How does the cloud help enable digital analytics in 2018? This presentation was at WAW Copenhagen 21st Feb, 2018 and includes an example of Intelligent Prefetching, the 2018 Superweek winner of the Golden Punchcard.

1. Beyond the Clouds

3. Its getting easier
and easier to create
services that scale
to a billion users

5. SaaS increasingly run on PaaS

6. Build Buy

7. GDPR?

8. Build your own
web analytics?

10. Bespoke,
real-time
services are very
impactful

12. Demo:
Intelligent Prefetching
PREFETCHING

14. Intelligent prefetching uses
digital analytics to make URL
predictions in real-time.
Those predictions are applied
through a tag manager to
prefetch the next page, to
increase website conversion.

15. PREDICTION SWEET SPOT
Very simple website. Most popular page good model
Complicated but has pattern. Machine learning model
Unique for each visitor. No pattern, no model possible

16. Best Possible vs Model

18. Google Cloud Platform

19. {‘prediction’:’/product/next-page2’,
’probability’:0.67}
{‘url-sequence’:
[‘/product/page1’,’/product/page3’,
‘/product/page4’]}
PREFETCHING
~2 secs

20. Without
Prefetching
With
Prefetching
Session Time Difference
Page 1 8,5 8,5 0
Page 2 8,8 6,8 -2,0
Page 3 9,6 3,2 -6,4
Page 4 5,4 2,8 -2,6
Page 5 14,1 3,1 -11,0
Total 46,4 24,4 -22,0
Effect on session time

21. Serverless
infrastructure
making ~3
predictions a second
at ~2 sec latency
Saving on
average 25% in
average user’s
load speed
experience

22. Hardest bit
•Load speed a good use case as most
websites would like to be faster
•But every business is different
•Actions that can be optimised via machine
learning include:
•Clustering and segmentation
•Prediction and forecasting
•What factors led to a known conversion

23. Infrastructure works with different input / output
?
?

24. Cloud services have
lowered the bar to scalable,
customised tools
You can start using them
today

25. The limiting factor
is only ambition