Winston Li
Founder @ Arima
Toronto, Canada
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Winston is the founder of Arima, a Canadian based startup working on synthetic consumer data. Our flagship product, the Synthetic Society, is a privacy-by-design, individual level database that mirrors the real society. Built using trusted sources like census, market research, mobility and purchase patterns, it contains 50,000+ attributes for 40+335 million individuals across Canada & US and enables advanced modelling at the most granular level.
Aside from Arima, Winston is an avid researcher in data mining, where he publishes in outlier detection and synthetic data generation. Winston is the co-creator of PyOD, one of the most widely used open-source Python toolbox for data mining.
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Dynamic Huff's Gravity Model with Covariates for Site Visitation Prediction
Huff's Gravity Model is a widely used statistical analysis for predicting the probability of a consumer visiting a location, as a function of distance, attractiveness, and the available alternatives. First formulated by David Huff in 1963, it has been widely used in marketing, economics, retail research and urban planning.
In this presentation, we introduce Dynamic Huff's Gravity Model with Covariates, a technical enhancement to the traditional gravity model where additional covariates like mobility and population behavioural data are included to further increase model accuracy and explanability. We cover the model formulation, examples of additional datasets that can be included, and a case study with a Canadian retailer to demonstrate how the model can provide business value.
Winston Li
Founder @ Arima
Toronto, Canada
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