Using AI to Optimize Marketing across Multiple Platforms

A key aspect behind the success of KAYAK lies in the way we do marketing. Today, our company portfolio consists of 6 brands operating in 60 countries around the world, and successful marketing strategies are vital to ensure further global expansion. To aid our strategic decisions, we apply a range of advanced analytics tools to measure and compare the performance of different marketing activities. One challenging problem in particular is to ensure that we provide a fair comparison between offline (TV) and online marketing (Facebook, YouTube, etc.) for use in high level budget allocation. To resolve this problem, we developed a customized machine learning framework that measures the individual contribution of each of our activities and uses the evaluation to recommend an optimal media mix.