A data model helps illustrate the way groups of information within a data set relate to one another. Data models can represent all sorts of information, from customer call-center databases to apartment-rental data used by real estate agents. Multiple models can be applied to individual data sets in order to view the information in a variety of ways and ensure all relationships are represented.
Sam Wilcke, director of analytics at Marin Software, on data models
]]>Real-time modeling is an approach to audience modeling that employs information that can be put to use immediately after being collected.
Keith Gooberman, VP-trading and platform operations, at Varick Media, on Real-Time Modeling:
Real-time modeling would be trying to identify an audience in real-time so you can quickly act upon it. For example, noticing a jump in activity driven to your website in the morning (due to some specific, searchable term) might influence you to contextually target the word using display advertising immediately.
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