Redefining Audience Targeting in the Digital Age with Predictive Analytics

By increasing their Y these companies determine that their campaigns will yield a profit.Ads in abundance are annoying yet these annoying ads are in abundance.Evidently, annoying business attitudes are in abundance too. Evidently, annoying business attitudes are in abundance too.Evidently, annoying business attitudes are in abundance too.Evidently, annoying business attitudes are in abundance too.Evidently, annoying business attitudes are in abundance too.Evidently, annoying business attitudes are in abundance too.There we go..See?.It works..(No, it doesn’t. And it’s annoying)This same principles stimulates fruit bearing trees to spread extreme amounts of pollen during the Spring season, their aim in fertilization..Humans, however, differ in that their mobility and intelligence enables them to behave in ways that can increase the success of fertilization — both in reproduction, as well as idea propagation.Pollen being spread with plethoric distribution..For a cooler explanation, check out this youtube video.Plethoric distribution is the act of overwhelming an environment with vehicles to reach a target, as exemplified by tree pollen during reproductive seasons.Show me the math!The mathematics further demonstrate this point..Below is a visualization of the relationship between ROI and Y in ROI = $Z — Y * $X..A smaller Y— a result of good targeting —dramatically increases ROI.It’s clear that campaigns with smaller and more engaged audiences outperform their comparatives..ROI is boosted and the internet becomes less annoying.Side note: if you dislike seeing ads on your browser, like me, feel free to install AdBlock on your browserTargeting with MarpipeIn contrast to the plethoric approach, many companies target their ads on super summarized groups, almost exclusively on past performance such as sales..This approach, however, is limited by the success of past choices and limits the opportunity for new opportunities (epsilon greedy, ε = 0.1, in green)..Alternatively, a heavy exploratory approach (epsilon greedy, ε = 0.01 in orange) results in increased long term performance, at a high initial cost.Don’t get fooled by quick returns..(Visualization from this article by Mohit Mayank)Marpipe is an audience exploratory tool which tests and compares new potential audiences with creative stimuli and predicted long term yield.. More details

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