Claudia Perlich: Digital advertising is the golden age of experimentation
Claudia Perlich · Panel Discussion // Data Driven #16 // May 2013 · Dec 5, 2013 · at 22:42
Claudia Perlich, data scientist and NYU professor, explains why working in digital advertising offers an ideal environment for empirical experimentation.
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“What I love about that, that job is it's a playground. It's a lovely playground. I can try it all. I mean, big deal if I make a mistake. I show you the wrong ad, ball, you know. I can really, it's like the golden age of experimentation.”
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More from Claudia Perlich
Perlich: Industry bonuses encourage advertising professionals to ignore ad fraud
“I mean, there are so many people who are much better off looking the wrong way when it comes to fraud. Everybody's bonus just basically hinges on getting the wrong metrics a little bit up.”
Perlich: Online advertising metrics and analytics are a huge mess
“I mean, honestly, the whole question of metrics and analytics is a huge mess”
Claudia Perlich: Cleaning data was more valuable than subsequent academic research
“That was a very valuable experience, much more so than the research of what happened afterwards.”
Perlich: Digital advertising machine learning models operate in ten million dimensions
“Today we are building models in, I build models in, you know, ten million dimensions with, on a good day, a 100,000 positives, on a bad day, 5000, and good, it's not good enough to survive on Wall Street, but hey, for advertising, it's just fine.”