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Getting Value out of your Data - Kevin Pak @ NEWPEOPLE VIP Connect 17/4/14

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Getting Value out of your Data - Kevin Pak @ NEWPEOPLE VIP Connect 17/4/14

  1. 1. Getting value out of your data Kevin Pak
  2. 2. What does a data scientist do? Get value out of your data
  3. 3. Where do we stand?
  4. 4. Example Cases
  5. 5. Dynamic Pricing
  6. 6. Dynamic Pricing Process Price Optimization Observe Sales Demand Forecast
  7. 7. Google Adwords
  8. 8. Google Adwords Bid Optimization 0 0,5 1 1,5 2 2,5 0 0,2 0,4 0,6 0,8 1 1,2 0,15 0,2 0,25 0,3 0,35 1 1,2 1,4 1,6 1,8 2 0 20 40 60 80 100 120 140 0 100 200 300 400 € 1.000- € - € 1.000 € 2.000 € 3.000 € 4.000 € 5.000 € 6.000 €0,10 €0,20 €0,30 €0,40 €0,50 €0,60 €0,70 €0,80 €0,90 €1,00 Costs Revenue Profit
  9. 9. Conversion Attribution
  10. 10. Statistical Conversion Attribution Tools in the market Statistical approach You provide the weight for frequency, time on site, recency, page views, etc. The tool attributes the conversions to the channels according to the weights you provided self fulfilling prophecy, no real insights Statistically  determine  each  channel’s  true   contribution based on all observed visitors paths. data driven insights
  11. 11. Media Mix
  12. 12. 0% 10% 20% 30% 40% 50% 60% 70% Actual 2011 Model 2011 Media Mix Optimization effectiveness 0 € - € 2.000.000 € 4.000.000 € 6.000.000 € 8.000.000 € 10.000.000 € 12.000.000 € 14.000.000 € 16.000.000 € 18.000.000 € 20.000.000 €100.000 €250.000 €400.000 €550.000 €700.000 €850.000 €1.000.000 €1.150.000 €1.300.000 €1.450.000 €1.600.000 €1.750.000 €1.900.000 €2.050.000 €2.200.000 €2.350.000 €2.500.000 €2.650.000 €2.800.000 €2.950.000 €3.100.000 €3.250.000 €3.400.000 €3.550.000 €3.700.000 €3.850.000 €4.000.000 €4.150.000 €4.300.000 €4.450.000 Mediaspend Visits Margin Profit
  13. 13. Integration is the trend Price Google Adwords Conversion Attribution Profit Media Capacity Price
  14. 14. How do you get there?
  15. 15. One step at a time Workshop Data collection Data analysis Proto- typing Proof Of Concept
  16. 16. With the right people Statistics & Math ITBusiness
  17. 17. With the right data
  18. 18. Where are you? Source: Competing on Analytics, Davenport
  19. 19. Kevin Pak +31 654936223 kevin.pak@ortec.com Contact details

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