{"id":5098,"date":"2024-02-14T17:11:01","date_gmt":"2024-02-14T17:11:01","guid":{"rendered":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/neil-nanisetty-copy\/"},"modified":"2024-02-14T18:09:28","modified_gmt":"2024-02-14T18:09:28","slug":"maher-lahmar","status":"publish","type":"page","link":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/maher-lahmar\/","title":{"rendered":"Maher Lahmar"},"content":{"rendered":"<!--themify_builder_content-->\n<div id=\"themify_builder_content-5098\" data-postid=\"5098\" class=\"themify_builder_content themify_builder_content-5098 themify_builder tf_clear\">\n                    <div  data-lazy=\"1\" class=\"module_row themify_builder_row dropPadding-bottom tb_hylr252 tb_first tf_w\">\n                        <div class=\"row_inner col_align_top tb_col_count_2 tf_box tf_rel\">\n                        <div  data-lazy=\"1\" class=\"module_column tb-column col4-1 tb_vbie392 first\">\n                    <!-- module image -->\n<div  class=\"module module-image tb_4tlm999 image-top   tf_mw\" data-lazy=\"1\">\n        <div class=\"image-wrap tf_rel tf_mw\">\n            <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Maher_Lahmar.jpg\" class=\"wp-post-image wp-image-5086\" title=\"Maher Lahmar\" alt=\"Maher Lahmar headshot\" srcset=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Maher_Lahmar.jpg 300w, https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Maher_Lahmar-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>    \n        <\/div>\n    <!-- \/image-wrap -->\n    \n        <div class=\"image-content\">\n                    <h3 class=\"image-title\">\n                                    Maher Lahmar                            <\/h3>\n                    <\/div>\n    <!-- \/image-content -->\n        <\/div>\n<!-- \/module image -->        <\/div>\n                    <div  data-lazy=\"1\" class=\"module_column tb-column col4-3 tb_4cyy391 last\">\n                    <!-- module text -->\n<div  class=\"module module-text tb_h0cq603   \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h1>Maher Lahmar<\/h1>\n<h5>Head Data Science at Google<\/h5>    <\/div>\n<\/div>\n<!-- \/module text --><!-- module accordion -->\n<div  class=\"module module-accordion tb_cbpb023 \" data-behavior=\"toggle\" data-lazy=\"1\">\n    \n    <ul class=\"ui module-accordion  glossy tb_default_color\">\n            <li>\n            <div class=\"accordion-title tf_rel\">\n                <a href=\"#acc-cbpb023-0\" class=\"tb_title_accordion\" aria-controls=\"acc-cbpb023-0-content\" aria-expanded=\"false\">\n                    <i class=\"accordion-icon\"><svg  class=\"tf_fa tf-ti-plus\" aria-hidden=\"true\"><use href=\"#tf-ti-plus\"><\/use><\/svg><\/i>                    <i class=\"accordion-active-icon tf_hide\"><svg  class=\"tf_fa tf-ti-minus\" aria-hidden=\"true\"><use href=\"#tf-ti-minus\"><\/use><\/svg><\/i>                    <span class=\"accordion-title-wrap\">Bio<\/span>                <\/a>\n            <\/div><!-- .accordion-title -->\n            <div id=\"acc-cbpb023-0-content\" data-id=\"acc-cbpb023-0\" aria-hidden=\"true\" class=\"accordion-content tf_hide tf_clearfix\">\n                                    <div class=\"tb_text_wrap\">\n                        <p>Maher is a senior analytics leader who is passionate about leveraging data, science and technology to enable humans and machines to make intelligent and effective decisions that drive business impact. Maher&#8217;s career spans more than 15 years at the intersection of Technology and Commerce where he led the development and deployment of scalable science capabilities at complex organizations such as IBM, Target, and Walmart. He is actively consulting for several seed A and B startups. He is currently the Head of Data Science at Google Ads business where he led different geographically distributed teams that aim at improving the effectiveness and efficiency of sellers and marketers. He also served as faculty at the University of Minnesota and University of Houston. Maher chaired the 2017 Informs Business Analytics Conference and acted as a research consultant to the TxDOT. Maher holds a Ph.D. in Industrial and Systems Engineering from the University of Minnesota and an MS and BS in Industrial Engineering from Bilkent University, Turkey.<\/p>                    <\/div>\n                            <\/div><!-- .accordion-content -->\n        <\/li>\n        <\/ul>\n\n<\/div><!-- \/module accordion -->        <\/div>\n                        <\/div>\n        <\/div>\n                        <div  data-css_id=\"248i002\" data-lazy=\"1\" class=\"module_row themify_builder_row fullwidth_row_container tb_248i002 tf_w\">\n                        <div class=\"row_inner col_align_top tb_col_count_1 tf_box tf_rel\">\n                        <div  data-lazy=\"1\" class=\"module_column tb-column col-full tb_bmyl609 first\">\n                    <!-- module text -->\n<div  class=\"module module-text tb_1jbw664 track  \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h6>Track: Business Administration<\/h6>    <\/div>\n<\/div>\n<!-- \/module text --><!-- module text -->\n<div  class=\"module module-text tb_fh6l600   \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h2>\u201cWhat You Can Not Measure, You Can Not Improve\u201d Testing and Measurement at Google Ads Business<\/h2>\n<p>Google ads business organization plays a critical role in helping advertisers achieve their marketing objectives. Sellers and marketers interact with advertisers to offer services that vary from early onboarding, to sales and support. Understanding the value added (effect) of these interactions (treatments) is important to optimize strategic decisions and run effective sales operations at scale. In this presentation, we describe the business context and the key strategic and operational decisions that are driven by scientific testing and measurement. We then describe our journey towards building a scalable, universal testing and measurement platform. This platform is evolving towards enabling the ingestion and management of data, and application of a variety of causal inference and machine learning models to allow recurrent measurement and ad-hoc experimentation. Finally, we outline some of the business and technical challenges we face in designing a scalable, rigorous solution, and our approach to operationalizing these capabilities, and influencing decision makers. We conclude with future enhancement directions for the platform.<\/p>    <\/div>\n<\/div>\n<!-- \/module text -->        <\/div>\n                        <\/div>\n        <\/div>\n        <\/div>\n<!--\/themify_builder_content-->","protected":false},"excerpt":{"rendered":"<p>Maher Lahmar Head Data Science at Google<\/p>\n","protected":false},"author":1001094,"featured_media":0,"parent":712,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"class_list":["post-5098","page","type-page","status-publish","hentry","has-post-title","has-post-date","has-post-category","has-post-tag","has-post-comment","has-post-author",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maher Lahmar - 2024 INFORMS Analytics Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/maher-lahmar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maher Lahmar\" \/>\n<meta property=\"og:description\" content=\"Maher Lahmar Head Data Science at Google\" \/>\n<meta property=\"og:url\" content=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/maher-lahmar\/\" \/>\n<meta property=\"og:site_name\" content=\"2024 INFORMS Analytics Conference\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/INFORMSpage\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-14T18:09:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2023\/11\/analytics-2024-logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"414\" \/>\n\t<meta property=\"og:image:height\" content=\"414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@2023_Analytics\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/maher-lahmar\/\",\"url\":\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/maher-lahmar\/\",\"name\":\"Maher Lahmar - 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Maher's career spans more than 15 years at the intersection of Technology and Commerce where he led the development and deployment of scalable science capabilities at complex organizations such as IBM, Target, and Walmart. He is actively consulting for several seed A and B startups. He is currently the Head of Data Science at Google Ads business where he led different geographically distributed teams that aim at improving the effectiveness and efficiency of sellers and marketers. He also served as faculty at the University of Minnesota and University of Houston. Maher chaired the 2017 Informs Business Analytics Conference and acted as a research consultant to the TxDOT. Maher holds a Ph.D. in Industrial and Systems Engineering from the University of Minnesota and an MS and BS in Industrial Engineering from Bilkent University, Turkey.<\/p><\/li><\/ul>\n<h6>Track: Business Administration<\/h6>\n<h2>\u201cWhat You Can Not Measure, You Can Not Improve\u201d Testing and Measurement at Google Ads Business<\/h2> <p>Google ads business organization plays a critical role in helping advertisers achieve their marketing objectives. Sellers and marketers interact with advertisers to offer services that vary from early onboarding, to sales and support. Understanding the value added (effect) of these interactions (treatments) is important to optimize strategic decisions and run effective sales operations at scale. In this presentation, we describe the business context and the key strategic and operational decisions that are driven by scientific testing and measurement. We then describe our journey towards building a scalable, universal testing and measurement platform. This platform is evolving towards enabling the ingestion and management of data, and application of a variety of causal inference and machine learning models to allow recurrent measurement and ad-hoc experimentation. Finally, we outline some of the business and technical challenges we face in designing a scalable, rigorous solution, and our approach to operationalizing these capabilities, and influencing decision makers. We conclude with future enhancement directions for the platform.<\/p>","_links":{"self":[{"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/pages\/5098","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/users\/1001094"}],"replies":[{"embeddable":true,"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/comments?post=5098"}],"version-history":[{"count":7,"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/pages\/5098\/revisions"}],"predecessor-version":[{"id":5107,"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/pages\/5098\/revisions\/5107"}],"up":[{"embeddable":true,"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/pages\/712"}],"wp:attachment":[{"href":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/wp-json\/wp\/v2\/media?parent=5098"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}