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Network Based Targeting

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Mining Over Air: Wireless Communication Networks Analytics

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Abstract

In this chapter we demonstrate that when an individual’s network information is available, we can use the characteristics of network structure to improve the predictive validity when predicting consumer behavior (even in out of sample predictions). However, network structure measures are determined by the network itself, and network is the result of individual’s social interactions which is determined by individual characteristics. So we have to develop a structure model of consumer behavior within a network to address the related endogeneity issues.

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Author information

Authors and Affiliations

  1. Verizon Wireless, Basking Ridge, NJ, USA

    Ye Ouyang & Zhongyuan Li

  2. Chinese University of Hong Kong, Shatin, Hong Kong

    Mantian Hu

  3. University of Lyon, Lyon, France

    Alexis Huet

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  1. Ye Ouyang
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  2. Mantian Hu
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  3. Alexis Huet
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  4. Zhongyuan Li
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Ouyang, Y., Hu, M., Huet, A., Li, Z. (2018). Network Based Targeting. In: Mining Over Air: Wireless Communication Networks Analytics. Springer, Cham. https://doi.org/10.1007/978-3-319-92312-3_11

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  • DOI: https://doi.org/10.1007/978-3-319-92312-3_11

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-92311-6

  • Online ISBN: 978-3-319-92312-3

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