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 Zettelmeyer
Professor 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 Pham

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 Fontaine
Global 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)?

What exactly is a data scientist?
Source: Marketing Distillery
Mathematics
expertise
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 rate
Cost 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, EverString
None

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 Barlow
Enterprise 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 Neal

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
market (TAM)
identification
Segmentation
and account
selection
Demand
generation

Signals that are correlated
with propensity to buy
Total
addressable
market (TAM)
identification
Segmentation
and account
selection
Demand
generation
Lead
scoring

Predictive lead scoring
discovers patterns in the data
that rules-based scoring or
gut instinct would simply miss.
131xReturn on Investment
SQLs
% Lift in
conversions
ASP
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 Xu
Head of Experimentation
Principal Staff Engineer & Statistician
LinkedIn

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 teacher
and hope you do too.
Roses are red,
Violets are blue.
Give to a teacher's
classroom near you.
Roses are red,
Violets are blue.
Give to a teacher
with 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

The rise of the data scientist

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