Introduction Uplift models predict the incremental effect of a treatment on the outcome of an individual. In other words, they answer the causal question of how an individual’s behavior will change if we give him/her a specific treatment. At Wayfair, we build uplift models to inform us of whom to……
Experimentation plays a central role in understanding the business impact of data science strategies and solutions. A few weeks ago, Wayfair Data Science Manager Jerry Chen shared one way Wayfair has improved the experimentation process by building a unified test design and measurement platform (Gemini) for our marketing AB tests……
At Wayfair, data scientists help optimize our marketing channel performance by rapidly and iteratively developing machine learning algorithms and data-driven strategies. When it comes to measuring model efficacy, AB testing plays a central role and serves as a gold standard in strategic decision making within marketing. Due to the natural……
An introduction by way of some marketing prose. Cutting edge intelligent systems. Big data at scale. World class ad tech to drive phenomenal growth in a multi-billion dollar business. Real-time tracking and personalization to engage millions of shoppers daily: Ad Tech & Customer Intelligence Engineering @ Wayfair. Meet the two…
Uplift models seek to predict the incremental value attained in response to a treatment. For example, if we want to know the value of showing an advertisement to someone, typical response models will only tell us that a person is likely to purchase after being given an advertisement, though……
TV advertising offers unique advantages over more transactional forms of online marketing. It gives advertisers the chance to garner consumer attention over an extended period of time, and allows advertisers to tell stories and project values that will stick in the public’s mind. As a household brand and the destination to shop……
In April, I attended the Data Science Research Symposium at University of Massachusetts Amherst and gave a short talk highlighting Wayfair’s marketing data science projects. The full video and slides are below, but here’s an overview. Goals of marketing data science at Wayfair As the largest online retailer of……
At Wayfair, the data science teams collaborate with other partner teams to translate business problems into analytical frameworks, leverage data and machine learning to make robust predictions and recommendations, and build engineering architecture to scale up machine learning solutions. In a recent machine learning seminar at Northeastern University in Boston,……
As data scientists, we face a variety of problem types. One of our critical challenges is identifying the proper methodological approach to solve each problem. By doing this, we avoid force-fitting the wrong tool to solve a problem, and we avoid having to reformulate a question to fit a specific……
In this first blog post focused on marketing attribution & measurement, we share insights on how Wayfair has leveraged a unique combination of geographic splitting and optimization techniques to measure the performance of our various marketing channels Key article takeaways: Geographic splitting is a convenient and generally applicable tool……
