A0545
Title: Adaptive experimentation in paid marketing
Authors: Tilman Drerup - Instacart (United States) [presenting]
Abstract: E-commerce companies spend vast sums to acquire customers through paid marketing. The effective deployment of the associated marketing budgets requires an understanding of the efficiency of different marketing channels, creating an inherent trade-off between exploitation and exploration. Adaptive methods enable companies to efficiently navigate this trade-off, balancing optimization and learning.
