Targeted coupon distribution using social networks

Srinivas Shakkottai, Lei Ying, Sankalp Sah

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations


We propose to exploit online social networks in order to reveal user preferences such that goods and services might be targeted appropriately. We consider goods and services that are consumed periodically, and a user model where users could buy different numbers of goods at a marked ("high") price and at a discounted ("low") price. The problem is to identify users who are interested in the good, and to discount them sufficiently that the entire demand is realized, but not so much that revenue is compromised. Using techniques from "backpressure routing" used for control of multihop communication networks, we develop a multi627hop coupon forwarding scheme in which users are incentivized to forward the right number of coupons to appropriate neighbors such that the above target is achieved. We also develop a simple delay-based heuristic algorithm that also shows a near-optimal performance.

Original languageEnglish (US)
Title of host publicationPerformance Evaluation Review
Number of pages5
StatePublished - Dec 2010
Externally publishedYes

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Hardware and Architecture
  • Software


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