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Using AI in Marketing Analytics and Predictive Modeling

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Magnimind Academy

830 Stewart Dr, #182

Sunnyvale, CA 94085

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

About this Event

When it comes to moving people and making deliveries, few companies are more widely spread and more widely recognized than Uber. Uber is part of the logistics fabric of more than 700 cities around the world, and whether it's a ride, a sandwich, or a package, they use technology to give people what they want, when they want it.

Uber spends hundreds of millions of dollars in acquisition and retention and we are constantly optimizing the allocation of these budgets and performing experimentation.

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

Agenda:

5:50 pm - 6:00 pm Arrival and socializing

6:00 pm - 6:10 pm Opening words

6:10 pm - 7:10 pm Mario Vinasco, "Using AI in Marketing Analytics and Predictive Modeling"

7:10 pm - 7:30 pm Q&A

About Mario Vinasco:

Mario Vinasco has over 15 years of progressive experience in data driven analytics with emphasis in database programming and machine learning creatively applied to eCommerce, advertising, customer acquisition/retention and marketing investment. Mario specializes in developing and applying leading edge business analytics to complex business problems using big data and predictive modeling platforms.

Mario holds a Masters in engineering economics from Stanford University and currently manages a team of data science at Uber Technologies responsible for customer management, retention and prediction. The team conducts advanced segmentation of customers by propensity to act, churn, open email and set up sophisticated experiments to test and validate hypothesis.

Until recently, Mario worked for Facebook as data scientist in the consumer marketing group; in this role he was responsible for improving the effectiveness of Facebook’s own consumer-facing campaigns. Key projects included ad-effectiveness measurement of Facebook’s brand marketing activities, and product campaigns for key product priorities using advanced experimentation techniques.

Prior roles included VP of business intelligence in digital textbook startup, people analytics manager at Google and eCommerce Sr manager at Symantec.

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Magnimind Academy

830 Stewart Dr, #182

Sunnyvale, CA 94085

View Map

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