Tom Weiss

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I help the world's best brands, media and technology companies better understand their…

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Experience & Education

  • The Genie House Company

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Publications

  • Some game theoretic marketing attribution models

    Annals of Operations Research

    In this paper, we propose and analyse two game theoretic approaches to design attribution mechanisms for multi-channel marketing campaigns. Both approaches are based on a key performance index function that provides the benefit obtained in each of the observed paths to conversion. The first approach considers the problem as a cooperative transferable utility game, and the proposed attribution mechanisms are based on the Shapley value. The second approach models the problem as a bankruptcy…

    In this paper, we propose and analyse two game theoretic approaches to design attribution mechanisms for multi-channel marketing campaigns. Both approaches are based on a key performance index function that provides the benefit obtained in each of the observed paths to conversion. The first approach considers the problem as a cooperative transferable utility game, and the proposed attribution mechanisms are based on the Shapley value. The second approach models the problem as a bankruptcy problem and the proposed attribution mechanism is based on the constrained equal-losses rule. We also extend the above approaches to deal with the cases in which the position or the repetition of the channels on the paths to conversion are taken into account.

    Other authors
    • Elisenda molina
    • Juan tejada
    See publication

  • Likes, Tweets and Diggs: the impact of social media on viewing behaviour

    IBC

    GfK’s paper, ‘Likes, tweets and diggs – the impact of social media on viewing behaviour’, was one of seven top papers selected by the IBC / IET Peer Reviewing Panel. These exceptional papers were chosen from a record 288 submissions and will be published in the IET Journal, ‘The Best of IET and IBC’.

    For the paper, GfK teamed up with Red Bee Media to examine the way viewers watch television. The research drew on a range of sources, from analysis of cross media behaviour measured by GfK’s…

    GfK’s paper, ‘Likes, tweets and diggs – the impact of social media on viewing behaviour’, was one of seven top papers selected by the IBC / IET Peer Reviewing Panel. These exceptional papers were chosen from a record 288 submissions and will be published in the IET Journal, ‘The Best of IET and IBC’.

    For the paper, GfK teamed up with Red Bee Media to examine the way viewers watch television. The research drew on a range of sources, from analysis of cross media behaviour measured by GfK’s Media Efficiency Panel; to usage data from Red Bee Media’s social TV guide, powered by the company’s TV content discovery platform; to key driver analysis of viewing choice from GfK’s appreciation panels. In a reality check for social media, the research showed that online sources played only a minor role in driving audiences to some of the most-watched-shows on TV. Previous viewing behaviour, on-air promotions, conversation and reviews were the key influencers.

    Other authors
    See publication

  • Mobile Strategies

    FutureText

    Mobile Strategies explains the different business models and strategies available for businesses looking to enter the mobile sector.

    Starting off with a historical overview of the telecommunications business, the book explains how mobile has developed into the business it is today, what models have made money, and which ones haven't.

    See publication

Patents

  • System and method for recognizing live event audiovisual content to recommend time-sensitive targeted interactive contextual transactions offers and enhancements

    Issued US11785280B1

    A system and method for ingesting, normalizing and analyzing multiple disparate datasets surrounding live sports events combined with real-time viewing content recognition and understanding on a user device to enable digital services to recommend real-time, personalized interactive offers such as sports bet offers to the device that are synchronized to live events being visual or audibly projected proximate the user device despite inherent latency between the user device and the projected live…

    A system and method for ingesting, normalizing and analyzing multiple disparate datasets surrounding live sports events combined with real-time viewing content recognition and understanding on a user device to enable digital services to recommend real-time, personalized interactive offers such as sports bet offers to the device that are synchronized to live events being visual or audibly projected proximate the user device despite inherent latency between the user device and the projected live event.

    See patent

  • Call notification system, method, computer program and advertising method

    Issued US 7864947

    A call notification system method, computer program and advertising method are disclosed. A call notification is generated at a recipient system (2) in response to receipt of initiation data on a call from an originating system (3). At least aspects of the call notification are controllable by the originating system (3).

    See patent

Languages

  • English

    Native or bilingual proficiency

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