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Advertising and Promotion Management
Research Collection School Of Computing and Information Systems
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Handling Location Uncertainty In Event Driven Experimentation, Kartik Muralidharan, Srinivasan Seshan, Narayan Ramasubbu, Rajesh Krishna Balan
Handling Location Uncertainty In Event Driven Experimentation, Kartik Muralidharan, Srinivasan Seshan, Narayan Ramasubbu, Rajesh Krishna Balan
Research Collection School Of Computing and Information Systems
The wide spread use of smart phones has ushered in a wave of context-based advertising services that operate on pre-defined user events. A prime example is Location Based Advertising. What is missing though, is the ability to experiment with these services under varying event conditions with real users using their regular phones in real-world environments. Such experiments provide greater insight into user needs for and responsiveness towards context-based advertising applications. However, these event-driven experiments rely on data that arrive from sources such as mobile sensors which have inherent uncertainties associated with them. This effects the interpretation of the outcome of …