Papers

Budget Allocation

1. A Unified Framework for Marketing Budget Allocation by Kui Zhao et al. KDD 2019

Product Ranking

1. On Application of Learning to Rank for E-Commerce Search by Shubhra Kanti Karmaker Santu et al. SIGIR 2019

Customer purchase prediction

1. User behaviour modeling, recommendations, and purchase prediction during shopping festivals By Ming Zeng et al. Electronic Markets 2018
2. Understanding Behaviors that Lead to Purchasing: A Case Study of Pinterest By Caroline Lo et al. KDD 2016
3. Large Scale Purchase Prediction with Historical User Actions on B2C Online Retail Platform By Yuyu Zhang et al. RecSys 2014
4. Modelling customer online behaviours with neural networks: applications to conversion prediction and advertising retargeting By Yanwei Cui et al.
5. [Deep Personalized Re-targeting] (https://arxiv.org/pdf/1907.02822.pdf) By Meisam Hejazinia et al.

SEM/PLA Bidding

1. Field-aware Factorization Machines for CTR Prediction by Yuchin Juan et al. RecSys 2016.
2. Optimal bidding in Google Shopping by Stefan Veurink master thesis
3. Ad Click Prediction: a View from the Trenches by H. Brendan McMahan et al. KDD 2013.

Marketing Channel Attribution

1. Bias Correction For Paid Search In Media Mix Modeling by Aiyou Chen et al.
2. Challenges And Opportunities In Media Mix Modeling by David Chan et al.
3. A Hierarchical Bayesian Approach to Improve Media Mix Models Using Category Data by Yueqing Wang et al.
4. Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects by Yuxue Jin et al.

Click Fraud

1. Detecting Click Fraud in Online Advertising:A Data Mining Approach by Richard Oentaryo et al. JMLR 2014

AB test

1. Inferring Causal Impact using Bayesian Structural Time-Series Models by Kay H. Brodersen et al. The Annals of Applied Statistics 2015

Miscellaneous

1. Understanding Black-box Predictions via Influence Functions by Pang Wei Koh et al. ICML 2017
2. A tutorial on Thompson Sampling by Daniesl J.Russo et al.