Jose Luis Lopez Pino: Lessons learned from applying PyData to our marketing organization





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Published on May 30, 2015

For all e-commerce sites, marketing is a big part of the business and marketing efficiency and effectiveness are critical to their success. Companies must make many data-driven decisions in order to reach customers that their competitors don’t, maximize the revenue of each click, decide wisely what are the costs to cut, enter new markets, etc.GetYourGuide has been working for more than two years on building a marketing intelligence that allows us growing our marketing efforts in the travel market without building a huge team or buying extremely expensive tools.All the decisions are supported by a dedicated system that runs on the PyData stack that allows marketers to extract valuable insights from data and performs critical marketing tasks: keyword mining, campaign automation, predictive modeling, omni-channel marketing data integration, customer segmentation, pattern mining from click data, etc.As a result of this, we were able to scale up 3 times our marketing efforts, launch campaigns in 13 markets and automate 75% of our work only in the last 8 months. But this is not the end of our journey, GetYourGuide is building a Data Science team to understand travelers needs and wants and make our Customers' trips amazing.

Jose Luis Lopez Pino

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