Neural Insights for Digital Marketing Content Design

Fanjie Kong, Yuan Li, Houssam Nassif, Tanner Fiez, Ricardo Henao, Shreya Chakrabarti

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Scopus citations

Abstract

In digital marketing, experimenting with new website content is one of the key levers to improve customer engagement. However, creating successful marketing content is a manual and time-consuming process that lacks clear guiding principles. This paper seeks to close the loop between content creation and online experimentation by offering marketers AI-driven actionable insights based on historical data to improve their creative process. We present a neural-network-based system that scores and extracts insights from a marketing content design. Namely, a multimodal neural network predicts the attractiveness of marketing contents, and a post-hoc attribution method generates actionable insights for marketers to improve their content in specific marketing locations. Our insights not only point out the advantages and drawbacks of a given current content, but also provide design recommendations based on historical data. We show that our scoring model and insights work well both quantitatively and qualitatively.

Original languageEnglish (US)
Title of host publicationKDD 2023 - Proceedings of the 29th ACM SIGKDD Conference on Knowledge Discovery and Data Mining
PublisherAssociation for Computing Machinery
Pages4320-4332
Number of pages13
ISBN (Electronic)9798400701030
DOIs
StatePublished - Aug 6 2023
Event29th ACM SIGKDD Conference on Knowledge Discovery and Data Mining, KDD 2023 - Long Beach, United States
Duration: Aug 6 2023Aug 10 2023

Publication series

NameProceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining

Conference

Conference29th ACM SIGKDD Conference on Knowledge Discovery and Data Mining, KDD 2023
Country/TerritoryUnited States
CityLong Beach
Period08/6/2308/10/23

Keywords

  • deep learning
  • digital marketing
  • image and text recommendation
  • interactive system
  • model interpretation

ASJC Scopus subject areas

  • Software
  • Information Systems

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