A Hierarchical Bayesian Network-Based Approach to Keyword Auction

Prosperity of the online keyword auctions greatly facilitates the penetration of search-engine marketing in various industries. However, the current operation rules of the search engine make it very difficult for those inexperienced advertisers to make sound bids without the support of powerful tool...

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Bibliographic Details
Published in:	IEEE transactions on engineering management Vol. 62; no. 2; pp. 217 - 225
Main Author:	Hou, Liwen
Format:	Journal Article
Language:	English
Published:	New York IEEE 01.05.2015 The Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subjects:	Adaptation models Auctions Back-propagation (BP) artificial neural network (ANN) Bayes methods Bayesian analysis Google hierarchical Bayesian network (BN) keyword auctions Keywords Market strategy Neural networks parameter learning Portfolios Prediction algorithms Predictive models Rates of return return on investment (ROI) prediction Search engines Studies Back-propagation (BP) artificial neural network (ANN) return on investment (ROI) prediction hierarchical Bayesian network (BN) parameter learning keyword auctions
ISSN:	0018-9391, 1558-0040
Online Access:	Get full text
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