The objective of Media Planning is to enable Advertisers to meet the objectives of marketing campaigns. People working within the roles of Media Planners are domain experts of the space. The term Domain Expert refers to a person that has expertise in a given area and able to make appropriate decisions based on this expertise. In the Data Science world there is debate for when to use domain expertise and when to use machine learning (e.g. automated learnings from data), and is one superior to the other. The view at InMobi is that from the perspective of Media Planning both of these are crucial for successful media planning. 

In this talk we will share examples of how and where we have combined machine learning and data science to process and interpret mobile usage data, to validate hypotheses, derive insights around consumer behaviour and how we have fused this with expertise from Media Planners to deliver optimized Media Plans. We will close with recommendations for structuring Mobile Media Plans to deliver insights that can be utilized in the future campaign. 

The key takeaways from this session will be:

• An understanding of how to use data-based insights to plan an optimized media campaign 
• How to structure campaigns to deliver insights and learnings that can be fed into future campaigns
• An overview of what happens in a data science group and how to ask questions that lead to data-based insights