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Poslední středa: The gap between data, actions and value (Pavel Jašek)

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Prezentace Pavla Jaška (Google) na Poslední středě

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Poslední středa: The gap between data, actions and value (Pavel Jašek)

  1. 1. Confidential & ProprietaryConfidential & Proprietary The gap between data, actions and value Poslední středa, 30. 3. 2016 @paveljasek
  2. 2. Confidential & Proprietary Proprietary + Confidential Source: © Adobe, https://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
  3. 3. Confidential & Proprietary Proprietary + Confidential Analytical activities vs. business value delivered Source: © Inchoo, http://inchoo.net/online-marketing/superweek-2014-conference-report-avinash-google-analytics- tracking/
  4. 4. Confidential & Proprietary
  5. 5. Confidential & Proprietary 2.7183%
  6. 6. Confidential & Proprietary 3%
  7. 7. Confidential & Proprietary <5%
  8. 8. Confidential & Proprietary 3% → 42%
  9. 9. Confidential & Proprietary Hello, Mr. Pareto! % of Total Customers (sorted by profit) %ofTotalProfit ID 123
  10. 10. Confidential & Proprietary % of Total Customers (sorted by profit) %ofTotalProfit ID 123 3 % of Customers 42%ofLoss
  11. 11. Confidential & Proprietary EDA Exploratory Data Analysis
  12. 12. Confidential & Proprietary what if ...we move from 2.7183% by 10% to 2.4465% of unprofitable customers?
  13. 13. Confidential & Proprietary action
  14. 14. Confidential & Proprietary Actionability concerns Ad-hoc vs. automatic regular use (e.g. support of bidding mechanisms in AdWords, importing offline conversions) Having the right technology platform for all of this (e.g. importing remarketing segments from Google Analytics to AdWords) Are you able to report it? Optimize it over time? Are you able to understand the impact of a action (causality, uplift)?
  15. 15. Confidential & Proprietary Experimentation for proof of value of your actions Experiment CorrelationControlled Experiment Causality Uplift
  16. 16. Confidential & Proprietary Experimentation solutions Time Series Experiments User-level Experimentation Campaign Experiments Marketing Geo Experiments thinkwithgoogle.com/articles/proving-marketing-impact.html
  17. 17. Confidential & Proprietary Proprietary + Confidential Source: © Adobe, https://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/
  18. 18. Confidential & Proprietary THANK YOU! jasek@google.com@paveljasek

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