Carol’s Daughter sells hair and skin care products primarily to African-American women.
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"We did not invent a new algorithm; we merely use data analysis in a different way. Traditional predictive modeling is a much more time-intensive endeavor, and is nowhere near as flexible as the approach that we have created. We can test 100 different predictive models in one second and then remove 80-90 percent of those noisy or correlated variables," said Dr. Sayad. "The real-time learning that is deployed in our system creates massive spikes on top of an existing lift in positive targeting, and this is the breakthrough that has produced the success that we are seeing in campaigns that have used this system."
About Dr. Saed Sayad
A pioneering researcher in real-time data mining and big data analysis, Dr. Sayad has designed, developed and deployed many business and scientific applications of predictive modeling. The author of ‘An Introduction to Data Mining,' Dr. Sayad teaches a popular graduate course in data mining at the University of Toronto, where is an adjunct professor.
AdTheorent is the world's first intelligent Real Time Bidding (RTB)-enabled mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. AdTheorent's RTm Platform integrates its 20,000+ mobile inventory sources and analyzes hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the AdTheorent RTm Platform places bids in real-time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost -- The Intelligent Impression. For more information visit:www.adtheorent.com
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