Abstract
With the rapid growth of Internet users, online marketing has become one of the most effective channels to reach new customers. In this paper, an intelligent online marketing system architecture is presented to better facilitate online marketing. We first provide an overview of the customer conversion challenges faced when marketing online. Then, we outline an architectural design of the productionized intelligent marketing system, which consists of tracking, metrics, attribution, bidding, keyword generation and many other core functionalities, and discuss the interactions between these components. Based on the internal results, this design can help advertisers reduce operational costs, increase operational efficiency, optimize return on investment, and increase customer engagement. We hope that the proposed architecture can be beneficial to software engineers, marketers, and researchers, and it has the potential to motivate the research on online marketing system design and accelerate the advent of fast, smart, and scalable marketing systems.
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