Hanxi Bao

Hanxi Bao

Data Science Director
NBCUniversal Media LLC

Bio

Hanxi Bao is a data science director at NBCUniversal Media LLC within the Advertising Platform and Operations team. At NBCUniversal, he led data science projects in digital media audience measurements and modeling, media planning optimizations, and data clean room integrations. His team focuses on delivering media performance insights to major clients of the NBCU media portfolio. Hanxi has extensive research experience in optimization algorithms and his interests lie in the business applications of OR techniques in the Media, Advertising and Entertainment industry. Hanxi holds a Ph.D. in Biological Engineering, a MS in Industrial Engineering and a MS in Chemical Engineering from University of Florida.

Media Measurements and Cross-Platform Media Planning Optimization

The global advertising market has seen strong growth in the past years. Innovations in the media and advertising industry provided many more ways of allocating advertising budgets for advertisers. Media measurements help advertisers to quantify the performance of their media campaigns, and it helps advertisers to make the optimized decisions in media planning. Measurement frameworks at NBCUniversal deliver insights and outcome-based measurement solutions across the entire marketing funnel, from awareness to conversion. This presentation focuses on introducing optimization techniques in the media and advertising industry to OR partitioners. First, an overview of the advertising market is provided. Then we introduce a standardized measurement operating procedure to find the correlation between media spends and sales. A media planning optimization method is then introduced to find the optimal media mix to drive target outcomes.

Data Science DirectorNBCUniversal Media LLC

Media Measurements and Cross-Platform Media Planning Optimization

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Data Science Director
NBCUniversal Media LLC