Applying AI & Machine Learning to
Media & Advertising
June 8, 2023
Di Wu
VP of Data Science at Jellyfish
As VP of data science, Di leads the global data science capability at Jellyfish. She has extensive expertise in data science with in-depth knowledge of digital marketing, AdTech, and MarTech solutions.
She has worked for the past 15 years across agency and client side for some of the world’s most recognizable brands including: Unilever, Samsung, L’OREAL, and Discover with a passion for driving business outcome with data, machine learning, and automation.
WATCH LIVE: JUNE 8 @ 10:15AM – 10:45AM ET
How Jellyfish Uses Experiment to Measure Media Incrementality
Media optimization is a key priority for advertisers, prompting critical questions such as how to maximize the value of media investments and accurately measure media performance. In this presentation, we will explore the measurement framework in detail, delve into specific methodologies like Media Mix Modeling (MMM) and experimentation, and examine modeling techniques such as regression and time-series analysis. Additionally, we will showcase a client use case that demonstrates a scientific approach to measuring incremental return on investment (ROI).