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PyConES 2019 Alicante
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Sunday, October 6 • 11:10 - 11:30
PyRescue… How we used A/B testing to make advertising precise in Nigeria

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Having a team of two interrogators who adopt different strategies to a subject matter is a good cop/bad cop approach to solving some criminal cases. Here, our case is not criminal. We want to solve the problem of selling products to people bearing in mind that the users choice is subjective.

There has been a major disruption in how advertising is being done recently. The typical radio jingle, newspaper adverts and television commercials are gradually becoming redundant. Brands want their products displayed on webpages, mobile applications and other intelligent platforms. This diversion from the more conventional forms of marketing has led to major successes in sales as well as brand loyalty and recognition. On the other hand, users get spammed and sometimes even irritated by the volume of display advertisements exposed to them.

What then is the solution? Users would be more interested in products (good or bad) if they met their needs. In this talk, we would run a simple A/B test where different variations of products are tested and extremely small improvements are being estimated. We would also take it a step further by discussing the basics of a click prediction engine and lookalike modeling.


Sunday October 6, 2019 11:10 - 11:30 CEST
Sala PSF
  Sala PSF