Some highlights from the 2020 NFL season, quantified.

How AWS scientists help create the NFL’s Next Gen Stats

In its collaboration with the NFL, AWS contributes cloud computing technology, machine learning services, business intelligence services — and, sometimes, the expertise of its scientists.

At Super Bowl LV, Tom Brady won his seventh title, in his first year as quarterback for the Tampa Bay Buccaneers, whose defense held the high-octane offense of the defending champion Kansas City Chiefs to only nine points.

At key points, the broadcast was augmented by real-time evaluations using the NFL’s Next Gen Stats (NGS) powered by AWS. Several of those stats, such as pass completion probability or expected yards after catch, use machine learning models to analyze the data streaming in from radio frequency ID tags on players’ shoulder pads and on the ball.

Since 2017, Amazon Web Services (AWS) has been the NFL’s official technology provider in every phase of the development and deployment of Next Gen Stats. AWS stores the huge amount of data generated by tracking every player on every play in every NFL game — nearly 300 million data points per season; NFL software engineers use Amazon SageMaker to quickly build, train, and deploy the machine learning (ML) models behind their most sophisticated stats; and the NFL uses the business intelligence tool Amazon QuickSight to analyze and visualize the resulting statistical data.

“We wouldn’t have been able to make the strides we have as quickly as we have without AWS,” says Michael Schaefer, the director of product and analytics for the NFL’s Next Gen Stats. “SageMaker makes the development of ML models easy and intuitive — particularly for those who may not have deep familiarity with ML.”

“And where we’ve needed additional ML expertise,” Schaefer adds, “AWS’s data scientists have been an invaluable resource.”

Secondary variance

Take, for instance, the problem of defender ghosting, or predicting the trajectories of defensive backs after the ball leaves the quarterback’s hand. 

Defender ghosting is not itself a Next Gen Stat, but it’s an essential component of stats under development. For instance, defender ghosting can help estimate how a play would have evolved if the quarterback had targeted a different receiver: would the defensive backs have reached the receiver in time to stop a big gain? Defender ghosting can thus help evaluate a quarterback’s decision making.

QB decision making.png
Defender ghosting can help evaluate a quarterback’s decision making — by, for instance, predicting how a play would have developed if the quarterback had targeted a different receiver.
Credit: Gregory Trott/AP

Using SageMaker, the NFL’s Next Gen Stats team has constructed some sophisticated machine learning models: the completion probability model, for instance, factors in 10 on-field measurements — including the distance of the pass, distance between the quarterback and the nearest pass rushers, and distance between the receiver and the nearest defenders — and outputs the (league-average) likelihood of completing a pass under those conditions.

But predicting the trajectories of defensive backs — the cornerbacks and safeties who defend against downfield plays — is a particularly tough challenge. Defensive backs tend to cover more territory than other defensive players, and they also tend to make more radical adjustments in coverage as a play develops.

Safety breaking.png
Predicting on-field trajectories is particularly difficult in the case of defensive backs — like number 32, DeShon Elliott, in this image — who tend to cover more territory and make more radical trajectory adjustments than other defensive players.
Credit: Kenneth David Richmond

So to build a defender ghosting model, the NFL engineers joined forces with AWS senior scientist Lin Lee Cheong and her team at the Amazon Machine Learning Solutions Lab.

The first thing the AWS-NFL team did was to filter anomalies out of the training data. In 99.9% of cases, the NFL player-tracking system is accurate to within six inches, but like all radio-based technology, it’s susceptible to noise that can compromise accuracy.

“We're scientists. We’re not football experts,” Cheong says. “So we worked closely with the folks from NFL to understand the gameplay. Basic anomaly detection, as well as cleaning of the data, helped tremendously.”

The research team excised player-tracking data that violated a few cardinal rules. For instance, players’ trajectories should never take them off the field, and their speed should never exceed 12.5 yards per second (NFL players’ measured speeds top out at around 11 yards per second).

Where we’ve needed additional ML expertise, AWS’s data scientists have been an invaluable resource.
Michael Schaefer, director of product and analytics for the NFL’s Next Gen Stats

Next, the team winnowed down the “feature set” for the model. Features are the different types of input data on which a machine learning model bases its predictions. For every player on the field, the NFL tracking system provides location, direction of movement, and speed, which are all essential for predicting defensive backs’ trajectories. But any number of other features — down and distance, distance to the goal line, elapsed game time, length of the current drive, temperature — could, in principle, affect player performance.

The more input features a machine learning model has, however, the more difficult it is to tease out each feature’s correlation with the phenomenon the model is trying to predict. Absent a huge amount of training data, it’s usually preferable to keep the feature set small.

To predict trajectories, the AWS researchers planned to use a deep-learning model. But first they trained a simpler model, called a gradient boosting model, on all the available features. 

Gradient boosting models tend to be less accurate than neural networks, but they make it easy to see which input features make the largest contributions to the model output. The AWS-NFL team chose the features most important to the gradient boosting model, and just those features, as inputs to the deep-learning model.

That model proved quite accurate at predicting defensive backs’ trajectories. But the researchers’ job wasn’t done yet.

Quantifying the hypothetical

It was straightforward to calculate the model’s accuracy on plays that had actually taken place on NFL football fields: the researchers simply fed the model a sequence of three player position measurements and determined how well it predicted the next ten.

But one of the purposes of defender ghosting is to predict the outcomes of plays that didn’t happen, in order to assess players’ decision making. Absent the ground truth about the plays’ outcome, how do you gauge the model’s performance?

The researchers’ first recourse was to ask Schaefer to evaluate the predicted trajectories for hypothetical plays.

Next Gen Stats leaderboards

Read more about the NFL regular season's most remarkable performances, as measured by Next Gen Stats powered by AWS.

“He spent a week reviewing every trajectory our model predicted and pointed out all the ones that he thought were questionable, versus the ones that he thought were good,” Cheong says. “He also explained the thought process behind his evaluations, which was nuanced and complex. I thought, ‘Asking a director to spend a whole week reviewing our work after each model iteration is not scalable.’ I wanted to quantify his knowledge. So we created this composite metric that incorporates the know-how that a subject matter expert would use to evaluate trajectories.”

“By combining the NFL’s expertise in football with AWS’s ML experts, we’ve been able to develop and refine statistics for things never before quantified,” Schaefer says.

The core of Cheong and her colleagues’ composite metric is a measure of how quickly a defensive back’s trajectory diminishes his distance from the targeted receiver. Other factors include the distance the defender covers relative to the maximum distance he could have covered at top NFL speeds and whether the defender moves at superhuman speeds, which incurs a penalty in the scoring.

Defender ghosting.png
At left is the deep-learning model's projected trajectory for player 3, a defensive back, when player 6 is the targeted receiver; at right is the projected trajectory when player 7 is targeted.

When the AWS researchers apply their metric to actual NFL trajectories, they get an average score of -0.1036; the score is negative because it indicates that the defender is closing the distance between himself and the receiver. When they apply their metric to the trajectories their model predicts, they get an average score of -0.0825 — not quite as good, but in the same ballpark.

When, however, they distort the input data so that the starting orientation and velocity of 25% of defenders are random — that is, 25% of players are totally out of the play to begin with — the score goes up to a positive 0.0425. That’s a further indication that their metric captures information about the quality of the defensive backs’ play.

NFL offenses are incredibly complex, with many moving parts, and getting a statistical handle on them is much more difficult than, say, characterizing the one-on-one confrontations between a pitcher and hitter in baseball. All over the Internet, for instance, debate is raging about whether Tom Brady’s success in Tampa Bay proves that his former coach, Bill Belichick, gets too much credit for the New England Patriots’ nine Super Bowl trips in 17 years.

These types of arguments will probably go on forever; they’re part of the fun of sports fandom. But at the very least, Next Gen Stats powered by AWS should help make them more coherent.

Editor's note: The opening paragraphs of this article were revised to reflect the outcome of Super Bowl LV.

Related content

IN, KA, Bangalore
Have you ever ordered a product on Amazon and when that box with the smile arrived you wondered how it got to you so fast? Have you wondered where it came from and how much it cost Amazon to deliver it to you? If so, the WW Amazon Logistics, Business Analytics team is for you. We manage the delivery of tens of millions of products every week to Amazon’s customers, achieving on-time delivery in a cost-effective manner. We are looking for an enthusiastic, customer obsessed, Applied Scientist with good analytical skills to help manage projects and operations, implement scheduling solutions, improve metrics, and develop scalable processes and tools. The primary role of an Operations Research Scientist within Amazon is to address business challenges through building a compelling case, and using data to influence change across the organization. This individual will be given responsibility on their first day to own those business challenges and the autonomy to think strategically and make data driven decisions. Decisions and tools made in this role will have significant impact to the customer experience, as it will have a major impact on how the final phase of delivery is done at Amazon. Candidates will be a high potential, strategic and analytic graduate with a PhD in (Operations Research, Statistics, Engineering, and Supply Chain) ready for challenging opportunities in the core of our world class operations space. Great candidates have a history of operations research, and the ability to use data and research to make changes. This role requires robust program management skills and research science skills in order to act on research outcomes. This individual will need to be able to work with a team, but also be comfortable making decisions independently, in what is often times an ambiguous environment. Responsibilities may include: - Develop input and assumptions based preexisting models to estimate the costs and savings opportunities associated with varying levels of network growth and operations - Creating metrics to measure business performance, identify root causes and trends, and prescribe action plans - Managing multiple projects simultaneously - Working with technology teams and product managers to develop new tools and systems to support the growth of the business - Communicating with and supporting various internal stakeholders and external audiences
US, NY, New York
Amazon is investing heavily in building a world class advertising business and we are responsible for defining and delivering a collection of self-service performance advertising products that drive discovery and sales. Our products are strategically important to our Retail and Marketplace businesses driving long term growth. We deliver billions of ad impressions and millions of clicks daily and are breaking fresh ground to create world-class products. We are highly motivated, collaborative and fun-loving with an entrepreneurial spirit and bias for action. With a broad mandate to experiment and innovate, we are growing at an unprecedented rate with a seemingly endless range of new opportunities. The Ad Response Prediction team in the Sponsored Products organization builds GenAI-based shopper understanding and audience targeting systems, along with advanced deep-learning models for Click-through Rate (CTR) and Conversion Rate (CVR) predictions. We develop large-scale machine-learning (ML) pipelines and real-time serving infrastructure to match shoppers' intent with relevant ads across all devices, contexts, and marketplaces. Through precise estimation of shoppers' interactions with ads and their long-term value, we aim to drive optimal ad allocation and pricing, helping to deliver a relevant, engaging, and delightful advertising experience to Amazon shoppers. As our business grows and we undertake increasingly complex initiatives, we are looking for entrepreneurial, and self-driven science leaders to join our team. Key job responsibilities As a Principal Applied Scientist in the team, you will: * Seek to understand in depth the Sponsored Products offering at Amazon and identify areas of opportunities to grow our business via principled ML solutions. * Mentor and guide the applied scientists in our organization and hold us to a high standard of technical rigor and excellence in ML. * Design and lead organization wide ML roadmaps to help our Amazon shoppers have a delightful shopping experience while creating long term value for our sellers. * Work with our engineering partners and draw upon your experience to meet latency and other system constraints. * Identify untapped, high-risk technical and scientific directions, and simulate new research directions that you will drive to completion and deliver. * Be responsible for communicating our ML innovations to the broader internal & external scientific community.
CA, BC, Vancouver
Do you want a role with deep meaning and the ability to make a major impact? As part of Intelligent Talent Acquisition (ITA), you'll have the opportunity to reinvent the hiring process and deliver unprecedented scale, sophistication, and accuracy for Amazon Talent Acquisition operations. ITA is an industry-leading people science and technology organization made up of scientists, engineers, analysts, product professionals and more, all with the shared goal of connecting the right people to the right jobs in a way that is fair and precise. Last year we delivered over 6 million online candidate assessments, and helped Amazon deliver billions of packages around the world by making it possible to hire hundreds of thousands of workers in the right quantity, at the right location and at exactly the right time. You’ll work on state-of-the-art research, advanced software tools, new AI systems, and machine learning algorithms, leveraging Amazon's in-house tech stack to bring innovative solutions to life. Join ITA in using technologies to transform the hiring landscape and make a meaningful difference in people's lives. Together, we can solve the world's toughest hiring problems. Global Hiring Science owns and develops products and services using Artificial Intelligence and Machine Learning (ML) that enhance recruitment. We collaborate with scientists to build and maintain machine learning solutions for hiring, offering opportunities to both apply and develop ML engineering skills in a production environment. Key job responsibilities • Design and implement advanced AI models using the latest LLM and GenAI technologies to develop fair and accurate machine learning models for hiring. • Clearly and cogently present your work and ideas, and respond effectively to feedback. • Collaborate with cross-functional teams with Research Scientists and Software Engineers to integrate AI-driven products into Amazon’s hiring process. • Stay at the advance of AI research, continuously exploring and implementing new techniques in NLP, LLMs, and GenAI to drive innovation in hiring. • Implement advanced natural language processing models to extract insights from diverse data sources. • Ensure effective teamwork, communication, collaboration, and commitment across multiple teams with competing priorities. • Contribute to the scientific community through publications, presentations, and collaborations with academic institutions. About the team The mission of Global Hiring Science (GHS) is to improve both the efficiency and effectiveness of hiring across Amazon with assessments and interview improvements. We are a team of experts in machine learning, industrial-organizational psychology, data science, and measuring the knowledge, skills, and abilities that it takes to be successful at Amazon.
US, CA, San Francisco
Amazon has launched a new research lab in San Francisco to develop foundational capabilities for useful AI agents. We’re enabling practical AI to make our customers more productive, empowered, and fulfilled. In particular, our work combines large language models (LLMs) with reinforcement learning (RL) to solve reasoning, planning, and world modeling in both virtual and physical environments. Our research builds on that of Amazon’s broader AGI organization, which recently introduced Amazon Nova, a new generation of state-of-the-art foundation models (FMs). Our lab is a small, talent-dense team with the resources and scale of Amazon. Each team in the lab has the autonomy to move fast and the long-term commitment to pursue high-risk, high-payoff research. We’re entering an exciting new era where agents can redefine what AI makes possible. We’d love for you to join our lab and build it from the ground up! Key job responsibilities You will contribute directly to AI agent development in an applied research role, including model training, dataset design, and pre- and post-training optimization. You will be hired as a Member of Technical Staff.
US, WA, Seattle
PXTCS is looking for an economist who can apply economic methods to address business problems. The ideal candidate will work with engineers and computer scientists to estimate models and algorithms on large scale data, design pilots and measure impact, and transform successful prototypes into improved policies and programs at scale. PXTCS is looking for creative thinkers who can combine a strong technical economic toolbox with a desire to learn from other disciplines, and who know how to execute and deliver on big ideas as part of an interdisciplinary technical team. Ideal candidates will work in a team setting with individuals from diverse disciplines and backgrounds. They will work with teammates to develop scientific models and conduct the data analysis, modeling, and experimentation that is necessary for estimating and validating models. They will work closely with engineering teams to develop scalable data resources to support rapid insights, and take successful models and findings into production as new products and services. They will be customer-centric and will communicate scientific approaches and findings to business leaders, listening to and incorporate their feedback, and delivering successful scientific solutions. A day in the life The Economist will work with teammates to apply economic methods to business problems. This might include identifying the appropriate research questions, writing code to implement a DID analysis or estimate a structural model, or writing and presenting a document with findings to business leaders. Our economists also collaborate with partner teams throughout the process, from understanding their challenges, to developing a research agenda that will address those challenges, to help them implement solutions. About the team The People eXperience and Technology Central Science (PXTCS) team uses economics, behavioral science, statistics, and machine learning to proactively identify mechanisms and process improvements which simultaneously improve Amazon and the lives, wellbeing, and the value of work to Amazonians. PXTCS is an interdisciplinary team that combines the talents of science and engineering to develop and deliver solutions that measurably achieve this goal.
US, CA, San Francisco
The Amazon General Intelligence “AGI” organization is looking for an Executive Assistant to support leaders of our Autonomy Team in our growing AI Lab space located in San Francisco. This role is ideal for exceptionally talented, dependable, customer-obsessed, and self-motivated individuals eager to work in a fast paced, exciting and growing team. This role serves as a strategic business partner, managing complex executive operations across the AGI organization. The position requires superior attention to detail, ability to meet tight deadlines, excellent organizational skills, and juggling multiple critical requests while proactively anticipating needs and driving improvements. High integrity, discretion with confidential information, and professionalism are essential. The successful candidate will complete complex tasks and projects quickly with minimal guidance, react with appropriate urgency, and take effective action while navigating ambiguity. Flexibility to change direction at a moment's notice is critical for success in this role. Key job responsibilities - Serve as strategic partner to senior leadership, identifying opportunities to improve organizational effectiveness and drive operational excellence - Manage complex calendars and scheduling for multiple executives - Drive continuous improvement through process optimization and new mechanisms - Coordinate team activities including staff meetings, offsites, and events - Schedule and manage cost-effective travel - Attend key meetings, track deliverables, and ensure timely follow-up - Create expense reports and manage budget tracking - Serve as liaison between executives and internal/external stakeholders - Build collaborative relationships with Executive Assistants across the company and with critical external partners - Help us build a great team culture in the SF Lab!
US, CA, San Francisco
Join the next revolution in robotics at Amazon's Frontier AI & Robotics team, where you'll work alongside world-renowned AI pioneers to push the boundaries of what's possible in robotic intelligence. As an Applied Scientist, you'll be at the forefront of developing breakthrough foundation models that enable robots to perceive, understand, and interact with the world in unprecedented ways. You'll drive independent research initiatives in areas such as perception, manipulation, science understanding, locomotion, manipulation, sim2real transfer, multi-modal foundation models and multi-task robot learning, designing novel frameworks that bridge the gap between state-of-the-art research and real-world deployment at Amazon scale. In this role, you'll balance innovative technical exploration with practical implementation, collaborating with platform teams to ensure your models and algorithms perform robustly in dynamic real-world environments. You'll have access to Amazon's vast computational resources, enabling you to tackle ambitious problems in areas like very large multi-modal robotic foundation models and efficient, promptable model architectures that can scale across diverse robotic applications. Key job responsibilities - Drive independent research initiatives across the robotics stack, including robotics foundation models, focusing on breakthrough approaches in perception, and manipulation, for example open-vocabulary panoptic scene understanding, scaling up multi-modal LLMs, sim2real/real2sim techniques, end-to-end vision-language-action models, efficient model inference, video tokenization - Design and implement novel deep learning architectures that push the boundaries of what robots can understand and accomplish - Lead full-stack robotics projects from conceptualization through deployment, taking a system-level approach that integrates hardware considerations with algorithmic development, ensuring robust performance in production environments - Collaborate with platform and hardware teams to ensure seamless integration across the entire robotics stack, optimizing and scaling models for real-world applications - Contribute to the team's technical strategy and help shape our approach to next-generation robotics challenges A day in the life - Design and implement novel foundation model architectures and innovative systems and algorithms, leveraging our extensive infrastructure to prototype and evaluate at scale - Collaborate with our world-class research team to solve complex technical challenges - Lead technical initiatives from conception to deployment, working closely with robotics engineers to integrate your solutions into production systems - Participate in technical discussions and brainstorming sessions with team leaders and fellow scientists - Leverage our massive compute cluster and extensive robotics infrastructure to rapidly prototype and validate new ideas - Transform theoretical insights into practical solutions that can handle the complexities of real-world robotics applications About the team At Frontier AI & Robotics, we're not just advancing robotics – we're reimagining it from the ground up. Our team is building the future of intelligent robotics through innovative foundation models and end-to-end learned systems. We tackle some of the most challenging problems in AI and robotics, from developing sophisticated perception systems to creating adaptive manipulation strategies that work in complex, real-world scenarios. What sets us apart is our unique combination of ambitious research vision and practical impact. We leverage Amazon's massive computational infrastructure and rich real-world datasets to train and deploy state-of-the-art foundation models. Our work spans the full spectrum of robotics intelligence – from multimodal perception using images, videos, and sensor data, to sophisticated manipulation strategies that can handle diverse real-world scenarios. We're building systems that don't just work in the lab, but scale to meet the demands of Amazon's global operations. Join us if you're excited about pushing the boundaries of what's possible in robotics, working with world-class researchers, and seeing your innovations deployed at unprecedented scale.
US, CA, San Francisco
Join the next revolution in robotics at Amazon's Frontier AI & Robotics team, where you'll work alongside world-renowned AI pioneers to push the boundaries of what's possible in robotic intelligence. As a Senior Applied Scientist, you'll spearhead the development of breakthrough foundation models and full-stack robotics systems that enable robots to perceive, understand, and interact with the world in unprecedented ways. You'll drive technical excellence in areas such as perception, manipulation, science understanding, locomotion, manipulation, sim2real transfer, multi-modal foundation models and multi-task robot learning, designing novel frameworks that bridge the gap between state-of-the-art research and real-world deployment at Amazon scale. In this role, you'll combine hands-on technical work with scientific leadership, ensuring your team delivers robust solutions for dynamic real-world environments. You'll leverage Amazon's vast computational resources to tackle ambitious problems in areas like very large multi-modal robotic foundation models and efficient, promptable model architectures that can scale across diverse robotic applications. Key job responsibilities - Lead technical initiatives across the robotics stack, driving breakthrough approaches through hands-on research and development in areas including robotics foundation models, focusing on breakthrough approaches in perception, and manipulation, for example open-vocabulary panoptic scene understanding, scaling up multi-modal LLMs, sim2real/real2sim techniques, end-to-end vision-language-action models, efficient model inference, video tokenization - Guide technical direction for full-stack robotics projects from conceptualization through deployment, taking a system-level approach that integrates hardware considerations with algorithmic development, ensuring robust performance in production environments - Mentor fellow scientists while maintaining strong individual technical contributions - Collaborate with platform and hardware teams to ensure seamless integration across the entire robotics stack - Influence technical decisions and implementation strategies within your area of focus A day in the life - Design and implement novel foundation model architectures and innovative systems and algorithms, leveraging our extensive infrastructure to prototype and evaluate at scale - Guide fellow scientists in solving complex technical challenges across the full robotics stack - Lead focused technical initiatives from conception through deployment, ensuring successful integration with production systems - Drive technical discussions within your team and with key stakeholders - Conduct experiments and prototype new ideas using our massive compute cluster and extensive robotics infrastructure - Mentor team members while maintaining significant hands-on contribution to technical solutions About the team At Frontier AI & Robotics, we're not just advancing robotics – we're reimagining it from the ground up. Our team is building the future of intelligent robotics through innovative foundation models and end-to-end learned systems. We tackle some of the most challenging problems in AI and robotics, from developing sophisticated perception systems to creating adaptive manipulation strategies that work in complex, real-world scenarios. What sets us apart is our unique combination of ambitious research vision and practical impact. We leverage Amazon's massive computational infrastructure and rich real-world datasets to train and deploy state-of-the-art foundation models. Our work spans the full spectrum of robotics intelligence – from multimodal perception using images, videos, and sensor data, to sophisticated manipulation strategies that can handle diverse real-world scenarios. We're building systems that don't just work in the lab, but scale to meet the demands of Amazon's global operations. Join us if you're excited about pushing the boundaries of what's possible in robotics, working with world-class researchers, and seeing your innovations deployed at unprecedented scale.
ES, B, Barcelona
Are you interested in defining the science strategy that enables Amazon to market to millions of customers based on their lifecycle needs rather than one-size-fits-all campaigns? We are seeking a Senior Applied Scientist to lead the science strategy for our Lifecycle Marketing Experimentation roadmap within the PRIMAS (Prime & Marketing analytics and science) team. The position is open to candidates in Amsterdam and Barcelona. In this role, you will own the end-to-end science approach that enables EU marketing to shift from broad, generic campaigns to targeted, cohort-based marketing that changes customer behavior. This is a high-ambiguity, high-impact role where you will define what problems are worth solving, build the science foundation from scratch, and influence senior business leaders on marketing strategy. You will work directly with Business Directors and channel leaders to solve critical business problems: how do we win back customers lost to competitors, convert Young Adults to Prime, and optimize marketing spend by de-averaging across customer cohorts. Key job responsibilities Science Strategy & Leadership: 1. Own the end-to-end science strategy for lifecycle marketing, defining the roadmap across audience targeting, behavioral modeling, and measurement 2. Navigate high ambiguity in defining customer journey frameworks and behavioral models – our most challenging science problem with no established playbook 3. Lead strategic discussions with business leaders translating business needs into science solutions and building trust across business and tech partners 4. Mentor and guide a team of 2-3 scientists and BIEs on technical execution while contributing hands-on to the hardest problems Advanced Customer Behavior Modeling: 1. Build sophisticated propensity models identifying customer cohorts based on lifecycle stage and complex behavioral patterns (e.g., Bargain hunters, Young adults Prime prospects) 2. Define customer journey frameworks using advanced techniques (Hidden Markov Models, sequential decision-making) to model how customers transition across lifecycle stages 3. Identify which customer behaviors and triggers drive lifecycle progression and what messaging/levers are most effective for each cohort 4. Integrate 1P behavioral data with 2P survey insights to create rich, actionable audience definitions Measurement & Cross-Workstream Integration: 1. Partner with measurement scientist to design experiments (RCTs) that isolate audience targeting effects from creative effects 2. Ensure audience definitions, journey models, and measurement frameworks work coherently across Meta, LiveRamp, and owned channels 3. Establish feedback loops connecting measurement insights back to model improvements About the team The PRIMAS (Prime & Marketing Analytics and Science) is the team that support the science & analytics needs of the EU Prime and Marketing organization, an org that supports the Prime and Marketing programs in European marketplaces and comprises 250-300 employees. The PRIMAS team, is part of a larger tech tech team of 100+ people called WIMSI (WW Integrated Marketing Systems and Intelligence). WIMSI core mission is to accelerate marketing technology capabilities that enable de-averaged customer experiences across the marketing funnel: awareness, consideration, and conversion.
US, CA, Sunnyvale
The Artificial General Intelligence (AGI) team is looking for a Senior Applied Scientist to work on pre-training methodologies for Generative Artificial Intelligence (GenAI) models. You will interact closely with our customers and with the academic and research communities. You will be at the heart of a growing and exciting focus area for Amazon, working with other acclaimed engineers and scientists. Key job responsibilities Join us to work as an integral part of a team that has diverse experience with GenAI models in this space. We work on these areas: - Scaling laws - Hardware-informed efficient model architecture, low-precision training - Optimization methods, learning objectives, curriculum design - Deep learning theories on efficient hyperparameter search and self-supervised learning - Learning objectives and reinforcement learning methods - Distributed training methods and solutions - AI-assisted research About the team The AGI team has a mission to push the envelope in Large Language Models (LLMs) and multimodal systems, in order to provide the best-possible experience for our customers.