Optimal Marketing Strategies over Social Networks
We discuss the use of social networks in implementing viral marketing strategies. While in.uence maximization has been studied in this context (see Chapter 24 of 10), we study revenue maximization, arguably, a more natural objective. In our model, a buyers decision to buy an item is in.uenced by the set of other buyers that own the item and the price at which the item is o.ered. We focus on algorithmic question of.nding revenue maximizing marketing strategies. When the buyers are completely symmetric, we can.nd the optimal marketing strategy in polynomial time. In the general case, motivated by hardness results, we investigate approximation algorithms for this problem. We identify a family of strategies called in.uence-and-exploit strategies that are based on the following idea: Initially in.uence the population by giving the item for free to carefully a chosen set of buyers. Then extract revenue from the remaining buyers using a greedypricing strategy. We first argue why such strategies are reasonable and then show how to use recently developed set-function maximization techniques to find the right set of buyers to influence.
Pricing Monetizing Social Networks Marketing and Submodular Maximization
Jason Hartline Vahab S. Mirrokni Mukund Sundararajan.
Electrical Engineering and Computer Science Northwestern University Evanston, IL 60208 Microsoft Research One Microsoft Way Redmond, WA 98052 Stanford University
国际会议
第十七届国际万维网大会(the 17th International World Wide Web Conference)(WWW08)
北京
英文
2008-04-21（万方平台首次上网日期，不代表论文的发表时间）