two faces of data science
DESCRIPTION
Data Science in Marketing: cases, opportunities and misunderstandingsTRANSCRIPT
Two Faces of Data Science:Assisting Humans, Replacing Humans
Andrey Sebrant
YandexDirector, Product Marketing
Lviv, UkraineOctober 2014
Crossing the Trough
The period of disillusionment is dangerous,please take special care ;)
│ http://www.economist.com/blogs/babbage/2014/08/difference-engine-2
What old tradition tells us
│ From ChaosBook.org & Wikipedia
Data Science != Analytics
Classic:
Deep understanding
Human mind
Building models
Long process(sometimes months and years)
Modern:
• Machine learning
• Huge computations
• Predictive algorithms
• Real time (often less than a second)
Data Science != Analytics
Classic:
•Assisting
Modern:
•Replacing
Data Science != Analytics
Classic:
• Human readable output
Modern:
• Machine readable output
http://blogs.hbr.org/2014/08/the-question-to-ask-before-hiring-a-data-scientist/
Here come Psychology
› Do you like anti-spam protection at your e-mail service?
› Do you like context ads next to your private e-mails?
Good news
When we do “reverse engineering” of decision-making by a machine, we often receive:
│ Sanity check│ Useful insights
Look-A-Like in Ad Targeting(and what do they search)
Case study Yandex Crypta
11
12
Light TV-viewers: methodology
User Survey
• TNS forms• 4 questions
• Panel survey by OMI
• 28’000 users
Cookie matching OMI-Yandex
• Matching OMI panel users and Yandex visitors
Online behavior patterns across the Internet
• Crypta technology
• 200 factors of user behavior
13
Heavy TV viewers Light TV viewers
«сбербанк», «коммунальный», «шарлотка», «выкройка»,
«биглион», «irr», «заработать»
«книга», «переводчик», «словарь», «формула»,
«японский», «французский», «немецкий», «такси»
Больше запросов кириллицей Много запросов латиницей
14
Heavy TV viewers Light TV viewers
«тнт», «дом-2», «телепрограмма», «стс»
«С++», «wi-fi», «фотошоп», «torrent»,
«adobe»
15
Heavy TV viewers Light TV viewers
«спартак», «цска», «пиво» «загранпаспорт», «авиабилет», «виза», «самолет», «аэропорт», «ржд»
Finding A Perfect Mate(and insights in psychology)
Case Study eHarmony
21
• Bigger does not mean better (in terms of contact probability)
• And beautiful landscape does not help much ;)
Choose the userpic carefully
Showing you exactly what you like to click
Respond to a person, not a device
Case Study Landing Page and Action Button
Responsive design?
1.Antic: «I said THIS one!»
2.Advanced: «We did A/B testing»
3.Data driven:«We know which one you click with higher probability»
No.Design, tailored for you (and your engagement)
Jpg, Png
Important takeaways
│ 1. Use data for making instant algorithmic decisions whenever it’s possible
│ 2. Mine data to get insights which can make your product unique: data will help you understand your users better than any traditional research
│ 3. Learn which decisions are better made by machines, and which – by humans. And never mix the two ;)
Thank you! ;)
+7 (985) 762-4925 @asebrant
https://www.facebook.com/asebrant
Andrey Sebrant