Tuesday, November 05, 2019
4:00 - 4:15 PM Keynote Room
Lyft takes pride in our mission to improve people’s lives with the world’s best transportation. More than 50 million carbon neutral Lyft rides happen every month across the US and Canada — and we’ve barely scratched the surface in the potential for rideshare.
Improvements in our Marketing & Engagement process is part of our growth. These improvements include launching region-specific marketing & engagement campaigns that increase awareness, and consideration of our multi-modal offerings. The challenge of coordinating these campaigns to scale, however, led us to take on the challenge of automation.
By machine-learning focused automation of routine decisions, we can scale efficiently and create a data-driven self learning system.
In this talk, we will go over how Lyft built its Marketing Automation platform, Symphony, to manage a large-scale marketing budget across various channels, to improve cost and volume efficiency, while enabling our marketing team to run more complex, high-impact experiments.
Digital Operations & Platforms
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