Rudrani Ghosh
Director
American Express
location_on India
Member since 4 years
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Rudrani Ghosh
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Rudrani Ghosh is a Director in the Customer Data Science, Analytics & Platform team for American Express. Her team works on building machine learning models for merchant recommendations and offers. Prior to this role, she worked with companies such as HSBC, Dunnhumby, Chubb Insurance and Fractal in various modeling and machine learning application roles. Rudrani has spent over five years with American Express. She earned her Masters Degree from JNU and Bachelors from Presidency College, Kolkata in Economics.
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Marketing Response Modeling – Business considerations in model development process
60 Mins
Workshop
Beginner
American Express, with its global footprint, has several hundred products catering to different types of customers – individuals, small and large businesses and merchants. We have over 100M Card Members and an ever-growing prospect base. Therefore, one of our biggest challenges is creating solutions to reach customers and prospects with the right product/offer through the right channels. Today, hundreds of response models in production determine our strategy for distributing various offers across channel combinations in different segments and markets.
As a part of the workshop, we will address the following in the response model development process:
- Procuring and curating the appropriate data
- Developing the best analytical solution that makes 'sense' to our colleagues and also regulators
Implementing the solution, monitoring its performance, and updating the solution based on learnings
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