Sunando Das

Machine Learning Enabling the Anatomy of Retail Media Measurement and Optimisation

Forrester has predicted that the retail media market will more than double in the next four years to a $100bn+ market. However, the world federation of advertisers found (2021 report) that measurement in this space was one of the key capability gaps in marketing. Machine Learning (ML) has a significant role to play to close this capability gap. This presentation will outline how different ML techniques (such as ensemble models, and deep learning neural networks) can help solve the measurement and optimisation challenges of driving short-term and long-term returns on investments in retail media spend as well as improving the basis of activation.

Sunando Das leads the Predictive Marketing and Shopping Analytics global centre of excellence in the Consumer and Market Insight team at Unilever. As part of his role, Sunando works with a team of data scientists, data engineers, econometricians, insights specialists and a network of specialist agency partners to create data science/ advanced analytics solutions, deploy scalable global programs across markets and drive business outcomes with stakeholders across functions. An accomplished speaker and thought leader, Sunando regularly publishes/ presents in platforms such as AI Summit, CIOapplications, Ad:Tech, AdMap, ARF Re:Think, Campaign, ESOMAR, Global Service Quality, Journal of Brand Management, i-Media. His work on AI algorithms for personalization strategies won the Research-Live Innovation of the year 2015 award, use of machine learning to uncover innovation platforms won MRS 2016 award for impactful insights. Sunando is a veteran data science practitioner with two decades of experience across strategic insights, adtech/ martech and consulting. Sunando is an MBA graduate with B.S. in Statistics. He has Data Science IoT certificate from the University of Oxford.

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