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Machine Learning & Data – Teem Insights with Mohamed Toure

Teem Insights is a way for key stakeholders at Teemo to share their feedback and insights with the rest of the world. 

The Learning Curve

Richard

I’m here with Mohamed, a data analyst intern at Teemo for Teemo insights. Muhammad, how are you doing?

 

Mohamed

I’m fine, thanks. How about you?

 

Richard

Doing very well. Thank you. So I’d love to know about your experience and your schooling and what things you’ve learned before coming to Teemo. Can you tell me a little bit about that?

 

Mohamed

Thank you for your question. I completed my diploma in Economics and Statistics prior to joining Teemo. And I recently started a Masters in Analytics and Corporate Finance. But I also have some previous experience as a research analyst and then some in the consulting world. But it was for a short time, just a few months.

 

Richard

Understood. Very cool. So when did you start working at Teemo?

 

Mohamed

Just four months ago, in April of this year.

 

Richard

Okay. And since you’ve been working at Teemo, what have you learned? What significant things have you learned so far?

 

Mohamed

When I joined, I didn’t know much about the industry. What I wanted to discover and research a lot about the company and the industry. I’ve since learned many things about the ad industry, the technology they use, and the metrics they use to evaluate and assess campaigns effectiveness. And I have improved my SQL skills. When I first started at Teemo, it had been a long time since I worked in SQL. So now, I’m working with Ariane and CAD to learn.

 

Richard

Very cool. So you’re using a lot of SQL. Are you using any other coding languages or software tools?

 

Mohamed

Yeah, of course. Apart from SQL, sometimes I perform some statistical analysis. 

 

AI & Machine Learning Are the Future

There is a growing digitization of our daily lives. So people are more connected to more devices. We have a lot of more data that allows us to test and improve our algorithms. But it also leaves room for machine learning and AI to get more involved.

Richard

So you’re, you’re a young guy learning a lot about the ad tech industry. What do you foresee for the future of advertising or location based advertising? 

 

Mohamed

From what I’ve learned here I think that in the coming years, things are gonna be more competitive. And we will see a lot of improvement in terms of analytics and machine learning algorithms. 

And we have also some constraints ahead. Okay. GDPR made things more challenging, for example. So it will force companies to invest more in analytics in order to cope with new guidelines.

 

Richard

Well, you mentioned machine learning. Do you think that artificial intelligence and machine learning will play an important role in the future of performance marketing?

 

Mohamed

Oh, of course. Both have started to impact other industries significantly. There is a growing digitization of our daily lives. So people are more connected to more devices. We have a lot of more data that allows us to test and improve our algorithms. But it also leaves room for machine learning and AI to get more involved.

 

Richard

So I know that you’re doing a lot of data analysis every day and with every process there might be hurdles or problems. Can you talk me through a few of the issues that you find commonly?

 

Mohamed

One of the most difficult areas is doing incrementality analysis. Because it holds so much weight in what we do, it’s important to get it exactly right every time. Imagine what would happen if a campaign was not logging incremental visits for any given device. There’s always the possibility of using machine learning to evaluate the situation. That does help.

 

Other times there isn’t enough data to run a complete analysis. And we have to rely on proxies to complete the process.

 

Richard

So what role does data play when selling the Teemo product? How important is data to making the deal?

 

Mohamed

In my opinion, data plays an essential role in every business, especially in the digital world. Our industry relies on data and proper measurement to prove the efficacy of any campaign. 

 

The Role of Data

Richard

Cool. I agree. So you said data plays a central role and I know that Teemo has a lot data analysts on the team. Can you tell me, what do you think, from a data standpoint, makes us different than other company?

 

Mohamed

I would first say that we have a lot of data, and it’s very granular data on a regular basis. We are continuously gathering data in real time, and we can get information about very specific events. 

 

Richard

Cool. And just one more question. Yeah. I know that you completed multiple sizing analysis. So looking at different verticals and different industries, what industry or vertical or type of company do you think could really benefit from the services that we offer?

 

Mohamed

I think that retail and restaurant could really benefit from what we’re doing. For many retail stores, people prefer to go into the shop to see what they’re getting. And for restaurants, dining in still makes up a huge portion of all customers.

 

Richard

Agreed. Well, I appreciate you taking the time to chat with me. Thanks,

Mohamed Tour Machine Learning

Mohamed Toure has earned an Engineering degree in Statistics and Economics. He is currently finishing a Masters in Economics and Corporate Finance. You can send him a message here.