The brighter you are, the more you have to learn.

Optimize Campaign Spend to Minimize Cost of Acquisition

Author – Ankit Gadi , Data Scientist at Decision Tree Analytics

Customer journeys are becoming more complex with the evolution of new online platforms. It is more than normal that a customer journey contains a set of touch points on different platforms before a conversion. Here an attribution model works as the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths. So, accuracy of Media Allocation optimization, which is the process of distr...
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Reinforcement Learning for Ad Spend Optimization

Author – Ankit Gadi, Data Scientist at Decision Tree Analytics and Services

All companies with any digital spend are faced with a unique proposition, the media agency has supplied a host of creatives, however they are not sure which ad would work and which wouldn’t. Traditionally marketers have used their ‘gut feel’ and ‘experience’ to allocate spends across different ads. However, with advances in technology, one can leverage machine learning algorithms to remove the guesswork from this ta...
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