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Saturday, May 19
Business Analytics
Sat, May 19, 10:30 AM - 12:00 PM
Lake Fairfax B

Lookalike Audience Modeling with SVD and Cosine-Similarity (304632)


*Sam Hawala, Resonate-Networks 

Keywords: SVD; Cosine-Similarity

Lookalike Audience Modeling (LAM) is a marketing analytics methodology used to ultimately generate more leads and increase their conversions. The algorithm discovers similarities between internet users based upon the domain level URLs that they've visited. After a dimensionality reduction step through SVD, we calculate cosine-similarities between users of interest and users at large, based on internet behavior during a fixed period of time. We show that the recall rate is over 90%. We also present clients' key performance indicators.