Not All Data is Created Equal
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Transcript of Not All Data is Created Equal
All Data Is Not Created Equal
Brian Monahan, VP of Marketing @Brionic
Source: comscore multi-platform data including mobile ending July 2015
2ndlargest retail site
is a giantpersonalization
machine
We have learned that data can be misleading
Already Purchases Your Brand or Category
Complimentary Items Outside Your Category
Demographics
Geographic
Online Interests & Behavior
Lapsed User of Your Brand or Category
?
4K TVs
Women’s Apparel
Automotive
Video Games
The Power of Commercial Data
ROC curve
Tru
e P
ositiv
e R
ate
False Positive Rate
ROC curve
Tru
e P
ositiv
e R
ate
False Positive Rate
Historical purchase data is significantly more predictive for future purchases than any other demo/behavior data
70% Accuracy(demo, social, geo, other behavior, etc.)
# of features needed without
prior purchase data
# of features needed with prior
purchase data at same scale
90% Accuracy(historical purchase)
~1000 ~10
Proprietary first-party
Walmart/Sam’s Club data
matched to U.S.
households
Differences in key
online and in-store purchase
behaviors of shoppers exposed
to media (test) and non-
exposed (control) are
measured and analyzed
Impressions are served across
Walmart-owned media
channels, tracking those
exposed
Matched data is
anonymized and synced
to online cookies
Households are then used to segment Walmart.com
shoppers for targeting and measurement
How It Works
Test users
Control users
generated from algo
Attribute 1
Attribute 2
WMX Control Method
Media Auto Optimization
WMX data allows Walmart to optimize media elements in real-time based on actual in-store sales, improving media over time.
On average, auto-optimized tactics see 1.5x – 2.5x higher lifts (vs. non-optimized line items)
Source: WMX Optimization Report for Pampers 81191
Modern Media Planning is beyond human comprehension … it takes a software solution.
Thank you