Which Influencers Can Maximize PCR of E-Commerce?

Abstract

The Web has provided an increasing proportion of use as a medium for e-commerce in addition to various recommender systems. It can be used for analyzing recommendation system-based feedback (e.g., a form in which a user inputs their preferences for various items as numerical values into a specific evaluation system) to estimate customer interest; in addition, analyzing multi-modal types of feedback (e.g., product purchase traces, inquiry lists, inquiry times, and comments) with deep learning can also be used to estimate user interest. As many companies around the world promote their products through micro-influencers on the Web, related research has continued to predict the purchase conversion rate of the influencer through a variety of technologies. In this work, we present a multi-modal micro-influencer analysis scheme for a marketing maximization strategy. Our scheme uses the multi-modal data stored in Mecha Solution’s own shopping mall of Korea, as well as famous Korean Internet platforms, and Coupang, Naver, and Oliveyoung’s data such as article posting comments and statistics information. By extracting the main characteristics of the real article postings from real users as opposed to those from factitious influencers posting articles and comments and identifying articles other than advertisements, influencer scores are obtained, assuming that articles other than advertisements can further increase the purchase conversion rate. Based on influencer score, we propose a multi-modal micro-influencer analysis scheme that recommends influencers use content-based collaborative filtering and user-based collaborative filtering for items that the influencer has not yet reviewed. The experiment was implemented to prove that the proposed scheme successfully achieves this goal.