Jenny Thompson, Head of Data Services and Advanced Analytics at Forward3D discussing: Three ways a Data Scientist can help you supercharge your business, at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016. http://www.imediadatasummit.co.uk/

1. How to Build a Rocket
Jenny Thompson
Head of Data Science & Advanced
Analytics
Jenny.Thompson@forward3d.com
Or three ways a Data Scientist can help you supercharge your business

2. 2
“Anonymous. Cobb County Gem & Mineral Society Website”

3. Forward3D is a 300 strong digital marketing agency
running cutting edge campaigns for global brands

4. 4

5. 5

6. 6
“Khan, Pervisha (2014).Milky Way Galaxy Shimmering over Nanga, Parbat, Pakistan, Wikipedia.org”

7. 7
Space
Earth
Technical Challenges To Overcome:
Trajectory ElectromagneticsPropulsion Tensile Strengths

8. 8
Rocket
Scientist
Mathematics
Physics
Mechanical
Engineering
Computer
Science
Chemistry

9. NASA Needs Rocket Scientists.

10. 10
Marketing
Horizon
Brands
Technical Challenges To Overcome:
Data VeracityData VelocityData VarietyData VolumeData Silos

11. 11
Data
Scientist
Mathematics &
Statistics
Creative
Programming
Marketing
Expertise

12. Brands Need Data Scientists.

13. How have Forward3D Data Scientists Helped Brands?

14. 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%

15. 15Building Rockets > Profit Erosion Modeling
Model profit erosion so that brands can identify issues in
media spend, pricing or merchandising.
Revenue Actual ProfitShipping
Costs
Fulfillment Media
Costs
Warehous
e

16. 16Building Rockets > Profit Erosion Modeling
Feed profitability data into media optimisations.
Revenue
Media Cost
Revenue by Display Campaign

17. 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

18. 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

19. 19
“Aldrin, Buzz [1969]. Aldrin Bootprint, Wikipedia.org”

20. Any Questions?

21. Thank You.
Contact
Jenny.thompson@forward3d.com
For an informal discussion on how
we can help solve your data
challenges, come and grab me!