Narendra Mukherjee
I am a Senior Machine Learning Scientist at Booking.com based at the global headquarters in Amsterdam. My machine learning interests lie primarily in probabilistic/Bayesian modelling and currently I work on applying these ideas to attribution modelling. When not crunching statistics or building ML models, you can find me coasting on one of my bicycles or gazing at landscapes through a train window.
Sessions
Are you a data scientist thinking about the efficacy of digital marketing channels and the link between marketing and a customer’s decision to buy? Or, do you wonder about language models and their application to other sequence modelling tasks? This talk will introduce the field of marketing attribution modelling and show that language/sequence models (like attention-based RNNs) can be modified to function as flexible attribution models. In the course of the talk, we will use our work at Booking.com to illustrate the challenges involved in such re-purposing of language models to attribution, esp. in the evaluation of these models in the absence of “ground truth” signals.