论文标题
B2B广告:帐户和用户的联合动态评分
B2B Advertising: Joint Dynamic Scoring of Account and Users
论文作者
论文摘要
当一家企业向另一家企业(B2B)出售时,购买业务由一群被称为帐户的个人代表,他们共同决定是否购买。卖方向每个人做广告并与他们互动,主要是通过数字方式进行的。销售周期很长,通常在几个月内。在寻求信息时属于帐户的个人之间存在异质性,因此卖方需要在很长的地平线上为每个人的利益评分,以决定必须达到哪些个人以及何时达到。此外,购买决定与帐户有关,必须进行评分才能投射购买的可能性,这一决定可能会一直变化,直到实际的决定,象征组决策的象征。我们以动态的方式为帐户及其个人的决定分数。动态评分允许机会在长时间的不同时间点影响不同的单个成员。该数据集包含每个人与卖方的通信活动的行为日志;但是,没有关于个人之间咨询的数据,这导致了决定。使用神经网络体系结构,我们提出了几种方法来汇总各个成员活动的信息,以预测该小组的集体决策。多次评估发现了强大的模型性能。
When a business sells to another business (B2B), the buying business is represented by a group of individuals, termed account, who collectively decide whether to buy. The seller advertises to each individual and interacts with them, mostly by digital means. The sales cycle is long, most often over a few months. There is heterogeneity among individuals belonging to an account in seeking information and hence the seller needs to score the interest of each individual over a long horizon to decide which individuals must be reached and when. Moreover, the buy decision rests with the account and must be scored to project the likelihood of purchase, a decision that is subject to change all the way up to the actual decision, emblematic of group decision making. We score decision of the account and its individuals in a dynamic manner. Dynamic scoring allows opportunity to influence different individual members at different time points over the long horizon. The dataset contains behavior logs of each individual's communication activities with the seller; but, there are no data on consultations among individuals which result in the decision. Using neural network architecture, we propose several ways to aggregate information from individual members' activities, to predict the group's collective decision. Multiple evaluations find strong model performance.