Wharton Customer Analytics

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How Data Mining Can Help Advertisers Hit Their Targets

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Shawndra Hill, a senior fellow at Wharton Customer Analytics, likes to dig into the details. As someone who studies data mining, she looks for new ways to apply what she finds to solve business problems. Hill’s latest research paper, “Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search,” focuses on TV ads, online search and the connections between them. The paper was co-authored with Gordon Burtch from the University of Minnesota and Michael Barto, a data scientist at Microsoft. Hill recently spoke with Knowledge@Wharton about what she found.