Description: A newspaper subscription is defined by various critical events, ranging from the end of the trial subscription to receiving invoices. Based on predictive analyses that anticipate customer behavior during these events, we develop, test, and implement customized marketing interventions covering the whole subscription lifecycle. You will learn about modeling via a custom AutoML-pipeline and its close intertwining with marketing execution that aim to maximize subscription lifetime value at DIE ZEIT.
Dr. Nina Meinel
For a publisher it is key to understand the customer journey of a submission process i.e., which online touchpoints and marketing channels drive submission. An attribution model has been evaluated using different machine learning approaches and is introduced into the marketing organisation of Springer Nature. The combination of describing elements with a predictive component and simulation approach helped us the understand the journey, prioritize and quantify the value of marketing activities.
Survival analysis, the modeling of time-to-event data, is a statistical field with a long history and great potential to marketing and analytics. In this deep dive, you will learn about the brief origins of survival analysis and applications in the field of customer retention, which is of particular importance for subscription-based growth. Learn how to grow your understanding of customer churn, and learn how to better predict your customer’s lifetime, along with monetary aspects altogether.
Dr. David Stephenson
This talk will introduce the foundational business skills you’ll need to deliver business value and grow your career as an analyst. Drawing on best practices, published research, case studies and personal anecdotes from two decades of industry experience, we give an overview of foundational skills related to Company, Colleagues, Storytelling, Expectations, Results and Careers–emphasizing how each topic relates to your unique position as an analytics professional within a larger corporation.
Fundiertes Wissen ist die Basis für alles!
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