The brighter you are, the more you have to learn.

Targeting Audience Using Factorisation Machines

Author – Author – Ankit Gadi, Data Scientist at Decision Tree Analytics

Identifying a target market helps your company develop effective marketing communication strategies.The use of demographic targeting can help the advertiser to target the right audience reducing unnecessary allocation of budget to those sections of the audience that do not benefit the company. Taking into account the age and gender of the consumers can greatly help advertisers determine their target audience for particular products in order to g...
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Optimize Campaign Spend to Minimize Cost of Acquisition

Author – Ankit Gadi , Data Scientist at Decision Tree Analytics

Customer journeys are becoming more complex with the evolution of new online platforms. It is more than normal that a customer journey contains a set of touch points on different platforms before a conversion. Here an attribution model works as the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths. So, accuracy of Media Allocation optimization, which is the process of distr...
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Reinforcement Learning for Ad Spend Optimization

Author – Ankit Gadi, Data Scientist at Decision Tree Analytics and Services

All companies with any digital spend are faced with a unique proposition, the media agency has supplied a host of creatives, however they are not sure which ad would work and which wouldn’t. Traditionally marketers have used their ‘gut feel’ and ‘experience’ to allocate spends across different ads. However, with advances in technology, one can leverage machine learning algorithms to remove the guesswork from this ta...
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Estimating the Lifetime Value of your Customer Base

Author – Dhruv Walia, Lead Data Strategist at DecisionTree Analytics

Over the past decade, the rise of the digital age has led businesses to search for the 'one' performance metrics that encapsulates the performance of their marketing spend. Click through Rate, or CTR has found favor among most organizations, which captures the clicks an organization can solicit for an impression. Evaluation of marketing spends through CTR/ ROAS has its limitations; these do not capture the future value of each customer, just the...
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5 Ways to Use Predictive Analytics for Improving Marketing Performance

Author – DecisionTree Analytics

Marketing has become a digital enterprise, and predictive analytics is one of its principal tools. And it has gone beyond just analyzing consumer habits. For example, Netflix uses predictive analytics to help determine which proposed programs they will produce for their “Netflix Original Programming” roster. The decision to produce the popular series “House of Cards” was decided after an analysis of the star, the director ...
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