two faces of data science
DESCRIPTION
Data Science in Marketing: cases, opportunities and misunderstandingsTRANSCRIPT
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Two Faces of Data Science:Assisting Humans, Replacing Humans
Andrey Sebrant
YandexDirector, Product Marketing
Lviv, UkraineOctober 2014
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Crossing the Trough
The period of disillusionment is dangerous,please take special care ;)
│ http://www.economist.com/blogs/babbage/2014/08/difference-engine-2
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What old tradition tells us
│ From ChaosBook.org & Wikipedia
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Data Science != Analytics
Classic:
Deep understanding
Human mind
Building models
Long process(sometimes months and years)
Modern:
• Machine learning
• Huge computations
• Predictive algorithms
• Real time (often less than a second)
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Data Science != Analytics
Classic:
•Assisting
Modern:
•Replacing
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Data Science != Analytics
Classic:
• Human readable output
Modern:
• Machine readable output
http://blogs.hbr.org/2014/08/the-question-to-ask-before-hiring-a-data-scientist/
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Here come Psychology
› Do you like anti-spam protection at your e-mail service?
› Do you like context ads next to your private e-mails?
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Good news
When we do “reverse engineering” of decision-making by a machine, we often receive:
│ Sanity check│ Useful insights
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Look-A-Like in Ad Targeting(and what do they search)
Case study Yandex Crypta
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Light TV-viewers: methodology
User Survey
• TNS forms• 4 questions
• Panel survey by OMI
• 28’000 users
Cookie matching OMI-Yandex
• Matching OMI panel users and Yandex visitors
Online behavior patterns across the Internet
• Crypta technology
• 200 factors of user behavior
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Heavy TV viewers Light TV viewers
«сбербанк», «коммунальный», «шарлотка», «выкройка»,
«биглион», «irr», «заработать»
«книга», «переводчик», «словарь», «формула»,
«японский», «французский», «немецкий», «такси»
Больше запросов кириллицей Много запросов латиницей
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Heavy TV viewers Light TV viewers
«тнт», «дом-2», «телепрограмма», «стс»
«С++», «wi-fi», «фотошоп», «torrent»,
«adobe»
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Heavy TV viewers Light TV viewers
«спартак», «цска», «пиво» «загранпаспорт», «авиабилет», «виза», «самолет», «аэропорт», «ржд»
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Finding A Perfect Mate(and insights in psychology)
Case Study eHarmony
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• Bigger does not mean better (in terms of contact probability)
• And beautiful landscape does not help much ;)
Choose the userpic carefully
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Showing you exactly what you like to click
Respond to a person, not a device
Case Study Landing Page and Action Button
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Responsive design?
1.Antic: «I said THIS one!»
2.Advanced: «We did A/B testing»
3.Data driven:«We know which one you click with higher probability»
No.Design, tailored for you (and your engagement)
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Jpg, Png
Important takeaways
│ 1. Use data for making instant algorithmic decisions whenever it’s possible
│ 2. Mine data to get insights which can make your product unique: data will help you understand your users better than any traditional research
│ 3. Learn which decisions are better made by machines, and which – by humans. And never mix the two ;)
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Thank you! ;)
+7 (985) 762-4925 @asebrant
https://www.facebook.com/asebrant
Andrey Sebrant