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Existing viral-marketing network models commonly assume a preliminary phase in which a marketer actively infects a subset of social network’s users, represented by nodes, followed by a passive viral process, in which nodes infect other nodes without external intervention. However, in real-world commercial scenarios, substantial efforts are often invested by companies to promote their products, suggesting that the adoption of products is rarely the consequence of a viral spread alone. Under this observation, this paper proposes a new diffusion model, named Active Viral Marketing, which better fits real-world marketing scenarios, where adoption of products relies on continuous active promotion efforts by the marketer. In the proposed model, the success of a marketing attempt to infect a potential customer (uninfected node), depends on the number of adopting friends (infected neighbors) of this user, assuming a user is more likely to adopt a product if more of his/her friends have already adopted it, while taking into account that social influence diminishes over time due to a memory-loss effect. The paper further proposes a set of heuristics to schedule the marketing attempts. The main idea behind these heuristics is to utilize the information on the dynamic adoption-states of neighbor nodes, in addition to the static social network topology, when choosing the next node to seed. An extensive experimentation demonstrates how the proposed seeding heuristics improve the adoption rate of products by 30%–75% in comparison to existing state-of-the-art methods that mainly rely on the network topology. [ABSTRACT FROM AUTHOR]

• We define an ordinal oriented information metric, based on weighted entropy. • We propose an ordinal oriented decision-tree, using the new information metric. • The new decision-tree method is effective for ordinal classification problems. • The new tree outperforms C4.5 on most datasets with an ordinal target. • The new tree outperforms Random Forest on several datasets with an ordinal target. This paper proposes an ordinal decision-tree model, which applies a new weighted information-gain ratio (WIGR) measure for selecting the classifying attributes in the tree. The proposed measure utilizes a weighted entropy function that is defined proportionally to the value deviation of different classes and thus reflects the consequences of the magnitude of potential classification errors. The WIGR can be used to select the classifying attributes in decision trees in a manner that reduces risks. The proposed ordinal decision tree is found effective for classification problems in which the class variable exhibits some form of ordinal ordering, and where dependencies between the attributes and the class value can be non-monotonic. In a series of experiments based on publicly-known datasets, it is shown that the proposed ordinal decision tree outperforms its non-ordinal counterparts that utilize traditional entropy measures. The proposed model can be used as a part of an expert system for ordinal classification applications, such as health-state monitoring, portfolio investments classification and performance evaluation of service systems. [ABSTRACT FROM AUTHOR]