Case Study

Optimize Digital Inventory

Optimize Digital Inventory

Analytical Framework

One of Asia’s leading mobile advertising, consumer intelligence, and engagement platforms with large-scale consumer data and real-time digital advertising operations.

Type

Industry

Retail

Categories

AI GovernanceCollections & Recovery

Industry

Data AcceleratorModel Risk Management

The Challenge

With the rapid growth of online advertising, Click-Through Rate (CTR) has become a critical metric for measuring campaign effectiveness and profitability.

A low CTR often indicates: – Incorrect audience targeting – Ineffective messaging or offers – Poor channel or inventory selection Digital marketers rely on CTR to decide which channels and media inventory to procure, and inaccurate predictions directly impact profitability. The challenge was to predict CTR more accurately and efficiently, especially in real-time bidding environments where latency, data volume, and infrastructure cost matter. The company’s existing CTR prediction model achieved an AUC of 76%, leaving significant room for improvement.

The Solution

iTuring.ai was engaged to build a highly accurate CTR prediction model to outperform the existing system while improving efficiency.

Using iTuring’s AI-driven feature derivation and automated model development, the platform: – Built predictive models within a few hours – Identified customers most likely to click on campaigns – Determined which offers would be most attractive – Explained key factors driving customer clicks The new model: – Improved predictive accuracy by 11%, achieving 84% AUC – Used only 20% of the data required by previous models – Required less than half the number of features, increasing efficiency The optimized model enabled better media inventory bidding, faster real-time scoring, and reduced infrastructure costs.

IMPACT

Media Buying Cost

3% ↓

Profit Increase

USD 1.5 Million ↑ annually

Scoring Latency

~3 milliseconds

WHY ITURING.AI

iTuring enables businesses to build highly accurate AI models in hours, not months.

The platform:
Handles large-scale data efficiently
Supports low-latency real-time scoring for production systems
Reduces infrastructure and media buying costs
Delivers measurable, tangible ROI

FAQs

01

What problem was the agriculture business facing?

+

Accurate CTR prediction helps advertisers target the right audience, choose the right inventory, and optimize media spend to improve campaign profitability.

02

What problem did the existing CTR model have?

+

The existing model had limited accuracy (76% AUC), which affected targeting efficiency and media buying decisions.

03

How did iTuring improve CTR prediction accuracy?

+

iTuring used AI-driven feature derivation and automated model development to increase accuracy to 84% AUC using significantly less data.

04

How did this solution reduce costs?

+

The improved model optimized media bidding, reduced data and infrastructure requirements, and lowered media buying costs by 3%

05

What business impact did the company achieve?

+

The company achieved USD 1.5 million in annual profit improvement, faster real-time scoring, and more efficient digital inventory utilization.

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Tarika Bhutani

Senior Director – Sales and Marketing Operations

Tarika is a market development leader driving global growth through strategic partnerships and go-to-market initiatives.

 

She focuses on expanding enterprise adoption of AI solutions across international markets, working closely with partners and clients to enable data-driven transformation.

 

Her work centres on scaling enterprise AI through partner-led growth and direct customer engagement, supporting organisations in implementing impactful, data-driven solutions worldwide.

Vipin Johnson

Vice President – Customer Acquisition

Description Goes Here

Rajnish Ranjan

Vice President, Head – Data Science

Rajnish brings over two decades of experience leading data-driven transformation across Fortune 500 organisations.

 

His career spans senior roles at HSBC, Zafin, Cisco, TCS, Nielsen, iQuanti, Symphony, Supervalu, and Harman, delivering measurable cost savings, operational efficiencies, and revenue growth.

 

With experience across banking, retail, telecom, pharma, CPG, and digital marketing, he leads cross-functional teams at iTuring.ai to deliver advanced analytics, machine learning, and AI solutions.

Aishwarya Hegde

VP Operations & Content Head

Aishwarya has been instrumental in building iTuring.ai from inception and continues to manage core operations across the organisation. Her responsibilities span project operations, financial planning, and evaluating future expansion opportunities.

 

Prior to iTuring.ai, she worked with Market Probe and WNS Research & Analytics, delivering high-impact decision support and actionable analytics for IBM with a record of zero errors.

 

Aishwarya holds a postgraduate degree in Data Science and Machine Learning from Manipal University.

Bryan McLachlan

Managing Director – Africa

Bryan has 30 years of experience driving innovation and growth across technology, banking, insurance, and retail.

 

Prior to iTuring.ai, he held executive leadership roles at Instant Life, AIG, Nedbank, FNB, and TransUnion. He focuses on enabling enterprises to adopt AI and machine learning within trusted, governed, and risk-managed frameworks.

 

Bryan holds a Master’s degree in Commerce from the University of Johannesburg.

Mohammed Nawas M P

Co-Founder, VP Product Development

Nawas brings 20 years of experience in designing and delivering cloud-native software and data systems. He has held senior technology roles at HCL, Radisys, Kyocera, and Mindtree, leading large development teams and complex product builds.

 

At iTuring.ai, he oversees product roadmap and customer delivery, applying cloud-first thinking, deep systems expertise, and a focus on building robust, scalable AI solutions that challenge industry norms.

 

He is a graduate of Rajiv Gandhi Institute of Technology.

Amit Kumar
Co-Founder, VP Product Engineering

Amit is a technology architect with over 18 years of experience designing data-intensive systems and enterprise analytics platforms. He has built highly scalable products across open architecture models and virtualised infrastructure, aligning deep technical detail with business requirements for AI and ML solutions.

 

Prior to iTuring.ai, he held senior technical roles at Radisys and Aricent. Amit leads platform architecture with a focus on governance, lineage, and traceability.

 

He holds a First Class with Distinction BTech in Computer Science from Cochin University.

Valsan Ponnachath

President, COO and Co-founder

Valsan brings over two decades of global leadership across sales, professional services, and product operations in technology and SaaS enterprises.

 

Prior to iTuring.ai, he held senior executive roles at Fiserv, Cisco, and Sun Microsystems, most recently serving as Senior Vice President at Fiserv overseeing global system integration and international professional services. Based in California, he leads iTuring.ai’s growth in the Americas.

 

Valsan holds an MBA from the University of Nebraska and a BE in Computer Science from Bangalore University.

Suman Singh

Founder & CEO

Before founding iTuring.ai in 2018, Suman led analytics at Zafin and Fiserv as CAO and General Manager Analytics, delivering enterprise-scale solutions still running in production.

 

His work includes fraud detection systems saving clients over $19M, patented Customer Relationship Score methodology, and price optimisation recognised by the INFORMS Edelman Award (2014). He has authored multiple research papers and pioneered the data-to-value approach.

 

Suman holds a Master’s in Statistics from CCS HAU and a Bachelor’s in Agricultural Engineering from BHU.