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A Case Study of Behavior-driven Conjoint Analysis on Yahoo! Front Page Today Module

A Case Study of Behavior-driven Conjoint Analysis on Yahoo! Front Page Today Module

This video was recorded at 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD), Paris 2009. Conjoint analysis is one of the most popular market research methodologies for assessing how customers with heterogeneous preferences appraise various objective characteristics in products or services, which provides critical inputs for many marketing decisions, e.g. optimal design of new products and target market selection. Nowadays it becomes practical in e-commercial applications to collect millions of samples quickly. However, the large-scale data sets make traditional conjoint analysis coupled with sophisticated Monte Carlo simulation for parameter estimation computationally prohibitive. In this paper, we report a successful large-scale case study of conjoint... Show More
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