# Boosting Retailer Revenue by Generated Optimized Combined Multiple Digital Marketing Campaigns

**Authors:** Yafei Xu, Tian Xie, Yu Zhang  
**arXiv:** [2009.08949](https://arxiv.org/abs/2009.08949)  
**Date:** 2020-09-09  
**Summary page:** https://www.summarizepaper.com/en/paper/2009.08949v1/

## Key points

- Digital marketing campaigns (DMCs) are crucial for boosting Gross Merchandise Volume (GMV) in both traditional and online retail contexts.
- Enabling large-scale sellers to effectively leverage multiple DMCs simultaneously for revenue enhancement is an unexplored area.
- The study proposes a solution involving the creation of personalized DMC pools using a neural network model called DMCNet.
- The top three ranked combined multiple DMCs are seamlessly integrated into sellers' back-end management systems for easy implementation.
- Real-world validation through online A/B testing shows that this approach can lead to a 6% increase in GMVs for retailers.

## Summary

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In the realm of digital marketing, campaigns have long been recognized as a powerful tool for boosting the Gross Merchandise Volume (GMV) of retailers in traditional marketing. However, with the rise of e-commerce, digital marketing campaigns (DMCs) have emerged as a counterpart in the online context and gained significant traction in recent years. Despite this trend, enabling large-scale sellers on online retail platforms to effectively leverage multiple DMCs simultaneously for revenue enhancement remains relatively unexplored. To address this challenge, this study presents a groundbreaking solution: an innovative approach to generating optimized combined multiple DMCs. The process begins by creating a personalized DMC pool for each retailer using a cutting-edge neural network model known as DMCNet (Digital-Marketing-Campaign Net). This personalized pool serves as the foundation for identifying and selecting the most effective combined multiple DMCs for revenue generation. Drawing upon sub-modular optimization theory, the generated combined multiple DMCs are meticulously ranked based on their potential revenue generation strength. Subsequently, the top three ranked campaigns are seamlessly integrated into the sellers' back-end management system. This streamlined approach empowers retailers to implement these high-impact combined DMCs with ease and efficiency. Real-world validation through online A/B testing demonstrates the tangible impact of this integrated solution. Sellers leveraging this refined strategy on online retailing platforms witness a notable increase in their shops' GMVs by approximately 6%. By bridging the gap between traditional campaign strategies and modern e-commerce dynamics, this innovative approach offers retailers a competitive edge in maximizing their revenue potential through strategic digital marketing initiatives.