Dean Eckles, Massachusetts Institute of Technology
All marketers face the question of who to target with costly marketing interventions (e.g., advertising, discounts, detailing). Dean Eckles will illustrate state-of-the-art in methods for evaluating and optimizing targeting in two settings: first, using a series of experiments to iteratively improve targeting of discounts as part of pro-active churn management at the Boston Globe, and second, using existing data from field experiments in networks to evaluate strategies for seeding a product or behavior in networks. His presentation draws on joint work with Sinan Aral, Alex Chin, Paramveer Dhillon, Johan Ugander, and Jeremy Yang.
Related ConferenceNov 06 – 07, 2019
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