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| === Wednesday, 30.04.14 14.15 MAR4033 === * ''' Tillmann Fiehn''' (Chair: Mikio Braun) ==== Customer journey attribution with model based attributable risk ==== The efficiency of marketing investments is of high interest. However it is very difficult to be measured due to the split of marketing investments into multiple channels with different performance measures. Multi-touch attribution addresses performance based compensation to multiple channels with respect to the contribution to conversions. Click streams across multiple channels and conversion events, e.g. purchases, are called customer journeys. A logistic regression model that reflects both performance of touch points (e.g. clicks) and temporal relation to other touch points is fit to a sample of customer journeys. The probability estimates are used for the estimation of attributable risk for channels / a channel. That is:"the fraction of conversions that would not have been concluded if a channel / some channels did not serve ads". |
=== Wednesday, 04.06.14 14.15 MAR4033 === * ''' Guilhelm Simons (job talk)''' (Chair: Kristof Schütt) |
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| === Wednesday, 07.05.14 14.15 MAR4033 === * ''' Wiktor Pronobis''' (Chair: Guido Schwenk) === Wednesday, 14.05.14 14.15 MAR4033 === * ''' Sara Atito''' * ''' Forooz Shahbazi Avarvand''' * ''' Jan Saputra Müller''' (Chair: Sebastian Bach) === Wednesday, 21.05.14 14.15 MAR4033 === * ''' Jacquelyn Shelton''' * ''' Irene Winkler''' (Chair: Wiktor Pronobis) === Wednesday, 28.05.14 14.15 MAR4033 === * ''' Matthias Schultze-Kraft''' * ''' Danny Panknin''' (Chair: Felix Brockherde) === Wednesday, 04.06.14 14.15 MAR4033 === * ''' Alexander Bauer''' * ''' Kristof Schütt''' (Chair: Nico Görnitz) |
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| * ''' Alexander Bauer''' | |
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| * ''' Anne Porbadnigk''' | * ''' Owen Falzon (guest)''' |
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| * ''' Jan Saputra Müller''' | |
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| * ''' Anne Porbadnigk''' | |
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| === Wednesday, 28.05.14 14.15 MAR4033 === * ''' Danny Panknin''' * ''' Matthias Bussas (job talk)''' (Chair: Felix Brockherde) === Wednesday, 21.05.14 14.15 MAR4033 === * ''' Irene Winkler''' (Chair: Wiktor Pronobis) === Wednesday, 14.05.14 14.15 MAR4033 === * ''' Sara Atito''' * ''' Forooz Shahbazi Avarvand''' (Chair: Sebastian Bach) === Wednesday, 07.05.14 14.15 MAR4033 === * ''' Wiktor Pronobis''' (Chair: Guido Schwenk) === Wednesday, 30.04.14 14.15 MAR4033 === * ''' Tillmann Fiehn''' (Chair: Mikio Braun) ==== Customer journey attribution with model based attributable risk ==== The efficiency of marketing investments is of high interest. However it is very difficult to be measured due to the split of marketing investments into multiple channels with different performance measures. Multi-touch attribution addresses performance based compensation to multiple channels with respect to the contribution to conversions. Click streams across multiple channels and conversion events, e.g. purchases, are called customer journeys. A logistic regression model that reflects both performance of touch points (e.g. clicks) and temporal relation to other touch points is fit to a sample of customer journeys. The probability estimates are used for the estimation of attributable risk for channels / a channel. That is:"the fraction of conversions that would not have been concluded if a channel / some channels did not serve ads". |
Doktoranden-/Diplomandenseminar SS 14
In this seminar, master/phd students of the IDA group present their current work and research ideas.
When? |
usually on Wednesdays, 2:15pm to 3:15pm, or as announced (see below) |
Where? |
at TU Berlin , MAR 4005, or as announced (see below) |
How? |
More information for speakers and participants here. |
Next Talk
Wednesday, 04.06.14 14.15 MAR4033
Guilhelm Simons (job talk)
(Chair: Kristof Schütt)
Planned Talks
Wednesday, 11.06.14 14.15 MAR4033
Daniel Bartz
Bastian Venthur
Alexander Bauer
(Chair: Matthias Schultze-Kraft)
Wednesday, 18.06.14 14.15 MAR4033
Fatemeh Ali Mardani
Owen Falzon (guest)
(Chair: Laura Acqualagna)
Wednesday, 25.06.14 14.15 MAR4033
Markus Wenzel
Sebastian Bach
Jan Saputra Müller
(Chair: Kristof Schütt)
Wednesday, 02.07.14 14.15 MAR4033
Laura Acqualagna
Johannes Höhne
(Chair: Daniel Bartz)
Wednesday, 09.07.14 14.15 MAR4033
Felix Brockherde
Irene Sturm
Sven Dähne
(Chair: Irene Winkler)
Wednesday, 16.07.14 14.15 MAR4033
Duncan Blythe
Nico Görnitz
Anne Porbadnigk
(Chair: Johannes Höhne)
Previous Talks
Wednesday, 28.05.14 14.15 MAR4033
Danny Panknin
Matthias Bussas (job talk)
(Chair: Felix Brockherde)
Wednesday, 21.05.14 14.15 MAR4033
Irene Winkler
(Chair: Wiktor Pronobis)
Wednesday, 14.05.14 14.15 MAR4033
Sara Atito
Forooz Shahbazi Avarvand
(Chair: Sebastian Bach)
Wednesday, 07.05.14 14.15 MAR4033
Wiktor Pronobis
(Chair: Guido Schwenk)
Wednesday, 30.04.14 14.15 MAR4033
Tillmann Fiehn
(Chair: Mikio Braun)
Customer journey attribution with model based attributable risk
The efficiency of marketing investments is of high interest. However it is very difficult to be measured due to the split of marketing investments into multiple channels with different performance measures. Multi-touch attribution addresses performance based compensation to multiple channels with respect to the contribution to conversions.
Click streams across multiple channels and conversion events, e.g. purchases, are called customer journeys. A logistic regression model that reflects both performance of touch points (e.g. clicks) and temporal relation to other touch points is fit to a sample of customer journeys. The probability estimates are used for the estimation of attributable risk for channels / a channel. That is:"the fraction of conversions that would not have been concluded if a channel / some channels did not serve ads".
-- Wojciech Samek -- Jul 2013