Events
Past Event
WED@NICO SEMINAR: Shawndra Hill, Microsoft Research NYC "Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search"
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level Chambers Hall
Details
Television and Digital Advertising: Second Screen Response and Coordination with Sponsored Search
Speaker:
Shawndra Hill - Senior Researcher, Microsoft Research NYC
Talk Abstract:
We consider the potential to improve the eciency and ecacy of broader advertising eorts through cross-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here, we consider the types of devices on which search response predominantly manifests following TV advertisements, and the degree to which shifts in search activity can be used to evaluate the success of TV advertisers' targeting eorts.We leverage data on TV advertising around Microsoft Windows 10 and an Xbox app (NFL Game Day Evolution), in combination with large-scale proprietary search data from Microsoft Bing. Our ident cation strategies hinge on a combination of geographic heterogeneity in TV advertising exposure and continuous variation in the cost of TV advertisements (a proxy for TV audience size). Werst demonstrate that search response peaks within three minutes of the airing of a TV advertisement, and that this manifests primarily via second-screen mobile devices. Our estimated elasticities indicate that a 20% increase in advertising spend equates to an approximate 2.5% (3.4%) increase in search volumes for Windows 10 (the Xbox app). Second, we show that, indeed, the demographic groups targeted by TV advertisements are those most likely to respond, and we thereby demonstrate that TV ad eectiveness can be usefully measured via online search data. Third, examining sponsored search clicks in our query-level data, for queries involving brand-related keywords, we demonstrate a sign cant increase in rank-ordering effects in searches that take place in the minutes immediately following a TV advertisement, which implies a complementarity between TV and sponsored search advertisements.
Live Stream:
To join the Meeting: bluejeans.com/8474912527
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Time
Wednesday, November 30, 2016 at 12:00 PM - 1:00 PM
Location
Lower Level Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)
WED@NICO SEMINAR: Lightning Talks w/ Northwestern Scholars!
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level, Chambers Hall
Details
Speakers:
Yessica Herrera, Visiting Scholar, Northwestern Institute on Complex Systems
Talk Title: The Body Speaks: Visual Patterns of Psychological Stress
Aakriti Kumar, Post-Doctoral Fellow, Northwestern Institute on Complex Systems
Talk Title: Evaluating Elements of Empathic Communication with Experts, Crowds, and Large Language Models
Tingyu "Mark" Zhao, PhD Student, Industrial Engineering and Management Sciences
Talk Title: Noise Filtering in Complex Networks
Sign Up:
Sign up to present at a future Lightning Talk session. NICO Lightning Talks are open to graduate students, postdoctoral fellows, and visiting scholars.
Location:
In person: Chambers Hall, 600 Foster Street, Lower Level
Remote option: https://northwestern.zoom.us/j/95387714084
Passcode: NICO25
About the Speaker Series:
Wednesdays@NICO is a vibrant weekly seminar series focusing broadly on the topics of complex systems, data science and network science. It brings together attendees ranging from graduate students to senior faculty who span all of the schools across Northwestern, from applied math to sociology to biology and every discipline in-between. Please visit: https://bit.ly/WedatNICO for information on future speakers.
Time
Wednesday, May 14, 2025 at 12:00 PM - 1:00 PM
Location
Lower Level, Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)
WED@NICO SEMINAR: Rosemary Braun, Northwestern University "The Scale of Life"
Northwestern Institute on Complex Systems (NICO)
12:00 PM
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Lower Level, Chambers Hall
Details
Speaker:
Rosemary Braun, Associate Professor, Department of Molecular Biosciences, Northwestern University
Title:
The Scale of Life
Abstract:
Living systems exhibit surprising and beautiful self-organization at all scales. At the atomic level, proteins self-assemble into macromolecular complexes. The function of these machines is orchestrated within the cell by regulatory networks, whose activity is in turn dictated by, and coordinated with, the cells environment. This coordination takes place across large spans of space and time: the size and lifetime of organisms as large as the blue whale. Populations and ecosystems of many organisms in turn exhibit remarkable emergent dynamics. Today, advances in single-cell assays enable us to probe the molecular state of every cell in a sample in high-dimensional detail. But is this the correct scale at which to probe living systems? What can we learn from this data, and how can we abstract from the microscopic details to macroscopic phenotypes? In this talk, I will discuss some of our recent work bridging the cell and tissue/organism scales, and discuss some challenges and opportunities for the future.
Speaker Bio:
Rosemary Braun is an Associate Professor of Molecular Biosciences, Applied Mathematics [ESAM], and Physics at Northwestern University. A theoretical physicist by training, she earned her PhD in Physics from the University of Illinois, followed by a Masters in Biostatistics from Johns Hopkins University. She completed her postdoctoral training at the National Cancer Institute (NIH) before joining Northwestern as a faculty member. Today, she works at the intersection of statistics, mathematics, and biology to develop computational tools for analyzing high-dimensional data. In addition to her Northwestern affiliations, she is also Associate Director of the National Institute for Theory and Mathematics in Biology, as well as external faculty of the Santa Fe Institute.
Location:
In person: Chambers Hall, 600 Foster Street, Lower Level
Remote option: https://northwestern.zoom.us/j/97015976754
Passcode: NICO25
About the Speaker Series:
Wednesdays@NICO is a vibrant weekly seminar series focusing broadly on the topics of complex systems, data science and network science. It brings together attendees ranging from graduate students to senior faculty who span all of the schools across Northwestern, from applied math to sociology to biology and every discipline in-between. Please visit: https://bit.ly/WedatNICO for information on future speakers.
Time
Wednesday, May 21, 2025 at 12:00 PM - 1:00 PM
Location
Lower Level, Chambers Hall Map
Contact
Calendar
Northwestern Institute on Complex Systems (NICO)