Session sponsored by the Trade Desk: How to turn your media buyers into data whisperers, Digiday Agency Summit, October 2016
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This document provides examples of how data can be analyzed to gain insights into customer behavior and business performance, such as analyzing online orders by day of week and time of day, account openings by date, and device and technology usage. It also discusses the qualities of an effective data analyst, including being curious, creative, a critical thinker, a good storyteller, and having a consultative approach. The document aims to demonstrate how data science can provide actionable insights and provocations to drive business growth.
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Session sponsored by the Trade Desk: How to turn your media buyers into data whisperers, Digiday Agency Summit, October 2016
- 4. The Internet is a BIG Place
- 5. Second: 4 240 Impressions Per 14.4 346 Billion BillionMillionMillion Minute: Hour: Day:
- 6. $1,000,000 Buy over 30 Days @ $10.00 CPM 40 Impressions per Second
- 8. • Makes Data Science actionable • Deep understanding of the business and its customers • Highly tuned to human behavior • Mines for Provocations • Data Science • Deep understanding of math, algorithms, models and data • Annoyed by humans • Mines for Insights Data Whisperers Data Scientists
- 9. Coca-Cola’s Content Strategy 2020
- 11. Basic Insight = Small Change - 50,000 100,000 150,000 200,000 250,000 Conversions Day of Week Online Orders by Day of Week - 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24Conversions Time of Day Online Orders by Time of Day
- 12. Provocation = Big Change 0 500 1000 1500 2000 2500 3000 3500 4000 ACCOUNTOPENINGS Account Openings by Date
- 13. 0 500 1000 1500 2000 2500 3000 3500 4000 ACCOUNTOPENINGS There was a “Slight” Dip in the Market
- 15. I have no special talents. I am only passionately curious.
- 16. Five Qualities of an Effective Data Whisperer Curious Critical Thinker Creative Consultative Story Teller
- 17. Curious
- 18. City Level Analysis City Relevance College Durham 21.5 University of New Hampshire Notre Dame 16.2 University of Notre Dame University Park 15.7 Penn State University Auburn University 15.0 Aurburn University Villanova 14.1 Villanova University Haverford 13.9 Haverford College Elon 12.1 Elon University Thorofare 11.9 Upenn Camp Pendleton 11.0 Marines Base University 10.9 University of Mississippi Chestnut Hill 10.8 Boston College Mississippi State 10.6 Mississippi State Darby 10.6 none Clarion 10.2 Clarion University Bayport 9.9 Adelphi College Manville 9.9 Rutgers university Bridgewater 9.8 Bridgewater State University Chestertown 8.4 Washington College Normal 8.3 Illinois State University Northfield 8.1 St. Olaf and Carleton colleges Cohasset 8.0 None Port Lavaca 8.0 Victoria College Athens 7.9 Ohio Univesity Windsor 7.9 None Fort Drum 7.8 Army base University Of Richmond 7.8 University of Richmond Stony Brook 7.6 SUNY Stony Brook
- 19. Creative
- 20. Population Density Analysis Map created by The Trade Desk Density People per square mile: Less than 10 10-250 250-3,000 3,000-20,000 More than 20,000 $CPA 0.00 1.87 3.74
- 21. Story Teller
- 22. Event Analysis 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 Orders Hour EST "Sports Saturday" vs. Average Saturday 5/2/2015 Avg Saturday Fight Time Rangers vs. Capitals Game 7 Kentucky Derby
- 23. Critical Thinker
- 24. Device & Technology Analysis BROWSER DEVICE OS FAMILY RELEVANCE Chrome OSX 2.58 Firefox OSX 1.99 Chrome Windows 1.5 Internet Explorer 10 Windows 1.36 Safari OSX 1.08 Firefox Windows 1.08 Chrome Linux 0.94 Internet Explorer 9 Windows 0.88 Internet Explorer 11 Windows 0.78 Chrome Android 0.17 Safari iOS 0.05
- 25. Consultative
- 26. Competitive Analysis The largest orders per population came in states where there are the highest density of store locations Advertiser Competitor A Competitor B The areas where there are less orders per population, competitors have a stronger footprint
- 27. Takeaways
- 28. Alex Schneider, VP, Client Strategy alex.schneider@thetradedesk.com
Editor's Notes
- Data is like horses; it can be untamed and unmanageable or it can be trained and useful.
- Data is like horses; it can be untamed and unmanageable or it can be trained and useful.
- As big data technology evolves, so does the role humans play…Connects the mathematic models to the business problem Provocations challenge the status quo and motivate and give justification for meaningful change
- “Working with knowledge and insights, we have observed that a lot of our insights have led to small incremental thinking. What we need are provocations that will lead to bigger transformational actions.” “Data will become the new soil in which our ideas will grow. Data Whisperers will become the new messiahs.”
- Curious – undying thirst for a deeper understanding of the situation or problem Critical Thinker – knows when the data seems off versus explaining anomalies Creative – coming up with outside the box ideas, forming a hypothesis and testing them Consultative – Can push back on the client with new ideas Story Teller – whether spoken, in writing or through data visualization
- Creative - undying thirst for a deeper understanding of the situation or problem
- Looking at cities in which the converting audience indexes highly Of the top indexing cities, nearly all were home to or within a mile of a major college or university Marines and Army bases also indexed highly
- Creative – coming up with hypothesis and outside the box ideas and testing them
- Story Teller – whether spoken, in writing or through data visualization
- Generally, the number of orders on “Sports Saturday” followed the distribution of an average Saturday in greater volume The Mayweather vs. Pacquiao Fight drove the most “incremental” orders The Hockey game drove the least incremental conversions
- Critical thinker - knows when the data seems off versus explaining anomalies
- Consultative – Can push back on the client with new ideas
- Chili’s Store locations