Lingling Xu
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Marketing Data Scientist
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Dr Lingling Xu is an experienced data scientist with a PhD from National University of Singapore (Information Systems & Analytics). In the past 10 years, she was in the public health, consumer goods, and technology industry, where she applied statistics and data science to improve business operations, inform product innovation, and influence company strategy. Currently, Lingling is a data scientist for Business & Marketing at Google. She works with Google’s largest clients to build quantitative models to address the challenges of marketing effectiveness, return on investment and prediction. |
Workshop: Open-sourced Propensity Model Package: From Modeling to Activation
May 25, 2022; 10:15-11:00am, PST
May 25, 2022; 10:15-11:00am, PST
A propensity model attempts to estimate the propensity (probability) of a behavior (e.g., conversion, churn, purchase, etc.) happening during a well-defined time period into the future based on historical data. It is a widely used technique by organizations or marketing teams for providing targeted messages, products or services to customers. This workshop shares an open-sourced package developed by Google, for building an end-to-end Propensity Modeling solution using datasets like GA360, Firebase or CRM and using the propensity predictions to design, activate and measure the impact of a media campaign. The package has enabled companies from e-commerce, retail, gaming, CPG and other industries to make accelerated data-driven marketing decisions.
Workshop: Open-sourced Propensity Model Package: Accelerating Data-Driven Decisions
April 27, 2022; 9:30-10:00am, PST
April 27, 2022; 9:30-10:00am, PST
A propensity model attempts to estimate the propensity (probability) of a behavior (e.g., conversion, churn, purchase, etc.) happening during a well-defined time period into the future based on historical data. It is a widely used technique by organizations or marketing teams for providing targeted messages, products or services to customers. This workshop shares an open-sourced package developed by Google, for building an end-to-end Propensity Modeling solution using datasets like GA360, Firebase or CRM and using the propensity predictions to design, activate and measure the impact of a media campaign. The package has enabled companies from e-commerce, retail, gaming, CPG and other industries to make accelerated data-driven marketing decisions.
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