Optimising the spending allocation on Adwords at BlaBlaCar
At BlaBlaCar, we manage a carpooling marketplace and sell bus tickets to millions of people across the world. Amidst a very competitive environment, marketing efficiency is of paramount importance. In this talk, I will detail how we optimise our spending allocation among different paid accounts of Adwords. Google provides convenient tools such as the automatic bidding through target CPA. However, we found out that it is very useful for the marketing operation team to have a view of spending on each account to take data-driven decisions and improve their performances with minimal recurrent work. I will present the stakes of this project, as well as the math behind it.
Hugo is a Data Scientist with Mixed-integer optimisation background. He has an Engineering degree from École polytechnique (France) and an MSc by research from École Polytechnique de Montréal, where he has studied the optimisation of assortment for retail using choice models. Hugo currently works for the carpooling company BlaBlaCar as a Marketing Data Scientist. Interested in entrepreneurship, he has participated in the launching of the commute-carpooling service BlaBlaLines which is providing an alternative to public transport in rural areas.