In anticipation of his upcoming conference presentation, Advanced Experimentation in Social Networks at Predictive Analytics World San Francisco, April 3-7, 2016, we asked Mario Vinasco, Marketing Analytics Data Scientist at Facebook, a few questions about his work in predictive analytics. Q: In your work with predictive analytics, what behavior or outcome do your models predict? A: We use predictive models for several different purposes mainly in the context of advertising campaigns and sentiment measurement. To identify lookalikes: these models take demographics and behaviors and identify users with similar characteristics. To partition the social graph into clusters of connected users
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