Abstract
We propose a model of coverage patterns and a methodology to extract coverage patterns from transactional databases. We have discussed how the coverage patterns are useful by considering the problem of banner advertisements placement in e-commerce web sites. Normally, advertiser expects that the banner advertisement should be displayed to a certain percentage of web site visitors. On the other hand, to generate more revenue for a given web site, the publisher has to meet the coverage demands of several advertisers by providing appropriate sets of web pages. Given web pages of a web site, a coverage pattern is a set of pages visited by a certain percentage of visitors. The coverage patterns discovered from click-stream data could help the publisher in meeting the demands of several advertisers. The efficiency and advantages of the proposed approach is shown by conducting experiments on real world click-stream data sets.
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Srinivas, P.G., Reddy, P.K., Bhargav, S., Kiran, R.U., Kumar, D.S. (2012). Discovering Coverage Patterns for Banner Advertisement Placement. In: Tan, PN., Chawla, S., Ho, C.K., Bailey, J. (eds) Advances in Knowledge Discovery and Data Mining. PAKDD 2012. Lecture Notes in Computer Science(), vol 7302. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-30220-6_12
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DOI: https://doi.org/10.1007/978-3-642-30220-6_12
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