A Marketing Topic Traceability Model Based on Domain Preference and Heterogeneous Network

Abstract

The development of social networks has prompted a shift in marketing strategies, with a surging demand for marketing in vertical domains characterized by high user stickiness and specialization. To address this, we propose a traceability model based on domain preference and heterogeneous networks. First, considering the problem of marketing topic vertical domains features metric and the influence of users’ preference degree for domains on topic propagation, the domains are treated as latent semantics, and the user-topic association matrix sparse matrix is densified using a latent factor model to mine the domain preference information efficiently. Second, considering the complexity of the association between multi-type elements in marketing topics, the HLN2vec (Heterogeneous Layer-wise Networks) model is proposed. This model uses heterogeneous network representation learning and incorporates multi-layer attention networks to learn the representations to portray a marketing topic’s key elements and their relationships. Finally, this paper proposes the DP-Rank(Domain Preference-based) algorithm, which uses domain preference features and an adaptive random walking strategy to quantify element influence. Based on experiments, the proposed model robustly applies in social networks and exhibits clear advantages in measuring vertical domain features of marketing topics, constructing multi-type element relationship networks, and discovering core element influence.