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 operating in Turkey is examined. Users are those who have visited the site before, that is, they are in the remarketing audience pool. The main goal is to make accurate predictions for remarketing and thus offer customized ad packages for new visitors. Visitors are labeled as "Shoppers" and "Non-shoppers" based on their previous visits. The data set is divided into two portions that do not intersect with each other as training and test sets. Three classification models based on artificial neural networks, classification and regression trees (CART), and random forest are built to make predictions and then classification performances of these models are compared.

Anahtar Kelimeler

• Remarketing
• Google Analytics
• Artificial Neural Network
• Bagging
• Classification and Regression Tree(CART)
• Random Forest

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, e-ticaret 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 Kelimeler

• Yeniden pazarlama
• Google Analytics
• Yapay Sinir Ağları
• Sınıflandırma ve Regresyon Ağaçları
• Torbalama
• Rassal Orman

Kaynakça

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