The Value of Membership of Ring back tone advertising by Using Hierarchical Bayesian Analysis
Date Issued
2014
Date
2014
Author(s)
Lin, Yi-Hao
Abstract
Our research is aimed at constructing the valuable module of membership by analysis the record of phone communication and data base generated from advertisement as viewing each membership as the independent heterogeneity. It believes that playing the different type of advertisement will impact on the profit, which means that the valuable advertisement will bring in more profit. Therefore, the goal of research is diving the constructer of phone communication of membership versus different type of AD. We also find the correlation between the variation of membership and value by hierarchical Bayesian analysis.
Cooperating with the telecom server who the database of advertisement and the feature of getting information by certain key, we can get the useful information by pressing on certain key. By counting it, we can evaluate the value bringing by each member. The variable is including not only certain column variable but also social structural variable such as the centralization of group, the Weekend social rate etc. the data is divided into two layer, one is the variable is changed from ad, another is the variable changed from member. We figure our the below topic by using the hierarchical Bayesian analysis and cluster analysis.
(1) Constructing the mode for evaluating the value of membership and studying the impact on advertisement when changing the certain variable
(2) dividing the member into several group by the certain variable and the characteristic of membership, we are aimed at to find our the certain characteristic, the membership who equipped with those characteristic can bring in more profit when playing the advertisement.
Our research can provide the cooperation with the better efficiency as they schedule the ad and choose their valuable membership. Based on my research, it is believed that it can make the contribution on optimization of scheduling ad and recruiting membership.
Subjects
資料庫行銷
答鈴廣告
會員價值
層級貝式統計
廣告排程
Type
thesis
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