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This paper deals with change detection of utility maximization behaviour in online social media. Such changes occur due to the effect of marketing, advertising, or changes in ground truth. First, we use the revealed preference framework to detect the unknown time point (change point) at which the utility function changed. We derive necessary and sufficient conditions for detecting the change point. Second, in the presence of noisy measurements, we propose a method to detect the change point and construct a decision test. Also, an optimization criteria is provided to recover the linear perturbation coefficients. Finally, to reduce the computational cost, a dimensionality reduction algorithm using Johnson-Lindenstrauss transform is presented. The results developed are illustrated on two real datasets: Yahoo! Tech Buzz dataset and Youstatanalyzer dataset. By using the results developed in the paper, several useful insights can be gleaned from these data sets. First, the changes in ground truth affecting the utility of the agent can be detected by utility maximization behaviour in online search. Second, the recovered utility functions satisfy the single crossing property indicating strategic substitute behaviour in online search. Third, due to the large number of videos in YouTube, the utility maximization behaviour was verified through the dimensionality reduction algorithm. Finally, using the utility function recovered in the lower dimension, we devise an algorithm to predict total traffic in YouTube.

This paper considers a multiple stopping time problem for a Markov chain observed in noise, where a decision maker chooses at most L stopping times to maximize a cumulative objective. We formulate the problem as a Partially Observed Markov Decision Process (POMDP) and derive structural results for the optimal multiple stopping policy. The main results are as follows: i) The optimal multiple stopping policy is shown to be characterized by threshold curves Γ l , for l = 1, · · · , L, in the unit simplex of Bayesian Posteriors. ii) The stopping sets S l (defined by the threshold curves Γ l ) are shown to exhibit the following nested structure S l−1 ⊂ S l . iii) The optimal cumulative reward is shown to be monotone with respect to the copositive ordering of the transition matrix. iv) A stochastic gradient algorithm is provided for estimating linear threshold policies by exploiting the structural results. These linear threshold policies approximate the threshold curves Γ l , and share the monotone structure of the optimal multiple stopping policy. As an illustrative example, we apply the multiple stopping framework to interactively schedule advertisements in live online social media. It is shown that advertisement scheduling using multiple stopping performs significantly better than currently used methods.

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