Optimise the range of ads in the hotel and restaurant industry

Challenge:

Choosing an ad to show customers is a critical part of marketing in the online tourism sector. It is necessary to choose one that attracts consumers, but also ends in a potential sale. Analysing user search data must allow the probability and profitability of a specific ad to be defined and estimated.

Solution:

GCD@UB and an online travel company collaborated on the design of a tool to estimate the click-through rate of ads in the hotel and restaurant industry. The algorithms, which were developed based on regression models, have the capacity to process millions of attributes and allow decisions to be made in real time regarding the best ads to show at any given moment.

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Impact:

Making decisions about which ads to show customers should aim to increase the effectiveness of marketing so that it is relevant to the consumer and, in turn, profitable for the company.

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