Audience Modeling Webinar Re-cap

You collect a tremendous amount of data about your customers, but are you using it to its full potential? In this webinar, our Data Science & Analytics team walks through our approaches and some case studies in the domain we call audience modeling – using your customer data to identify new audience segments for targeting or to predict an individual customer’s behavior. Enjoy!

Agenda

Introduction

• What is audience modeling?
• Approaches to audience modeling
• Inputs & Outputs

Supervised Approaches to Audience Modeling

• What is supervised learning?
• What use cases are there for supervised learning for audience modeling?

Unsupervised Approaches to Audience Modeling

• What is unsupervised learning?
• Using clustering to identify marketing segments
• Dimensionality reduction for customer data

Case studies

• Persona-based targeting for premium product conversion
• Persona indexing for brand affinity and personalization
• Building segments from on-site data