Mr. Kasi Rajeev Oduri
Achieving Marketing Automation & Optimization through AI and Data Science
Abstract:
AI and Data Science technologies are revolutionizing almost all industries. Marketing is no exception. This presentation focuses on how AI and data science can help optimize as well as automate marketing operations to drive overall effectiveness measured through return on marketing investments. We will start with showcasing some best practices in collecting clean marketing data, analyzing historical performance, predictive modeling, and finally automating the core marketing automation engine using optimization techniques. Then, we will get into a real world use case where a B2C enterprise wants to both optimize and automate their marketing strategy by identifying what’s the right offer, marketing channel, timing and frequency of interactions for their customers to drive top-line sales growth. We will illustrate how this business problem can be solved using appropriate AI and Data Science techniques. Also, we will discuss a general AI framework to solve similar problems in marketing and business using the latest technologies available. Finally, we will show how you can set up statistical experiments to validate if these AI strategies are truly driving impact.