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 Suggestions for creating a marketing department Most challenging problems in marketing The importance of knowing marketing domain knowledge for data scientists Juan’s blog and other learning resources Finding Juan online Links:  Juan's PyData talk on uplift modeling: https://youtube.com/watch?v=VWjsi-5yc3w Juan's website: https://juanitorduz.github.io Introduction to Algorithmic Marketing book: https://algorithmic-marketing.online Preventing churn like a bandit: https://www.youtube.com/watch?v=n1uqeBNUlRM MLOps Zoomcamp: https://github.com/DataTalksClub/mlops-zoomcamp Join DataTalks.Club: https://datatalks.club/slack.html Our events: https://datatalks.club/events.html