Automated Linguistic Personalization of Targeted Marketing ...people.mpi-inf.mpg.de/~rsaharo/cicling15slides_rsrapgpjpk.pdf · Automated Linguistic Personalization of Targeted Marketing
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- Large commercial websites contain significant amount of textual marketing content, content created by internal or external (ad agency) copywriters - They are highly creative people, but personalization and diversification are key to engagement – several versions of same content required - Marketing resources limited, Human domain knowledge is limited - difficult to know what "clicks" with specific target preferences - What worked, what didn’t with past content - Even creative people can avoid writers’ blocks and save time with intelligent suggestions!
Content management features and tools that get your work done.
Word usage patterns representative of linguistic styles [Hu et al. 2013]
Adjectives convey emotion and make the advertisement sound more urgent and exciting [Content Marketing Tips,
Econsultancy, June 2014]
16-Apr-2015CICLing 2015, Cairo, Egypt
Presenter
Presentation Notes
Gartner WCM – Oct 2014 - Content authoring, through browser-based templates or via conversion from a word-processing application Content management lifecycle – content need not expire soon, reuse Cost argument is difficult in business value
Draw more accurately with the all-new Pencil tool.
Seamlessly integrating multiple platforms with amazing flexibility.
Must-have content management features and innovative tools that get your work done really fast.
Word usage patterns representative of linguistic styles [Hu et al. 2013]
Adjectives convey emotion and make the advertisement sound more urgent and exciting [Content Marketing Tips,
Econsultancy, June 2014]
16-Apr-2015CICLing 2015, Cairo, Egypt
Presenter
Presentation Notes
Gartner WCM – Oct 2014 - Content authoring, through browser-based templates or via conversion from a word-processing application Content management lifecycle – content need not expire soon, reuse Cost argument is difficult in business value
Automate insertion constrained by usage patterns in segment
What can we do as the first steps?
1016-Apr-2015CICLing 2015, Cairo, Egypt
Presenter
Presentation Notes
Gartner WCM – Oct 2014 - Content authoring, through browser-based templates or via conversion from a word-processing application Content management lifecycle – content need not expire soon, reuse Cost argument is difficult in business value
What are things that the author wants to do? How to ensure right level of automation without affecting author satisfaction? Annotations – markup * - Not exactly a research question
Forrester wave companies; Acquia Platform, November 2014; Adobe Experience Manager (AEM) 6.0; Ektron Content Management System (CMS) V9.1; EPiServer Cloud, November 2014; HP TeamSite 7.5; IBM Customer Experience Suite 8.5, IBM Employee Experience Suite 8.5; OpenText Web Experience Management 10.5; Oracle WebCenter Sites version 11.1.1.8; SDL Web, November 2014; Sitecore Experience Platform 8
Hypothesis: Several news categories may exhibit similarity in content and structure Average words, sentences in an article To a common man, news categories – sports, business, politics. But news agencies store at a deeper granularity, and in these categories you can find patterns.
Even as the landscapecontinues to change, MAXwill remain the place tolearn about generatinggraphics content fordevices, and discoveringabout tools, developmentapproaches, and formats.Learn about licensemanagement tools and allthe things you wanted toknow!
Even as the landscape continuesto change dramatically, MAX willalways remain the first place tolearn about generating originalgraphics content for mobiledevices, and discovering abouttools, unique developmentapproaches, and formats. Learnabout valuable licensemanagement tools and all thegreatest things you wanted toknow!
(Segment: US-student)
Even as the landscapecontinues to change daily,MAX will remain the firstplace to quickly learn aboutgenerating adaptive graphicscontent for devices, anddiscovering about tools,critical developmentapproaches, and formats.Learn about handy licensemanagement tools and all thebest things you wanted toknow right!
Improved techniques like synonym, hypernym, hyponym analysis
Controlled insertions and substitutions
Beyond parts of speech – Automatic transformations for:
Formal and informal styles
Statements, questions, interjections
Sentence lengths
Next steps
2916-Apr-2015CICLing 2015, Cairo, Egypt
Presenter
Presentation Notes
Hypothesis: Several news categories may exhibit similarity in content and structure Average words, sentences in an article To a common man, news categories – sports, business, politics. But news agencies store at a deeper granularity, and in these categories you can find patterns.