Want to create an interactive transcript for this episode?
Podcast: DataTalks.Club
Episode: Machine Learning in Marketing - Juan Orduz
Description: 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 know...