Presented By O’Reilly and Cloudera
Make Data Work
March 5–6, 2018: Training
March 6–8, 2018: Tutorials & Conference
San Jose, CA
April Chen

April Chen
Lead Data Scientist, Civis Analytics

April Chen is a lead data scientist on the R&D team at Civis Analytics, where she develops software to automate statistical modeling workflows to help organizations from Fortune 500 companies to nonprofits understand and leverage their data. April’s background is in economics. Previously, she worked as an analytics consultant.

Sessions

4:00pm–4:30pm Tuesday, March 6, 2018
Show me the money: Understanding causality for ad attribution
Data science and machine learning, Media, entertainment, and advertising
 Location: LL20 B
April Chen (Civis Analytics)
Which of your ad campaigns lead to the most sales? In the absence of A/B testing, marketers often turn to simple touch attribution models. April Chen details the shortcomings of these models and proposes a new approach that uses matching methods from causal inference to more accurately measure marketing effectiveness. Read more.