Behavior profiling for mobile advertising

Behavioral and targeted profiling of users is an important task in marketing and in the advertising industry. Being able to match a given user profile to an advertising that leads to effective purchases is challenging because of a very tiny proportion of users willing to purchase goods and thus monetize the advertising. With such proportions being less than one percent of the overall user population, efficient feature extraction and modeling techniques are required in order to capture and recognize the potential consumers. This paper proposes a new approach for modeling the observed behavior in a mobile advertising platform, where time related features are correlated with additional system level and campaign related performance statistics. We capture the temporal behavior with Hawkes processes and use the estimated parameters as additional features for predicting if a given user profile will be a revenue generating customer.