Jason Karpeles
Senior Principal, Data Science
Jason builds the models behind Alli Scenario Planner and Alli Brand Equity. He’s spent 30 years where marketing science meets data science, using statistics and machine learning to understand customer behavior, forecast demand, and help businesses make better decisions.
He’s competed on Kaggle since the platform launched and has ranked as high as fifth in the world, across hundreds of competitions on problems from tabular prediction to text.
Jason holds an MBA from Duke University, a master’s in economics from New York University, and a bachelor’s in economics from UC Davis. That training shows up in how he works. He starts from the business question and the economics behind it, and expects a model to make sense to the people who’ll act on it.
Articles by Jason 3
OpenAI ads performance: early results from eight brands
Seven of eight brands earned more per OpenAI dollar than on their average media dollar, at very small spend. What PMG measured, and how far it goes.
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Synthetic research accuracy: when to add real respondents
AI survey estimates landed about four points from real results on average. When that's close enough, and when to add a small real sample.
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Bayesian thinking for marketers, without the math
Bayesian thinking without the math: start with what you know, weigh new evidence, and adjust. Worked through one brand search question.
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