Martinez-Villaseñor, Lourdes
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Preferred name
Martinez-Villaseñor, Lourdes
Official Name
Martínez Villaseñor, María de Lourdes
Alternative Name
lmartine
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ORCID
Scopus Author ID
55521085100
Researcher ID
N-7607-2018

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A Flexible Approach for Human Activity Recognition Using Artificial Hydrocarbon Networks

2016 , Ponce, Hiram , Miralles-Pechuán, Luis , Martinez-Villaseñor, Lourdes

Physical activity recognition based on sensors is a growing area of interest given the great advances in wearable sensors. Applications in various domains are taking advantage of the ease of obtaining data to monitor personal activities and behavior in order to deliver proactive and personalized services. Although many activity recognition systems have been developed for more than two decades, there are still open issues to be tackled with new techniques. We address in this paper one of the main challenges of human activity recognition: Flexibility. Our goal in this work is to present artificial hydrocarbon networks as a novel flexible approach in a human activity recognition system. In order to evaluate the performance of artificial hydrocarbon networks based classifier, experimentation was designed for user-independent, and also for user-dependent case scenarios. Our results demonstrate that artificial hydrocarbon networks classifier is flexible enough to be used when building a human activity recognition system with either user-dependent or user-independent approaches.

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A 2020 perspective on “A novel methodology for optimizing display advertising campaigns using genetic algorithms”

2020 , Miralles-Pechuán, Luis , Ponce, Hiram , Martinez-Villaseñor, Lourdes

Online advertising has become the most important area of publicity. From a post-2020 perspective, we identify three trends in online advertising comprising: the rapid evolution of online advertising mainly over mobile networks, how to cope with big companies leading digital marketing, and the exploration of new methods to handle the dynamics of the e-commerce ecosystem. We proposed a new methodology for online advertising in small ad networks using supervised machine learning and metaheuristic methods. Our research will be beneficial for addressing the above-mentioned trends in online advertising focusing on small ad networks. It contributes to the establishment of an information system technology and practice within the scope of the development of marketing business strategies in e-commerce. Currently, we are exploring how to improve the flexibility of our approach to make it easier to adapt to new ad campaigns, analyzing and comparing different computational methods, and how to increase the performance of presenting custom ads to users when dealing with small data sets. Online advertising in small ad networks will be very useful in the following years. Hence, there are still many challenges to be dealt with in order to implement it in the business strategies of the new digital marketing. © 2020 Elsevier B.V.

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Publication

A Novel Wearable Sensor-Based Human Activity Recognition Approach Using Artificial Hydrocarbon Networks

2016 , Ponce, Hiram , Martinez-Villaseñor, Lourdes , Miralles-Pechuán, Luis

Human activity recognition has gained more interest in several research communities given that understanding user activities and behavior helps to deliver proactive and personalized services. There are many examples of health systems improved by human activity recognition. Nevertheless, the human activity recognition classification process is not an easy task. Different types of noise in wearable sensors data frequently hamper the human activity recognition classification process. In order to develop a successful activity recognition system, it is necessary to use stable and robust machine learning techniques capable of dealing with noisy data. In this paper, we presented the artificial hydrocarbon networks (AHN) technique to the human activity recognition community. Our artificial hydrocarbon networks novel approach is suitable for physical activity recognition, noise tolerance of corrupted data sensors and robust in terms of different issues on data sensors. We proved that the AHN classifier is very competitive for physical activity recognition and is very robust in comparison with other well-known machine learning methods.

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Publication

A novel methodology for optimizing display advertising campaigns using genetic algorithms

2018 , Miralles-Pechuán, Luis , Ponce, Hiram , Martinez-Villaseñor, Lourdes

Online advertising campaigns have attracted the attention of many advertisers willing to promote their business on the Internet. One of the main problems faced by advertisers, especially by those who have little experience in Internet advertising, is configuring their campaigns in an efficient way. To configure a campaign properly it is required to select the appropriate target, so it is guaranteed a high acceptance of users to adverts. It is also required that the number of visits that satisfy the configuration requirements is high enough to cover the advertisers’ campaigns. Thus, this paper presents a novel methodology for optimizing the micro-targeting technique in direct response display advertising campaigns by using genetic algorithms as the basis optimization model and a machine-learning based click-through rate (CTR) model. We implement our methodology to optimize display advertising campaigns on mobile devices using a real dataset. Results show that our methodology is feasible to optimize the campaigns by selecting the set of the best features required. Also, customization of the advertising campaign selecting some features by an advertiser, e.g. applying micro-targeting, can be optimized efficiently. © 2017 Elsevier B.V.

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