Survival Analysis for Marketing Attribution

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Agenda Revolution Confidential Digital marketing attribution Using <strong>Survival</strong> models At scale, on big data Revolution Analytics Webinar, July 2013 28
Where Revolution helps Revolution Confidential Revolution R Enterprise Parallel external memory algorithms (PEMAs) Import • Text <strong>for</strong>mats • SAS • High-speed database • Hadoop Preprocess • DataStep • Clean • Refactor • Sort • Merge Analyse • Cube • Summarise • Parallelise (rxExec) Model • Regression • GLM • Tweedie • Clustering • Decision trees Score • Predict Deploy • Web services Confidential to Revolution Analytics 29
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 and 14: …so how to attribute the value? R
Page 15 and 16: Attribution with statistical modell
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: Estimated hazard function Revolutio
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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