TRUE BUSINESS GROWTH THROUGH ATTRIBUTION MARKETING
Speaker: Tiberio Caetano, Ambiata, ANU and UNSW Seminar Date: Tuesday 5 May 2015 Abstract: Ambiata is a recent NICTA spin-out company focused on Attribution Marketing. Organisations have a fundamental problem: how to interact with their customers so as to achieve a desired goal. To solve this problem they need to be able to accurately attribute ultimate successes and failures to specific actions or sequences of actions. Ambiata is currently addressing this problem for organisations in media, telecommunications, banking, insurance, retail and other services. It does so through production deployments that automate the allocation of personalised business actions so as to demonstrably drive the desired business objective. This is achieved by combining the power of big data with rigorous measurement, experimental design, causal inference, machine learning and large-scale software systems.
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