DataLab USA Announces Entry into Digital Space with Analytics 4th Place Win at 2012 KDD Cup

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DataLab USA’s New Digital Division Places 4th at KDD Cup, the Leading Data Mining and Knowledge Discovery Competition in the World

“To enter our first ever SEO competition and place in the top 5 is a great accomplishment. I am extremely proud of our new division and our analytics team." Hans Aigner, DataLab’s CEO and President

DataLab USA (http://www.DataLabUSA.com), a database marketing company, is proud to announce its new Digital Division’s 4th place win at the 2012 International KDD Cup.

DataLab USA is leveraging its industry-recognized analytics capabilities to enter the digital marketing space. The company effectively increased its service range by creating a Digital Division to complement its core services and competencies. The new services offered by the Digital Division include email, display media, retargeting, and real time bidding.

The KDD Cup is organized by ACM SIGKDD (Special Interest Group on Knowledge Discovery and Data Mining, http://www.sigkdd.org), the leading professional organization of data miners. SIGKDD’s aim is to provide the premier forum for advancement and adoption of the science of knowledge discovery and data mining. The winners of the competition were announced earlier this year at the 18th Annual KDD Conference in Beijing, China.

With over 900 teams competing in two tracks, the competition was intense. Aaron Davis, DataLab’s EVP of Analytics, led the team in tackling Track 2 with the goal of accurately predicting an ad’s click-through rate in online computational ad systems. Online advertising is the financial support pillar of the entire internet industry. At the core of this activity are search ad systems which retrieve and rank ads given a query, and then display paid search results along with organic search results. When an ad is clicked, the advertiser pays the search engine for a successful click through.

Search engine companies rely on algorithms that help rank ads and predict the click through rate (pCTR) of these ads. Ranking the ads is necessary to maximize users' satisfaction, advertisers' return-on-investment and the search engine's revenue. By ranking ads based on their likelihood to generate a response, advertising dollars are maximized and advertisers are more likely to continue using the system.

DataLab’s Track 2 entry to predict click through rates performed exceptionally. The difference between DataLab’s entry and that of the 1st placer was a mere .007%, compared to a variance of 48% between the top and bottom teams. Hans Aigner, DataLab’s CEO and President, stated “To enter our first ever SEO competition and place in the top 5 is a great accomplishment. I am extremely proud of our new division and our analytics team.”

About DATALAB USA:
An award winning database marketing and predictive modeling company, DATALAB USA has been providing top-tier products and services to its clients for over 30 years. The firm's specialized industry experience include Fortune 500 companies in the financial, retail, education, insurance and non-profit sectors.

DATALAB USA is a privately held company headquartered just outside of Washington, DC.

For more information, contact Alex Aigner at (800) 972-1430 or aaigner(at)DataLabusa(dot)com

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Alex Aigner

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