A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce
Yıl: 2021 Cilt: 16 Sayı: 2 Sayfa Aralığı: 341 - 359 Metin Dili: İngilizce DOI: 10.17153/oguiibf.879105 İndeks Tarihi: 01-09-2021
A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce
Öz: In this study, user data of an e-commerce site operatingin Turkey is examined. Users are those who have visitedthe site before, that is, they are in the remarketingaudience pool. The main goal is to make accuratepredictions for remarketing and thus offer customizedad packages for new visitors. Visitors are labeled as"Shoppers" and "Non-shoppers" based on their previousvisits. The data set is divided into two portions that donot intersect with each other as training and test sets.Three classification models based on artificial neuralnetworks, classification and regression trees (CART), andrandom forest are built to make predictions and thenclassification performances of these models arecompared.
Anahtar Kelime: E-Ticarette Yeniden Pazarlama Kitlelerinin Değerlendirilmesi için Makine Öğrenmesi Sınıflandırıcılarının Karşılaştırması
Öz: Bu çalışmada, Türkiye'de faaliyet gösteren bir e-ticaret sitesinin kullanıcı verileri incelenmiştir. Bu kullanıcılar siteyi daha önce ziyaret eden, yani yeniden pazarlama (remarketing) kitle havuzu içerisinde bulunan kullanıcılardır. Temel amaç, yeniden pazarlama için doğru tahminler yapmak ve böylece yeni ziyaretçiler için özelleştirilmiş reklam içerikleri sunmaktır. Ziyaretçiler, eticaret sitesindeki önceki ziyaretlerine göre "alışveriş yapan" ve "alışveriş yapmayan" olarak etiketlendirilmiştir. Veri seti, eğitim ve test kümeleri olarak birbiriyle kesişmeyen iki bölüme ayrılmıştır. Tahmin yapmak için Yapay sinir ağlarına, sınıflandırma ve regresyon ağaçlarına (CART) ve rassal ormana (random forest) dayalı üç sınıflandırma modeli oluşturulmuş ve sınıflandırma performansları karşılaştırılmıştır.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Ekelik H, Emir Ş (2021). A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. , 341 - 359. 10.17153/oguiibf.879105 |
| Chicago | Ekelik Haydar,Emir Şenol A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. (2021): 341 - 359. 10.17153/oguiibf.879105 |
| MLA | Ekelik Haydar,Emir Şenol A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. , 2021, ss.341 - 359. 10.17153/oguiibf.879105 |
| AMA | Ekelik H,Emir Ş A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. . 2021; 341 - 359. 10.17153/oguiibf.879105 |
| Vancouver | Ekelik H,Emir Ş A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. . 2021; 341 - 359. 10.17153/oguiibf.879105 |
| IEEE | Ekelik H,Emir Ş "A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce." , ss.341 - 359, 2021. 10.17153/oguiibf.879105 |
| ISNAD | Ekelik, Haydar - Emir, Şenol. "A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce". (2021), 341-359. https://doi.org/10.17153/oguiibf.879105 |
| APA | Ekelik H, Emir Ş (2021). A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16(2), 341 - 359. 10.17153/oguiibf.879105 |
| Chicago | Ekelik Haydar,Emir Şenol A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 16, no.2 (2021): 341 - 359. 10.17153/oguiibf.879105 |
| MLA | Ekelik Haydar,Emir Şenol A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.16, no.2, 2021, ss.341 - 359. 10.17153/oguiibf.879105 |
| AMA | Ekelik H,Emir Ş A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2021; 16(2): 341 - 359. 10.17153/oguiibf.879105 |
| Vancouver | Ekelik H,Emir Ş A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2021; 16(2): 341 - 359. 10.17153/oguiibf.879105 |
| IEEE | Ekelik H,Emir Ş "A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce." Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16, ss.341 - 359, 2021. 10.17153/oguiibf.879105 |
| ISNAD | Ekelik, Haydar - Emir, Şenol. "A Comparison of Machine Learning Classifiers for Evaluation of Remarketing Audiences in E-Commerce". Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 16/2 (2021), 341-359. https://doi.org/10.17153/oguiibf.879105 |
