Mobile Dev Memo Podcast
Season 5, Episode 1: Achieving product personalization at scale (with Raveesh Bhalla)
Dec 24, 2024
In this discussion, Raveesh Bhalla, Product Lead for Homepage Recommendations at Netflix, dives into the fascinating world of product personalization. He explains how big tech implements tailored experiences and the transformative role of AI and LLMs in this process. Raveesh sheds light on the balance required between traditional product management and evolving personalization strategies. He also emphasizes the economic impact of small optimizations in recommendation systems and the need for cultural sensitivity within tech organizations.
49:13
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Quick takeaways
- Large tech companies utilize first-party data to implement personalized experiences, driven by specific business objectives and user behavior insights.
- The effectiveness of retrieval stacks plays a crucial role in content curation, significantly impacting user satisfaction in extensive content platforms.
Deep dives
Incrementality Measurement as an Alternative
Incremental is positioned as the first platform for always-on incrementality measurement that does not require user-level data or planned experiments. This approach presents an alternative to traditional attribution methods and Marketing Mix Modeling (MMM), which often yield confusing results. By focusing on the effectiveness of marketing initiatives in a straightforward manner, Incremental aims to simplify the complexities faced by marketers. This platform is gaining trust among leading mobile marketers, suggesting a shift towards more reliable measurement tools.
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