Loading…
This event has ended. Visit the official site or create your own event on Sched.
Click here to return to main conference site. For a one page, printable overview of the schedule, see this.
View analytic
Monday, June 27 • 9:00am - 10:15am
Time-to-Event Modeling as the Foundation of Multi-Channel Revenue Attribution (Part 1)

Log in to save this to your schedule and see who's attending!

In the realm of marketing analytics, time to event modeling at the customer level can provide a more granular view of the incremental impact that marketing campaigns have on individuals. Media that is addressable can be mapped to an individual, and even aggregated data can be mapped down to an individual via various techniques (i.e. geo, dma, etc.). To accurately assess the incremental effect of marketing, a primary task during modeling is not only to estimate the magnitude/amplitude of the marketing effect, but also to capture the differing decay rates that each specific one has.

This tutorial will describe the basic techniques of applying time-to-event statistical modeling techniques to marketing analytics problems. Beginning with data preparation, sampling, outlier detection and techniques to control for non-marketing effects, the tutorial will move on to consider various modeling strategies and methods for evaluating model effectiveness. The techniques and processes presented will mimic a typical marketing analytics workflow. We will be using a random sample from a (anonymized) large retail firm.

For details, refer to tutorial description.

Speakers

Monday June 27, 2016 9:00am - 10:15am
Barnes 326 Galvez Street Stanford, CA 94305-6105