Identifying Opportunities to Improve Advertiser Budget Management

• Activity Number: 313
• Type: Invited
• Date/Time: Tuesday, August 5, 2014 : 10:30 AM to 12:20 PM
• Sponsor: Section on Statistics in Marketing
• 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.