We investigate the performance of the standard Greedy algorithm for cardinality constrained maximization of non-submodular nondecreasing set functions. While there are strong theoretical guarantees on the performance of Greedy for maximizing submodular functions, there are few guarantees for non-submodular ones. However, Greedy enjoys strong empirical performance for many important non-submodular functions, e.g., the Bayesian A-optimality objective in experimental design. We prove theoretical guarantees supporting the empirical performance. Our guarantees are characterized by a combination of the (generalized) curvature $\alpha$ and the submodularity ratio $\gamma$. In particular, we prove that Greedy enjoys a tight approximation guarantee of $\frac{1}{\alpha}(1- e^{-\gamma\alpha})$ for cardinality constrained maximization. In addition, we bound the submodularity ratio and curvature for several important real-world objectives, including the Bayesian A-optimality objective, the determinantal function of a square submatrix and certain linear programs with combinatorial constraints. We experimentally validate our theoretical findings for both synthetic and real-world applications.
Submodular continuous functions are a category of (generally) non-convex/non-concave functions with a wide spectrum of applications. We characterize these functions and demonstrate that they can be maximized efficiently with approximation guarantees. Specifically, i) We introduce the weak DR property that gives a unified characterization of submodularity for all set, integer-lattice and continuous functions; ii) for maximizing monotone DR-submodular continuous functions under general down-closed convex constraints, we propose a Frank-Wolfe variant with $(1-1/e)$ approximation guarantee, and sub-linear convergence rate; iii) for maximizing general non-monotone submodular continuous functions subject to box constraints, we propose a DoubleGreedy algorithm with $1/3$ approximation guarantee. Submodular continuous functions naturally find applications in various real-world settings, including influence and revenue maximization with continuous assignments, sensor energy management, multi-resolution data summarization, facility location, etc. Experimental results show that the proposed algorithms efficiently generate superior solutions compared to baseline algorithms.