图 书 馆
增量竞价&归因Incrementality Bidding & Attribution |
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| 课程网址: | http://videolectures.net/kdd2017_lewis_bidding_attribution/ |
| 主讲教师: | Randall A. Lewis |
| 开课单位: | 视频讲座网 |
| 开课时间: | 2017-12-01 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 课程简介: | The causal effect of showing an ad to a potential customer versus not, commonly referred to as “incrementality,” is the fundamental question of advertising effectiveness. In digital advertising three major puzzle pieces are central to rigorously quantifying advertising incrementality: ad buying/bidding/pricing, attribution, and experimentation. Building on the foundations of machine learning and causal econometrics, we propose a methodology that unifies these three concepts into a computationally viable model of both bidding and attribution which spans randomization, training, cross validation, scoring, and conversion attribution in a causal model of advertising’s effects. Thanks to this method, Netflix has benefited by identifying many cases where traditional models were either overspending or underspending, leading to a significant improvement in the return on investment of advertising. |
| 关 键 词: | 数字广告; 因果计量; 转换归因; 广告投资 |
| 课程来源: | 视频讲座网 |
| 数据采集: | 2022-12-02：chenxin01 |
| 最后编审: | 2022-12-02：chenxin01 |
| 阅读次数: | 20 |