learn which users would be interested in a particular good. Second, we would like to know how much to discount these users such that the entire demand is realized, but not so much that profits are decreased. We develop algorithms for multihop forwarding of discount coupons over an online social network, in which users forward such coupons to each other in return for a reward. Coupling this idea with the implicit learning associated with backpressure routing (originally developed for multihop wireless networks), we show how to realize optimal revenue. Using simulations, we illustrate its superior performance as compared to random coupon forwarding on different social ne...
Srinivas Shakkottai, Lei Ying, Sankalp Sah
Added 16 May 2011
Updated 16 May 2011
Type Journal
Year 2010
Where CDC
Authors Srinivas Shakkottai, Lei Ying, Sankalp Sah
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