Multi-product Dynamic Pricing (and Ranking) with Limited Inventories under Cascade Click Model
62 Pages Posted: 1 May 2019 Last revised: 17 Apr 2021
Date Written: March 30, 2019
We consider a multi-product dynamic pricing problem with limited inventories under the so-called Cascade Click model, which is one of the most popular click models used in practice for analyzing customers' click-and-search behavior in large-scale web analytic applications. We present three fundamental results. First, despite the highly non-linear structure of the problem, we derive a sufficiently general characterization of the optimal pricing policy and show that it has a different structure than the optimal policy under the standard pricing model. Second, we show that the optimal expected total revenues under the Cascade Click model can be upper-bounded by the objective value of an approximate deterministic pricing problem, and that this deterministic problem can be efficiently solved. This result is reminiscent of the classic upper-bound result in the standard Revenue Management (RM) setting, whose importance and impact on RM research in the past two decades cannot be overstated. Third, we show that two heuristic policies that are known to have strong performance guarantees in the standard RM setting can be properly adapted to the setting with Cascade Click model and retain their strong performance guarantees.
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