Survival Analysis for Marketing Attribution

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… but what’s happening here? Revolution Confidential Revolution Analytics Webinar, July 2013 6
<strong>Marketing</strong> attribution: the Question Revolution Confidential How to attribute conversion success to marketing spend? Where to spend the next marketing dollar? Revolution Analytics Webinar, July 2013 7
Page 1 and 2: Revolution Confidential Survival An
Page 3 and 4: From Toledo to Albacete Revolution
Page 5: … or take a bus? Revolution Confi
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 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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