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American Association of Advertising Agencies
American Association of Advertising Agencies

Qing Wu, Senior Economic Analyst, Google His presentation at the 4A's Data Summit on October 16 in NYC. Visit http://datasummit.aaaa.org/ for more info.

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My Aha Moment of Big Data Qing Wu, Senior Economics Analyst October, 2013
In 2007 May we saw traffic dipping more than 5% below our forecast and a code-red was planned. • • • • Which countries: Across Europe, US but not Asia Bugs in the system? Data center problems? Or…
Events and Special Dates? CELEBRITY DIED NEW POPE HOLIDAYS RECESSION OSCARS VALENTINE HALLOWEEN WORLDCUP TERRORIST ATTACK IPHONE LAUNCH TSUMAMI HURRICANE OLYMPICS SUPERBOWL WORLDCUP EUROCUP
Using Google data, external weather data and statistical models, we were able to verify and quantity weather’s impact and derive great consumer insights.
Weather’s impact varies greatly by • • • • • Seasons Workdays vs non-workdays Devices Countries Types of search
Benefits for Google • • • • No more unnecessary panic! No more arguments on sales quota. Understand our financial earnings. Educate our advertisers to act preemptively for weather.
THANK YOU

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Qing Wu -

  • 1. My Aha Moment of Big Data Qing Wu, Senior Economics Analyst October, 2013
  • 2. In 2007 May we saw traffic dipping more than 5% below our forecast and a code-red was planned. • • • • Which countries: Across Europe, US but not Asia Bugs in the system? Data center problems? Or…
  • 3. Events and Special Dates? CELEBRITY DIED NEW POPE HOLIDAYS RECESSION OSCARS VALENTINE HALLOWEEN WORLDCUP TERRORIST ATTACK IPHONE LAUNCH TSUMAMI HURRICANE OLYMPICS SUPERBOWL WORLDCUP EUROCUP
  • 4.
  • 5. Using Google data, external weather data and statistical models, we were able to verify and quantity weather’s impact and derive great consumer insights.
  • 6. Weather’s impact varies greatly by • • • • • Seasons Workdays vs non-workdays Devices Countries Types of search
  • 7. Benefits for Google • • • • No more unnecessary panic! No more arguments on sales quota. Understand our financial earnings. Educate our advertisers to act preemptively for weather.