Xi Liang is Data Science Lead at Endeavour Drinks, who has more than 8 years’ experience in data science and software engineering. She built a data science team from scratch at Endeavour Drinks. Prior to joining Endeavour Drink, she worked at McKinsey & Company for 4 years leading advanced analytics projects in Australia, Japan, China and the US. She published more than 10 scientific papers at renowned international journals and conferences, and published 4 US patents.
May 26, 2021 05:00 PM PT
Endeavour Groups Limited, is Australia's largest drinks retailer with over 2000 venues across a wide range of brands. The EGL team has built a personalisation marketing engine using Databricks that performs segmentation of EGLs 4.5 million loyalty members. Personalisation is one of most important strategic investments in EGL and is expected to significantly increase revenue and improve customer experience.
This session will dive into how EGL has been able to develop effective brand campaigns that target the right people, at the right time with the right messages to millions of their loyalty members. EGL utilizes cutting edge reinforcement learning as a paradigm for Personalization Engine based on data. The Engine elegantly links marketing logics, AI and business processes together, and strives to intelligently determine the balance between the discovery and relevancy of email campaigns.