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Schedule 2024

Integrating AI & ML across Marketing

Marina Printz  (Lead Data Scientist, Sr. Director, New York Life)

Location: Room 32A

Date: Wednesday, October 23

Time: 11:00 am - 11:40 am

Pass Type: All Access, Main Conference, Digital

Theme: Data Science

Session Type: Session

Track: AI & Machine Learning

Vault Recording: TBD

Audience Level: Intermediate

AI and ML for Marketing applications is a hot field. My team works hand-in-hand with Marketing across the spectrum of customer engagement starting from ideation to design and approach, and all the way to deployment and model monitoring. In this session I will go in-depth on two specific use-cases of the AI and Marketing partnership: 1. optimizing lead management through traditional data science in conjunction with novel geospatial approaches 2. strategic evaluation of overall impact of Marketing channels on sales considering our company's unique sales distribution.


  • Our AI and ML initiatives support Marketing across the spectrum of marketing activities.
  • We developed a novel methodology of measuring impact of multiple concurrent channels on overall sales, which incorporates traditional Media Mix approaches in combination with the consideration of our unique sales distribution.
  • We use a variety of tools, including geospatial methods, to deliver best-in- class AI and ML products.