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Activity Number:
445 - Section on Statistical Learning and Data Science A.M. Roundtable Discussion (Added Fee)
Type: Roundtables
Date/Time: Wednesday, August 1, 2018 : 7:00 AM to 8:15 AM
Sponsor: Section on Statistical Learning and Data Science
Abstract #327066
Title: Data Science in Marketing Research
Author(s): Chen Teel*
Companies: Electronic Arts
Keywords: data science; marketing reserach; statistical learning; recommendation; lift time value; budget allocation

Marketing Data Scientist are tasked with producing predictive insights based on machine learning modeling and developing user-facing data products. Examples of responsibilities are: developing a media attribution model, which aid us in optimizing media allocation and understanding customers journey; building recommendation engines, which ensure a live and customized experience to every customer; predicting life time value, which measures individual level engagement and shapes acquisition strategies; segmenting customers motivations, which supports sales teams' efforts in market sizing and creating messaging for targeting audiences. As a data scientist, our role is based in acquisition, evolution, engagement, monetization and retention of or customers. Together our technical capabilities and communication skills help improve marketing effectiveness.

Authors who are presenting talks have a * after their name.

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