Presented at DataFest Tbilisi 2019:
At Emarsys their goal is to make marketing communication truly personal. A significant part of this is sending messages at the right time. They developed a machine learning algorithm resulting in increased user engagement and shorter times between sending and reading messages. In this talk Ildiko will highlight the most important milestones of this journey: what a successful machine learning project looks like from the birth of a new idea through implementation to measuring results. She will show how her team proved the significance of sending times with a simulation based on past data to avoid costly experiments, how they prototyped several algorithms and what they learned from piloting with a few clients before releasing to all of them.