90mi n Ca s e S t udy The goal : i nc r eas e monet i z at i on wi t h t he hel p of behavi or al anal yt i c s 90mi n as pi r es t o be as dat a- dr i v en as pos s i bl e i n or der t o opt i mi z e monet i z at i on. I t want ed t o i nc r eas e i nt er nal t r ans par enc y about t he bal anc e bet ween money s pent on us er ac qui s i t i on, or t r af f i c , v s . r ev enues gener at ed t hr ough ad s al es . 90mi n needed a c l ear br eak down of t he r ev enue eac h adv er t i s i ng af f i l i at e c ont r i but ed, due t o a l ac k of c l ear i ns i ght s about whi c h af f i l i at e br ought v al uabl e t r af f i c i n t er ms of bot h qual i t y and quant i t and quant i t y . The c hal l enge i nv ol v ed i n uni f y i ng di v er s i f i ed dat a s our c es wi t h t he

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