In the fast-paced world of digital advertising and e-commerce, few individuals have demonstrated the level of expertise and vision that Jiatu Shi has consistently brought to the table. With a robust background in computer science and a proven track record in transforming business operations through technology, Jiatu continues to redefine the landscape of global advertising and e-commerce strategies.
A graduate of the University of Electronic Science and Technology of China with a Bachelor’s degree in Computer Science, Jiatu’s journey is a testament to the power of data-driven decision-making and strategic innovation. Combining her analytical skills with a commitment to improving complex systems, she has become a key player in digital solutions for e-commerce and ad technologies. From her early work to her current role, Jiatu has relentlessly pursued the optimization of advertising technologies, elevating both user experiences and business outcomes.
Driving Innovation in Digital Advertising
Since joining Shanghai Suixuntong Electronic Technology Co., Ltd. in 2021, Jiatu Shi has been at the forefront of TikTok’s advertising optimization efforts. As part of the Global Monetization Product and Technology team, she has led initiatives that have significantly enhanced the efficiency of OCPX ads, driving better performance for advertisers worldwide.
A cornerstone of her work has been the development and launch of the Estimated Delivery Result (EDR) product—a groundbreaking tool that estimates future ad performance with exceptional accuracy. Through Jiatu’s leadership, the EDR product has achieved remarkable success, with pre-delivery budget recommendation estimates showing an accuracy rate of 81.63%, directly improving the advertiser experience by enhancing their ability to predict campaign outcomes. Her meticulous approach has led to models that adjust in real-time to shifts in user behavior, enabling more dynamic and responsive advertising strategies. Under her guidance, the model’s ability to predict bid and budget efficiency has elevated TikTok’s advertising platform, delivering tangible results such as an 8.3% increase in conversions post-adoption.
Moreover, Jiatu has built innovative diagnostic tools that tackle fluctuating CPA (cost per action) values, which often impact the delivery experience for advertisers. These tools allow her team to detect inefficiencies swiftly and apply corrective measures, helping advertisers minimize costs while maximizing ad reach and engagement. By refining decision-making processes and optimizing delivery strategies, she has helped advertisers significantly improve ROI, demonstrating her unparalleled insight into both the technical and business aspects of advertising technology.
Strategic Leadership in E-Commerce Innovation
Before her work with Suixuntong, Jiatu made her mark at Zhejiang Tmall Technology Co., Ltd., contributing to Taobao’s technology department from 2016 to 2020. Here, she spearheaded critical projects aimed at improving product selection and operational efficiency within highly competitive e-commerce environments.
One of her notable contributions was in the development of a meta-learning model for market segmentation and product quantity prediction, which enhanced performance for small-scale markets. Her work in C2M (Consumer to Manufacturer) product planning demonstrated a keen understanding of the e-commerce landscape, helping to drive improvements in GMV (Gross Merchandise Volume) and order volume through advanced data algorithms. Her ability to foresee market trends and build adaptable strategies helped Tmall scale its operations while retaining a personalized approach to customer needs.
Her optimization of the red packet subsidy business model not only improved sales volume but also enhanced revenue without sacrificing the stability of the platform’s operations. Through her work, Jiatu addressed the delicate balance between platform profitability and customer affordability, a challenge that many in the e-commerce field face. This balance of innovation and operational expertise has been a hallmark of Jiatu’s work and continues to be a driving force in her journey.
An Academic Contributor and Thought Leader
Beyond her corporate achievements, Jiatu is also an accomplished researcher, contributing to the academic community with publications in top-tier journals and conferences. Her work in e-commerce market segmentation, quantum machine learning, and personalized recommendation systems has garnered attention for its groundbreaking nature.
Her paper, Relation-aware Metalearning for E-commerce Market Segment Demand Prediction, published at the 14th ACM International Conference on Web Search and Data Mining, exemplifies her forward-thinking approach to tackling the complexities of e-commerce. Additionally, her research on Quantum Machine Learning in Large-scale E-commerce Recommendation Systems has earned recognition for its innovative use of AI to improve recommendation efficiency and accuracy.
With over 200 citations to her name, Jiatu’s academic contributions have not only furthered her professional reputation but have also influenced the development of cutting-edge algorithms and methodologies in the industry. Her work has laid a foundation for future researchers and practitioners in AI-driven e-commerce, encouraging advancements that continue to benefit businesses and consumers alike.
Jiatu Shi’s contributions to digital advertising and e-commerce reflect her deep expertise in optimizing business operations through technology. Her work has led to measurable improvements in advertising performance, user experience, and operational efficiency. With a focus on data-driven strategies and a strong understanding of market dynamics, Jiatu has made a lasting impact on the industry, driving practical solutions that benefit both businesses and users alike.
Published by: Josh Tatunay
