文章基本信息

标题：Decision Making Support System for Managing Advertisers By Ad Fraud Detection
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作者：Marcin Gabryel ; Magdalena M.Scherer ; Łukasz Sułkowski 等
期刊名称：Journal of Artificial Intelligence and Soft Computing Research
电子版ISSN：2083-2567
出版年度：2021
卷号：11
期号：4
页码：331-339
DOI：10.2478/jaiscr-2021-0020
语种：English
出版社：Walter de Gruyter GmbH
摘要：Efficient lead management allows substantially enhancing online channel marketing programs. In the paper, we classify website traffic into human- and bot-origin ones. We use feedforward neural networks with embedding layers. Moreover, we use one-hot encoding for categorical data. The data of mouse clicks come from seven large retail stores and the data of lead classification from three financial institutions. The data are collected by a JavaScript code embedded into HTML pages. The three proposed models achieved relatively high accuracy in detecting artificially generated traffic.
关键词：lead management;feedforward neural networks;embedding;online marketing