Building a Modern Marketing Team with Machine Learning and Databricks

Discover how Rogers, Canada's largest telecommunications company, leverages machine learning to revolutionize its marketing strategies in this 30-minute conference talk. Explore the journey of building a modern marketing data science team using Databricks, as presented by Mateusz Ujma, Senior Director at Rogers Communication. Learn about the migration process from an on-premises Hadoop cluster to a generic marketing data science framework applicable across various organizations and industries. Gain insights into the framework's components, including ETL jobs, model feature scoring for training data, and target store for model validation. Delve into the suite of ML models addressing key areas of marketing data science and understand how to utilize Databricks features to implement each element of the framework. Enhance your knowledge of machine learning applications in marketing, covering acquisition, base management, cross-sell upsell, and churn prevention strategies.