BIG DATA & PREDICTIVE ANALYTICS
The Data Science team is responsible for big data analytics, specifically focused on predictive modeling and developing algorithmic approaches for automating decision-making.
Predictive modeling is applied to the three components that determine the value of the approximately 250 million online advertising impressions we deliver daily:
1) the probability of a consumer clicking on an ad;
2) the probability of a consumer that has clicked on an ad responding to all requests for information on our proprietary websites; and
3) given the response to our information requests, the expected value to our client.
Given the trajectory of the online advertising industry – towards more data elements being made available for modeling and more transactional channels becoming available – our Data Science team is perfectly positioned. Core Digital Media continues to build on our analytical foundation, harnessing the power of a Teradata-based enterprise data warehouse.