Ankit Gupta
Ankit Gupta
Senior Data Scientist at Nike
Ankit is a Sr. Data Scientist with Nike where he uses his data science skills to inform content planning decisions. He has 7+ years of experience in data science and statistical modeling powering consumer products and business insights. He feels thrilled to see the impact that data science brings to the business in the current state of the retail world and other businesses. His professional experience spreads across various domains including Content Planning, Personalized Communication, Media Measurement and Finance. He resides in Portland, Oregon with his wife.
Track: Marketing
Data Foundation for Personalized Email Communication
Personalized communication is a method of communication with customers to help them build trust with a brand. Examples of this include targeted emails, in-app notifications, text messages, etc. In this presentation, we will discuss data science techniques for Personalized Communication for retail businesses like Target, Macy’s and Amazon. We will share the industry standard KPIs (Open Rate, CTR) for Personalized Communication and their possible shortcomings. We will also discuss the novel methods and algorithms to improve the existing KPIs and implement new personalization strategies. We will deep dive into how we can optimize email communication based on business strategies using constrained optimization techniques like minimum-cost flow algorithm.
