Using visual and text features for direct marketing on multimedia messaging services domain
Traditionally, direct marketing companies have relied on pre-testing to select the best offers to send to their audience. Companies systematically dispatch the offers under consideration to a limited sample of potential buyers, rank them with respect to their performance and, based on this ranking, decide which offers to send to the wider population. Though this pre-testing process is simple and widely used, recently the industry has been under increased pressure to further optimize learning, in particular when facing severe time and learning space constraints. The main contribution of the present work is to demonstrate that direct marketing firms can exploit the information on visual content to optimize the learning phase. This paper proposes a two-phase learning strategy based on a cascade of regression methods that takes advantage of the visual and text features to improve and accelerate the learning process. Experiments in the domain of a commercial Multimedia Messaging Service (MMS) show the effectiveness of the proposed methods and a significant improvement over traditional learning techniques. The proposed approach can be used in any multimedia direct marketing domain in which offers comprise both a visual and text component.