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How Data Science Builds Better Products

Sean McClure, Ph.DData Scientist, Senior Consultant, ThoughtWorks

WorldOfDataSci Thoughtworks

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How Data ScienceBuilds Better Products

Sean McClure Data Scientist, ThoughtWorks

Products are Built to Quickly Test Ideas

lightweight end-to-end imperfect

Why Do We Build Products?

data value

product

early stages

learning is the key to building better products

world -> data -> discovery -> pivot

productproduct

productdiscovery

TRADITIONAL “DISCOVERY”

the right decisions

the right decisions

the right decisionsTRADITIONAL “DISCOVERY”

the right decisionsTRADITIONAL “DISCOVERY”

the right decisionsTRADITIONAL “DISCOVERY”

the right decisionsTRADITIONAL “DISCOVERY”

the right decisions

?unrealistic

TRADITIONAL “DISCOVERY”

data science

the right decisions

+understands strategyunderstands data

BETTER DISCOVERY

Count-controlled loops Condition-controlled loops Collection-controlled loops Infinite loops Restart loop Generators

Early exit from loops Loop variants and invariants Loop system cross-references Structured non-local control flow Conditions Exceptions

Loops Flow Control structures If-then-(else) Case and switch Coroutines Continuations

STANDARD SOFTWAREWhat’s Wrong With the Usual Approach?

All functionality is locked in place

STANDARD SOFTWARE

software environment

STANDARD SOFTWARE

software environment

STANDARD SOFTWARE

software

environment

Learning algorithms

Model Validation

Model Performance

Data visualizationOperationalizing Models

Scientific computing libraries

Data cleansing

Data preparation

Probability and statistics

Loops Flow Control structures If-then-(else) Case and switch Coroutines Continuations

Count-controlled loops Condition-controlled loops Collection-controlled loops Infinite loops Restart loop Generators

Early exit from loops Loop variants and invariants Loop system cross-references Structured non-local control flow Conditions Exceptions

ADAPTIVE SOFTWAREWhat is the New Approach?

unlocked

ADAPTIVE SOFTWARE

software environment

ADAPTIVE SOFTWARE

software environment

ADAPTIVE SOFTWARE

software environment

“rapid and flexible response to change”“continuous improvement”

post-developmentdevelopment

ability to pivot

ability to pivot

How Do You Put the Brain in the Box?

Successful Data Products

• establish early benchmarks • understand true validation • build sophistication via iteration • provide APIs to model results • get continuous exposure to domain experience • design product experiments

Need to utilize technology choices that allow for building data products successfully

Search Engine Marketing - Recommendation• Increasing CTR? • Decreasing CPC? • Call volume trends • Percentage of Good Call trends. • Page Position • Visits vs Cost Per Visit • Impressions vs CTR graph. • Breakdown of CVT types • Click-to-call • Daily Budget Spend • Top 5 KWs vs Previous Good Cycle • Budget distribution • Impressions per publisher • Revenue per publisher • Page position per publisher • Review for Negative KWs • Review for Partner site issues • Review for OAT • Check Category page • Impression Share • Are the ads approved and running? • Below 1st Page Bid KWs • Quality Score • Is it loading? • Are all numbers replacing correctly? • Out of Area Traffic • High Spend – Low Revenue. • Super Low CTRs

making decisions

Data Product

Hadoop Cluster

Databases

DB DataProducer

Queue

Reporting Data

Operational Data

rl_op

rl_keyword

rl_report

HDFS

Flume

Data Core CPI Data Mart

Campaign

Creative

Publishers

Proxy Logs Call Logs

CPI

Admin Console

Others

Others

SqoopCPI

SpaceRaw

Normalized

Core Jobs

CPI Jobs

Search Engine Marketing - Recommendation

Designing APIs around

Model Results

HealthcarePrediction Engine

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