Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning
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Transcript of Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning
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Product optimization through Big Data Analytics
and Machine Learning
Inmar Givoni,
Ph.D. (Machine Learning)
VP, Big Data
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About Me
● Ph.D. Computer Science (Machine Learning)
from University of Toronto ● Microsoft Research-Cambridge, SV ● VP of Big Data @ Kobo ● Multiple publications, patents ● Public speaking, outreach ● inmarg.net for more
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2009 2012
About Kobo
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About Kobo
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>5M eBooks >350K
The Kobo catalog
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Where do people read?
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Where do people read?
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Where do people read?
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Data Sources
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Using Data for
Product Design:
4 Case Studies
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The importance of looking at data
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The importance of looking at data
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The importance of testing everything
You are not your average user!
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The importance of testing everything
Gut feelings are often wrong
But post-hoc analysis can lead to great insights
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The importance of testing everything
● Personal market research is useful but...
● Sample biases ● Do users always ‘know’ what they want? ● Why ask when you can get the answer?
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Hypothesis (A/B) Testing
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random splits
right test
statistical
significance
minimal
detection rate
sample size
Hypothesis (A/B) Testing
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Hypothesis (A/B) Testing
• The right way to make business
decisions
• Put reliable numbers on products
– cannibalism, time of x effects
• Can be integrated via 3rd party
technologies
– but do A/A test!
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Personalization &
Targeting Products
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Personal Recos - devices & apps
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Personal Recos - web
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Personal Recos
● Important driver of sales & engagement
● Continuous analysis of user behaviour patterns
● Use domain specific knowledge
● Continuously improve
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Personal Recos - web
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Personal Recos Page - Visits
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Personal Recos - weekly email
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Personal Recos - triggered email
get one when done reading a book
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Personal Recos - triggered email
high conversion
how to improve?
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Personal Recos - triggered email
Big Data analytics - how far along?
ML - detecting the real end
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Personal Recos - triggered email
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Home Page Layout Optimization
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Home Page Layout Optimization
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Home Page Layout Optimization
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From Analytics to Data Products
● Email time of day
analysis →
trigger individually
● BI on best website assets
→
automatically optimizing
platform
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Thank You!