Skip to content

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.

Takeaway

  • 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.