Building Lyft’s Marketing Automation Platform

Motivation
Acquiring users at scale means making thousands of decisions each day, for each region where Lyft operates: choosing bids, budgets, creatives, incentives, and audiences; running tests; and more. And so, we created Symphony — an orchestration system that takes a business objective, predicts future user value, allocates budget, and publishes that budget to drive new users to Lyft. They have more time and energy to:
Understand our users and their interests
Ideate new ad formats, messaging channels
Form hypotheses for big shots on goals

We have many exciting ideas for the continued iterations to Symphony:
Always-on experimentation
Incorporating seasonal effects like weather time of day
Better marketplace context to inform our bidders
Intelligent segmentation personalization

With Symphony, we are achieving a higher return on our investments while saving marketer hours.

Source: eng.lyft.com