https://sergiomorapardo.github.io/tags/propensity/Recent content in Propensity on Sergio A. Mora Pardo | AI/ML Technical LeadHugoen-UShttps://sergiomorapardo.github.io/work/causal-ml-remarketing/Mon, 01 Jan 0001 00:00:00 +0000https://sergiomorapardo.github.io/work/causal-ml-remarketing/<h2 id="the-problem">The problem</h2> <p>High-volume remarketing can optimize clicks while still sending messages to users who would have purchased anyway. The product needed to decide <strong>who</strong> should receive a message, <strong>when</strong> it should arrive, and <strong>what</strong> to recommend while measuring true incremental impact rather than correlation.</p> <h2 id="my-role">My role</h2> <p>I built and led the ML remarketing engine for push and email across eight Latin American countries. The work combined causal modeling, personalization, serving architecture, and a sustained program of controlled experimentation.</p>