not all data is created equal
TRANSCRIPT
![Page 1: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/1.jpg)
All Data Is Not Created Equal
Brian Monahan, VP of Marketing @Brionic
![Page 2: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/2.jpg)
Source: comscore multi-platform data including mobile ending July 2015
2ndlargest retail site
![Page 3: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/3.jpg)
is a giantpersonalization
machine
![Page 4: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/4.jpg)
We have learned that data can be misleading
Already Purchases Your Brand or Category
Complimentary Items Outside Your Category
Demographics
Geographic
Online Interests & Behavior
Lapsed User of Your Brand or Category
?
![Page 5: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/5.jpg)
4K TVs
![Page 6: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/6.jpg)
Women’s Apparel
![Page 7: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/7.jpg)
Automotive
![Page 8: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/8.jpg)
Video Games
![Page 9: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/9.jpg)
The Power of Commercial Data
ROC curve
Tru
e P
ositiv
e R
ate
False Positive Rate
ROC curve
Tru
e P
ositiv
e R
ate
False Positive Rate
![Page 10: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/10.jpg)
Historical purchase data is significantly more predictive for future purchases than any other demo/behavior data
70% Accuracy(demo, social, geo, other behavior, etc.)
# of features needed without
prior purchase data
# of features needed with prior
purchase data at same scale
90% Accuracy(historical purchase)
~1000 ~10
![Page 11: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/11.jpg)
Proprietary first-party
Walmart/Sam’s Club data
matched to U.S.
households
Differences in key
online and in-store purchase
behaviors of shoppers exposed
to media (test) and non-
exposed (control) are
measured and analyzed
Impressions are served across
Walmart-owned media
channels, tracking those
exposed
Matched data is
anonymized and synced
to online cookies
Households are then used to segment Walmart.com
shoppers for targeting and measurement
How It Works
![Page 12: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/12.jpg)
Test users
Control users
generated from algo
Attribute 1
Attribute 2
WMX Control Method
![Page 13: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/13.jpg)
Media Auto Optimization
WMX data allows Walmart to optimize media elements in real-time based on actual in-store sales, improving media over time.
On average, auto-optimized tactics see 1.5x – 2.5x higher lifts (vs. non-optimized line items)
Source: WMX Optimization Report for Pampers 81191
![Page 14: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/14.jpg)
Modern Media Planning is beyond human comprehension … it takes a software solution.
![Page 15: Not All Data is Created Equal](https://reader034.vdocuments.net/reader034/viewer/2022050614/58eed6bb1a28abbc718b4575/html5/thumbnails/15.jpg)
Thank you