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Authors: Sebastiano Battiato 1 ; Giovanni Maria Farinella 1 ; Giovanni Giuffrida 1 ; Catarina Sismeiro 2 and Giuseppe Tribulato 1

Affiliations: 1 University of Catania, Italy ; 2 Imperial College London, Tanaka Business School, United Kingdom

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Biomedical Engineering ; Biomedical Signal Processing ; Data Manipulation ; Data Mining ; Databases and Information Systems Integration ; Enterprise Information Systems ; Health Engineering and Technology Applications ; Human-Computer Interaction ; Methodologies and Methods ; Neurocomputing ; Neurotechnology, Electronics and Informatics ; Pattern Recognition ; Physiological Computing Systems ; Sensor Networks ; Signal Processing ; Soft Computing

Abstract: Direct marketing companies systematically dispatch the offers under consideration to a limited sample of potential buyers, rank them with respect to their performance and, based on this ranking, decide which offers to send to the wider population. Though this pre-testing process is simple and widely used, recently the direct marketing industry has been under increased pressure to further optimize learning, in particular when facing severe time and space constraints. Taking into account the multimedia nature of offers, which typically comprise both a visual and text component, we propose a two-phase learning strategy based on a cascade of regression methods. This proposed approach takes advantage of visual and text features to improve and accelerate the learning process. Experiments in the domain of a commercial Multimedia Messaging Service (MMS) show the effectiveness of the proposed methods that improve on classical learning techniques.

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Paper citation in several formats:
Battiato, S.; Maria Farinella, G.; Giuffrida, G.; Sismeiro, C. and Tribulato, G. (2008). Combining Visual and Text Features for Learning in Multimedia Direct Marketing Domain. In Metadata Mining for Image Understanding (VISIGRAPP 2008) - MMIU; ISBN 978-989-8111-24-1, SciTePress, pages 34-47. DOI: 10.5220/0002337200340047

@conference{mmiu08,
author={Sebastiano Battiato. and Giovanni {Maria Farinella}. and Giovanni Giuffrida. and Catarina Sismeiro. and Giuseppe Tribulato.},
title={Combining Visual and Text Features for Learning in Multimedia Direct Marketing Domain},
booktitle={Metadata Mining for Image Understanding (VISIGRAPP 2008) - MMIU},
year={2008},
pages={34-47},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002337200340047},
isbn={978-989-8111-24-1},
}

TY - CONF

JO - Metadata Mining for Image Understanding (VISIGRAPP 2008) - MMIU
TI - Combining Visual and Text Features for Learning in Multimedia Direct Marketing Domain
SN - 978-989-8111-24-1
AU - Battiato, S.
AU - Maria Farinella, G.
AU - Giuffrida, G.
AU - Sismeiro, C.
AU - Tribulato, G.
PY - 2008
SP - 34
EP - 47
DO - 10.5220/0002337200340047
PB - SciTePress

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