Shifting Paradigms: Knowledge Powered Audience Engagement
Ying Li
Chief Data Scientist, Parllay
Ying Li
Chief Data Scientist, Parllay
Data Science and Computational Advertising
Data Science and Computational Advertising
Data Science and Computational Advertising
Data Science and Computational Advertising
“…make online advertising
even more relevant and
useful by using additional (to
search) information about the
websites people visit. …”
Data Science and Computational Advertising
“…make online advertising
even more relevant and
useful by using additional (to
search) information about the
websites people visit. …”
“… find precisely
the consumer you
are looking for”
Data Science and Computational Advertising
“…make online advertising
even more relevant and
useful by using additional (to
search) information about the
websites people visit. …”
“… find precisely
the consumer you
are looking for”
“… focusing your campaign
on … audience … interested
in the areas of your products
and services.
Data Science and Computational Advertising
“…make online advertising
even more relevant and
useful by using additional (to
search) information about the
websites people visit. …”
“… find precisely
the consumer you
are looking for”
“… focusing your campaign
on … audience … interested
in the areas of your products
and services. hundreds of millions of users
billions of impressions
terabytes of raw data
Observational Analysis of Audience Behavior
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Hard to predict more details
• Science discipline = Data Mining
• Music genre = U2
• School = private school for son
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Hard to predict more details
• Science discipline = Data Mining
• Music genre = U2
• School = private school for son
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Very possible to get wrong
• Gambler
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Hard to predict more details
• Science discipline = Data Mining
• Music genre = U2
• School = private school for son
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Very possible to get wrong
• Gambler
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Hard to predict more details
• Science discipline = Data Mining
• Music genre = U2
• School = private school for son
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Very possible to get wrong
• Gambler
Observational Analysis of Audience Behavior 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00
jo ann
12/12/10 21:02
craft supplies
12/27/10 16:12
bellevue square hours
12/20/10 17:52
yahoo labs
12/20/10 19:13
harrah's
12/20/10 19:14
harrah's entertainment
12/20/10 22:59
delicious
12/28/10 23:27
zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54
schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Easy to predict
• Interests
Music
Science
School
Craft
• Language
English, Chinese
• Religion
Christianity
Hard to predict more details
• Science discipline = Data Mining
• Music genre = U2
• School = private school for son
Possible but harder to infer
• Applying for school
• Craft supply for Origami
• Nordstrom Quarterly Shopper –
through data enrichment
Very possible to get wrong
• Gambler
Impossible to predict any future interests
• Tech Hobbyist
Data, Math, Algorithmic Engines
Data, Math, Algorithmic Engines
Data, Math, Algorithmic Engines
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory • Optimize inventory
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory • Optimize inventory • Test: A/B or multivariate
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory • Optimize inventory • Test: A/B or multivariate • Analyze:
• In-segment or out-segment • Before and after
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory • Optimize inventory • Test: A/B or multivariate • Analyze:
• In-segment or out-segment • Before and after
Tech Hobbyist
Data, Math, Algorithmic Engines
• Find the audience • Expand the audience • Validate the audience • Forecast inventory • Optimize inventory • Test: A/B or multivariate • Analyze:
• In-segment or out-segment • Before and after
• Do it all at scale
Tech Hobbyist
Reason to Be Excited: Data of Engagement
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00 jo ann
12/12/10 21:02 craft supplies
11/27/10 21:30 9633 vineyard crest
12/27/10 16:12 bellevue square hours
12/20/10 17:52 yahoo labs
12/20/10 19:13 harrah's
12/20/10 19:14 harrah's entertainment
12/20/10 22:59 delicious
12/28/10 23:27 zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54 schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Reason to Be Excited: Data of Engagement 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00 jo ann
12/12/10 21:02 craft supplies
12/27/10 16:12 bellevue square hours
12/20/10 17:52 yahoo labs
12/20/10 19:13 harrah's
12/20/10 19:14 harrah's entertainment
12/20/10 22:59 delicious
12/28/10 23:27 zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54 schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Reason to Be Excited: Data of Engagement 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00 jo ann
12/12/10 21:02 craft supplies
12/27/10 16:12 bellevue square hours
12/20/10 17:52 yahoo labs
12/20/10 19:13 harrah's
12/20/10 19:14 harrah's entertainment
12/20/10 22:59 delicious
12/28/10 23:27 zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54 schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Reason to Be Excited: Data of Engagement 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00 jo ann
12/12/10 21:02 craft supplies
12/27/10 16:12 bellevue square hours
12/20/10 17:52 yahoo labs
12/20/10 19:13 harrah's
12/20/10 19:14 harrah's entertainment
12/20/10 22:59 delicious
12/28/10 23:27 zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54 schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Reason to Be Excited: Data of Engagement 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
12/22/10 5:29 rosetta inpharmatics closing
12/9/10 5:04 overlake school
12/12/10 21:00 jo ann
12/12/10 21:02 craft supplies
12/27/10 16:12 bellevue square hours
12/20/10 17:52 yahoo labs
12/20/10 19:13 harrah's
12/20/10 19:14 harrah's entertainment
12/20/10 22:59 delicious
12/28/10 23:27 zune download
1/3/11 18:25 psalm 90
1/3/11 18:28 bible in one year chart
11/22/10 14:54 schoolreport.org
1/2/11 23:10 automatic labeler
1/3/11 6:05 origami dragon
12/27/10 6:25 能权力
12/27/10 6:25 百普力
12/27/10 6:27 enteral nutritional suspension
Reason to Be Excited: Data of Engagement 12/4/10 17:53 pondora
12/23/10 18:43 linkedin
12/23/10 18:55 complaint free world
12/23/10 19:27 isee practice test
12/23/10 19:47 free isee practice tests
11/20/10 19:16 univercity village
12/29/10 7:04 eric schadt
12/18/10 17:37 in search of excellence
12/29/10 20:02 road conditions
12/29/10 20:02 seattle traffic
12/11/10 20:27 vineyard crest bellevue
11/30/10 17:37 eric schadt
12/21/10 22:19 eric schist eqtl
12/21/10 22:19 eric schmidt qtl
12/22/10 4:52 eric schist
12/22/10 4:53 eric schist
12/22/10 4:53 +eric schist
12/22/10 4:54 +eric schist
12/22/10 4:55 eqtl
12/22/10 4:59 eqtl schist
New Opportunities with Connected Data
Location
Opinions
People Time
New Opportunities with Connected Data
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
• Semantified content • Wikipedia, Freebase, Khan Acadamy, …
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
• Semantified content • Wikipedia, Freebase, Khan Acadamy, …
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
• Semantified content • Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
• Semantified content • Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness • Where you are, who you are with, what
resources are around you
Location
Opinions
People Time
New Opportunities with Connected Data
• Knowledge sources and inference • Audience graph
• Entity graph, Knowledge graph
• Semantified content • Wikipedia, Freebase, Khan Acadamy, …
• Real world context awareness • Where you are, who you are with, what
resources are around you
• Ability to close the loop • Dynamic Data
• Shared opinion
• Instant feedback
• From behavior observation to experimentation
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Wisdom
Collective
application of
knowledge in
action
Knowledge
Experience, values, context applied to a
message
Information
A message meant to change receiver’s perception
Data
Discrete, objective facts about an event
Adding Value: • Contextualized
• Categorized
• Calculated
• Corrected
• Condensed
Adding Value: • Comparison
• Consequence
• Connections
• Conversations
Adding Value: • Action-oriented
• Measurable
efficiency
• Wiser decisions
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Wisdom
Collective
application of
knowledge in
action
Knowledge
Experience, values, context applied to a
message
Information
A message meant to change receiver’s perception
Data
Discrete, objective facts about an event
Adding Value: • Contextualized
• Categorized
• Calculated
• Corrected
• Condensed
Adding Value: • Comparison
• Consequence
• Connections
• Conversations
Adding Value: • Action-oriented
• Measurable
efficiency
• Wiser decisions
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Banner ads
Search Ads
Re-messaging
Wisdom
Collective
application of
knowledge in
action
Knowledge
Experience, values, context applied to a
message
Information
A message meant to change receiver’s perception
Data
Discrete, objective facts about an event
Adding Value: • Contextualized
• Categorized
• Calculated
• Corrected
• Condensed
Adding Value: • Comparison
• Consequence
• Connections
• Conversations
Adding Value: • Action-oriented
• Measurable
efficiency
• Wiser decisions
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Banner ads
Search Ads
Re-messaging
Contextual ads
BT ads
Wisdom
Collective
application of
knowledge in
action
Knowledge
Experience, values, context applied to a
message
Information
A message meant to change receiver’s perception
Data
Discrete, objective facts about an event
Adding Value: • Contextualized
• Categorized
• Calculated
• Corrected
• Condensed
Adding Value: • Comparison
• Consequence
• Connections
• Conversations
Adding Value: • Action-oriented
• Measurable
efficiency
• Wiser decisions
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Banner ads
Search Ads
Re-messaging
Contextual ads
BT ads
What would it
look like at this
stage?
Wisdom
Collective
application of
knowledge in
action
Knowledge
Experience, values, context applied to a
message
Information
A message meant to change receiver’s perception
Data
Discrete, objective facts about an event
Adding Value: • Contextualized
• Categorized
• Calculated
• Corrected
• Condensed
Adding Value: • Comparison
• Consequence
• Connections
• Conversations
Adding Value: • Action-oriented
• Measurable
efficiency
• Wiser decisions
Source: Adapted from Liebowitz, (2003)
The Wisdom Pyramid
Banner ads
Search Ads
Re-messaging
Contextual ads
BT ads
What would it
look like at this
stage?
Knowledge Powered
Audience Engagement
Key Components
Web
Structured Data
Unstructured Data
Data Sources
Key Components
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Key Components
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Key Components
Ontology
Entity Graph
User Graph
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char Attr4 Dim 5
Int Attr1
Int Attr2
Bool Attr3
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dimensional Index
Inference Engines
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Key Components
Ontology
Entity Graph
User Graph
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char Attr4 Dim 5
Int Attr1
Int Attr2
Bool Attr3
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dimensional Index
Inference Engines
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Content Recommendation
Engines
Key Components
Ontology
Entity Graph
User Graph
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char Attr4 Dim 5
Int Attr1
Int Attr2
Bool Attr3
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dimensional Index
Inference Engines
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Content Recommendation
Engines
Key Components
Ontology
Entity Graph
User Graph
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char Attr4 Dim 5
Int Attr1
Int Attr2
Bool Attr3
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dimensional Index
Inference Engines
Web
Structured Data
Unstructured Data
Data Sources
Ontology,
Schema
mapping
Classification
engine
Entity, facts,
events,
relationship
Sentiment,
opinion
Semantic Engines
Knowledge Extractors
Content Recommendation
Engines
Feedback Loop
Key Components
Ontology
Entity Graph
User Graph
Dim 1
Int Attr1
Int Attr2
Bool Attr3
Dim 2
Int Attr1
Int Attr2
Bool Attr3
Int Attr 4
Dim 3
Int Attr1
Int Attr2
Dim 4
Int Attr1
Int Attr2
Bool Attr3
Char Attr4 Dim 5
Int Attr1
Int Attr2
Bool Attr3
Fact
Dim Keys
Int Meas1
Int Meas2
Float Meas3
Dimensional Index
Inference Engines
Entities and Semantics
Entities and Semantics
Entities and Semantics • Entity – of independent existence
Entities and Semantics • Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang
Entities and Semantics • Entity – of independent existence
Raspberry Pi
Pong
Lego
Erlang
Entities and Semantics • Entity – of independent existence
• Semantics – assign meaning to data
Raspberry Pi
Pong
Lego
Erlang
Entities and Semantics • Entity – of independent existence
• Semantics – assign meaning to data
Raspberry Pi
Pong
Lego
Erlang
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Pong
Lego
Erlang
Functional
language
Entities and Semantics • Entity – of independent existence
• Semantics – assign meaning to data • Using statistics to associate meaning with concepts,
entities & user actions
• Use ontologies that describe them in a domain
Raspberry Pi
Pong
Lego
Erlang
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Pong
Lego
Erlang
Functional
language
Recommender systems
Recommender systems
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Recommender systems
Recommendation Engine
Ranked product list User Profile &
contextual parameters
Community data
Product features
Knowledge Model Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
ML
Putting it together: discovery and anticipation
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Robotics
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Robotics
Robotics
Hardware
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Robotics
Robotics
Hardware
Robot kit
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Robotics
Robotics
Hardware
Arduino
Robot kit
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Putting it together: discovery and anticipation
Robotics
Robotics
Hardware
Arduino
Robot kit
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Unsupervised Prediction
Putting it together: discovery and anticipation
Robotics
Robotics
Hardware
Arduino
Robot kit
Construction
toy
Game Arcade
game
Single-board
computer
Raspberry Pi
Ying
Jon
Pong
Lego
Erlang
Functional
language
Unsupervised Prediction
Putting it together: discovery and anticipation
In Summary
• Connected data
• Semantified content
• Feedback loop enabled machine learning
• Knowledge driven content recommendation
• Audience centric content curation
• At-scale continuous audience engagement
Thank you
Dr.Ying Li
Chief Data Scientist, Parllay