inmar givoni - product optimization through big data analytics and machine learning

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Product optimization through Big Data Analytics and Machine Learning Inmar Givoni, Ph.D. (Machine Learning) VP, Big Data

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Page 1: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Product optimization through Big Data Analytics

and Machine Learning

Inmar Givoni,

Ph.D. (Machine Learning)

VP, Big Data

Page 2: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

About Me

● Ph.D. Computer Science (Machine Learning)

from University of Toronto ● Microsoft Research-Cambridge, SV ● VP of Big Data @ Kobo ● Multiple publications, patents ● Public speaking, outreach ● inmarg.net for more

Page 3: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

2009 2012

About Kobo

Page 4: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

About Kobo

Page 5: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

>5M eBooks >350K

The Kobo catalog

Page 6: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Where do people read?

Page 7: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Where do people read?

Page 8: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Where do people read?

Page 9: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Data Sources

Page 10: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Using Data for

Product Design:

4 Case Studies

Page 11: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

The importance of looking at data

Page 12: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

The importance of looking at data

Page 13: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

The importance of testing everything

You are not your average user!

Page 14: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

The importance of testing everything

Gut feelings are often wrong

But post-hoc analysis can lead to great insights

Page 15: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

The importance of testing everything

● Personal market research is useful but...

● Sample biases ● Do users always ‘know’ what they want? ● Why ask when you can get the answer?

Page 16: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Hypothesis (A/B) Testing

Page 17: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

random splits

right test

statistical

significance

minimal

detection rate

sample size

Hypothesis (A/B) Testing

Page 18: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Hypothesis (A/B) Testing

• The right way to make business

decisions

• Put reliable numbers on products

– cannibalism, time of x effects

• Can be integrated via 3rd party

technologies

– but do A/A test!

Page 19: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personalization &

Targeting Products

Page 20: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - devices & apps

Page 21: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - web

Page 22: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos

● Important driver of sales & engagement

● Continuous analysis of user behaviour patterns

● Use domain specific knowledge

● Continuously improve

Page 23: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - web

Page 24: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos Page - Visits

Page 25: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - weekly email

Page 26: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - triggered email

get one when done reading a book

Page 27: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - triggered email

high conversion

how to improve?

Page 28: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - triggered email

Big Data analytics - how far along?

ML - detecting the real end

Page 29: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Personal Recos - triggered email

Page 30: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Home Page Layout Optimization

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Home Page Layout Optimization

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Page 32: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Home Page Layout Optimization

Page 33: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

From Analytics to Data Products

● Email time of day

analysis →

trigger individually

● BI on best website assets

automatically optimizing

platform

Page 34: Inmar Givoni - Product optimization through Big Data Analytics and Machine Learning

Thank You!