digi semestr 2016

Data nejsou {jen} pro geeky!

Agenda

1) Intro2) Atribuce walk through3) Slack + NLP

QuestionsData

Context

AI + HI

https://www.facebook.com/datagirls/

@pabu01 @keboola@datamovement

@pabu01 @keboola@datamovement

http://my.visme.co/projects/nearbuy-kup-za-rohem-552ade#

Team NearBy

Aplikace Fitness shopping User: datafestak Heslo: runrunrun

@pabu01 #keboola@ga_london

Clevermaps.cz is a great tool for displaying information which is natively connected with geo like sales/social conversations/demographics within a certain area

Poznejte svoulokalitu

Jste na “dobré” adrese?

Jak ze stávajícího místa

vytěžit maximum?

Existuje v oblasti trh a jak

velký? Jakou část z něj máte vy?

Víte jestli se investice do

nové provozovny vyplatí?

Jaký je v okolí obchodní

potenciál?

Jaké je riziko neúspěchu?

Kamexpandovat?

Kdonakupuje?

Kdo je reálná cílová

skupina?

Odkud přesně je a jak se

chová?

Která je druhá a jak je

velká?

Marketing Data source:

In store behaviour based on location and increasing sales??

Optimise in-store experience based on data, increase sales!!

Similar to online marketing by joining data in Keboola you can create customer funnels and analyse in-store, test multiple layout and set ups. Get to understand most valuable areas of your real estate.

Merchandise scoring report

Report can provide information such as number of seen products, time of interaction, conversion rate of display, average price, profit and many others. Based on this report, merchandiser is able to utilize the potential of every part of the store and ideally plan number and placement of „face“ and „golden cross“ areas

Marketing Data source:

McPenZaložen 2008 Vyrostl na 15 obchodů Jak dál ????

a. klasická cestab. sdílení

@pabu01 @keboola@datamovement

McPen

Rozhodli se udělat z každého datového analytika. Napojili data:● POS● gates● SKU● KPIs

@pabu01 @keboola@datamovement

McPena dali přístup všem!

Co teda dělají denně ?

● včerejší obrat / to samé minulý rok● 10 minut/den přihlášení z pokladny● velikost nákupního košíku● promo akce

@pabu01 @keboola@datamovement

http://goo.gl/WrNzsL

McPen (stationery network) - democratised data = 2x EBITDA in 1 yr!!!

První rok

● implementace - 2 měsíce● 30% nárůst košíku● prodavačky určily strategii● růst zisku

@pabu01 @keboola@datamovement

@pabu01 @keboola@datamovement

II. fáze

● data ze skladů● 30% snížení = 6M Kč !!!!!!!!● 2x větší rychlost expanze

@pabu01 @keboola@datamovement

no BS!

Digi Marketing - cool shit

2000 - Sodor - http://www.lupa.cz/clanky/projekt-sodor-12-click-rate-neni-ucinnost/

- Key words - pay per position2004 - PPC2010 - Video2014 - Programatic

What’s next ???

Separate silos

SEARCH AD BUDGET

SEARCH CLICKS &

IMPRESSIONS

SEARCH CONVERSIONS

DISPLAY AD BUDGET

DISPLAY CLICKS & IMPRESSIONS

DISPLAY CONVERSIONS

PROGRAMMATICPPC

SOCIAL AD BUDGET

SOCIAL

SOCIAL CLICKS &

IMPRESSIONS

SOCIAL CONVERSIONS

Uniform data

ADVERTISING BUDGET

CLICKS & IMPRESSIONS

CONVERSIONS

PROGRAMMATICPPC SOCIAL

Last-click (heuristic) problem

logistic regression models (Shao & Li 2011; Klapdor 2013)

game theory-based models (Berman, 2015; Dalessandroet al. 2012)

Bayesian models (Li & Kannan 2014; Nottorf 2014)

mutually exciting point process models (Xu, Duan, & Whinston, 2014)

hidden Markov models (Abhishek, Fader, & Hosanagar 2015; Anderl et al. 2014)

VAR models (Kireyev, Pauwels, & Gupta 2016)

multivariate time-serie models (Anderl et al. 2015)

survival models

Data-driven models

Technology:

Data preparation: 80% success

Data cleaning exclude robotic transactions exclude disabled cookiesexclude not visible impressionsexclude repeated actualisations of websitescombine impressions in 30-minute interval

Transformation to journeys

non-conversion taken in accountexclude paths longer than treshold

Data: > 1,5 TB Rows: > 3,2 billions

Reporting

CPA

ROAS (%)

channel cost

number of channel

conversions

channel weight

channel cost weight

ROAS > 100 % channel is undervalued

channel cost weight = channel cost

sum of all cost

Proposed Budget

actual budget * ROAS=

=

=

RTB and Display drive PPC and Search

conversion rate remained 24 %

CPA remained 0,019 CZK

2x more conversions

2,5x conversion value

Adam Votava

Zdroje

http://www.pavelsima.cz/blog/atribucni-modelovani-idioty-marketery-shapley-markov

https://blog.medio.cz/stitky/atribucni-modely

https://www.krutis.com/atribuce-1/

Kaizen Data Spiral

“As a supplier of campaigns we are taking in account strong assumption, that all conversions are equal as we don't know their value. That's honouring the principle of separation of responsibilities. Online marketing (we) is responsible only for generating conversions, sales department (client) then in charge of the sale itself.”

MessageHlava

Jen papír už nestačí. Složité prostředí si žádá sofistikovanější přístup

Učit se pořád

Marketing jsou data !!!

Slack & NLP

https://public.tableau.com/profile/petr.simecek#!/vizhome/KeboolaSlackNLP/SlackDashboard