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Why data science analysis in better than yours!

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This is my second time presenting at BrightonSEO.

We focused on techniques and approaches on how to analyse data to understand past and future performance, including:

– How to perform historic data exploration like a data scientist
– What we can learn from the past: Time Series Analysis
– How to predict the future: Machine learning techniques
– Data-Driven Attribution models and analysis

Published in: Marketing
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Why data science analysis in better than yours!

  1. 1. George Karapalidis VERTICAL LEAP Predicting keyword revenue @gkarapalidis https://www.slideshare.net/GeorgeKarapalidisMBA
  2. 2. mail: SEO is changing Embrace the mindset of a data scientist. @verticalleap
  3. 3. mail: SEM is changing Embrace the mindset of a data scientist. @verticalleap
  4. 4. mail: @verticalleap “If I had only one hour to save the world, I would spend fifty- five minutes defining the problem, and only five minutes finding the solution.” Some German guy
  5. 5. mail: @verticalleap 1. Exploratory data analysis 2. Time series analysis 3. Predicting the future Learn from your data!
  6. 6. mail: @verticalleap 1. Exploratory data analysis 2. Time series analysis 3. Predicting the future 4. Data-driven attribution Learn from your data!
  7. 7. mail: @verticalleap What is our future?
  8. 8. mail: @verticalleap
  9. 9. mail: @verticalleap EXPLORATORY DATA ANALYSIS TIME SERIES ANALYSIS PREDICTIONS DATA-DRIVEN ATTRIBUTION
  10. 10. mail: @verticalleap Data Science JourneyFrom data to actionable insights
  11. 11. mail: Client’s request 50% YoY revenue increase from organic traffic by 2020 @verticalleap
  12. 12. mail: @verticalleap Question everything!
  13. 13. mail: Exploratory data analysis Find all metrics relevant to the problem and exclude those that generate noise. @verticalleap
  14. 14. mail: @verticalleap Where is traffic coming from?
  15. 15. mail: @verticalleap Where is traffic coming from?
  16. 16. mail: @verticalleap Where are transactions coming from?
  17. 17. mail: @verticalleap Explore correlations
  18. 18. mail: @verticalleap Explore correlations Direct Organic Paid Referral
  19. 19. mail: Time series analysis Try to identify patterns in our data and frequency of events. @verticalleap
  20. 20. mail: @verticalleap Time series analysis Do not just look at the overall trends. Look at the details!
  21. 21. mail: @verticalleap Time series decomposition
  22. 22. mail: @verticalleap Seasonality trends
  23. 23. mail: @verticalleap Seasonality trends
  24. 24. mail: @verticalleap Seasonality trends
  25. 25. mail: @verticalleap Events and correlations Find important events that correlate with traffic changes and use them to your advantage.
  26. 26. mail: @verticalleap Events and correlations
  27. 27. mail: Predictive analysis Analysing current and historical facts to make accurate forecasts about the future. @verticalleap
  28. 28. mail: @verticalleap Exponential smoothing (ETS) ETS applies a higher weight to recent observations.
  29. 29. mail: @verticalleap Exponential smoothing (ETS) Import data Search “forecast” Magic
  30. 30. mail: @verticalleap ARIMA http://bit.ly/2G70NtY Autoregressive Integrated Moving Average It works well with non-stationary datasets.
  31. 31. mail: @verticalleap ARIMA http://bit.ly/2D3BdFG http://bit.ly/2U9zcNH
  32. 32. mail: @verticalleap Forecasting comparisons Experiment with data ranges. Find the one with lowest MAPE. http://bit.ly/2VAZ9Y6
  33. 33. mail: @verticalleap http://bit.ly/2InYlCf Documentation http://bit.ly/2uStcil Video
  34. 34. mail: Data-Driven Attribution Uses data from GA to generate a custom model for assigning conversion credit to marketing touchpoints throughout the user journey. @verticalleap
  35. 35. mail: @verticalleap Heuristic attribution models
  36. 36. mail: @verticalleap How to get started? 3x Custom dimensions 3x User-defined variables
  37. 37. mail: @verticalleap Client ID
  38. 38. mail: @verticalleap Client ID Use the GA custom dimension ID
  39. 39. mail: @verticalleap Session ID
  40. 40. mail: @verticalleap Timestamp
  41. 41. mail: @verticalleap Data per session
  42. 42. mail: @verticalleap Data per session Client ID Timestamp Session ID Medium Device Source Revenue Landing page Conversion
  43. 43. mail: @verticalleap User sequences
  44. 44. mail: @verticalleap Data-driven analytics
  45. 45. mail: @verticalleap Model comparison
  46. 46. mail: @verticalleap Removal effect
  47. 47. mail: @verticalleap Contribution analysis
  48. 48. mail: @verticalleap 1. Use only valuable data. 2. Identify important events. 3. Be flexible with your predictive models. 4. Perform multichannel attribution analysis. Think like a data scientist
  49. 49. mail: @verticalleap Thank you! gkarapalidis@vertical-leap.uk @verticalleap | @gkarapalidis

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