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Survival Analysis for Marketing Attribution

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Published on Jul 19, 2013

A central question in advertising is how to measure the effectiveness of different ad campaigns. In online advertising, including social media, it is possible to create thousands of different variations on an ad, and serve millions of impressions to targeted audiences each day. Rather too often, digital advertisers use the last click attribution model to evaluate the success of campaigns. In other words, when a user clicks on an ad impression, only the very last event is deemed assignficant. This is convenient but doesn't help in making good marketing decisions.

Survival analysis is widely used in the modeling of living organisms and time to failure of components, but Chandler-Pepelnjak (2010) proposed to use survival analysis for marketing attribution analysis.

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