AI For Growth: Improving Marketing Attribution
I did this interview as part of the Top Bots AI For Growth Series with Mariya Yao. From the website:
As part of our AI For Growth executive education series, we interview top executives at leading global companies who have successfully applied AI to grow their enterprises. Today, we sit down with Max Sklar, Head of Machine Learning Attribution at Foursquare.
User attribution, especially between offline and online worlds, is a persistent challenge for marketers. Using novel machine learning techniques on top of Foursquare’s incredible data trove of consumers’ physical behavior, Max enables enterprise customers to identify when online campaigns have driven offline revenue and convert real-world foot traffic into long-term digital customers and social media fans.
In this interview, you’ll learn:
Current challenges and machine learning solutions to attribution in digital marketing
Why becoming more comfortable with probabilistic thinking is a good quality for business and technology leaders to have
Why logistic regression is still a great idea
Episode 13 with Mariya Yao, the host on this AI for Growth series