Graphical Modeling of Macro Behavioral Targeting in Social Networks

We investigate a class of emerging online marketing challenges in social networks; macro behavioral targeting (MBT) is introduced as non-personalized broadcasting efforts to massive populations. We propose a new probabilistic graphical model for MBT. Further, a linear-time approximation method is proposed to circumvent an intractable parametric representation of user behaviors. We compare the proposed model with the existing state-of-the-art method on real datasets from social networks. Our model outperforms in all categories by comfortable margins.

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