Biggest problem with data analytics. tons of data, not much insights.

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Brendan Manning
5 years ago
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1 Biggest problem with data analytics tons of data, not much insights.

Mobile Marketing CAC KPI Advertisers Organic

Content Marketing Retargeting Email marketing

Marketing DSP Google Adwords Which marketing

2 Mobile Marketing CAC KPI Advertisers Organic Which customer segment should we go after? Owned Media S E O What ad copy should I create? Content Marketing Retargeting marketing LTV WOM Paid Media Geo-Fencing Inbound Marketing DSP Google Adwords Which marketing channels should I spend money on? How much should I price? DMP FB Advertising SSP CPM Earned Media ESP

3 To get better at this, we need: 1. Talent: we need more people to understand analytics. 2. Replication: figure out a way to easily replicate analyses. Football Playbook Drawing

4 MOST COMMON ANALYTICS USE CASES IN DIGITAL MARKETING Segmentation Ads Budget: LTV/CAC Metrics Target Audience + Content + Cash Results Which customer segment should we go after? What ad copy should I create? Which marketing channels should I spend money on? This is called: A/B Testing if you can run experiments Marketing Mix Modeling if you can t run experiments Awareness Impressions Direct Response Leads / Sales This is basically a regression.

5 A potential model to use? 1. Talent: we need more people to understand analytics. => identifies talent. 2. Replication: figure out a way to easily replicate analyses. => produces trust-worthy results. Other industries are already doing this the question is just when are we going to do it?

6 What this actually looks like in practice 3. Scalability: new data streaming in Data Provider (You) Data Use Data Scientist Agreement (DUA) 1. Protect data could be hacked Unprotected Data (Full Population) Code & Results To to Original Firm s Data Firm Science Team Slow: need to do this entire transfer process if new sample needed! Results from Inference, Prediction, or Counterfactuals To Other Researchers or Third-Party Verification Data Protection Method Model Building & Estimation Regressions Aggregation, Randomization, or Synthetic Data Generation Bottleneck 2. Generalizability Issue: sample is usually small. Protected Data (Small Sample) In order for this to scale, we need to solve this first privacy concern in the data transfer

7 Evolution of Data Use & Privacy Protection past p r e s e n t f u t u r e Actual Data Transfer F o r t K n o x p r o t e c t i o n s c h e m e. I n t e r n a l d a t a s c i e n c e a n a l y s i s. Anonymized Data Transfer D i f f e r e n t i a l P r i v a c y E n c r y p t i o n S a f e h a r b o r a n d s a n d b o x s c h e m e. W a l l e d g a r d e n d a t a e x c h a n g e s. R i s k : d a t a c a n b e t r a c e d b a c k t o o r i g i n a l c u s t o m e r s.?

8 Solution: The Data Free Transfer Paradigm Simple idea from cryptography and security literature: can t lose privacy if real data is not being transferred in the first place. my latest research: applying this to marketing contexts.

9 The Future is Now past p r e s e n t f u t u r e Actual Data Transfer F o r t K n o x p r o t e c t i o n s c h e m e. I n t e r n a l d a t a s c i e n c e a n a l y s i s. Anonymized Data Transfer D i f f e r e n t i a l P r i v a c y E n c r y p t i o n S a f e h a r b o r a n d s a n d b o x s c h e m e. W a l l e d g a r d e n d a t a e x c h a n g e s. R i s k : d a t a c a n b e t r a c e d b a c k t o o r i g i n a l c u s t o m e r s. Data Free Transfer M a d e p o s s i b l e b y l a t e s t b r e a k t h r o u g h s i n m a c h i n e l e a r n i n g a n d A I. F u l l y d i s t r i b u t e d d a t a c o l l a b o r a t i o n m o d e l s. Te s t s o n r e a l w o r l d s e t t i n g s b e a t b e n c h m a r k s. Who can help you make this happen at your firm?

Google Adwords. 8WEB Google Adwords. Capture leads & make sales. Y o u r P a r t n e r s I n O n l i n e S a l e s

Google Adwords. 8WEB Google Adwords. Capture leads & make sales. Y o u r P a r t n e r s I n O n l i n e S a l e s 8WEB Google Adwords Capture leads & make sales 8WEB Google Adwords Y o u r P a r t n e r s I n O n l i n e S a l e s 0407 924 368 8web.com.au PO BOX 8, Callala Beach, NSW 2540 W H A T I S G O O G L E A