Using machine learning to optimize marketing ROI at Honest Company

The Honest Company is one of the leading national e-commerce brands, focused on promoting healthy and happy lives. One core challenge we face is measuring ROI across the numerous marketing acquisition channels and in turn, optimizing our budget allocation. Luckily, we have large amounts of data, both structured and unstructured, which is used to learn patterns and insights about how we acquire new customers. We leverage this data to build machine learning models for smart customer segmentation, which helps the acquisition team derive maximum ROI out of every dollar spent. In this talk, we will touch on some of our machine learning approaches and how we leverage data to predict attributes like customer lifetime value and customer churn rates, which are then used to optimize spend allocation.