Doing Data the NFLX Way: How Netflix Uses Testing and Machine Learning for Programmatic Advertising
•
0 likes•242 views
International keynote at Interactive Minds Digital Summit 2017: Doing data the Netflix way. Satya Kunapuli, Data Engineering and Analytics, Netflix (USA). Watch the talk at https://www.youtube.com/watch?v=hY2Bfb3Pj3I For more presentations, see http://thedigitalsummit.com.au/2017-presentations-2/
Recommended
Recommended
More Related Content
Similar to Doing Data the NFLX Way: How Netflix Uses Testing and Machine Learning for Programmatic Advertising
Similar to Doing Data the NFLX Way: How Netflix Uses Testing and Machine Learning for Programmatic Advertising (20)
Recently uploaded
Recently uploaded (20)
Doing Data the NFLX Way: How Netflix Uses Testing and Machine Learning for Programmatic Advertising
- 1. Doing Data the NFLX way Satya Kunapuli July 2017
- 2. “Half the money I spend on advertising is wasted; trouble is I don’t know which half…” John Wanamaker Father of modern advertising and pioneer in modern marketing
- 5. 100 members worldwide 45 MILLION view hours per year BILLION
- 9. ?
- 11. y = f(x)
- 13. Co-relation is NOT causation!
- 15. CPA Click-through rates Conversion rates Media mix modeling etc. Traditional Marketing is co-relational
- 16. *Figure from Google Analytics Method Definition Last Touch Conversion credit is given to the last impression/click Equal Attribution Same conversion credit is given to all the impressions the users were exposed to Attributions do not capture causality
- 24. • Burst & Delay tests • Spend mix tests
- 30. Auction Creative CCreative BCreative A AdIndividual Bid Netflix Advertiser A Advertiser B Advertiser C Bid Bid Bid
- 31. The future will be a partnership between humans and machines…
- 32. Recap
- 33. Thank you.