iab canada roadshow 2015: turning machine learning into human insights

Turning  Machine  Learning  into  Human  Insights  

My ALOGORITHM is better than

yours!!

VS.  

Except…

ADVERTISERS

PUBLISHERS

AUDIENCES

Computers are great

Massive  CTR!  

Geo-­‐target   Demographics   CreaCve  

Huge  Sales!  

Low  CPA!  

Algorithm  

8 Reasons

computers need

humans

3 Sure-fire tactics for mind-blowing, KPIs!

MagazineOctober,  2015  

Is local better?

Outside  context  problem:  When  the  context  that  created  results  is  invisible  to  the  machine    -­‐  Paul  Goad  

Results  

Time  

CompeEtor  big  sale  

Outside  Context  Problem  

Why?

This  never  happens!  

Overall  campaign  CTR:    0.18%  

Geo-­‐fence  tacCc  CTR:    0.39%  

N O W

Data-­‐informed,  not  data-­‐driven  

Machines  •  Make  cold,  hard  calculaEons  with  no  emoEon  

•  Sound,  staEsEcal  models  with  no  fuzzy  hunches  

•  Make  quick  adjustments  •  MulEple  variable  analysis  

•  Never  goes  to  sleep  and  doesn’t  take  Eme  off  

Humans  •  Are  emoEonal  and  

understand  emoEon  •  BeXer  at  solving  the  

outside  context  problem  •  Test  hunches  •  Sweeping  changes  •  Communicate  •  Are  creaEve  •  Bring  history  •  Provide  customer  service