Abstract:With advancements in technology, specifically around an organization’s ability to make sense of data, consumers are growing more accustomed to personalized, on-demand solutions. In business like HelloFresh
With advancements in technology, specifically around an organization’s ability to make sense of data, consumers are growing more accustomed to personalized, on-demand solutions. In business like HelloFresh where the objective is to offer just that – solutions – product design and re-design is a continuous process. The main challenge in a business which designs, produces, and delivers its own product, is continually understanding customer preferences and customer-base composition, and creating product options which satisfy a variety of needs without compromising operational efficiencies or creating in-feasibility in the supply chain.
This talk will focus on our approach to understanding customer preferences, specifically related to recipe and menu composition, and how we use various engineering techniques to enhance available features. These features are used in a classification model which predicts individual recipe scores during the recipe design process, and can predict overall menu performance based on recipe combinations.
The purpose of this work is to take a data-driven approach to product design, minimize trial and error for our culinary team, and align product design with customer acquisition and growth strategies.
What You’ll Learn:
Attendees will learn about the applications of machine learning to the culinary arts, and more specifically, how to leverage feature engineering and modelling techniques to make data a meaningful part of product design. The presentation will focus on the modelling approach, validating outputs, and immediate business applications.
Delina has over 10 years of experience in data analytics across a variety of domains, including financial services and CPG, and functions, including product management, operations, and marketing. She currently leads a full service data team at HelloFresh Canada, supporting all business functions with engineering, reporting and modelling needs to improve decision making in revenue growth and cost management.
(Wednesday) 12:10 PM - 12:40 PM