Internet Advertising Investment Analysis Based on Beijing and Jinhua Signaling Data

With the popularization of the internet, the media of advertising tends to diversify. Compared to traditional advertising methods, internet advertising is well received for its convenient and fast propagation mode. However due to its mandatory and invasive property, the publicity effect of internet advertising is greatly reduced. To make the delivery of Internet advertising more directional and efficient, we try to analyze the behavioral preferences of netizens from Beijing and Jinhua when using different Apps, and then conclude some rational delivery strategies for internet advertising investors. We use Multi-state Models (MSM) to construct an online Apps transfer model for netizens, which will help to get some intuitive conclusions. After that, basing on online apps transfer model, we adopt entropy method, hierarchical clustering, and Tucker decomposition to mine the potential behavioral preferences of netizens. Finally we provide some suggestions and references with the internet advertisers.