Smart Data & Dataviz In association with
WIFI digitbench19
#digitbench1 9
SPEAKER INTRO
THIBAULT LEFÈVRE
Data Science director
WIFI digitbench19
digitbench19
VISUALISATION :: SYNTHESIS 5%
Clay tablet with map of the Babylonian city of Nippur (ca. 1400 BC) https://en.wikipedia.org/wiki/History_of_cartography
Charles Minard's map of Napoleon’s Russian campaign of 1812 https://en.wikipedia.org/wiki/Charles_Joseph_Minard
WIFI digitbench19
digitbench19
RELEVANT TO US: DIGITAL ATTRIBUTION Data acquisition (integration) • Platforms– ad centric • Web analytics – site centric
Modelling / analytic processes • Cleansing • Internal rules (page exclusion, sources, campaign grouping / naming etc…) • Attribution model application (statistical / deterministic, last / first / linear….)
Visualisation • Represent the scores of each levers depending on the chosen model
WIFI digitbench19
digitbench19
UNDER THE HOOD
DATA SOURCES
30% of the workload
INTEGRATION (RAW STORAGE)
CONSOLIDATED MODEL
ANALYTIC PROCESSES
60% of the workload
VISUALISATION
10% of the workload
WIFI digitbench19
digitbench19
VISUALISE: WHAT, FOR WHOM ? > Weekly performance report Acquisition team Agency counterparts > Data exploration Data analysts / scientists > Operations monitoring dashboard BU management > Attribution project debrief presentation BU management Acquisition team > Real-time monitoring dashboard Acquisition team
WIFI digitbench19
digitbench19
POINTS OF ATTENTION ? RELIABILITY INDUSTRIALISATION NAVIGATION MODELLING EASE OF USE DATA ACCESS
WIFI digitbench19
digitbench19
RECAP
5 %
authorisations storage
automatisation analytic processes
direct access
modĂŠlisation integration cleansing consolidation
governance
WIFI digitbench19
digitbench19
BENCHMARK CRITERIA • EASE OF USE : Some solutions are particularly intuitive and can be made available to end users with no particular expertise (usually limited in functionalities as well) • IMPLEMENTATION: Is the solution available in SaaS mode ? Are technical operations / setup required before users can access the necessary functionalities ? •COLLABORATION : What functionalities are implemented that promote users working on the same report and sharing insights ?
•STORYTELLING : Are there functionalities dedicated to story telling ? •STORAGE / MODELLING: Is data cached within the solution ? Modelling capabilities can help mitigate database limitations, but also create a risk for complexity / discrepancy •STATISTICAL FUNCTIONS : similarly to storage / modelling capabilities, the availability of statistical functions in the visualisation solution can help accelerate application development but also increase the risk of discrepancy between reports
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
TABLEAU
5%
Advanced visualisation configuration Enterprise ready Technical skills required for setup
60%
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
QLIK SENSE
5%
In-memory engine Advanced modelling capabilities Enterprise ready
60%
Technical skills required for setup
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
POCKET RESULT
5%
Ease of use Turnkey approach Full outsourcing of modelling skills
60%
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
DATASTUDIO
5%
Easy to use / no setup Performance on massive data volumes Limited functionalities (not entreprise ready)
60%
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
REEPORT
5%
Ease of use Performance on massive data volumes Enterprise ready
60%
Limited modelling capabilities
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
LOOKER
5%
Advanced statistical capabilities Intended for technical teams 60%
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
POWER BI
5%
Balanced compromise between technicality and sophistication Native Microsoft integration for authorization 60%
Technical skills required for setup
WIFI digitbench19
digitbench19
SOLUTIONS BENCHMARK
TOUCAN TOCO
5%
Advanced story telling capabilities Ad hoc navigation Advanced technical skills required
60%
WIFI digitbench19
digitbench19
DECISION PROCESS
#1 Your DNA
#2 Maturity & Ambitions
#3 Solution(s) selection
WIFI digitbench19
digitbench19
CONTACT THIBAULT LEFEVRE
M13h // Directeur Data Science thibault.lefevre@m13h.com
WIFI digitbench19
#digitbench1 9