Applying AI & Machine Learning to
Media & Advertising
June 8, 2023
Ruixin Zheng
Lead Marketing Analyst at DirecTV
Ruixin Zheng is a Lead Marketing Analyst at DirecTV and has 7 years of experience in managing the customers’ data and building the machine learning pipeline to solve business problems. She loves exploring different ways to find the best solution and design the strategies. She is passionate about the data, insights and challenges.
WATCH LIVE: JUNE 8 @ 10:50AM – 11:20AM ET
ML in Marketing Retention
The talk will introduce how ML helps the business to customize the marketing retention strategies for each customer. Every time when customers call in to talk about the price, the agents need to know how to deal with them. The companies design the different types of the offer to treat the customers based on the customers’ margin and their probabilities of disconnecting or taking the treatment. ML models can help decide the offer amount, which is beneficial to reduce the churn rate and in the meanwhile save the money.