In this presentation, we will take you on a walk through Programmatic Advertising's exciting data landscape and show you the tools and techniques that can help you turn these data sets into valuable business insights. Want to learn more about digital analytics? Check out this success story: http://wbrp.li/2hm50i8.

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Data points. Lots of them.
Programmatic Advertising – What’s in it for a Data Scientist?

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Data Points.
Lots of Them.
Programmatic Advertising – What’s in it for a Data Scientist?
Business opportunities.

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Agenda
1. Introduction
2. The Programmatic Data Landscape
3. A Simple Analysis: Audience Clustering
4. An Advanced Analysis: Channel Mix Optimization
5. Summary & Outlook

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Introduction

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The Webrepublic Digital Analytics Team

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What is a «programmatic campaign»?
For the current session we define it as follows:
A programmatic campaign is a multi-channel online campaign that has a
central server that is able to track all ad impressions and clicks for all
involved channels, as well as specific online conversions.

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For the current session we define it as follows:
A programmatic campaign is a multi-channel online campaign that has a
central server that is able to track all ad impressions and clicks for all
involved channels, as well as specific online conversions.
What is a «programmatic campaign»?
DSP Ad server

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The Programmatic
Data Landscape

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Customer Journey Tracking

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Customer Journey Tracking
Actually
female
Cost data
unavailable
User deleted
cookies
User bought the
product because her
mother asked to
Sad data
scientist
Happened
on mobilecost data

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The Programmatic Data Landscape
Display campaigns
Impression data
Click data
Behavioral data
Audience data
Cost data
Your website
DSP Ad server

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The Programmatic Data Landscape
Display campaigns
Impression data
Click data
Behavioral data
Audience data
Cost data
Your website
DSP Ad server
Tracking
Media buying

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The Programmatic Data Landscape
Display campaigns
Impression data
Click data
Behavioral data
Audience data
Cost data
Your website
DSP Ad server
Tracking
Media buying
Sync

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The Programmatic Data Landscape
Display campaigns
Impression data
Click data
Behavioral data
Audience data
Cost data
Your website
DSP Ad server
Important!

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Web Analytics Tool-Based Attribution
Web analytics tool

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Web Analytics Tool-Based Attribution
Web analytics tool
Impressions are
“invisible”
Search gets all the credit

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Web Analytics Tool-Based Attribution
Ad Server

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Web Analytics Tool-Based Attribution
Both the display and search
channels may get credit
Ad Server

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Fun fact: view-through
conversions may account for
up to 80% of all conversions
on display (banner) campaigns.
Source: a campaign executed in May-June 2017 for a global
brand; measured view-through conversion contribution was
80% in CH, 63% in USA, 44% in DE.

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Section Summary
Ad server
Web
analytics
Attribution
modeling

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A Simple Analysis:
Audience Clustering

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The Programmatic Data Landscape
Display campaigns
Impression data
Click data
Behavioral data
Audience data
Cost data
Your website
DSP Ad server

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Audience Clustering & Optimization
1. Identify. 2. Focus.

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Audience Clustering & Optimization
1. Identify. 2. Focus.
Low-performance
niche audiences
High-performance
niche audiences

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Audience Clustering & Optimization
1. Identify. 2. Focus.
Optimization
potential

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Audience Clustering & Optimization
Males
Females

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Audience Clustering & Optimization
Males
Females
News
junkies
Celebrity
news
Cooking
enthusiasts

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Audience Clustering & Optimization
Males
Females
News
junkies
Celebrity
news
Cooking
enthusiasts
Autos &
vehicles
Land Rover
(in-market)
Luxury
travelers

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Section Summary
High-volume
Low-CPA
Niches
Remarketing

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An Advanced Analysis:
Channel Mix Optimization

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Channel Mix Optimization
- Digital advertising investments can be shifted from less-performing
channels to better performing ones.
- The overall investment can be adjusted depending on the company’s sales
performance in near real time.

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The overall number of conversions (or the conversion value if available) needs
to be maximized:
Problem Definition
We need a model to predict the number
of conversions for a given budget for
each advertising channel

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An example of a possible model for Google AdWords
Budget Curves

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Session Summary & Outlook
HAVE
an Ad Server
USE
Audience
Clustering
DO
Channel Mix
Optimization

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