Presentations

State-of-the-Art Methods for Targeting Interventions

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.

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