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DATA: Automation: Success Starts with Data

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Lior Barak, Managing Director & Co-founder, Tale About Data UG

Publié dans : Technologie
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DATA: Automation: Success Starts with Data

  1. 1. TALE ABOUT DATA #MAMA Lior Barak @liorb @taleaboutdata July 19
  2. 2. SEARCHING FOR A BOOK IN THE LIBRARY Where is my book? 2
  3. 3. 84% OF CEOS CONCERNED ABOUT THE QUALITY OF DATA 70% Of Marketers Believe That The Customer Data Their Organizations Are Using For Marketing Is Low Quality 3 Data: SmartFocus on Data- Driven Marketing Image from Pixabay
  4. 4. THE THREE PILLARS OF DATA 5 • Raw data accessible by your Data engineer/ Data scientist • Aggregated Tables to be used by your analyst/ you • Visualization data to be used by you/ upper management. Limiting The Access To Data, Will Simplify The Decision Making And Prevent Mistakes
  5. 5. QA YOUR DATA Create Automated Checking Cycles As Well As Manual Once 6 Image by Gerd Altmann from Pixabay
  6. 6. VISUALIZATION TOOLS • Enabling users to explore their data • Easy to create amazing visualization • Can connect to many data APIs • Can share visualization easily Tableau 7 • Strong in security • Desktop version is free • Best suitable for big organizations • Using cubes Microstrategy • Desktop version is free • Easy to use • Limited by data APIs • Can be published on office 365 Power BI • Can build easy ETL process on the server • SQL queries can be shared with other users with a github look a like • Visualization in good quality Looker
  7. 7. DATA INFRASTRUCTURE It’s The Base For Any Future Automation You Will Do 8 Facebook API Google GDN API Google SEA API Google Analytics API AppsFlyer API Mongo DB Costs Table Performance Table DWH Attribution Table Event Table Marketing table Finance table Product table
  8. 8. PICK LESS KPIS AND FOCUS MORE ON ACTIONS 9
  9. 9. BASIC RULES TO HANDLE AUTOMATION To Drive Automation You Need To Avoid Biased Decisions • Consume costs from the partners directly • Consume attribution data from non-biased tool • One algorithm won’t solve all your problems • Use tags for your data • Differentiate between Reach and Retargeting campaigns (metadata) • Keep things simple Check list before starting automation 10
  10. 10. BUDGET AND REVENUE FORECAST To Use Each Euro You Spend To Get Best ROI Help your team to invest the budget in the best possible way. • Always leave a place for experiments • Allow and encourage people to challenge you • Build different models and switch between them Key Learnings 11
  11. 11. CAMPAIGN AUTOMATION AND OPTIMIZATION To Be Able To Produce Hundred If Not Thousands Of Campaigns Help your team to get rid of the manual work Campaign creation • Start with simple spreadsheet • Create some frontend for your users • Track your campaigns and creatives Optimization • First roll should expose only 25% of your campaigns • Allow the marketing managers to approve new bids Key Learnings 12
  12. 12. HOW SHOULD YOU DRIVE AUTOMATION Not The Way You Think… 13 Control Challenger Images by Pixabay
  13. 13. 14 ZALANDO TO CUT 250 EMPLOYEES Wasn’t The Real Reason, But Don’t Be Surprised If It Will Soon Percentage of workers in jobs at high and medium risk of automation https://www.thelocal.de/20180309/zalando-to-replace-up-to-250-jobs-with- algorithms
  14. 14. REPORTING SHOULD BE SIMPLE From Action Move To Controlling 15 Image by Gerd Altmann from Pixabay
  15. 15. HELP YOUR USERS FIND THE RIGHT BOOK WHEN THEY NEED IT 16 Photo by Luis Quintero from Pexels
  16. 16. lior@taleaboutdata.com +49 (0) 1522 3594515 @liorb Marketing Data Automation Consultant Lior Barak MARKETING AUTOMATION

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