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Data providers are increasingly looking to differentiate themselves with assertions of a higher level of accuracy.

Recently, for instance, predictive analytics firm EverString launched a new platform that it said offered twice the standard rate of accuracy for its business data. And now, data management platform Lotame has launched Precision Audiences, which it says results in higher accuracy levels than industry benchmarks.

In Precision Audiences, SVP and GM Jason Downie told me, a seed audience segment of known user profiles — grouped by gender and age range, such as female, 18-34 — is used to create a model for a machine learning engine, which is then trained on a separate segment of profiles.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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