Using Machine Learning to Target Households in Large Scale Direct Marketing

Finding the right audience is the core marketing puzzle of all e-commerce businesses. While in the past this was mostly achieved using coarse segmentation and personas the broad availability of data makes nowadays possible to learn individual consumer preferences by training large scale machine learning models which can combine knowledge from thousands of dimensions and measurements. HelloFresh is the largest meal kit delivery service worldwide; in this talk, we will review how we use machine learning (gradient boosting machines) to acquire millions of customers every year and describe our large scale model training and scoring infrastructure.