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A Mathematics Of Marketing

A few notes on the legacy of pen and pencil mathematics in marketing optimization, and how the digital age offers new methods opportunities.

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A Mathematics Of Marketing

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  1. The way things were done, and the way they will be A Mathematics of Marketing Thor Whalen, Mathematician, Sep 2007 https://www.linkedin.com/in/thorwhalen/

  2. 67% 38% 17% 25% 17% 38% 36% 28% 18% 56% 45% 17% 68% 14% 12% 18% 71% 28% 14% 14% 60% Segmentation vs Clustering

  3. Segmentation: Classical and Behavior/Data-based Poor Rich FONDEMENTS MATHEMATIQUES Male Female

  4. Segmentation: Classical and Behavior/Data-based Poor Rich FONDEMENTS MATHEMATIQUES Male Female

  5. Segmentation: Classical and Behavior/Data-based Poor Rich FONDEMENTS MATHEMATIQUES Male Female

  6. Segmentation: Classical and Behavior/Data-based Poor Rich FONDEMENTS MATHEMATIQUES Male Female

  7. Segmentation: Classical and Fuzzy Behavior/Data-based Poor Rich FONDEMENTS MATHEMATIQUES Male Female

  8. AA Caucasian Other A Priori Segmentation FONDEMENTS MATHEMATIQUES

  9. AA Caucasian Other A Posteriori Segmentation FONDEMENTS MATHEMATIQUES

  10. Graphical Models Ads and underlyingproducts are related to keywords according to their « behavior » (dynamic performance) on these. FONDEMENTS MATHEMATIQUES

  11. Graphical Models Instead of clustering items together according to an a priori measure of feature similarity… Link the items and features together according to their “behaviors”, as well as the objectives sought for in their manipulation Ads/Products Produits Ads and underlyingproducts are related to keywords according to their « behavior » (dynamic performance) on these. FONDEMENTS MATHEMATIQUES Keywords Clients Fondements mathématiques

  12. Ads/Products Produits Keywords Clients Graphical Models These allow us to relate ads/products to each other more effectively then with priori similarity measures Ads/Products FONDEMENTS MATHEMATIQUES Keywords Fondements mathématiques

  13. Graphical Models Ad/Product Features Ads/Products Keywords FONDEMENTS MATHEMATIQUES Keyword Features

  14. Information propagation Every item is individual FONDEMENTS MATHEMATIQUES

  15. Information propagation Every item is individual … but shares behavioral characteristics with other items. Key terms: Fuzzy Clustering, Data Fusion, Behavioral Targeting FONDEMENTS MATHEMATIQUES

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