#data a Digisemest v Brne

1. Data nejsou {jen} pro geeky!

2. Agenda
1) Intro
2) Atribuce walk through
3) Slack + NLP

3. Questions
Data
Context
AI + HI

4. https://www.facebook.com/datagirls/

5. @pabu01 @keboola
@datamovement

6. @pabu01 @keboola
@datamovement

11. http://my.visme.co/projects/nearbuy-kup-za-rohem-552ade#

12. Team NearBy
Aplikace Fitness shopping User: datafestak Heslo: runrunrun

14. @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

15. Poznejte svou
lokalitu
Jste na “dobré” adrese?
Jak ze stávajícího místa
vytěžit maximum?
Existuje v oblasti trh a jak
velký? Jakou část z něj
máte vy?

16. Víte jestli se investice do
nové provozovny vyplatí?
Jaký je v okolí obchodní
potenciál?
Jaké je riziko neúspěchu?
Kam
expandovat?

17. Kdo
nakupuje?
Kdo je reálná cílová
skupina?
Odkud přesně je a jak se
chová?
Která je druhá a jak je
velká?

19. 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.

20. 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:

23. McPen
Založen 2008
Vyrostl na 15 obchodů
Jak dál ????
a. klasická cesta
b. sdílení
@pabu01 @keboola
@datamovement

24. McPen
Rozhodli se udělat z každého datového
analytika. Napojili data:
● POS
● gates
● SKU
● KPIs
@pabu01 @keboola
@datamovement

25. McPen
a dali přístup všem!

26. Co teda dělají denně ?
● včerejší obrat / to samé minulý rok
● 10 minut/den přihlášení z pokladny
● velikost nákupního košíku
● promo akce
@pabu01 @keboola
@datamovement

27. http://goo.gl/WrNzsL
McPen (stationery network) - democratised data =
2x EBITDA in 1 yr!!!

28. První rok
● implementace - 2 měsíce
● 30% nárůst košíku
● prodavačky určily strategii
● růst zisku
@pabu01 @keboola
@datamovement

30. @pabu01 @keboola
@datamovement

31. II. fáze
● data ze skladů
● 30% snížení = 6M Kč !!!!!!!!
● 2x větší rychlost expanze
@pabu01 @keboola
@datamovement

32. no BS!

35. Digi Marketing - cool shit
2000 - Sodor - http://www.lupa.cz/clanky/projekt-sodor-12-click-rate-neni-ucinnost/
- Key words - pay per position
2004 - PPC
2010 - Video
2014 - Programatic
What’s next ???

36. 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

37. Uniform data
ADVERTISING BUDGET
CLICKS & IMPRESSIONS
CONVERSIONS
PROGRAMMATICPPC SOCIAL

38. Last-click (heuristic) problem

39. 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

41. Technology:

42. Data preparation: 80% success
Data cleaning exclude robotic transactions
exclude disabled cookies
exclude not visible impressions
exclude repeated actualisations of
websites
combine impressions in 30-minute interval
Transformation
to journeys
non-conversion taken in account
exclude paths longer than treshold
Data: > 1,5 TB
Rows: > 3,2 billions

43. 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=
=
=

44. RTB and Display drive PPC and Search
conversion rate remained 24 %
CPA remained 0,019 CZK
2x more conversions
2,5x conversion value

45. Adam Votava

46. Zdroje
http://www.pavelsima.cz/blog/atribucni-modelovani-idioty-marketery-shapley-mar
kov
https://blog.medio.cz/stitky/atribucni-modely
https://www.krutis.com/atribuce-1/

47. Kaizen Data Spiral

48. “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.”

49. Message
Hlava
Jen papír už nestačí. Složité prostředí si žádá sofistikovanější přístup
Učit se pořád
Marketing jsou data !!!

50. Slack & NLP
https://public.tableau.com/profile/petr.simecek#!/vizhome/Keb
oolaSlackNLP/SlackDashboard