digi semestr 2016
TRANSCRIPT
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Data nejsou {jen} pro geeky!
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Agenda
1) Intro2) Atribuce walk through3) Slack + NLP
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QuestionsData
Context
AI + HI
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https://www.facebook.com/datagirls/
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@pabu01 @keboola@datamovement
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@pabu01 @keboola@datamovement
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http://my.visme.co/projects/nearbuy-kup-za-rohem-552ade#
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Team NearBy
Aplikace Fitness shopping User: datafestak Heslo: runrunrun
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@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
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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?
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Víte jestli se investice do
nové provozovny vyplatí?
Jaký je v okolí obchodní
potenciál?
Jaké je riziko neúspěchu?
Kamexpandovat?
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Kdonakupuje?
Kdo je reálná cílová
skupina?
Odkud přesně je a jak se
chová?
Která je druhá a jak je
velká?
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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.
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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:
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McPenZaložen 2008 Vyrostl na 15 obchodů Jak dál ????
a. klasická cestab. sdílení
@pabu01 @keboola@datamovement
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McPen
Rozhodli se udělat z každého datového analytika. Napojili data:● POS● gates● SKU● KPIs
@pabu01 @keboola@datamovement
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McPena dali přístup všem!
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Co teda dělají denně ?
● včerejší obrat / to samé minulý rok● 10 minut/den přihlášení z pokladny● velikost nákupního košíku● promo akce
@pabu01 @keboola@datamovement
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http://goo.gl/WrNzsL
McPen (stationery network) - democratised data = 2x EBITDA in 1 yr!!!
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První rok
● implementace - 2 měsíce● 30% nárůst košíku● prodavačky určily strategii● růst zisku
@pabu01 @keboola@datamovement
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@pabu01 @keboola@datamovement
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II. fáze
● data ze skladů● 30% snížení = 6M Kč !!!!!!!!● 2x větší rychlost expanze
@pabu01 @keboola@datamovement
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no BS!
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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 ???
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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
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Uniform data
ADVERTISING BUDGET
CLICKS & IMPRESSIONS
CONVERSIONS
PROGRAMMATICPPC SOCIAL
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Last-click (heuristic) problem
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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
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Technology:
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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
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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=
=
=
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RTB and Display drive PPC and Search
conversion rate remained 24 %
CPA remained 0,019 CZK
2x more conversions
2,5x conversion value
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Adam Votava
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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/
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Kaizen Data Spiral
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“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.”
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MessageHlava
Jen papír už nestačí. Složité prostředí si žádá sofistikovanější přístup
Učit se pořád
Marketing jsou data !!!
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Slack & NLP
https://public.tableau.com/profile/petr.simecek#!/vizhome/KeboolaSlackNLP/SlackDashboard