Presentations

Big Data Isn’t Enough

Will Bullock, Quantitative Researcher Manager, Facebook Inc.

Big data analytics have proliferated throughout the advertising world, and real-time optimization is increasingly the standard for online advertising. Leveraging a platform built on true identity, marketers have run hundreds of field experiments with Facebook to understand what really drives online and offline sales.

Relying on these experiments, Facebook has learned that many pitfalls remain in the big data analytics world, and that there is no substitute for sound research design. Will Bullock will share experiences and provide guidance on how to ensure that ever-greater investment in analytics really does lead to greater profitability.

Related Conference

Marketing Analytics in a Data-Rich Environment

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