This event has ended. View the official site or create your own event → Check it out
This event has ended. Create your own
Registered for FARCON? Check your email for your Sched log in information to create your own schedule!
View analytic
Wednesday, August 24 • 3:45pm - 4:15pm
Optimizing Your Onsite Visitor Behavior to Drive In-store Traffic

Log in to save this to your schedule and see who's attending!

When 95% of sales happen in a brick & mortar store but 60% of shoppers complete online research, how do you optimize your online presence? Determining the value of a touchpoint is a common marketing problem with a variety of methodologies used to find a solution. This presentation will explore an application of Markov models to determine the value of a touchpoint throughout the onsite purchase funnel. More sophisticated than traditional first-touch/last-touch rules-based attribution, Markov models provide a way to represent the dependencies of different touches and their values through machine learning. These values can then be used to optimize websites and marketing spend.

avatar for Alex Andrews

Alex Andrews

Solution Architect, Ovative/group
avatar for Rachel Rabaey

Rachel Rabaey

Analytics, Ovative/group

Wednesday August 24, 2016 3:45pm - 4:15pm
Room 2-213 Carlson School of Management, 321 19th Ave S, Minneapolis, MN 55455

Attendees (20)

Twitter Feed