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Designing Targeted Mobile Advertising Campaigns, Kimia Keshanian
Designing Targeted Mobile Advertising Campaigns, Kimia Keshanian
USF Tampa Graduate Theses and Dissertations
With the proliferation of smart, handheld devices, there has been a multifold increase in the ability of firms to target and engage with customers through mobile advertising. Therefore, not surprisingly, mobile advertising campaigns have become an integral aspect of firms’ brand building activities, such as improving the awareness and overall visibility of firms' brands. In addition, retailers are increasingly using mobile advertising for targeted promotional activities that increase in-store visits and eventual sales conversions. However, in recent years, mobile or in general online advertising campaigns have been facing one major challenge and one major threat that can negatively impact the …
Evaluating Machine Learning Classifiers For Defensive Cyber Operations, Michael D. Rich, Robert F. Mills, Thomas E. Dube, Steven K. Rogers
Evaluating Machine Learning Classifiers For Defensive Cyber Operations, Michael D. Rich, Robert F. Mills, Thomas E. Dube, Steven K. Rogers
Military Cyber Affairs
Today’s defensive cyber sensors are dominated by signature-based analytical methods that require continuous maintenance and lack the ability to detect unknown threats. Anomaly detection offers the ability to detect unknown threats, but despite over 15 years of active research, the operationalization of anomaly detection and machine learning for Defensive Cyber Operations (DCO) is lagging. This article provides an introduction to machine learning concepts with a focus on the unique challenges to using machine learning for DCO. Traditional machine learning evaluation methods are challenged in favor of a value-focused evaluation method that incorporates evaluator-specific weights for classifier and sensitivity threshold selection …