How to build a rocket: Three ways a data scientist can supercharge your performance marketing

How to Build a Rocket

Jenny ThompsonHead of Data Science & Advanced AnalyticsJenny.Thompson@forward3d.com

Or three ways a Data Scientist can help you supercharge your business

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“Anonymous. Cobb County Gem & Mineral Society Website”

Forward3D is a 300 strong digital marketing agency running cutting edge campaigns for

global brands

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“Khan, Pervisha (2014).Milky Way Galaxy Shimmering over Nanga, Parbat, Pakistan, Wikipedia.org”

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Space

EarthTechnical Challenges To Overcome:

Trajectory Electromagnetics

Propulsion Tensile Strengths

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Rocket Scienti

st

Mathematics

Physics

Mechanical

Engineering

Computer Science

Chemistry

NASA Needs Rocket Scientists.

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Marketing Horizon

BrandsTechnical Challenges To

Overcome:Data VeracityData VelocityData VarietyData

VolumeData Silos

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Data Scienti

st

Mathematics &

Statistics

Creative Programming

Marketing Expertise

Brands Need Data Scientists.

How have Forward3D Data Scientists Helped Brands?

14Building Rockets > Dynamic Attribution Modeling

Measure the true value of each touch in digital paths to conversion using path level, dynamic attribution.

Technical Challenges Overcome:

Data Volumes Data VarietyData Silos

£50

100%

£50

20%30%50%

15Building Rockets > Profit Erosion Modeling

Model profit erosion so that brands can identify issues in media spend, pricing or merchandising.

Revenue Actual Profit

Shipping Costs

Fulfillment

Media Costs

Warehouse

16Building Rockets > Profit Erosion Modeling

Feed profitability data into media optimisations.

Revenue

Media Cost

Revenue by Display Campaign

17Building Rockets > Profit Erosion Modeling

Feed profitability data into media optimisations.

Technical Challenges Overcome:Data Volumes Data VarietyData Silos Data Veracity

Attributed Profit

Media Cost

Profitability by Display Campaign

Break Even

18Building Rockets > Machine Learning for PPC Optimisation

Use anomaly detection and machine learning to make better PPC investment & bidding decisions.

Technical Challenges Overcome:Data Velocity Data VarietyData Silos

Time

Expected Query Velocity

Anomalous Query Velocity

Queries

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“Aldrin, Buzz [1969]. Aldrin Bootprint, Wikipedia.org”

Any Questions?

Thank You.

ContactJenny.thompson@forward3d.com

For an informal discussion on how we can help solve your data challenges, come and grab me!