the rise of the data scientist

@katrina_neal • #intelcontent

The Rise of the Data Scientist

Katrina Neal

Content Marketing Evangelist, LinkedIn

@katrina_neal

@TwitterHandle • #intelcontent@katrina_neal • #intelcontent

Plan MeasureCreate


I think…

I know…

VSVS

Florian ZettelmeyerProfessor of Marketing, Kellogg School of Management


“Marketing is the heart of every organisation!”

— The Younger Me


of you feel somewhat or

very respected

66%

As a marketer, how respected do you feel in your business?

41%

25%


%of CEOs don’t trust marketers at all


Compliments are cheap.

Jaime PhamContent Marketing Evangelist, LinkedIn


of you plan or receive tactical budgets

64%

How would you describe your budgeting process?

23%

21%

20%


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


65%of CEOs think marketers live in Marketing la-la land


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%


you are not trained in ROMI

60%

Are you trained in Marketing Performance& Return On Marketing Investment (ROMI)?


Plan MeasureCreate


What exactly is a data scientist?

Source: Marketing Distillery

Mathematicsexpertise

Technology: Hacking skills

Data science

Business/Strategy acumen

DataJobs.com

@TwitterHandle • #intelcontent

AGENDA


Your “Cliff Notes” guide to data science

• Descriptive

• Predictive

• Prescriptive


What happened?

Response rateCost per lead

Conversion rate

Google Analytics

Radian 6


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


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


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


Plan


Data-scientist-in-a-box: Predictive Marketing

ANALYTICSBIG DATA DECISIONS


Total addressable

market (TAM) identification

How big of an opportunity exists?


Companies based on fit and intent

Total addressable


Segmentation and account

selection

Demand generation


Signals that are correlated with propensity to buy

Total addressable


Segmentation and account

selection

Demand generation

Leadscoring


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


Create


“Creativity” “Data Science”

“Research”


David Fincher

(director)

“House of Cards”(U.K.)

“House of Cards”(U.S.)

Kevin Spacey(Actor)


BEFOREBEFORE

AFTERAFTER


Ya XuHead of ExperimentationPrincipal Staff Engineer & StatisticianLinkedIn


VSVS


Measure


Attribution: The missing link between engagement and revenue?


Single touch attribution models

First click attribution Last click attribution


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


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?


Data Scientist

Data Scientist-in-a-box

Become your own Head of Experimentation


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.


Trustworthy

● Data complete● Statistically valid● Transparent

Design/Deploy/Analyze

Ya’s Hierarchy of Experimentation Needs

Trustworthy

2010 2014


Scalable/Ubiquitous

● Scalable computation● Self-serve● Common language


Trustworthy

Scalable/Ubiquitous

2014 2015


Fast

● Mitigate risk● Speed up iterations


Trustworthy

Scalable/Ubiquitous

Fast

2015 2016


Seamless

● Social activity● Daily routine● Regular workflow

Experimentation as part of everyone’s:


Trustworthy

Scalable/Ubiquitous

Fast

Seamless

2016 20172017


Intelligent

● Guided decisions● Knowledge discovery


Trustworthy

Scalable/Ubiquitous

Fast

Seamless

Intelligent

20172017


Project Bulletproof Gaurav Nihalani Adam Yinger

Miguel Leano Alex Chen


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


Plan MeasureCreate