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William Yan

Sr. Manager of Data Science, Adobe

Zhenyu (William) Yan is a Sr Manager of Data Science with Adobe, where he leads a team to develop statistical modeling and machine learning algorithms that address challenging business problems in digital marketing. Prior to joining Adobe, William was a Lead Scientist with FICO, where he developed innovative algorithms for a variety of business applications, ranging from direct marketing to credit scoring. William was initially trained as a software engineer and then became a statistician as well as an operations researcher after completing his PhD in Systems Engineering. But now he call himself a data scientist.


Digital Attribution Modeling Using Apache Spark

A digital attribution model determines how credit for online conversion is assigned to media touch points in the conversion path. It helps marketers understand the effectiveness of media touches and often serve as a foundation…