User Interaction
AI-Driven Data Optimization for Enhanced Marketing Automation at ShopForward
megin M.H.A. van Herk
Titel:
AI-Driven Data Optimization for Enhanced Marketing Automation at ShopForward
Omschrijving:
My internship graduation project focuses on improving ad relevance for Shopforward, a company specializing in managing Google Ads for external businesses. When users search for products on Google, they often see recommended products at the top of the results. These placements are powered by Google Ads, and for products to perform well, they need detailed and accurate product data in their ad feeds.
Ad feeds contain essential product attributes like color, gender, and type. These attributes help Google determine how relevant a product is to a user’s search query. Relevance, along with expected clickthrough rate (CTR) and landing page experience, directly influences the feed score, which determines how prominently ads are displayed.
The challenge is that many products submitted to Shopforward by external companies have missing or incomplete attributes. For example, a pink T-shirt may not have its color or product type filled in the feed, even though this information is available in the product’s description or image. Missing attributes lower a product’s ad relevance, reducing its chances of being displayed in recommendations.
To solve this, I am developing an AI-powered application that extracts missing product attributes from descriptions and images. By combining natural language processing (NLP) and computer vision, my solution automatically identifies key details like color, gender, and product type, enriching the ad feed with complete and accurate data.
While my project focuses solely on improving ad relevance, it plays a critical role in boosting overall ad performance. With more relevant product data, Shopforward’s clients can achieve higher rankings in Google’s recommendations, resulting in better visibility and increased sales. This project is an exciting application of AI to solve real-world business challenges in the digital advertising space.
Locatie: | Eindhoven |
Datum: |
Dinsdag 4 februari 2025 |
Tijd: | 09:00 |
Ruimte: | R10 4.11 |
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Bedrijf: | ShopForward |
Main IT area: | User Interaction |
IT area: | Front-end Development |
Taal: |
Engels |