Uplift models seek to predict the incremental value attained in response to a treatment. For example, if we want to know the value of showin...
Optimizing TV Advertising Toward Return on Investment
August 22, 2018
TV advertising offers unique advantages over more transactional forms of online marketing. It gives advertisers the chance to garner consumer attentio...
UMass Amherst Data Science Research Symposium: A Glimpse of Marketing Data Science at Wayfair
May 10, 2018
In April, I attended the Data Science Research Symposium at University of Massachusetts Amherst and gave a short talk highlighting Wayfair’s marketi...
Uplift Modeling in Display Remarketing
May 2, 2018
At Wayfair, the data science teams collaborate with other partner teams to translate business problems into analytical frameworks, leverage data and m...
Digital Advertising and Causal Impact: Using Data Science to Power a Delightful Customer Experience
April 23, 2018
As data scientists, we face a variety of problem types. One of our critical challenges is identifying the proper methodological approach to solve each...
Using geographic splitting & optimization techniques to measure marketing performance
August 23, 2017
[latexpage]
In this first blog post focused on marketing attribution & measurement, we share insights on how Wayfair has leveraged a unique com...
