Keynote talk at Seattle Interactive Conference, October 29, 2013

1. Shifting Paradigms: Knowledge
Powered Audience Engagement
Ying Li
Ying Li Chief Data Scientist, Parllay
Chief Data Scientist, Parllay

3. Data Science and Computational Advertising

4. Data Science and Computational Advertising

5. Data Science and Computational Advertising

6. Data Science and Computational Advertising
“…make online advertising
even more relevant and
useful by using additional (to
search) information about the
websites people visit. …”

7. Data Science and Computational Advertising
“… find precisely
“…make online advertising
the consumer you
even more relevant and
are looking for”
useful by using additional (to
search) information about the
websites people visit. …”

8. Data Science and Computational Advertising
“… find precisely
“…make online advertising
the consumer you
even more relevant and
are looking for”
useful by using additional (to
search) information about the
“… focusing
websites people visit. …” your campaign
on … audience … interested
in the areas of your products
and services.

9. Data Science and Computational Advertising
“… find precisely
“…make online advertising
the consumer you
even more relevant and
are looking for”
useful by using additional (to
search) information about the
“… focusing
websites people visit. …” your campaign
on … audience … interested
in the areas of your products
hundreds of millions of users
and services.
billions of impressions
terabytes of raw data

10. Observational Analysis of Audience Behavior

11. Observational Analysis of Audience Behavior
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10
21:00
12/12/10
21:02
12/27/10
16:12
12/20/10
17:52
12/20/10
19:13
12/20/10
19:14
12/20/10
22:59
12/28/10
23:27
1/3/11 18:25
1/3/11 18:28
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart

12. Observational Analysis of Audience Behavior
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10
21:00
12/12/10
21:02
12/27/10
16:12
12/20/10
17:52
12/20/10
19:13
12/20/10
19:14
12/20/10
22:59
12/28/10
23:27
1/3/11 18:25
1/3/11 18:28
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity

13. Observational Analysis of Audience Behavior
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10
21:00
12/12/10
21:02
12/27/10
16:12
12/20/10
17:52
12/20/10
19:13
12/20/10
19:14
12/20/10
22:59
12/28/10
23:27
1/3/11 18:25
1/3/11 18:28
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

14. Observational Analysis of Audience Behavior
12/4/10 17:53 predict more details
Hard to pondora
12/22/10 5:29
12/23/10Science discipline = Data Mining
18:43 linkedin
•
12/9/10 5:04
12/23/10 18:55 complaint free world
• Music genre = U2
12/12/10
12/23/10 19:27 isee practice test
• School = private school for 21:00
son
12/23/10 19:47 free isee practice tests
12/12/10
11/20/10 19:16 univercity village
21:02
12/29/10 7:04 eric schadt
12/27/10
12/18/10 17:37 in search of excellence
16:12
12/29/10 20:02 road conditions
12/20/10
12/29/10 20:02 seattle traffic
17:52
12/11/10 20:27 vineyard crest bellevue
12/20/10
11/30/10 17:37 eric schadt
19:13
12/21/10 22:19 eric schist eqtl
12/20/10
12/21/10 22:19 eric schmidt qtl
19:14
12/20/10
12/22/10 4:52 eric schist
22:59
12/22/10 4:53 eric schist
12/28/10
12/22/10 4:53 +eric schist
23:27
12/22/10 4:54 +eric schist
1/3/11 18:25
12/22/10 4:55 eqtl
1/3/11 18:28
12/22/10 4:59 eqtl schist
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

15. Observational Analysis of Audience Behavior
12/4/10 17:53 predict more details
Hard to pondora
12/22/10 5:29
12/23/10Science discipline = Data Mining
18:43 linkedin
•
12/9/10 5:04
12/23/10 18:55 complaint free world
• Music genre = U2
12/12/10
12/23/10 19:27 isee practice test
• School = private school for 21:00
son
12/23/10 19:47 free isee practice tests
12/12/10
11/20/10 19:16 univercity village
21:02
12/29/10 7:04 eric schadt
12/27/10
12/18/10 17:37 in search of excellence
16:12
Very possible to get wrong
12/29/10 20:02 road conditions
12/20/10
•
12/29/10Gambler
20:02 seattle traffic
17:52
12/11/10 20:27 vineyard crest bellevue
12/20/10
11/30/10 17:37 eric schadt
19:13
12/21/10 22:19 eric schist eqtl
12/20/10
12/21/10 22:19 eric schmidt qtl
19:14
12/20/10
12/22/10 4:52 eric schist
22:59
12/22/10 4:53 eric schist
12/28/10
12/22/10 4:53 +eric schist
23:27
12/22/10 4:54 +eric schist
1/3/11 18:25
12/22/10 4:55 eqtl
1/3/11 18:28
12/22/10 4:59 eqtl schist
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

16. Observational Analysis of Audience Behavior
12/4/10 17:53 predict more details
Hard to pondora
12/22/10 5:29
12/23/10Science discipline = Data Mining
18:43 linkedin
•
12/9/10 5:04
12/23/10 18:55 complaint free world
• Music genre = U2
12/12/10
12/23/10 19:27 isee practice test
• School = private school for 21:00
son
12/23/10 19:47 free isee practice tests
12/12/10
11/20/10 19:16 univercity village
21:02
12/29/10 7:04 eric schadt
12/27/10
12/18/10 17:37 in search of excellence
16:12
Very possible to get wrong
12/29/10 20:02 road conditions
12/20/10
•
12/29/10Gambler
20:02 seattle traffic
17:52
12/11/10 20:27 vineyard crest bellevue
12/20/10
11/30/10 17:37 eric schadt
19:13
12/21/10 22:19 eric schist eqtl
12/20/10
12/21/10 22:19 eric schmidt qtl
19:14
12/20/10
12/22/10 4:52 eric schist
22:59
12/22/10 4:53 eric schist
12/28/10
12/22/10 4:53 +eric schist
23:27
12/22/10 4:54 +eric schist
1/3/11 18:25
12/22/10 4:55 eqtl
1/3/11 18:28
12/22/10 4:59 eqtl schist
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

17. Observational Analysis of Audience Behavior
12/4/10 17:53 predict more details
Hard to pondora
12/22/10 5:29
12/23/10Science discipline = Data Mining
18:43 linkedin
•
12/9/10 5:04
12/23/10 18:55 complaint free world
• Music genre = U2
12/12/10
12/23/10 19:27 isee practice test
• School = private school for 21:00
son
12/23/10 19:47 free isee practice tests
12/12/10
11/20/10 19:16 univercity village
21:02
12/29/10 7:04 eric schadt
12/27/10
12/18/10 17:37 in search of excellence
16:12
Very possible to get wrong
12/29/10 20:02 road conditions
12/20/10
•
12/29/10Gambler
20:02 seattle traffic
17:52
12/11/10 20:27 vineyard crest bellevue
12/20/10
11/30/10 17:37 eric schadt
19:13
12/21/10 22:19 eric schist eqtl
12/20/10
12/21/10 22:19 eric schmidt qtl
19:14
12/20/10
12/22/10 4:52 eric schist
22:59
12/22/10 4:53 eric schist
12/28/10
12/22/10 4:53 +eric schist
23:27
12/22/10 4:54 +eric schist
1/3/11 18:25
12/22/10 4:55 eqtl
1/3/11 18:28
12/22/10 4:59 eqtl schist
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

18. Observational Analysis of Audience Behavior
12/4/10 17:53 predict more details
Hard to pondora
12/22/10 5:29
12/23/10Science discipline = Data Mining
18:43 linkedin
•
12/9/10 5:04
12/23/10 18:55 complaint free world
• Music genre = U2
12/12/10
12/23/10 19:27 isee practice test
• School = private school for 21:00
son
12/23/10 19:47 free isee practice tests
12/12/10
11/20/10 19:16 univercity village
21:02
12/29/10 7:04 eric schadt
12/27/10
12/18/10 17:37 in search of excellence
16:12
Very possible to get wrong
12/29/10 20:02 road conditions
12/20/10
•
12/29/10Gambler
20:02 seattle traffic
17:52
12/11/10 20:27 vineyard crest bellevue
12/20/10
11/30/10 17:37 eric schadt
19:13
12/21/10 22:19 eric schist eqtl
12/20/10
12/21/10 22:19 eric schmidt qtl
19:14
12/20/10
12/22/10 4:52 eric schist
22:59
12/22/10 4:53 eric schist
Impossible to schist
interests
12/22/10 4:53 +eric predict any future12/28/10
23:27
•
12/22/10Tech Hobbyist
4:54 +eric schist
1/3/11 18:25
12/22/10 4:55 eqtl
1/3/11 18:28
12/22/10 4:59 eqtl schist
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
Easy to predict
• Interests
 Music
 Science
 School
 Craft
• Language
 English, Chinese
• Religion
 Christianity
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment

19. Data, Math, Algorithmic Engines

20. Data, Math, Algorithmic Engines

21. Tech Hobbyist
Data, Math, Algorithmic Engines

22. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience

23. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience

24. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience

25. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
• Expand the audience

26. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
• Expand the audience

27. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
• Expand the audience
• Validate the audience

28. Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
• Expand the audience
• Validate the audience

29. Tech Hobbyist
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory

30. Tech Hobbyist
•
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory
Optimize inventory

31. Tech Hobbyist
•
•
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory
Optimize inventory
Test: A/B or multivariate

32. Tech Hobbyist
•
•
•
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory
Optimize inventory
Test: A/B or multivariate
Analyze:
• In-segment or out-segment
• Before and after

33. Tech Hobbyist
•
•
•
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory
Optimize inventory
Test: A/B or multivariate
Analyze:
• In-segment or out-segment
• Before and after

34. Tech Hobbyist
•
•
•
•
•
•
•
Data, Math, Algorithmic Engines
Find the audience
Expand the audience
Validate the audience
Forecast inventory
Optimize inventory
Test: A/B or multivariate
Analyze:
• In-segment or out-segment
• Before and after
• Do it all at scale

35. Reason to Be Excited: Data of Engagement

36. Reason to Be Excited: Data of Engagement
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10 21:00
12/12/10 21:02
11/27/10 21:30
12/27/10 16:12
12/20/10 17:52
12/20/10 19:13
12/20/10 19:14
12/20/10 22:59
12/28/10 23:27
1/3/11 18:25
1/3/11 18:28
11/22/10 14:54
1/2/11 23:10
1/3/11 6:05
12/27/10 6:25
12/27/10 6:25
12/27/10 6:27
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
9633 vineyard crest
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
schoolreport.org
automatic labeler
origami dragon
能权力
百普力
enteral nutritional
suspension

37. Reason to Be Excited: Data of Engagement
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10 21:00
12/12/10 21:02
12/27/10 16:12
12/20/10 17:52
12/20/10 19:13
12/20/10 19:14
12/20/10 22:59
12/28/10 23:27
1/3/11 18:25
1/3/11 18:28
11/22/10 14:54
1/2/11 23:10
1/3/11 6:05
12/27/10 6:25
12/27/10 6:25
12/27/10 6:27
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
schoolreport.org
automatic labeler
origami dragon
能权力
百普力
enteral nutritional
suspension

38. Reason to Be Excited: Data of Engagement
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10 21:00
12/12/10 21:02
12/27/10 16:12
12/20/10 17:52
12/20/10 19:13
12/20/10 19:14
12/20/10 22:59
12/28/10 23:27
1/3/11 18:25
1/3/11 18:28
11/22/10 14:54
1/2/11 23:10
1/3/11 6:05
12/27/10 6:25
12/27/10 6:25
12/27/10 6:27
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
schoolreport.org
automatic labeler
origami dragon
能权力
百普力
enteral nutritional
suspension

39. Reason to Be Excited: Data of Engagement
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10 21:00
12/12/10 21:02
12/27/10 16:12
12/20/10 17:52
12/20/10 19:13
12/20/10 19:14
12/20/10 22:59
12/28/10 23:27
1/3/11 18:25
1/3/11 18:28
11/22/10 14:54
1/2/11 23:10
1/3/11 6:05
12/27/10 6:25
12/27/10 6:25
12/27/10 6:27
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
schoolreport.org
automatic labeler
origami dragon
能权力
百普力
enteral nutritional
suspension

40. Reason to Be Excited: Data of Engagement
12/4/10 17:53
12/23/10 18:43
12/23/10 18:55
12/23/10 19:27
12/23/10 19:47
11/20/10 19:16
12/29/10 7:04
12/18/10 17:37
12/29/10 20:02
12/29/10 20:02
12/11/10 20:27
11/30/10 17:37
12/21/10 22:19
12/21/10 22:19
12/22/10 4:52
12/22/10 4:53
12/22/10 4:53
12/22/10 4:54
12/22/10 4:55
12/22/10 4:59
pondora
linkedin
complaint free world
isee practice test
free isee practice tests
univercity village
eric schadt
in search of excellence
road conditions
seattle traffic
vineyard crest bellevue
eric schadt
eric schist eqtl
eric schmidt qtl
eric schist
eric schist
+eric schist
+eric schist
eqtl
eqtl schist
12/22/10 5:29
12/9/10 5:04
12/12/10 21:00
12/12/10 21:02
12/27/10 16:12
12/20/10 17:52
12/20/10 19:13
12/20/10 19:14
12/20/10 22:59
12/28/10 23:27
1/3/11 18:25
1/3/11 18:28
11/22/10 14:54
1/2/11 23:10
1/3/11 6:05
12/27/10 6:25
12/27/10 6:25
12/27/10 6:27
rosetta inpharmatics
closing
overlake school
jo ann
craft supplies
bellevue square hours
yahoo labs
harrah's
harrah's entertainment
delicious
zune download
psalm 90
bible in one year chart
schoolreport.org
automatic labeler
origami dragon
能权力
百普力
enteral nutritional
suspension

41. New Opportunities with Connected Data

42. New Opportunities with Connected Data
Location
Time
People
Opinions

43. New Opportunities with Connected Data
• Knowledge sources and inference
Location
Time
People
Opinions

44. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
Time
People
Opinions

45. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
Time
People
Opinions

46. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
• Semantified content
• Wikipedia, Freebase, Khan Acadamy, …
Time
People
Opinions

47. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
• Semantified content
• Wikipedia, Freebase, Khan Acadamy, …
Time
People
Opinions

48. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
• Semantified content
• Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness
Time
People
Opinions

49. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
• Semantified content
• Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness
Time
People
• Where you are, who you are with, what
resources are around you
Opinions

50. New Opportunities with Connected Data
• Knowledge sources and inference
Location
• Audience graph
• Entity graph, Knowledge graph
• Semantified content
• Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness
Time
People
• Where you are, who you are with, what
resources are around you
• Ability to close the loop
•
•
•
•
Dynamic Data
Shared opinion
Instant feedback
From behavior observation to
experimentation
Opinions

51. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)

52. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)
Wisdom
Adding Value:
• Action-oriented
• Measurable
efficiency
• Wiser decisions
Collective
application of
knowledge in
action
Knowledge
Adding Value:
•
•
•
•
Comparison
Consequence
Connections
Conversations
Adding Value:
•
•
•
•
•
Contextualized
Categorized
Calculated
Corrected
Condensed
Experience, values,
context applied to a
message
Information
A message meant to change
receiver’s perception
Data
Discrete, objective facts about an event

53. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)
Wisdom
Adding Value:
• Action-oriented
• Measurable
efficiency
• Wiser decisions
Collective
application of
knowledge in
action
Knowledge
Adding Value:
•
•
•
•
Comparison
Consequence
Connections
Conversations
Adding Value:
•
•
•
•
•
Contextualized
Categorized
Calculated
Corrected
Condensed
Experience, values,
context applied to a
message
Information
A message meant to change
receiver’s perception
Data
Discrete, objective facts about an event
Banner ads
Search Ads
Re-messaging

54. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)
Wisdom
Adding Value:
• Action-oriented
• Measurable
efficiency
• Wiser decisions
Collective
application of
knowledge in
action
Knowledge
Adding Value:
•
•
•
•
Comparison
Consequence
Connections
Conversations
Adding Value:
•
•
•
•
•
Contextualized
Categorized
Calculated
Corrected
Condensed
Experience, values,
context applied to a
message
Contextual ads
BT ads
Information
A message meant to change
receiver’s perception
Data
Discrete, objective facts about an event
Banner ads
Search Ads
Re-messaging

55. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)
Wisdom
Adding Value:
• Action-oriented
• Measurable
efficiency
• Wiser decisions
Collective
application of
knowledge in
action
What would it
look like at this
stage?
Knowledge
Adding Value:
•
•
•
•
Comparison
Consequence
Connections
Conversations
Adding Value:
•
•
•
•
•
Contextualized
Categorized
Calculated
Corrected
Condensed
Experience, values,
context applied to a
message
Contextual ads
BT ads
Information
A message meant to change
receiver’s perception
Data
Discrete, objective facts about an event
Banner ads
Search Ads
Re-messaging

56. The Wisdom Pyramid
Source: Adapted from Liebowitz, (2003)
Wisdom
Adding Value:
• Action-oriented
• Measurable
efficiency
• Wiser decisions
Knowledge Powered
Audience Engagement
Collective
application of
knowledge in
action
What would it
look like at this
stage?
Knowledge
Adding Value:
•
•
•
•
Comparison
Consequence
Connections
Conversations
Adding Value:
•
•
•
•
•
Contextualized
Categorized
Calculated
Corrected
Condensed
Experience, values,
context applied to a
message
Contextual ads
BT ads
Information
A message meant to change
receiver’s perception
Data
Discrete, objective facts about an event
Banner ads
Search Ads
Re-messaging

57. Key Components

58. Key Components
Structured Data
Unstructured Data
Web
Data Sources

59. Key Components
Structured Data
Unstructured Data
Web
Data Sources
Knowledge Extractors
Ontology,
Schema
mapping
Classification
engine
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion

60. Key Components
Structured Data
Knowledge Extractors
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char
Dim 5 Attr4
Int Attr1
Int Attr2
Bool Attr3
Dimensional Index
Unstructured Data
Web
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity Graph
Inference Engines
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion
User Graph
Ontology

61. Key Components
Structured Data
Knowledge Extractors
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char
Dim 5 Attr4
Int Attr1
Int Attr2
Bool Attr3
Dimensional Index
Unstructured Data
Web
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity Graph
Inference Engines
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion
User Graph
Ontology

62. Key Components
Content Recommendation
Engines
Structured Data
Knowledge Extractors
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char
Dim 5 Attr4
Int Attr1
Int Attr2
Bool Attr3
Dimensional Index
Unstructured Data
Web
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity Graph
Inference Engines
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion
User Graph
Ontology

63. Key Components
Content Recommendation
Engines
Structured Data
Knowledge Extractors
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char
Dim 5 Attr4
Int Attr1
Int Attr2
Bool Attr3
Dimensional Index
Unstructured Data
Web
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity Graph
Inference Engines
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion
User Graph
Ontology

64. Key Components
Content Recommendation
Engines
Feedback Loop
Structured Data
Knowledge Extractors
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char
Dim 5 Attr4
Int Attr1
Int Attr2
Bool Attr3
Dimensional Index
Unstructured Data
Web
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity Graph
Inference Engines
Semantic Engines
Entity, facts,
events,
relationship
Sentiment,
opinion
User Graph
Ontology

65. Entities and Semantics

66. Entities and Semantics

67. Entities and Semantics
• Entity – of independent existence

68. Entities and Semantics
• Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang

69. Entities and Semantics
• Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang

70. Entities and Semantics
• Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang
• Semantics – assign meaning to data

71. Entities and Semantics
• Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang
Erlang
Pong
Raspberry Pi
Lego
Functional
language
Arcade
game
Single-board
computer
Construction
toy
• Semantics – assign meaning to data
Game

72. Entities and Semantics
• Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang
Erlang
Pong
Raspberry Pi
Lego
Functional
language
Arcade
game
Game
Single-board
computer
Construction
toy
• Semantics – assign meaning to data
• Using statistics to associate meaning with concepts,
entities & user actions
• Use ontologies that describe them in a domain

73. Recommender systems

74. Recommender systems
User Profile &
contextual parameters
Community data
Product features
Knowledge Model

75. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model

76. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

77. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

78. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

79. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

80. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

81. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Ranked product list

82. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Ranked product list
Community data
Ying
Erlang
Pong
Product features
Jon
Raspberry Pi
Lego
Knowledge Model
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

83. Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Ranked product list
Community data
ML
Ying
Erlang
Pong
Product features
Jon
Raspberry Pi
Lego
Knowledge Model
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

84. Putting it together: discovery and
anticipation

85. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

86. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

87. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

88. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Game

89. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Robotics
Hardware
Game

90. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Single-board
computer
Construction
toy
Robot kit
Robotics
Hardware
Game

91. Putting it together: discovery and
anticipation
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Game
Single-board
computer
Arduino
Construction
toy
Robot kit
Robotics
Hardware

92. Putting it together: discovery and
anticipation
Unsupervised Prediction
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Game
Single-board
computer
Arduino
Construction
toy
Robot kit
Robotics
Hardware

93. Putting it together: discovery and
anticipation
Unsupervised Prediction
Ying
Erlang
Pong
Jon
Raspberry Pi
Lego
Robotics
Functional
language
Arcade
game
Game
Single-board
computer
Arduino
Construction
toy
Robot kit
Robotics
Hardware

94. In Summary
•
•
•
•
Connected data
Semantified content
Feedback loop enabled machine learning
Knowledge driven content
recommendation
• Audience centric content curation
• At-scale continuous audience
engagement

95. Thank you
Dr.Ying Li
Chief Data Scientist, Parllay