Abstract Details
Activity Number:
|
313
|
Type:
|
Invited
|
Date/Time:
|
Tuesday, August 5, 2014 : 10:30 AM to 12:20 PM
|
Sponsor:
|
Section on Statistics in Marketing
|
Abstract #310832
|
View Presentation
|
Title:
|
Identifying Opportunities to Improve Advertiser Budget Management
|
Author(s):
|
Phillip Michael Yelland*+
|
Companies:
|
Google
|
Keywords:
|
Marketing ;
time series analysis ;
classification ;
online advertising
|
Abstract:
|
A significant proportion of Google's advertisers lack the resources required to manage the budgets of their campaigns in a truly effective fashion. This talk describes statistical algorithms developed for use by Google's sales force to identify those campaigns whose budget might benefit from greater attention, and to recommend remedial steps that might be taken to improve performance. These algorithms combine times series models with classification techniques to highlight customers with campaigns operating below their likely aspirations, who are also likely to be receptive to outreach from the sales force.
|
Authors who are presenting talks have a * after their name.
Back to the full JSM 2014 program
|
2014 JSM Online Program Home
For information, contact jsm@amstat.org or phone (888) 231-3473.
If you have questions about the Professional Development program, please contact the Education Department.
The views expressed here are those of the individual authors and not necessarily those of the JSM sponsors, their officers, or their staff.
Copyright © American Statistical Association.