You are here

How Big Data is Changing Retail Marketing Analytics


John Wallace, Founder & CEO, DataSong (formerly UpStream)
Brandon Mason, CTO, DataSong (formerly UpStream)

As part of the session, Upstream will cover the types of data utilized and how Revolution R and Hadoop were deployed to solve the problem. Insight into scoring systems that leverage this attribution work, which help turn a historic reporting tool into a forward looking planning tool will also be covered, which will help underscore the value of a commercial grade scoring system while maintaining control of your models. 

This session will cover:

  • Retail analytics with R – how to optimize retail spend using Big Data
  • Survival analysis for marketing using R
  • Commercial grade scoring systems for R models
  • Revolution R/Hadoop integration

About the speakers:

About the Speakers:
Speaker photoAbout the speaker

John Wallace has a long and successful track record applying data mining techniques to complex business problems, and specializes in designing applications to analyze customer profitability, customer loyalty, product profitability and product quality. His focus is on multichannel attribution and customer targeting.

His experience spans the automotive, financial services, ISP, grocery, wireless, retail, PC/server and consumer software industries. As the founder of UpStream (, he has managed application development teams, created system architecture, developed new analytical methodologies, and estimated complex models. He leverages techniques including text mining, response modelling, segmentation, and hazard modelling. John holds an MBA in Decision Science from George Washington University.

Brandon has over fifteen years hi-tech experience in a wide range of industries, including online advertising, marketing, retail, automotive, web analytic, big data, and high availability applications & data centers. His work in these industries has focused on executive management, product management, program management, new application development, large scale applications, 24/7 operations, and off-shore development. Brandon has earned an MBA from the George Washington University and received a Bachelor of Science degree from the University of Maryland. Prior to joining UpStream (, Brandon was VP of Product and Technical Operations at AudienceScience.