Hack Session: Marketing Response Modeling – Business Considerations in Model Development Process

Nov 15, 2019


Auditorium 2

70 minutes

Machine Learning

American Express, with its global footprint, has several hundred products catering to different types of customers – individuals, small and large businesses and merchants. They have over 100M Card Members and an ever-growing prospect base. Therefore, one of their biggest challenges is creating solutions to reach customers and prospects with the right product/offer through the right channels. Today, hundreds of response models in production determine their strategy for distributing various offers across channel combinations in different segments and markets. 

As a part of this hack session, the speakers will address the following in the response model development process:

  1. Procuring and curating the appropriate data
  2. Developing the best analytical solution that makes ‘sense’ to our colleagues and also regulators
  3. Implementing the solution, monitoring its performance, and updating the solution based on learnings

Key Takeaways for the Audience

  1. A good grasp of business considerations during the pre and post-model building stages – how optimizing within business constraints is a better approach than generating the “best model”
  2. Hands-on experience of end-to-end model building
  • Ajay Choudhary

    Director, Enterprise Digital and Analytics

    American Express

  • Rudrani Ghosh

    Director, Enterprise Digital and Analytics

    American Express

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