Rome November, 10th, 4pm, Parco dei Principi – link –
Abstract
In Informatics, HTTP cookies are lines of text used to perform automatic authentication, session tracking and storage of specific information about users accessing the server, such as favorite websites or, in the case of purchases via the Internet, the content of their “shopping carts”. Cookies are usually used to trace browsing on third-party sites, in case these sites use content from the site that set the cookie. Generally companies that have listings on several websites handle advertising on the sites.
The advertising content is loaded directly from their server and displayed in an integrated site that you want to visit. In this way, the server will receive the company’s advertising from the user’s browser the address of the page you are viewing, and may send a cookie to the client. Through this mechanism, the advertising companies can create custom profiles for users and show them targeted ads. A more general use of cookies is linked to the development of systems of e-CRM. Analytical treatment of information generated by the cookie is oriented to the implementation of prescriptive and predictive tools that seek to anticipate customer behavior, after having segmented and inferred identity and motivations of maneuvering the cookie itself.
The talk will present analytical applications developed in SAS to an integrated system of support for media planning and e-CRM real-time activities such as models to estimate survival functions or supervised classification algorithms.
