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Last, Last, LAST Click Attribution with Lin Huang of Microsoft

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  • CDK

    605 Fifth Avenue South, Suite 900, Seattle, WA (map)

    47.597370 -122.327744

  • Price: $10.00 /per person

    Refund policy

  • This February, Seattle Search Network is pleased to host Microsoft Data Scientist Lin Huang, presenting on 

    THE LAST OF LAST CLICK ATTRIBUTION!

    Lin will break down innovative ways the Bing team has overcome typical difficulties tracking conversions back "up the funnel". 

    An SEM platform always tries to advise its advertisers on searchers’ decision journey and search path. This is a daunting task given that searches nowadays can happen across computers and mobile devices. Tracking in itself is one difficult thing, but making sense of all the tracked steps that searchers take before the eventual conversion is another difficulty with a much higher order of magnitude. 

    Microsoft has developed a nonparametric feature matching model to demonstrate why the industry-standard first/last-click or fixed weight attribution heuristics are inadequate. It considers all possible steps leading to a conversion, with or without a click, from the big data of our vast pool of searchers, and has been successfully applied in field experiments to persuade advertisers into adopting nontraditional search keywords that score better ROI.

    Lin Huang
    Lin is a Group Manager of Data Science at Microsoft Bing Ads. He is a seasoned marketing researcher, mathematical psychologist and statistician with 15 years of experience in deciphering consumer behaviors. At Microsoft, he leads a team of rock star scientists to build Bing Ads Advertiser Experimentation & Program Measurement Initiatives, and has pioneered exciting breakthroughs in conversion attribution, social influencing and complex advertiser experiment designs. Before joining Bing Ads, Lin taught marketing class at the University of Michigan. Lin’s research has appeared in leading academic publications including Advances in Consumer Research and International Symposium on Forecasting Proceedings. He is also an established public speaker on technology in various industry conferences, including SMX and ad:tech.

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    Seattle Search Network expresses it's grateful acknowledgement of the essential role our sponsor CDK Global plays in making these events possible. Visit CDK.com to learn about openings for industry professionals. 

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