Retention of visitors coming to Palco 3.0 via the news in SAPO: Decoy optimization Introduction • Readers of SAPO (www.sapo.pt) are presented with Palco news. • News appear occasionally that redirect the user to PalcoPrincipal (www.palcoprincipal.pt). • Problem: people who come to Palco in this way usually don't stay there long enough. • Question: How can we help Palco to retain them? http://sapo.pt Mail Mapas Messenger Mobile Sites Spot Videos Informacäo Noticias Desporto Local Mercado Auto move is Usados Auto move is N ovos Casas Emprego Bilheteira Loja Leiloes Viagens Vida e Lazer Ambiente Justka Testemunha diz que Carolina se arranhou antes de dizer a GNR que Pinto da Costa a agredira (Sol) Unna testemunha que afimna ter presenciado intidentes entre Pinto da Costa e Carolina Salgado, em 2006, disse hoje enn tribunal que a ex-companheira do presidente portista se arranhou antes de channar a GNR para se queixar de agressao. 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PalcoPrincipal article http://palcoprincipal.pt Entrar Reaistar^ PRINCIPAL ha n-iur a fia i r I *■ r f. ! Inicio Noticias Artistas^ Ouvintes^ Radios▼ Tops^ Grupos Eventos Passatempos Forums Os 50 piores älbuns da decada: descobre aqui quais säo! 11.09.2009-03:09 The E.N.D.", dos Black Eyed Peas: "Chinese Democracy', dos Guns N Roses; 'Scream', dos Tokio Hotel; e "Scream" de Chris Cornell, integram a lista dos '50 Piores Älbuns da Decada', revelada pelo site de müsica Gigwise. + Related news + Tags Latest news Ultimos artiges m Mulher&s ao poder confere a lista das melhores bandas do mundo lideradas por mulheres! Em Fevereiriníe-200S, a publica5ao norte-americana Rclling Stone íesafiou os seus ■ Os melhores álbuns ao vivo de sempře: descobre aqui quais sao! Em NnvembrDťfe2007, a cnnceituada revista Rollino. Stone eleaeu. baseada na ODiniao da http://palcoprincipal.pt Entrar ReqistarT Infcio Notfcias Artigos Artistas^ Ouvintes^ Radios Grupos Eventos Passatempos Forum' Pafs: Geral Estilo: RSB Top R&B R&B \ Revolutionary People c? - R&B Filipe Senat? - R&B Ricardo Fonsecaa -JPs s R&B AMg - R&B Maria Ines a - R&B Top dia Novembro 2009 I 2 3 4 9 10 11 12 13 14 Proposal • Task: improve current level of bouncing of users (users coming to www.palcoprincipal.pt through news) • Hypothesis: Shared interests are more common among the users who clicked on a specific link (are viewing the same content) than among users who didn't (are not). • The link clicked is usually the only information we have about users coming from www.sapo.pt Another approach • Exploiting the social network • Hypothesis: socially related users share interests • e.g. we can identify users of Palco who showed interest in particular items and use their activity to make suggestions to socially related users • Can be used for increasing fidelity of users who are already registered on Palco Data - statistics Query No of results users 68314 listeners 50663 (74%) artists 17660 (26%) friendship ties 168342 (avg2.5) mainstream bands 114062 fans 42228 comments 817370 tags 55018 Data - users • User. Userprofile *l_astl_ogin ^ Genre - user's favourite genre (rock, r'n'b, ...) *Name * Nickname * Gender * Birth Date *Type - type of the userprofile (artist, listener,...) * Culture - user's nationality (e.g. Portuguese, Brazilian, ...) ^ About - free text written by the user * Created At -UpdatedAt Data - contact, friends • Contact * Country -City * Place - free text -Address -PhoneNumber -Homepage • Friends - InviterUserld - user who sent the friend request - InvitedUserld - user who received the friend request - Created At -UpdatedAt Data - activities • Owner activities * Action * Owner * Target * Creator * Created At -Slug • Activity stream action * ActionTag - e.g. new event added, band music added, ... * PrivacyTagTitle * PrivacySubscriberTagTitle *ActionTitle Data - tags, comments • Tag * Culture - e.g. Portuguese, Brazilian * Name - name of the tag * Slug - nickname for the tag * Length - number of characters * Created At • Comments * Author - author of the comment * Ownerld - owner of the comment *CommentableModel - e.g. listener, track, photo,... * Text - text of the comment * Created At Data - music • Playlist ■* Listener - owner of the playIist *Name * Description * Created At -UpdatedAt ■* Tracks - tracks contained in the playlist • Track ^Alburn *Name * Downloadable Data - mainstream bands • MainstreamBand * Summary ■* About - somewhat longer than summary *Name * Created At -UpdatedAt ■* LastFmLink - http://last.fm uh • Fans *mainstreamBand *user Data - artists, albums • Artist - MusicUploads - number of uploaded tracks -GooglePageRank - GooglePageRankUpdatedAt • Albums -Artist -Name - Description - ReleaseDate - Created At - UpdatedAt What can be done? • Assortative mixing (homophily) • Properties of the social network (six degrees of separation, power law distribution) • Cohesive group detection • Visual analysis . ??? ■ ■ ■