Semantically-Enabled Optimization of Digital Marketing Campaigns
| Autor: | Fernando Perales, Aljaž Košmerlj, Nikolay Nikolov, Matteo Palmonari, Flavio De Paoli, Vincenzo Cutrona, Dumitru Roman |
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| Přispěvatelé: | Cutrona, V, De Paoli, F, Košmerlj, A, Nikolov, N, Palmonari, M, Perales, F, Roman, D |
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
Computer science
artificial intelligence digital marketing data science data preparation semantic web Digital marketing Big data Data linking 02 engineering and technology Semantic data model NoSQL computer.software_genre 01 natural sciences Competitive advantage 0202 electrical engineering electronic engineering information engineering Big data analytic business.industry 010401 analytical chemistry INF/01 - INFORMATICA 020207 software engineering Linked data Data science 0104 chemical sciences Semantic enrichment Data reconciliation Analytics Semantic technology business computer |
| Zdroj: | Lecture Notes in Computer Science ISBN: 9783030307950 ISWC (2) Lecture Notes in Computer Science Lecture Notes in Computer Science-The Semantic Web – ISWC 2019 The Semantic Web – ISWC 2019-18th International Semantic Web Conference, Auckland, New Zealand, October 26–30, 2019, Proceedings, Part II |
| ISSN: | 0302-9743 1611-3349 |
| Popis: | Digital marketing is a domain where data analytics are a key factor to gaining competitive advantage and return of investment for companies running and monetizing digital marketing campaigns on, e.g., search engines and social media. In this paper, we propose an end-to-end approach to enrich marketing campaigns performance data with third-party event data (e.g., weather events data) and to analyze the enriched data in order to predict the effect of such events on campaigns’ performance, with the final goal of enabling advanced optimization of the impact of digital marketing campaigns. The use of semantic technologies is central to the proposed approach: event data are made available in a format more amenable to enrichment and analytics, and the actual data enrichment technique is based on semantic data reconciliation. The enriched data are represented as Linked Data and managed in a NoSQL database to enable processing of large amounts of data. We report on the development of a pilot to build a weather-aware digital marketing campaign scheduler for JOT Internet Media—a world leading company in the digital marketing domain that has amassed a huge amount of data on campaigns performance over the years—which predicts the best date and region to launch a marketing campaign within a seven-day timespan. Additionally, we discuss benefits and limitations of applying semantic technologies to deliver better optimization strategies and competitive advantage. |
| Databáze: | OpenAIRE |
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