Prezentace Pavla Jaška (Google) na Poslední středě

1. Confidential & ProprietaryConfidential & Proprietary
The gap
between data, actions and value
Poslední středa, 30. 3. 2016
@paveljasek

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Proprietary + Confidential
Source: © Adobe, https://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/

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Proprietary + Confidential
Analytical activities vs. business value delivered
Source: © Inchoo, http://inchoo.net/online-marketing/superweek-2014-conference-report-avinash-google-analytics-
tracking/

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2.7183%

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3%

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<5%

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3% → 42%

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Hello, Mr. Pareto!
% of Total Customers (sorted by profit)
%ofTotalProfit
ID 123

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% of Total Customers (sorted by profit)
%ofTotalProfit
ID 123
3 % of Customers
42%ofLoss

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EDA
Exploratory Data Analysis

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what if
...we move from 2.7183% by 10% to 2.4465% of unprofitable customers?

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action

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Actionability concerns
Ad-hoc vs. automatic regular use
(e.g. support of bidding mechanisms in AdWords, importing offline conversions)
Having the right technology platform for all of this
(e.g. importing remarketing segments from Google Analytics to AdWords)
Are you able to report it? Optimize it over time?
Are you able to understand the impact of a action (causality, uplift)?

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Experimentation for proof of value of your actions
Experiment CorrelationControlled
Experiment
Causality Uplift

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Experimentation solutions
Time Series
Experiments
User-level
Experimentation
Campaign
Experiments
Marketing Geo
Experiments
thinkwithgoogle.com/articles/proving-marketing-impact.html

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Proprietary + Confidential
Source: © Adobe, https://blogs.adobe.com/digitalmarketing/analytics/reporting-vs-analysis-whats-the-difference/

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THANK YOU! jasek@google.com@paveljasek