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  1. 1. Data Science at Starting Small with Big (Data) Dreams
  2. 2. About Me [@aj2z] Data Science & Analytics Team - Data ops (ETL, Munging etc) - Feature Test & Learn - Measure/Predict Customer Quality - Acquisition Portfolio Mgmt About us Previously - Postdoc Scientist at UCLA (Bioinformatics, Graph theory, Viral Genomes, Molecular Dynamics Simulations) - PhD, Univ. Chicago (Statistics of 3d defect formation in 2d films) Age Strength Location 2.5 yr ~40 Santa Monica, CA 3M Series A (Dec 2013) & Growing Fast!
  3. 3. Next 30 mins What we do at CARD.COM Where’s our data? Any new science? (some examples) Some startup tips (if time allows) Anyone heard of us before?
  4. 4. Our mission A Core Financial Service for ALL ● Alternative to B&M Banking ● Mobile ● Affordable ● Fair ● Direct to consumer
  5. 5. … and also fun and fashionable + General Purpose Reloadable Prepaid Card Customized with whatever inspires you! Mobile App Our Rewards: Inspiration in your wallet!
  6. 6. How does it work? Let’s take a look: Bank & Service Providers Artwork & Brands Member Transactions DM
  7. 7. .. a closer look Artwork & Brands Bank Partner Transactions CARD.COM Site / App CARD.COM AdTech Platform APIs RTB Ad Xchgs CARD.COM Analytics Platform Members Visitors 1 2 3 ● 3 key types of data ● Platforms in PHP, R, Python … let’s make some data predict deploy learn
  8. 8. Quick Poll: Like this in your wallet?
  9. 9. How about this?
  10. 10. Would you still pick your original?
  11. 11. And now? If I showed you this first? We’ve just generated new IP!
  12. 12. Our (Data) Science Questions - How likely is a person to cross over from a design they like to a Financial Service? - Is Star Trek a stronger Financial Brand than Care Bears? …or a Cute Baby Elephant? - Is a Spock CARD pulled out more at a Starbucks than Care Bears? Some examples next... Brand & Artwork Marketing & Human Behavior Finance
  13. 13. Art Matters Design defines Demographic
  14. 14. Design = Performance?Demographic + Other Variables Design De-Average, Learn, Grow (aka the Capital One way) Different strokes inspire different folks! There’s a CARD for every demo! 2K+ Designs
  15. 15. But Design is not Everything Human Behavior! e.g.: When (Hour of Day) you sign up indicates how soon you’ll use your CARD Time Recommended reading: “Predictably Irrational” - Daniel Ariely
  16. 16. Context, Choice & Experience Matter Rigorous A/B and Multivariate Testing! Try: card.com/elvis-presley
  17. 17. Our (Data) Science Vision Things we CAN do (with bigger data): - Financial Brand Equity Ratings - Affinity Specific Behavioral Science - FICO-like CARD.COM score for underbanked - Provide pathway to creditworthiness - Personalized promotions to members All this while keeping our privacy commitments Brand & Artwork Marketing & Human Behavior Finance
  18. 18. Learning to learn Transactions CARD.COM Site / App CARD.COM AdTech Platform APIs RTB Ad Xchgs CARD.COM Analytics Platform Members Visitors 1 2 3 predict deploy learn Sample wide (better to know for sure that something won’t work) Know your feedback loop! marketing > website > behavior Focus resources where you see evidence of large impact with small investments Understand business impact to learning cadence… i.e. know your efficient frontier early!
  19. 19. Infrastructure Transactions CARD.COM Site / App CARD.COM AdTech Platform APIs RTB Ad Xchgs CARD.COM Analytics Platform Members Visitors 1 2 3 predict deploy learn Will your data be: -- Structured or Unstructured? -- Growing Fast -- Need to learn fast (RT?) Structured data & R: When analyses need more than 10M lines of data. It’s time to move to distributed data and computation
  20. 20. We’re hiring! - Sr Statistical (R) Programmer - Ad Tech Eng - Full Stack Eng - Drupal Eng - Front-End Eng and more... card.com/careers Our Mostly FOSS Toolbox

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