applied data science - what ad should our company use?
TRANSCRIPT
Ronnander 2015
Ronnander 2015
Current situation:• The marketing team and designers have
narrowed down our next ad to be one of three
layouts and one of two color schemes
Ronnander 2015
Current situation:• The marketing team and designers have
narrowed down our next ad to be one of three
layouts and one of two color schemes
• We cannot decide on a single layout and
color scheme
Ronnander 2015
Our goals:
Ronnander 2015
Our goals:• Choose the ad that will give us the highest
conversion rate
Ronnander 2015
Ronnander 2015
Data:• Conversion rate for each ad combination
Ronnander 2015
Data:• Conversion rate for each ad combination
Science:• Experimental design and implementation
Ronnander 2015
Data:• Conversion rate for each ad combination
Science:• Experimental design and implementation
Result:• Recommend the “best” ad
Ronnander 2015
Ronnander 2015
We have three layoutsL1 L2 L3
Ronnander 2015
We have three layoutsL1 L2 L3
and two color schemesC1 C2
Ronnander 2015
Six total ads to implementL1C1
L2C1
L3C1 L3C2
L2C2
L1C2
Ronnander 2015
Ronnander 2015
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nver
sio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nve
rsio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nve
rsio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
• Layout 2 + color scheme 2 had the highest conversion rate overall
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nve
rsio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
• Layout 2 + color scheme 2 had the highest conversion rate overall
• Layout 2 + color scheme 2 performed better than all ads with color scheme 1
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nve
rsio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
• Layout 2 + color scheme 2 had the highest conversion rate overall
• Layout 2 + color scheme 2 performed better than all ads with color scheme 1
• Layout 2 + color scheme 2 performed best; however, we cannot say with certainty that it performed better than the other ads with color scheme 2
0%
2%
4%
6%
8%
10%
12%
14%
L2C2 L3C2 L1C2 L2C1 L3C1 L1C1
Co
nve
rsio
n R
ate
Conversion Rate by Ad
Estimate
Bound
Ad
• Layout 2 + color scheme 2 had the highest conversion rate overall
• Layout 2 + color scheme 2 performed better than all ads with color scheme 1
• Layout 2 + color scheme 2 performed best; however, we cannot say with certainty that it performed better than the other ads with color scheme 2
• Recommend to fully implement either Layout 2 + color scheme 2 orLayout 3 + color scheme 2
Ronnander 2015
Ronnander 2015
We choose to go forward with Layout 2 + color scheme 2
L2 C2
Ronnander 2015
Ronnander 2015
Color scheme 1 performed poorly – will we use these colors together in the future?
Ronnander 2015
Color scheme 1 performed poorly – will we use these colors together in the future?
Should we do a second round of testing to see if Layout 2 or Layout 3 performs better?
