论文标题
使用社交网络在两阶段设置中的利润最大化
Profit Maximization using Social Networks in Two-Phase Setting
论文作者
论文摘要
如今,\ emph {在线社交网络}主要被商业房屋用于病毒营销,其目标是最大化利润。在本文中,我们研究了两个\ mbox { - }相位设置中的利润最大化问题。该问题的输入是\ emph {社交网络},其中用户与成本和收益价值相关联,固定数量的预算分为两部分。在这里,与节点相关的成本和收益表示其激励需求以及分别通过影响该用户而获得的福利量。这个问题的目的是找出两个阶段的最佳种子集,以便最大化扩散过程结束时的总利润。首先,我们基于扩散的\ emph {独立级联模型}开发了一个数学模型,该模型在\ emph {endive} sense中捕获了汇总的利润。随后,我们表明,即使考虑到第二阶段的最佳种子集可以有效地选择一个最佳种子集,也是$ \ textsf {np} $ - 硬问题。接下来,我们提出了两种解决方案方法,即\ emph {单个贪婪}和\ emph {double贪婪}方法,用于我们的问题,这些方法基于边际增益计算。已经对两种方法进行了详细分析,以了解其时间和空间要求。我们执行了一组广泛的实验,以证明使用现实世界数据集的拟议方法的有效性和效率。从实验中,我们观察到,与基线方法相比,提出的解决方案方法可获得更多的利润,尤其是,与单个\ Mbox { - }相对应物相比,双重贪婪的方法可提高$ 5 \%$的改善。
Now-a-days, \emph{Online Social Networks} have been predominantly used by commercial houses for viral marketing where the goal is to maximize profit. In this paper, we study the problem of Profit Maximization in the two\mbox{-}phase setting. The input to the problem is a \emph{social network} where the users are associated with a cost and benefit value, and a fixed amount of budget splitted into two parts. Here, the cost and the benefit associated with a node signify its incentive demand and the amount of benefit that can be earned by influencing that user, respectively. The goal of this problem is to find out the optimal seed sets for both phases such that the aggregated profit at the end of the diffusion process is maximized. First, we develop a mathematical model based on the \emph{Independent Cascade Model} of diffusion that captures the aggregated profit in an \emph{expected} sense. Subsequently, we show that selecting an optimal seed set for the first phase even considering the optimal seed set for the second phase can be selected efficiently, is an $\textsf{NP}$-Hard Problem. Next, we propose two solution methodologies, namely the \emph{single greedy} and the \emph{double greedy} approach for our problem that works based on marginal gain computation. A detailed analysis of both methodologies has been done to understand their time and space requirements. We perform an extensive set of experiments to demonstrate the effectiveness and efficiency of the proposed approaches with real-world datasets. From the experiments, we observe that the proposed solution approaches lead to more profit compared to the baseline methods and in particular, the double greedy approach leads to up to $5 \%$ improvement compared to its single\mbox{-}phase counterpart.