Scaling marketing for merchants with targeted and intelligent promos

This post introduces Bullseye, an AI-driven promo assignment system designed to optimize marketing campaigns for merchants. Bullseye addresses the limitations of globally assigned promos by implementing automated user segmentation, automatic promo design tailored to individual merchant goals, and a customer response model that predicts user behavior based on attributes. The system uses a Spark job for prediction and promo assignment, with components like Eater Segments Identifier, Promo Designer (including Offer Content Candidate Generation, Campaign Impact Simulator, and Optimal Promo Selection), and Customer Response Model. Hyper-parameter tuning is used to optimize for multiple business goals, balancing sales uplift with promo spending efficiency.