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/

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

3. https://www.linkedin.com/in/satya-kunapuli-159b161/
@satya_kunapuli
satyakunapuli

4. countries
190

5. 100
members worldwide
45
MILLION
view hours per year
BILLION

8. PROGRAMMATIC
ADVERTISING

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

28. The Final Frontier!

29. Titles?
Markets?
Channels?
Audience &
Creative?
H
U
M
A
N
S
M
A
C
H
I
N
E
S

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.