Applying AI & Machine Learning to
Media & Advertising
June 8, 2023
Suri Chen
Principal Data Scientist at PepsiCo
Suri is an experienced Data Scientist and Applied Scientist with over four years of experience in the consumer goods and eCommerce sector. She is dedicated to providing data-driven solutions by leveraging her expertise in machine learning, statistical modeling, and optimization techniques to address real-world challenges. Suri has successfully led multiple machine learning projects, including MMM, consumer clustering, and supply chain forecasting and optimization, enabling internal stakeholders to improve operational efficiencies.
WATCH LIVE: JUNE 8 @ 4:20PM – 4:50PM ET
Unraveling Media Impact – Bayesian and Frequentist Approaches to Media Mix Modeling
Understanding media impact remains a perennial quest for marketers. This talk dives deeper into the practical side of Media Mix Modeling (MMM), with a special focus on comparing Bayesian and Frequentist regression methods from a data scientist’s lens. We’ll explore the nuances, challenges, and strengths of each methodology in the context of MMM through a case study. Concluding with reflections and recommendations, this talk will empower marketers and data scientists to leverage diverse MMM techniques for informed decision-making and effective resource allocation.