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The Evolution of 

Intelligent Analytics



John Goulding

Global Product Director, Media iQ

#ANEventsWeek
We’re Applying Data Science for...
What’s Changing?
Demographic	based	segmentation Predictive	segmentation	&	personalisation
Pixel-only	measurement Connecting	online	&	offline
Focus	purely	on	bidding Focus	on	bid,	moment	&	creative	decisions
Making data insightful
To build insight
V A R I E T YV E L O C I T YV O L U M E
	BIG	DATA
USING
1. Segmentation By Numbers
“I	want	my	marketing	to	be	
more	personalized”
- Home furnishings client
Why Did They Need Data Science?
a) No clear correlation with
demography
b) Data is stored disparately
BUT…
I need to
understand how my
customers differ
across
CONSIDERATION	
PERIOD
AVERAGE	

ORDER	VALUE
PRODUCT	
PREFERENCE
MEDIA	

INFLUENCE
Why Did They Need Data Science?
On-site
Behaviour
Digital Media
Touchpoints
Historic
Purchase
Behaviour
Unified DatasetAdserver
CRM
<Capture	Pixel>
Data	Warehouse
• User-mapping
• Log-data extraction & storage
Technique:
Why Did They Need Data Science?
• K Means Clustering
Technique:Customer Segmentation
The New Customer Groups…
Product	package	seekers	
converting	through	display	
channels	
DIY	RENOVATERS	(2%)
ADVANCE	
PLANNERS

(2%)
Slowest	converters:	on	an	average	
take	11	days	(from	first	interaction)	
to	convert	
JUST	
BROWSING	
(13.3%)
Interiors	Enthusiasts	but	
Poor	Converters	
PROFESSIONAL	DESIGNERS	
(11%)
Browse	all	the	products	&	quick	
to	seek	appointments	(within	3	
days	of	first	interaction)
2. How to Find

Better Prospects
“I	want	to	find	new	
customers	that	drive	
offline	ROI” - Car hire client
Media	Touchpoint Online	Car	Reservation
Optimization
Media	Touchpoint Online	Car	Reservation
Optimization
Offline	Car	Collection
Why Did They Need Data Science?
Why did they need Data Science?
• Lookalike modelling 

(Naïve Bayes)
Technique:I want to find more high value users that collect cars
3. Hyperlocal for 

Hyper-Relevant Ads
“I	want	to	link	my	brand	

to	a	specific	place	&	time”
- Chewing gum brand
Why Did They Need Data Science?
• Geohashes
• Hadoop Streaming
• Cache implementation
Technique:30BN	rows	location	data
500	places	+	radius
22	Days…	Becomes	<	1	minute
Relevant messaging to a
moment & place
increase 

vs average
engagement61%	
Enjoy	Your

COFFEE
Fresh	breath	for	

40	minutes	after	
chewing
The	evolution	of	
Intelligent	Analytics...

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