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Internal Promotion Optimization

Published: 25 July 2019 Publication History

Abstract

Most large Internet companies run internal promotions to cross-promote their different products and/or to educate members on how to obtain additional value from the products that they already use. This in turn drives engagement and/or revenue for the company. However, since these internal promotions can distract a member away from the product or page where these are shown, there is a non-zero cannibalization loss incurred for showing these internal promotions. This loss has to be carefully weighed against the gain from showing internal promotions. This can be a complex problem if different internal promotions optimize for different objectives. In that case, it is difficult to compare not just the gain from a conversion through an internal promotion against the loss incurred for showing that internal promotion, but also the gains from conversions through different internal promotions. Hence, we need a principled approach for deciding which internal promotion (if any) to serve to a member in each opportunity to serve an internal promotion. This approach should optimize not just for the net gain to the company, but also for the member's experience. In this paper, we discuss our approach for optimization of internal promotions at LinkedIn. In particular, we present a cost-benefit analysis of showing internal promotions, our formulation of internal promotion optimization as a constrained optimization problem, the architecture of the system for solving the optimization problem and serving internal promotions in real-time, and experimental results from online A/B tests.

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cover image ACM Conferences
KDD '19: Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining
July 2019
3305 pages
ISBN:9781450362016
DOI:10.1145/3292500
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 25 July 2019

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Author Tags

  1. internal cross-promotion
  2. internal promotion
  3. machine learning
  4. optimization

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Overall Acceptance Rate 1,133 of 8,635 submissions, 13%

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