NBA Team Scores a Slam Dunk with Shiny, Increasing Ad Spend ROI by 2x by Tanya Cashorali
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Abstract: Online advertising is incredibly oversaturated and it's difficult to stand out from the competition. As the cost for ads increases, the effectiveness of online ad spend is decreasing. An NBA team wanted to hyper target their online campaigns to their fans to sell more tickets. We implemented a solution in Shiny to identify the highest value fan segments and key attributes of those segments to inform ad targeting through intelligent keyword selection. The team is seeing a 2x return on ad spend after using this solution. I’ll review lessons learned in developing a data science product with non-technical users, best practices in incorporating domain expertise, and tips for implementing a big data solution in a cost-effective way.
Bio: Tanya Cashorali is the founder and CEO of TCB Analytics, a boutique data and analytics consultancy. With an interest in statistics and programming, Tanya started her career in the data-rich field of bioinformatics in the early 2000s. During this period, Tanya was one of the early adopters of data science technologies and platforms. The next decade of Tanya’s career included more commercial use cases for data science and analytics. Here she applied the scientific rigor acquired on the research side of healthcare and pharma to commercial applications.
In 2015, Tanya launched TCB Analytics, where she applies those principles to help businesses across various industries tackle data challenges. As an extension of her career path, Tanya leads a world-wide community network of over 500 data scientists and data enthusiasts. She’s helped universities in Massachusetts launch data science programs, helped grow a handful of Boston-based startups, and is a frequent speaker at tech and industry conferences.
Twitter: / tanyacash21
Presented at the 2023 D4 Conference (August 24, 2023)
12 сен 2024
