This Wednesday at 11AM Eastern Time, Revolution Analytics UK Business Services Director Andrie DeVries will present a new webinar, Using Survival Analysis for Marketing Attribution. This webinar will focus on a new application of survival analysis (more traditionally used for life sciences application) to the domain of marketing:
A central question in advertising is how to measure the effectiveness of different ad campaigns. In online advertising, including social media, it is possible to create thousands of different variations on an ad, and serve millions of impressions to targeted audiences each day. Rather too often, digital advertisers use the last click attribution model to evaluate the success of campaigns. In other words, when a user clicks on an ad impression, only the very last event is deemed assignﬁcant. This is convenient but doesn’t help in making good marketing decisions.
Andrie is the co-author of R for Dummies and leading R expert within the R user community. His 20 years’ experience delivering smart, data-driven analytics and strategic insights for businesses — including Nokia, Symbian, Psion, Bain, and Andersen Consulting — will provide the background and context for this webinar. Andrie will take questions during the live webinar, so be sure to register at the link below to claim your seat.
Revolution Analytics Webinars: Using Survival Analysis for Marketing Attribution