Category:Best Technology-Led Innovation Of The Year
Icelolly.com and Jellyfish utilise machine learning to identify users that have a higher propensity to convert. The aim of the project was to build a custom machine learning model via a combination of behavioural data in Analytics 360 & BigQuery. Audiences were then utilised across GDN using AdWords. The results drove an impressive 472% more phone calls for icelolly.com.