>
Data
Science
<
Where
does
a
Physics
degree
t?
>
Life
as
a
Data
Scien/st
What
is
it?
Data
Science
Examples
Why
you
should
think
about
it?
About
Datalicious
(my
current
company)
August
2011
Datalicious
Pty
Ltd
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>
What
is
it?
August
2011
Datalicious
Pty
Ltd
3
>
Mixing
the
old
to
produce
new
Business
Performance
Marke/ng
/
Adver/sing
IT
/
Coding
Sta/s/cs
Data
Science
August
2011
Datalicious
Pty
Ltd
4
>
By
Deni/on
Data:
Facts
and
sta)s)cs
collected
together
for
reference
or
analysis
Science:
The
systema)c
study
of
the
structure
and
behaviour
of
the
physical
and
natural
world
through
observa)on
and
experiment
Hmmm,
so
what?
August
2011
Datalicious
Pty
Ltd
5
>
Sounds
like
nothing
new
Data,
Science,
ObservaPon,
Hypothesis,
Experiment,
Analysis,
PredicPon
are
all
nothing
new.
BUT,
the
digital
age
has
created
new
opportuniPes
where
scienPc
methods
can
be
applied
to
massive,
real
world
digital
data
sets.
August
2011
Datalicious
Pty
Ltd
6
>
And
Data
is
Exploding
Every
2
Days
We
Create
As
Much
Informa)on
As
We
Did
Up
To
2003
Eric
Schmidt.
CEO,
Google
AdMob
Seeing
2
Billion
Ad
Requests
Per
Day;
Up
300
Percent
Over
Past
Year
TechCrunch
The
amount
of
digital
informa)on
created
annually
will
grow
by
a
factor
of
44
from
2009
to
2020,
as
all
major
forms
of
media
-
voice,
TV,
radio,
print
-
complete
the
journey
from
analog
to
digital
August
2011
Datalicious
Pty
Ltd
7
>
EMC
-
"The
Digital
Universe
Decade
-
Are
You
Ready?"
In
2009,
amid
the
"Great
Recession,"
the
amount
of
digital
informa)on
grew
62%
over
2008
to
800
billion
gigabytes
(0.8
Ze\abytes).
But
how
much
is
that
really?
707
trillion
copies
of
the
more
than
2,000-page
U.S.
PaPent
ProtecPon
and
Aordable
Care
Act
signed
into
Law
in
March
2010.
Stacked
end
to
end,
the
documents
would
stretch
from
Earth
to
Pluto
and
back
16
Pmes
or
cover
every
inch
of
the
United
States
in
paper
3
feet
deep
August
2011
Datalicious
Pty
Ltd
[
Mo/va/on
]
Data
=
Datalicious
Pty
Ltd
9
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>
Data
Science
Examples
August
2011
Datalicious
Pty
Ltd
10
>
Search
and
the
product
lifecycle
Nokia
N-Series
Apple
iPhone
October
2010
Datalicious
Pty
Ltd
11
>
Financial
Predic/on
Datalicious
Pty
Ltd
12
>
Trigger
based
Sales
User
visits
Site
anonymously
Iden/es
themself
(e.g.
sale
or
registra/on)
2
years
on
the
beach
User
visits
Site
again
anonymously
Looks
at
lots
of
widgets
Cookie
Web
Analy/cs
Database
Name:
John
Example
Interest:
Widgets
History:
-Last
visit
2
years
ago.
-Purchased
10
blue
widgets
-High
value
band
Loca/on:
2000,
Sydney
Cookie
Hi
John,
long
/me
no
talk,
we
have
a
special
on
widgets!
Business
Intelligence
Database
Datalicious
Pty
Ltd
13
>
The
science
of
Banner
Ads
Control
Group
(10%)
Normal
Display
Adver/sing
(90%)
Impressions
=
1
M
Visitors
=
1,000
Sales
=
50
Cost
=
$1,000
$
per
sale
=
$20
Without
display
adverPsing,
1
in
every
20,000
people
will
convert
22%
uplie
With
display
adverPsing
1
in
every
16,363
people
will
convert
Impressions
=
9
M
Visitors
=
10,000
Sales
=
550
Cost
=
$9,000
$
per
sale
=
$16
-
Banner
Ads
do
inuence
sales
despite
what
people
think
-
Even
if
you
dont
click
on
them
Datalicious
Pty
Ltd
14
[
Anity
targe/ng
in
ac/on
]
Dierent
types
of
visitors
respond
to
dierent
ads.
By
using
category
anity
targePng,
response
rates
are
lieed
signicantly
across
products.
Message
Blackberry
Bold
5GB
Mobile
Broadband
Blackberry
Storm
12
Month
Caps
Click-Through
Rate
By
Category
Anity
Postpay
Prepay
Broadb.
Business
+ -
+ + -
+ + +
15
Datalicious
Pty
Ltd
14/11/12
Datalicious
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>
Why
should
you
do
it?
August
2011
Datalicious
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>
The
start
of
a
trend
August
2011
Datalicious
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>
Big
Data
also
August
2011
Datalicious
Pty
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19
>
Supply
is
way
behind
demand
August
2011
Datalicious
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20
IT
needs
more
Scien/sts
August
2011
Datalicious
Pty
Ltd
21
>
Dicult
to
believe?
Marketers
typically
just
dont
get
it,
but
their
bosses
now
know
you
can
measure
the
ROI
of
digital
Ads,
so
theyre
screwed
without
the
data
scienPsts
The
business
guys
mostly
(not
all)
see
the
value,
but
the
Internet
wasnt
around
when
they
were
back
in
Harvard,
so
they
cant
do
it
alone
August
2011
Developers
are
predominantly
good
at
following
a
spec.
They
rarely
understand
data,
staPsPcs
and
how
to
go
about
sejng
up
and
analysing
an
experiment
Datalicious
Pty
Ltd
22
>
You
can
work
across
all
industries
August
2011
Datalicious
Pty
Ltd
23
>
Work
on
wide
ranging
issues
August
2011
Datalicious
Pty
Ltd
24
>
Work
from
Anywhere
August
2011
Datalicious
Pty
Ltd
25
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>
About
Datalicious
August
2011
Datalicious
Pty
Ltd
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>
Across
major
data
categories
Campaign
data
TV,
print,
call
center,
search,
web
analyPcs,
ad
serving,
etc
Campaigns
Customers
Customer
data
Direct
mail,
call
center,
web
analyPcs,
emails,
surveys,
etc
Compe/tors
Consumers
Consumer
data
Search,
social
media,
trends,
research,
news,
etc
Compe/tor
data
Search,
social
media,
ad
spend,
news,
oers,
etc
August
2011
Datalicious
Pty
Ltd
27
>
Dening
data
strategies
Con/nuous
tes/ng
and
op/miza/on
AcquisiPon
Up-Sell
RetenPon
Advocacy
Analy/cs
and
metrics
frameworks
August
2011
Datalicious
Pty
Ltd
28
>
Guiding
the
customer
journey
To
transac/onal
data
To
reten/on
messages
From
suspect
to
Time
prospect
To
customer
Time
From
behavioural
data
August
2011
Datalicious
Pty
Ltd
From
awareness
messages
29
>
Summary
Do
you:
1. Know
how
to
idenPfy
trends
in
numbers
and
to
graph
data
2. Know
how
to
write
reports
and
validate
experimental
predicPons
3. Understand
some
business
thinking,
i.e.
cost
of
sales,
maximising
return,
etc
4. Understand
the
principles
of
wriPng
code
If
yes,
then
Data
Science
may
be
for
you.
August
2011
Datalicious
Pty
Ltd
30
hogilvy@[Link]
[Link]
[Link]/hamishogilvy
[Link]/datalicious
August
2011
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Ltd
31
Contact
us
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