Abstract: Businesses large and small face a common challenge around attracting new customers and retaining existing ones, with marketing as a core component in tackling this challenge. As customers and businesses move online, the amount of data available to inform and improve marketing decisions has grown significantly. In this talk we'll look at a high level overview of some of the technical challenges involved in making use of this growing set of data to improve marketing decisions and optimize toward business goals, as well as a sample of solutions explored. Bio: Chao Cai is the engineering lead for Google's product efforts helping small and medium businesses (SMBs) grow by providing them with simple and effective advertising solutions. Previously, Chao led Google's conversion measurement, reporting, and attribution efforts across a number of advertiser products. In this role, he had led development in the past on products and features within Google Ads, Google Analytics, DoubleClick, and Google Tag Manager. Prior to this, Chao had focused on various display advertising efforts within AdSense and YouTube. He holds numerous patents across the areas of online advertising, web analytics, and conversion analysis. https://www.linkedin.com/in/chaocai/ Location: https://us.bbcollab.com/guest/e51c76fda53042b790ea62ff2d7b2895