2015 OptimizingMarketingImpactthroug

• (Kamath, 2015) ⇒ Anil Kamath. (2015). “Optimizing Marketing Impact through Data Driven Decisioning.” Invited Talk at the 21st ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2015). ISBN:978-1-4503-3664-2 doi:10.1145/2783258.2790456

Subject Headings:

Cited By

• http://scholar.google.com/scholar?q=%222015%22+Optimizing+Marketing+Impact+through+Data+Driven+Decisioning
• http://dl.acm.org/citation.cfm?id=2783258.2790456&preflayout=flat#citedby

Quotes

Author Keywords

• Data science; marketing mix modeling; model validation and analysis; optimization

Abstract

Is my marketing working, how much is marketing helping the business and which campaigns and channels are effective? The key challenge for the Chief Marketing Officer is to tie investment in marketing to business results. In an increasingly complex marketing environment -- marketing organizations are being called upon to prove and optimize the return on marketing investment across different paid earned and owned marketing channels. In this talk we will show how data science and optimization techniques can be applied to cross channel data to attribute marketing effectiveness, drive media planning and real-time optimization of campaigns. Using terabytes of multi-channel data we answer questions such as what is the impact of different marketing campaigns on our business, how should we allocate our marketing dollars between different channels and when should I spend them and how do we execute our marketing campaigns based on the synergies of the different channels.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2015 OptimizingMarketingImpactthroug	Anil Kamath			Optimizing Marketing Impact through Data Driven Decisioning				10.1145/2783258.2790456		2015