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Activity Number: 73 - Data Driven Digital and Social Media Marketing
Type: Contributed
Date/Time: Sunday, July 29, 2018 : 4:00 PM to 5:50 PM
Sponsor: Section on Statistics in Marketing
Abstract #327056
Title: Understand the Impact of Video Game Marketing Spend: a Data Science Approach of Multi-Touch Attribution
Author(s): Yushu Chai* and Chen Teel
Companies: Electronic Arts, Inc. and Electronic Arts
Keywords: multi-touch attribution; digital marketing; data science; video game advertising; statistical modeling
Abstract:

Digital marketing and its attribution in video game industry acts differently from that in other industries. The decade has viewed many researches and approaches; however, few of these studies addressed game-related concerns. Single touch attribution, which usually credits all the conversions to the first or last touchpoint, has been being prevalent in gaming. But when a player is further down the purchase funnel, the last advertisement is not necessarily the one that leads to the player's decision; thus, the last touch cannot infer causation. To best determine the marginal and causal relationships between advertisements and conversions, we have developed a pioneering solution in quantifying the impact of multiple media touches on conversions. In this talk, we analyze players' engagement across different media, present the algorithm deployed at EA for media performance evaluation, and propose a novel method on matching unrecognized players to telemetry database. To automate the data science workflow, we set up pipelines through Spark and an internal server, which conduct high performance ETL and standardized computation of conversion uplifts and return on advertisement spending.


Authors who are presenting talks have a * after their name.

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