Abstract

Engineering analytics is a multifaceted landscape with a diversity of analytics tools which comes from emerging fields such as big data, machine learning, and traditional operations research. Industrial engineering is capable to optimize complex process and systems using engineering analytics elements and the traditional components such as total quality management. This dissertation has proven that industrial engineering using engineering analytics can optimize the emerging area of Computational Advertising. The key was to know the different fields very well and do the right selection. However, people first need to understand and be experts in the flow of the complex application of Computational Advertising and based on the characteristics of each step map the right field of Engineering analytics and traditional Industrial Engineering. Then build the apparatus and apply it to the respective problem in question. This dissertation consists of four research papers addressing the development of a framework to tame the complexity of computational advertising and improve its usage efficiency from an advertiser's viewpoint. This new framework and its respective systems architecture combine the use of support vector machines, Recurrent Neural Networks, Deep Learning Neural Networks, traditional neural networks, Game Theory/Auction Theory with Generative adversarial networks, and Web Engineering to optimize the computational advertising bidding process and achieve a higher rate of return. The system is validated with an actual case study with commercial providers such as Google AdWords and an advertiser's budget of several million dollars.

Graduation Date

2018

Semester

Fall

Advisor

Rabelo, Luis

Degree

Doctor of Philosophy (Ph.D.)

College

College of Engineering and Computer Science

Department

Industrial Engineering and Management Systems

Degree Program

Industrial Engineering

Format

application/pdf

Identifier

CFE0007319

URL

http://purl.fcla.edu/fcla/etd/CFE0007319

Language

English

Release Date

December 2021

Length of Campus-only Access

3 years

Access Status

Doctoral Dissertation (Campus-only Access)

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