The rise of the data scientist
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Transcript of The rise of the data scientist
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@katrina_neal • #intelcontent
The Rise of the Data Scientist
Katrina Neal
Content Marketing Evangelist, LinkedIn
@katrina_neal
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Plan MeasureCreate
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
I think…
I know…
VSVS
Florian ZettelmeyerProfessor of Marketing, Kellogg School of Management
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
“Marketing is the heart of every organisation!”
— The Younger Me
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
of you feel somewhat or
very respected
66%
As a marketer, how respected do you feel in your business?
41%
25%
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@katrina_neal • #intelcontent
%of CEOs don’t trust marketers at all
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Compliments are cheap.
Jaime PhamContent Marketing Evangelist, LinkedIn
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@katrina_neal • #intelcontent
of you plan or receive tactical budgets
64%
How would you describe your budgeting process?
23%
21%
20%
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
When are marketers going to finally realise that their job is to generate incremental (measurable and P&L quantifiable) customer demand for their organisations products and services, and when are they going to start tracking their marketing effectiveness accordingly?
Jerome FontaineGlobal CEO & Marketing Performance Chief, Fournaise
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@katrina_neal • #intelcontent
65%of CEOs think marketers live in Marketing la-la land
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@katrina_neal • #intelcontent
of you feel you can confidently measure
your value
20%
Are you able to prove you generated more customer demand for your products and services in a business quantifiable and business measurable way?
45%
20%
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@katrina_neal • #intelcontent
you are not trained in ROMI
60%
Are you trained in Marketing Performance& Return On Marketing Investment (ROMI)?
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@katrina_neal • #intelcontent
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Plan MeasureCreate
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@katrina_neal • #intelcontent
What exactly is a data scientist?
Source: Marketing Distillery
Mathematicsexpertise
Technology: Hacking skills
Data science
Business/Strategy acumen
DataJobs.com
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@TwitterHandle • #intelcontent
AGENDA
@katrina_neal • #intelcontent
Your “Cliff Notes” guide to data science
• Descriptive
• Predictive
• Prescriptive
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@katrina_neal • #intelcontent
What happened?
Response rateCost per lead
Conversion rate
Google Analytics
Radian 6
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@katrina_neal • #intelcontent
Which of the following
do you use for marketing purposes?
Descriptive Analytics: A historical view of results;
e.g., Google Analytics and Radian 6
Prescriptive Analytics: e.g., IBM prescriptive
analytics solutions
Predictive Analytics: Predictive Lead Scoring,
Predictive Demand Generation, Predictive Segmentation;
e.g., Lattice Engines, Mintigo, EverStringNone
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@katrina_neal • #intelcontent
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Predictability allows small business owners to march into ABC’s “Shark Tank” and capture six-figure deals from investors. Predictability is how the world’s largest brands continuously delight Wall Street investors and increase stock prices. CMOs are under particular scrutiny to transform marketing from a cost center to a predictable profit center.
Neil BarlowEnterprise B2B Sales Director at NewsCred
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
One of the biggest threats to measuring marketing impact is unreliable data –from a human or machine. It doesn’t matter; either is damaging.
Katrina NealContent Marketing Evangelist, LinkedIn
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Plan
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@katrina_neal • #intelcontent
Data-scientist-in-a-box: Predictive Marketing
ANALYTICSBIG DATA DECISIONS
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@katrina_neal • #intelcontent
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Total addressable
market (TAM) identification
How big of an opportunity exists?
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Companies based on fit and intent
Total addressable
market (TAM) identification
Segmentation and account
selection
Demand generation
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Signals that are correlated with propensity to buy
Total addressable
market (TAM) identification
Segmentation and account
selection
Demand generation
Leadscoring
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@katrina_neal • #intelcontent
Predictive lead scoring discovers patterns in the data that rules-based scoring or gut instinct would simply miss.
131xReturn on Investment
SQLs% Lift in
conversionsASP
Predictive scoring cost
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Create
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@katrina_neal • #intelcontent
“Creativity” “Data Science”
“Research”
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@katrina_neal • #intelcontent
David Fincher
(director)
“House of Cards”(U.K.)
“House of Cards”(U.S.)
Kevin Spacey(Actor)
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
BEFOREBEFORE
AFTERAFTER
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Ya XuHead of ExperimentationPrincipal Staff Engineer & StatisticianLinkedIn
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@katrina_neal • #intelcontent
VSVS
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Measure
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Attribution: The missing link between engagement and revenue?
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@katrina_neal • #intelcontent
Single touch attribution models
First click attribution Last click attribution
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
Q: What is the probability that an Engagement Activity would result in an SQL?
Q: Which activities would result in a Return Visit?
Content as seen through a Bayesian Network
Arcs: showing higher probabilistic relationships
Nodes: variables
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
Do you have a data scientist as part of your marketing team today?
Do you have any plans to hire a data scientist into your marketing team?
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@katrina_neal • #intelcontent
Data Scientist
Data Scientist-in-a-box
Become your own Head of Experimentation
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@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
Roses are red,Violets are blue.We heart this teacherand hope you do too.
Roses are red,Violets are blue.Give to a teacher'sclassroom near you.
Roses are red,Violets are blue.Give to a teacherwith the same name as you.
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@katrina_neal • #intelcontent
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
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@katrina_neal • #intelcontent
Trustworthy
● Data complete● Statistically valid● Transparent
Design/Deploy/Analyze
Ya’s Hierarchy of Experimentation Needs
Trustworthy
2010 2014
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@katrina_neal • #intelcontent
Scalable/Ubiquitous
● Scalable computation● Self-serve● Common language
Ya’s Hierarchy of Experimentation Needs
Trustworthy
Scalable/Ubiquitous
2014 2015
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@katrina_neal • #intelcontent
Fast
● Mitigate risk● Speed up iterations
Ya’s Hierarchy of Experimentation Needs
Trustworthy
Scalable/Ubiquitous
Fast
2015 2016
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@katrina_neal • #intelcontent
Seamless
● Social activity● Daily routine● Regular workflow
Experimentation as part of everyone’s:
Ya’s Hierarchy of Experimentation Needs
Trustworthy
Scalable/Ubiquitous
Fast
Seamless
2016 20172017
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@katrina_neal • #intelcontent
Intelligent
● Guided decisions● Knowledge discovery
Ya’s Hierarchy of Experimentation Needs
Trustworthy
Scalable/Ubiquitous
Fast
Seamless
Intelligent
20172017
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@katrina_neal • #intelcontent
Project Bulletproof Gaurav Nihalani Adam Yinger
Miguel Leano Alex Chen
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@katrina_neal • #intelcontent
The Rise of the Data Scientist……
01 Be prepared for “I know” vs. “I think”
02 Acknowledge human bias
05 Become your own Head of Experimentation
04 Buy a data-scientist-in-a-box
03 Champion hiring a data scientist
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@TwitterHandle • #intelcontent@katrina_neal • #intelcontent
Plan MeasureCreate
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@katrina_neal • #intelcontent