Exploiting temporal and social factors for B2B marketing campaign recommendations

Jingyuan Yang, Chuanren Liu, Mingfei Teng, Hui Xiong, March Liao, Vivian Zhu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

9 Scopus citations

Abstract

Business to Business (B2B) marketing aims at meeting the needs of other businesses instead of individual consumers. In B2B markets, the buying processes usually involve series of different marketing campaigns providing necessary information to multiple decision makers with different interests and motivations. The dynamic and complex nature of these processes imposes significant challenges to analyze the process logs for improving the B2B marketing practice. Indeed, most of the existing studies only focus on the individual consumers in the markets, such as movie/product recommender systems. In this paper, we exploit the temporal behavior patterns in the buying processes of the business customers and develop a B2B marketing campaign recommender system. Specifically, we first propose the temporal graph as the temporal knowledge representation of the buying process of each business customer. The key idea is to extract and integrate the campaign order preferences of the customer using the temporal graph. We then develop the low-rank graph reconstruction framework to identify the common graph patterns and predict the missing edges in the temporal graphs. We show that the prediction of the missing edges is effective to recommend the marketing campaigns to the business customers during their buying processes. Moreover, we also exploit the community relationships of the business customers to improve the performances of the graph edge predictions and the marketing campaign recommendations. Finally, we have performed extensive empirical studies on real-world B2B marketing data sets and the results show that the proposed method can effectively improve the quality of the campaign recommendations for challenging B2B marketing tasks.

Original languageEnglish (US)
Title of host publicationProceedings - 15th IEEE International Conference on Data Mining, ICDM 2015
EditorsCharu Aggarwal, Zhi-Hua Zhou, Alexander Tuzhilin, Hui Xiong, Xindong Wu
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages499-508
Number of pages10
ISBN (Electronic)9781467395038
DOIs
StatePublished - Jan 5 2016
Externally publishedYes
Event15th IEEE International Conference on Data Mining, ICDM 2015 - Atlantic City, United States
Duration: Nov 14 2015Nov 17 2015

Publication series

NameProceedings - IEEE International Conference on Data Mining, ICDM
Volume2016-January
ISSN (Print)1550-4786

Conference

Conference15th IEEE International Conference on Data Mining, ICDM 2015
Country/TerritoryUnited States
CityAtlantic City
Period11/14/1511/17/15

All Science Journal Classification (ASJC) codes

  • Engineering(all)

Keywords

  • Community Networks
  • Graph Reconstruction
  • Recommender Systems
  • Temporal Graph
  • Temporal Patterns

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