Banner Personalization for e-Commerce

摘要

Real-time website personalization is a concept that is being discussed for more than a decade, but has only recently been applied in practice, according to new marketing trends. These trends emphasize on delivering user-specific content based on behavior and preferences. In this context, banner recommendation in the form of personalized ads is an approach that has attracted a lot of attention. Nevertheless, banner recommendation in terms of e-commerce main page sliders and static banners is even today an underestimated problem, as traditionally only large e-commerce stores deal with it. In this paper we propose an integrated framework for banner personalization in e-commerce that can be applied in small-medium e-retailers. Our approach combines topic-models and a neural network, in order to recommend and optimally rank available banners of an e-commerce store to each user separately. We evaluated our framework against a dataset from an active e-commerce store and show that it outperforms other popular approaches.