Matt Crooks
Matt Crooks is a Principal Data Scientist at the BBC, where he works in the audiences data science team applying statistical and machine learning models to understand and improve marketing effectiveness and audience engagement. His current work focuses on using data and AI to automate the production of personalised creative assets at scale. Previous work has involved building an ML-powered adaptive learning quiz for BBC Bitesize during Covid. He has also had a previous role leading and developing the experimentation tooling and best practices at Typeform. Matt holds a PhD in Mathematics from the University of Manchester and began his career in academic research into weather and climate.
Session
Our video streaming service hosts vast catalogue of content, but producing tailored marketing assets is slow, manual, and costly and therefore limited to the most popular shows with the biggest budgets. This talk describes how we’re using python to automate the creation of thousands of marketing assets to promote our full catalogue on and off-platform. The system combines audience data, programme metadata, machine learning, and automated rendering in Adobe After Effects. For editorial safety, we’ve built AI-assisted QA layers, automated Slack messaging, and plotly dash apps to allow controlled human review and intervention. All using python (mostly!)