New Frontiers in Mobile Marketing Using Data Analytics
Anindya Ghose, New York University
[Webinar starts at 2:23] Anindya Ghose, a global authority on the mobile economy, will present findings from recent studies measuring the effectiveness of mobile marketing promotions, including techniques that leverage full information on consumers’ offline moving trajectories for higher redemption probability, faster redemption behavior, and higher transaction amount. Based on his book, Tap: Unlocking the Mobile Economy (April 2017), he will discuss and demonstrate how machine learning techniques can be combined with statistical models and field experiments to offer the right product to the right audience at the right time.
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