MarTech has implemented “Building a consumer behavioural model with the use of machine learning tools to optimize conversion paths in the e-commerce industry”, a project which is financed from the resources of the Smart Growth Operational Program (POIR) 2014-2020, Measure: 1.1. Enterprise R&D projects, Sub-measure: 1.1.1 Industrial research and development “R&D projects of enterprises”.
Project co-financed by the European Union from the European Regional Development Fund under the Intelligent Development Operational Program. Project implemented as part of the National Center for Research and Development competition: “Fast Track”.
The main goal of the project
The goal of the Project was to create an appliance of machine learning for advanced marketing campaign optimization. A system for automating the management of the conversion path from a user to a client in the area of electronic advertising has been developed.
The project’s outcomes include the improvement and development of algorithms, which have allowed for the automation of work previously performed by domain experts. The essence of the proposed approach was to use a two-level approach that combined machine learning methods with stochastic analysis, enabling the building of explanatory models that were able to react to rare events and effectively make decisions for the whole portfolio of campaigns run in parallel.
Project value: PLN 10,325,700.15
Contribution of European Funds: PLN 8,028,603.44
Implementation period: 01/07/2020 – 28/02/2023