What does a data scientist actually do? In this talk I give an overview of the typical day in the life of a data scientist, based on my experiences at Thomson Reuters, Massive//Media (Netlog, Twoo) and Trackuity.

1. TRACKUITY
A Data Scientist's Day
Jeroen Janssen
jeroen@trackuity.com

2. TRACKUITY DATA SCIENCE: DEFINITION?
Computer
Science
Math
Statistics
Data
Science
Domain
Knowledge

3. TRACKUITY BIO
$25 million upfront
$13 billion annual revenue
Jeroen Janssen
PhD
Jeroen Janssens

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Task 1
The Dashboard

5. TRACKUITY DASHBOARDS: INTRODUCTION

6. TRACKUITY DASHBOARDS: INVESTIGATION
5000
3750
2500
1250
0
Unique Logins BE
2014-06-17 15:00 2014-06-17 17:00 2014-06-17 19:00 2014-06-17 21:00 2014-06-17 23:00
Male Female

7. TRACKUITY CHECKING DASHBOARD DATA
24,375 payments
in dashboard
25,000 payments
in database
40 web servers
Job last edited 20
days ago Logging: 10 ifs
for providers
PHP version 4.3
Last code change
10 days ago
Poland payments
once in 7 days

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Task 2
Predictive Models

9. TRACKUITY PATENT ASSIGNEE PREDICTION

10. TRACKUITY PATENT ASSIGNEE PREDICTION: APPROACH
Features
Inventor
Attorney
Description
Citations
Title
80/80
Model Model +
Hand-curated
patent data
90/90

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Task 3
A/B Testing

12. TRACKUITY A/B TESTING: SURPRISES
Visitors: free Visitors: paid
Expectation: drop in activity

13. TRACKUITY A/B TESTING: SURPRISES
Visitors: free Visitors: paid
Actual result: gain in activity

14. TRACKUITY A/B TESTING: PITFALLS
No mail
Get mail with
50% off
Twoo Unlimited
50% 50%

15. TRACKUITY A/B TESTING: PITFALLS
No mail
33%
Mail with
50% promo
33%
Mail with
no promo
33%

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Task 4
Recommendations

17. TRACKUITY CAPTION

18. TRACKUITY RECOMMENDATION ENGINE
Björn
Fernando
Benny
Agnetha
Anni-Frid
Recommend
Agnetha is probably interested in Fernando

19. TRACKUITY RECOMMENDATION ENGINE
Björn
Fernando
Benny
Agnetha
Anni-Frid
Interested?
...but is Fernando interested in Agnetha?

20. TRACKUITY RECOMMENDATION ENGINE
Björn
Fernando
Benny
Agnetha
Anni-Frid
Recommendation score of Fernando for Frieda:
f(P(Agnetha likes Fernando), P(Fernando likes Agnetha))

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Task 6
Marketing & PR

22. TRACKUITY MARKETING & PR: SCIENCE OF ATTRACTION

23. TRACKUITY MARKETING & PR: VOCABULARY EXPERIMENT

24. TRACKUITY MARKETING & PR: NEWS ARTICLES

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Personal
Time:
Start a
Company

26. TRACKUITY TRACKUITY: FOUNDERS
600+ MEMBERS
exit of $280 million $25 million upfront
$13 billion annual revenue
Jeroen Janssen
PhD
HUGUK
1400+ MEMBERS
PhD
Klaas Bosteels

27. TRACKUITY
Recommendations
The benefits are indisputable, but complex to implement
75% of what people watch on Netflix
was a recommendation
60% of the videos clicked on Youtube’s
homepage were recommended
35% of Amazon’s sales are driven by
recommendations
TRACKUITY: RECOMMENDATIONS

28. TRACKUITY
Trackuity Recommender
TRACKUITY RECOMMENDER
Like Google Analytics tracker, but for personalized recommendations
EASY
All it takes is adding a JavaScript snippet,
no further integration work is required
TARGETING
Efficiently (re)target users on other websites
or via email by showing personalized items
EFFECTIVE
Developed and maintained by a dedicated
team of highly-experienced data scientists
Up to 800% better click rate compared to
popular items and 80% better conversion
for people coming from recommendations
MONETIZATION
Promoted and sponsored recommendations
for direct monetization

29. TRACKUITY TRACKUITY RECOMMENDER: EXAMPLE

30. TRACKUITY DATA SCIENCE: CONCLUSION
Computer
Science
Math
Statistics
Data
Science
Domain
Knowledge

31. TRACKUITY
Jeroen Janssen
jeroen@trackuity.com