Marketing experimentation is perhaps the most frequently discussed domain for retail, but it is important to get the basics right before investing in more advanced applications. This session focusses on the foundations of algorithmic marketing - what needs to be understood and what must be in place to understand and influence what happens.

Specific topics include:

• Good versus bad customer segmentation practices

• The use of specific models for the timing of outreach to (repeat) customers

• Best practices for setting up experiments, and ways in which we can trick ourselves