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Unformatted text preview: leclick.com) NarrowAds (http://www.narrowads.com) Allyes (http://www.allyes.com) Events eBay took over shopping.com for $620 million Google Inc. acquired DoubleClick Inc. for $3.1 billion Focus Holding Ltd (http://www.focusmedia.com.cn) bought Allyes Information Technology Co. Ltd (http://www.allyes.com) for $225 million 10 Effectiveness of Online Advertising Targeted vs. Non­Targeted Behavioral Re-Targeting Lift in CVR ( click volume rate) Lift in CVR Advertiser A 90% Advertiser A 167% Advertiser B 323% Advertiser B 2,232% Advertiser C 105% Advertiser C Source: Advertising.com, 2005 3,130% Source: Advertising.com, 2004 11 Product Purchase This travel advertiser targeted consumers who previously visited its website in order to drive actual reservations. Visitors who had not booked a reservation received custom ads highlighting guaranteed rates, seasonal discounts, new hotel perks and free gifts with an online booking. Campaign Results Behavioral Targeting Impressions 99 million Clicks 92,223 Bookings 52,936 (((( Conversion Rate ( 57.4% A hotel booking was generated for every 2,000 impressions served. 1 out of every 2 people who clicked on the ad completed a booking. 12 Why Mine Data? Scientific Viewpoint Why Mine Data? Scientific Viewpoint Data collected and stored at Data enormous speeds (GB/hour) enormous remote sensors on a satellite telescopes scanning the skies microarrays generating gene microarrays expression data expression scientific simulations scientific generating terabytes of data generating Traditional techniques infeasible for raw data Data mining may help scientists Data in classifying and segmenting data in Hypothesis Formation Data Mining Tasks Prediction Methods. Use some va...
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