How to build a rocket: Three ways a data scientist can supercharge your performance marketing
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The document outlines various ways data scientists can enhance business performance through advanced analytics at Forward3D, a digital marketing agency. It highlights specific techniques such as dynamic attribution modeling and profit erosion modeling to tackle major data challenges like volume and variety. Additionally, it emphasizes the role of machine learning in optimizing PPC investments.
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How to build a rocket: Three ways a data scientist can supercharge your performance marketing
- 1. How to Build a Rocket Jenny Thompson Head of Data Science & Advanced Analytics Jenny.Thompson@forward3d.com Or three ways a Data Scientist can help you supercharge your business
- 2. 2 “Anonymous. Cobb County Gem & Mineral Society Website”
- 3. Forward3D is a 300 strong digital marketing agency running cutting edge campaigns for global brands
- 4. 4
- 5. 5
- 6. 6 “Khan, Pervisha (2014).Milky Way Galaxy Shimmering over Nanga, Parbat, Pakistan, Wikipedia.org”
- 7. 7 Space Earth Technical Challenges To Overcome: Trajectory ElectromagneticsPropulsion Tensile Strengths
- 9. NASA Needs Rocket Scientists.
- 10. 10 Marketing Horizon Brands Technical Challenges To Overcome: Data VeracityData VelocityData VarietyData VolumeData Silos
- 12. Brands Need Data Scientists.
- 13. How have Forward3D Data Scientists Helped Brands?
- 14. 14Building Rockets > Dynamic Attribution Modeling Measure the true value of each touch in digital paths to conversion using path level, dynamic attribution. Technical Challenges Overcome: Data Volumes Data VarietyData Silos £50 100% £50 20%30%50%
- 15. 15Building Rockets > Profit Erosion Modeling Model profit erosion so that brands can identify issues in media spend, pricing or merchandising. Revenue Actual ProfitShipping Costs Fulfillment Media Costs Warehous e
- 16. 16Building Rockets > Profit Erosion Modeling Feed profitability data into media optimisations. Revenue Media Cost Revenue by Display Campaign
- 17. 17Building Rockets > Profit Erosion Modeling Feed profitability data into media optimisations. Technical Challenges Overcome: Data Volumes Data VarietyData Silos Data Veracity Attributed Profit Media Cost Profitability by Display Campaign Break Even
- 18. 18Building Rockets > Machine Learning for PPC Optimisation Use anomaly detection and machine learning to make better PPC investment & bidding decisions. Technical Challenges Overcome: Data Velocity Data VarietyData Silos Time Expected Query Velocity Anomalous Query Velocity Queries
- 19. 19 “Aldrin, Buzz [1969]. Aldrin Bootprint, Wikipedia.org”
- 20. Any Questions?
- 21. Thank You. Contact Jenny.thompson@forward3d.com For an informal discussion on how we can help solve your data challenges, come and grab me!
Editor's Notes
- #3: My name is Jenny Thompson, I’m the Head of Data Science & Advanced Analytics at Forward3D and my team helps brands harness the data resources at their disposal to understand their business universe and provide economic benefits through better decision making. How does this relate to building rockets?
- #6: Then the question again: Why is a digital performance agency building rockets?
- #7: Rockets are not as far away from Digital Marketing as you think… NASA Mission Directorates (there are four but I am going to focus on two): Science: explores the Earth, solar system and universe beyond; charts the best route of discovery; and reaps the benefits of Earth and space exploration for society. Space Technology: rapidly develops, innovates, demonstrates, and infuses revolutionary, high-payoff technologies that enable NASA's future missions while providing economic benefit to the nation. So just to summarize, NASA is looking to produce two things from these directorates: Better knowledge of the universe Technology to support their work and provide economic benefit to the nation (all about resources) NASA knows that there are valuable resources in space that can benefit the people of Earth. They know that the only way to get to these is to get out there and conduct experiments, collect samples and explore. So what did they do? They invested in building rockets. ------ Other 2 directorates: Aeronautics Human Space Exploration & Operations ----- Photo: Pervisha Khan (Khanumsays) Spectacular view of the shinning Milky Way galaxy over the Mountain of Nanga Parbat, also known as The Killer Mountain. The shot is taken from Fairy Meadows site, The Heart of Northern Pakistan.
- #8: So just to summarize, NASA knows that there are valuable knowledge-based and physical resources in space that can benefit the people of Earth. They feel that these resources are: Better knowledge of the universe Resource Opportunities Accessible via the creation of: Technology to support their work and provide economic benefit to the nation (all about resources) They know that the only way to get to these is to get out there and conduct experiments, collect samples and explore. So what do they do to make this happen? Simplistically, They invest in building rockets.
- #9: And who builds the rockets?
- #11: Brands also want to study the Marketing Landscape for similar reasons: Knowledge about their Universe Economic Opportunities **** I’ve specifically used this metaphor because Horizon has 2 meanings: The line at which the earth's surface and the sky appear to meet. the limit of a person's knowledge, experience, or interest.
- #12: And who builds the rockets?
- #16: Give a short explanation of this visual
- #22: Make sure to add a call to action