1.
D.E.C., Tallinn, 16.06.17
Modern Measurement & Applied Machine Learning

2.
• Group CIO, Member Strategic Leadership Committee, Head of DNA by NetBooster
• Economist, years of Digital Strategies Consulting
• Entrepreneurship with +5 startups, incl. I Co-Founded Scandinavia’s first two
GACP/360 and Google Enterprise accredited companies, The Milk and AppsPeople.
• Chairman of Digital Analytics Association Denmark (2006-2009) Member @ DAA
Research Committee. Board member @ Association of Danish Digital Agencies
(ADDA), and advisor to several startups. Member of Board of directors at NASDAQ
listed Apps company.
• I’ve worked on Data Science, Intelligence & Analytics projects with global clients
incl. 3M, Accor Hotels, Adidas, Chanel, Hermès, Peugeot-Citroën, The Red Cross,
Deutsche Telekom, Hi3G and many many more.
• And I like to run in the mountains in Switzerland where I’ve lived with my family for
two year now…
ABOUT KRISTOFFER
Let’s talk: @Kewald

3.
MY CONTEXT…

4.
“Knowledge beats Data”
@kewald, 2017
“Knowledge is power”
Francis Bacon,1605
“Data beats opinion”
Kaushik, 2014

5.
DATA
WE ARE ABOUT
SINCE 2004

6.
Performance
WE ARE ABOUT
SINCE 2004

7.
WE ARE ABOUT

8.
ACTUALLY IT’S ABOUT
FROM NOW ON
REAL TIME

9.
Powered by
Well at least Machine Learning
A.I.

10.
DATA IS EVERYWHERE

11.
BUT SILOED

12.
CLUETRAIN MANIFESTO (1999)
AND NOT USED IN CONTEXT

13.
THE INSANE INCREASE IN COMPLEXITY

14.
INTEGRATION IS THE CORE
BUT HOW DO YOU BECOME CUTOMER CENTRIC?
PPC
Offline
PoS
Integrated
digital
marketing
planning
Mobile Marketing
Display
Advertising
Affiliate Marketing
CRM
Social Media
Consumer
Insights
Consultancy
SEO

15.
WHERE IS CURRENT MEASUREMENT FLAWED?
Why is so much
data missing?
What
happened in
the past?
What actual
value creation is
the outcome?
Bid?
Budget?
Match type?
Copy?
= A.I. (ohh yeah)
Why on earth
accept “sessions”
when it’s about
Humans! (real
people for now at
least)

16.
WHAT’S THE CHALLENGE?
WHY SHOULD WE ACCEPT
ONLY AGGREGATED DATA?

17.
GO BEYOND
PREDEFINED
METRICS/DIMENSIONS

18.
USE ANALYTICS TO MEASURE
FORGET SESSIONS

19.
USER KNOWLEDGE IS AT THE CORE OF YOUR
SUCCESS (AND GREAT TECH/SCIENCE)

20.
YOUR CHALLENGE
WHAT DRIVES OUR BUSINESS?
It’s not (first) a tech discipline – First of all it’s a business
strategy and needs to be executed via agile tactics. Then the
concept of Customer Lifetime Value needs to be reconsidered
Know the consumer
Integrated approach
Brand DNA
Business strategy
Consistently know the consumer and maintain a
relevant dialogue with her hugely increase your
business performance
An integrated approach will unify data and consumer
information across all digital touch points and keep it natively
owned over long periods across products, markets and brands.
In essence it’s the brands DNA to know it’s
consumers well
Customer Lifetime Value
CLV is hugely flawed: it’s not including context,
velocity and future

21.
THE OLD APPROACH

22.
22.12 24.12 28.12
Adwords click ->
No conversion
Link* ->
No conversion
Direct visit ->
Conversion
In this situation the visit with the booking would not be part of the extracted data, Adwords would look like no
value was created.
* "Link" could be from email, banner, affiliate etc. (assumes no GA campaign tagging. Current analysis done by
filtering on CID's).
Data extract
GA Standard Reports - Date range with no conversion

23.
22.12 24.12 28.12
Adwords click ->
No conversion
Link* ->
No conversion
Direct visit ->
Conversion
In this situation the visit with the booking would be part of the extracted data and give the credit to the
Link since standard reports ignore direct visits that follow after a non-direct visit up to 6 months before.
Data extract
GA Standard Reports - Date range includes conversion

24.
22.12 24.12 28.12
Adwords click ->
No conversion
Link* ->
No conversion
Direct visit ->
Conversion
Last = 1 Direct
First = 1 Adwords
Even = 0,33 Direct + 0,33 Link + 0,33 Adwords
Decay = 0,6 Direct + 0,2 Link + 0,1 Adwords (weights just for illustration)
Note: Multi Touch reports only includes customer journeys that ended in a transaction in the analysed
period.
Multi Touch has
up to 30 days
lookback
GA Cross channel analysis
In Multi-touch
Direct is a
channel

25.
NOW WE GOT MULTI CHANNEL AND GROUPING

26.
THE BETTER APPROACH

27.
WHAT HAPPENS NEXT?
COOKIES DIE AND GO TO THE ETERNAL BIT FIELDS ;)
WE LEARN TO SAY: DEVICE GRAPHS
AND AT SOME POINT: WE LEARN TO DECLARE OUR PREFERENCES
(LATER MAYBE WE JUST TALK ABOUT PEOPLE VS BRAND)

28.
THE GOOGLE STACK IS A PLATFORM

29.
WHAT’S NEXT?

30.
WHAT’S NEXT?

31.
WHAT’S NEXT?

32.
CLOUD PUB/SUB

33.
CLOUD DATAFLOW

34.
DATAPREP WITH APPLIED AI (AKA CLOUD DATA PREP)

35.
OUR RESPONSE: MACHINE LEARNING
Acquisition Retention
Paid Search
Social Advertising
Display Advertising
Affiliate Marketing
Facebook Custom Audiences
Twitter Tailored Audiences
Google Customer Match
Email Marketing
Call Center
SMS
Push Notifications
Input to train with
• Bid
• Budget
• Copy
• And later many
more…

36.
CALCULATE NEW KPI’S
5 suggested new KPIs:
• Annual Opportunity
• Predicted future total value
• User Velocity
• Core consumer fit score
• Loyalty propensity

37.
AND UNSUPERVISED MACHINE LEARNING
Source:@mertanen

38.
Consumer knowledge &
consumer data at the heart of
our thoughts and actions
CONSISTENT DATA-DRIVEN STRATEGY

39.
FROM MULTIPLE SILOS…
De-duplication
Reachability
Memory
CRM Mobile Social Paid …

40.
TO A UNIFIED CONSUMER VISION
Many interactions, 4 visits, any channel
 1 unique person
CRM Mobile Social Paid
Data
combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…

41.
TO A UNIFIED CUSTOMER VISION
Many interactions, 4 visits, any channel
 1 unique person
CRM Mobile Social Paid
Data
combination
Segmentation
Assumptions
Targeting
Revenue
Synchronised and unified data
…

42.
DEMO
OMG, yes, I’m actually going to live demo…

43.
THE TIME IS ALWAYS NOW ;)
Paid Media AlwaysIn-HomeOwnedEarned In-Store
Collect, synchronize, wrangle and analyse and predict
to build the new stronger knowledge which will put you ahead of
your competition by real-time use across all the touches over actual
lifetimes to allow humans and brands to have a dialogue!

44.
DISCLAIMER
▪ “The material in this presentation is general background information prepared by metapeople Benelux B.V.. This
information is given in a summary form and does not purport to be complete. This presentation, including forecast
financial information should not be considered as advice or recommendation to investors or potential investors in
relation to acquiring, selling or transfer by any means metapeople’s securities. Before acting on any information
included into this presentation, one should consider the appropriateness of the information, any relevant offer
document and especially should seek for independent advice.
▪ This presentation may contain forward looking statements including statements regarding our intent, belief or current
expectations with respect to metapeople’s businesses and operations, market conditions, results of operation and
financial condition, specific provisions and risk management practices. These statements are based on the current
expectations and assumptions of metapeople’s management and they are, therefore, subject to risks and
uncertainties. Many factors can impact metapeople’s results and performance, thus forecasts and hypothetical
examples are subject to uncertainty and contingencies outside metapeople’s control. Results and performance can
be materially different from any future results or performance that may be expressed or implied by the forward
looking statements contained in this presentation. metapeople does not undertake to implement any of the actions
and operations that may be described in the forward looking statements. Moreover, we remind you that past
performance is not a reliable indication of future performance.”

45.
62
THANK YOU!
PING ME FOR SLIDES:
@KEWALD