Machine Learning in Marketing - Juan Orduz

We talked about:

• Juan’s background


• Typical problems in marketing that are solved with ML


• Attribution model


• Media Mix Model – detecting uplift and channel saturation


• Changes to privacy regulations and its effect on user tracking


• User retention and churn prevention


• A/B testing to detect uplift


• Statistical approach vs machine learning (setting a benchmark)


• Does retraining MMM models often improve efficiency?


• Attribution model baselines


• Choosing a decay rate for channels (Bayesian linear regression)


• Learning resource suggestions


• Bayesian approach vs Frequentist approach …

learning machine machine learning marketing