Predictive Analytics in Social Media and Online Display Advertising
Speaker(s):
Mahesh Kumar
Santhosh Krishnan
Duration: 60 minutes
Track: Analyze & Interpret
The last decade has seen unprecedented growth in the space of online advertising and digital media marketing. The new wave of social media (Facebook, Twitter etc.) is making it easier than ever for the marketers to reach right customers at the right time with the right products and offers.
However, the marketers, online advertising platforms, and other stakeholders need to be equipped with suitable analytical tools and methodologies to maximize the potential of online and digital media. The traditional analytical tools are often insufficient due to the rapidly growing volumes of data as well as increasing importance of dealing with textual and unstructured data in this space.
In this talk you will learn how to:
• Optimize campaign for an impression given user and webpage characteristics
• Calculate optimal bid price for a campaign
• Increase CTR (Click-through rate) by more than 50%
• Decrease CPC (Cost per click) by 25%