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

1. TALE ABOUT DATA
#MAMA
Lior Barak
@liorb @taleaboutdata
July 19

2. SEARCHING FOR A BOOK IN THE LIBRARY
Where is my book?
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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
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Data: SmartFocus on Data-
Driven Marketing
Image from Pixabay

4. THE THREE PILLARS OF DATA
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• 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. QA YOUR DATA
Create Automated Checking Cycles As Well As Manual Once
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Image by Gerd Altmann from
Pixabay

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
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• 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. DATA INFRASTRUCTURE
It’s The Base For Any Future Automation You Will Do
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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. PICK LESS KPIS AND
FOCUS MORE ON
ACTIONS
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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
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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
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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
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12. HOW SHOULD YOU DRIVE AUTOMATION
Not The Way You Think…
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Control Challenger
Images by Pixabay

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. REPORTING SHOULD BE SIMPLE
From Action Move To Controlling
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Image by Gerd Altmann from
Pixabay

15. HELP YOUR USERS
FIND THE RIGHT
BOOK WHEN THEY
NEED IT
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Photo by Luis Quintero from Pexels

16. lior@taleaboutdata.com
+49 (0) 1522 3594515
@liorb
Marketing Data
Automation Consultant
Lior Barak
MARKETING
AUTOMATION