Monetary discount strategies for real-time promotion campaign

Ying Chun Lin, Chi Hsuan Huang, Chu Cheng Hsieh, Yu Chen Shu, Kun Ta Chuang

研究成果: Conference contribution

4 引文 斯高帕斯(Scopus)

摘要

The eectiveness of monetary promotions has been well reported in the literature to aect shopping decisions for products in real life experience [3]. Nowadays, e-commerce retailers are facing more fierce competition on price promotion in that consumers can easily use a search engine to find another merchant selling an identical product for comparing price. We study e-commerce data — shopping receipts collected from email accounts, and conclude that for non-urgent products like books or electronics, buyers are price sensitive and are willing to delay the purchase for better deals. We then present a real-time promotion framework, called the RTP system: a one-time promoted discount price is oered to allure a potential buyer making a decision promptly. To achieve more eectiveness on real-time promotion in pursuit of better profits, we propose two discount-giving strategies: an algorithm based on Kernel density estimation, and the other algorithm based on Thompson sampling strategy. We show that, given a pre-determined discount budget, our algorithms can significantly acquire better revenue in return than classical strategies with simply fixed discount on label price. We then demonstrate its feasibility to be a promising deployment in e-commerce services for real-time promotion.

原文English
主出版物標題26th International World Wide Web Conference, WWW 2017
發行者International World Wide Web Conferences Steering Committee
頁面1123-1132
頁數10
ISBN(列印)9781450349130
DOIs
出版狀態Published - 2017
事件26th International World Wide Web Conference, WWW 2017 - Perth, Australia
持續時間: 2017 四月 32017 四月 7

出版系列

名字26th International World Wide Web Conference, WWW 2017

Other

Other26th International World Wide Web Conference, WWW 2017
國家/地區Australia
城市Perth
期間17-04-0317-04-07

All Science Journal Classification (ASJC) codes

  • 軟體
  • 電腦網路與通信

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