AI Application to CRM – Providing Better Marketing Experience and Improving Campaign Effectiveness

The "MERCARI GEARS Lecture Series" is a video series for engineers that introduces the direction that Mercari Inc. and other companies in the Mercari Group are heading and the technical challenges they will tackle in the future.

In this edition of MERCARI GEARS, Mercari's Customer Relationship Management (CRM) ML team* introduces how machine learning and causal inference can be used to provide a better marketing experience and improve campaign effectiveness.

*Now renamed the Marketing Data Science team

Optimizing Marketing Campaigns using Artificial Intelligence [AI@Mercari #1]

The efficiency of Mercari's coupon distribution was greatly improved by incorporating machine learning models into the segmentation definition of coupon distribution. Mercari's AI team is putting AI into practice to create a better customer experience.

Author

ML Engineer

Jie Yang

Causal Inference
Computer Vision
Marketing Strategy

Jie joined Mercari as a ML Engineer in 2019. Her work is to support marketing strategies by Machine Learning to meet customer satisfaction and make marketing efforts efficient. Currently she is working on optimizing coupon distribution strategies by applying uplift modeling. Her research domain was computer vision at her master stage and she published papers on CVPR and ICCV. Check out her google scholar page here.

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