François Garillot, Swisscom, Big Data Scientist
Using Advanced Analytics For High-Performance Internet Brand Advertising
- MODELING USING MACHINE
LEARNING CAN ALLOW
YOU TO IDENTIFY TARGET
GROUPS MORE QUICKLY
AND EASILY THAN EVER
BEFORE. - DEFINING THESE
SEGMENTS CAN RESULT
IN MORE EFFECTIVE BRAND
ADVERTISING STRATEGIES
ACROSS LARGE
POPULATIONS.
“The challenge was how to identify coffee drinkers in a predominately tea-drinking population.”
There are two primary ways to advertise on the Internet. One is to analyze browsing behavior, often with other personal information, and based on that analysis pop up a product specific advertisement in real time that is appropriate for that person. This technique, performance advertising, has become the most common form on the Internet.
This is an excerpt from Data Disruption. The eBook was generously sponsored by Mighty Guides.
