Survival Analysis for Marketing Attribution

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Attribution with statistical modelling Revolution Confidential • Regression • In many cases, log data is available only for conversions • And when non-conversion data is available, these people may convert in near future Revolution Analytics Webinar, July 2013 14
Attribution with statistical modelling Revolution Confidential • Regression • In many cases, log data is available only for conversions • And when non-conversion data is available, these people may convert in near future • Survival analysis • Use time to conversion as dependent variable • Can use each interaction (view or click) as an observation • Can include censored (incomplete) data • No need to flatten the data Revolution Analytics Webinar, July 2013 15
Page 1 and 2: Revolution Confidential Survival An
Page 3 and 4: From Toledo to Albacete Revolution
Page 5 and 6: … or take a bus? Revolution Confi
Page 7 and 8: Marketing attribution: the Question
Page 9 and 10: Agenda Revolution Confidential Digi
Page 11 and 12: Typical conversion journey… Revol
Page 13: …so how to attribute the value? R
Page 17 and 18: Survival models Revolution Confiden
Page 19 and 20: What is death? Revolution Confident
Page 21 and 22: Read the data Revolution Confidenti
Page 23 and 24: Histogram of cookie lifetime Revolu
Page 25 and 26: What does the data say? Revolution
Page 27 and 28: Estimated hazard function Revolutio
Page 29 and 30: Where Revolution helps Revolution C
Page 31 and 32: Modeling the Baseline Hazard Revolu
Page 33 and 34: Outcome Revolution Confidential •

Survival Analysis for Marketing Attribution

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