The Intuition Behind Machine Learning in Marketing

Описание: Presented by Mario Vinasco, Director BI and Analytics at Credit Sesame

Since 2013, important breakthroughs and advances in technology have made possible to run sophisticated predictive models capable of classifying images, text, sound and are now pervasive in many applications such as self-driving cars, chat bots, translation, among other fields. Marketing has not been an exception to use these new technologies collectively known as Machine Learning (ML); a sub-field of Artificial Intelligence (AI). This talk presents the key insights that make AI/ML useful for marketing and demystifies the core technology and illustrates case studies where my team applied the technology. We use AI in creative ways to:

– Improve the signal on A|B experiments and have better reads and insights

– Advanced segmentation of customers by propensity to act, churn, open an email

– Cross sell predictions

– Models of resurrection and reactivation

– Natural Language to provide insights on content

– Loyalty programs In this talk, I will discuss how predictive models are used across these areas

– How to think and interpret predictive models

– What metrics we use to evaluate these models

– The tools and technologies we use

– Specific case studies in optimization, channel attribution