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