Suggestions
Christian Schneider
Associate Client Director at NielsenIQ
Christian Schneider is the Director of Business Development for US Large & Medium at NielsenIQ, based in New York. He has a robust professional background, focusing on enhancing business strategies and development within the consumer insights sector. His role involves overseeing initiatives that cater to large and medium-sized businesses, leveraging data analytics to drive growth and optimize marketing strategies.
Professional Background
- Current Position: Director - Business Development, NielsenIQ
- Location: New York, NY
- Experience: Schneider has accumulated extensive experience in business development and strategic planning, contributing significantly to the growth of NielsenIQ.
Skills and Expertise
- Data Analytics: Utilizes data-driven insights to inform business decisions.
- Strategic Planning: Develops comprehensive strategies tailored to client needs.
- Market Insights: Focuses on understanding market trends to better serve clients.
Education
Christian Schneider studied at Hochschule Flensburg, which has equipped him with the necessary skills for his current role.
Professional Philosophy
Schneider emphasizes the importance of continuous improvement and adaptability in business processes. He believes in fostering collaboration and innovation within teams to achieve optimal results.
For more details about his professional journey and connections, you can view his LinkedIn profile here .1
Highlights
Comments on the paper that Eric shared on MMMs @eric_seufert - H/t to Eric for keeping us informed on ads, attribution, and mobile.
In the paper, I see a weak issue and a strong issue. The weak issue can be improved by addressing the strong issue.
Weak issue: Too much Noise - there are too many moving parts and data quality is all over the place.
Any luck I've had experimenting, I attribute to structured discovery of novelty: Minimize & isolate. Religiously.
- Simply the questions
- Limiting variables down to the bare minimum.
- Isolate
Strong issue: Low volume (of everything). Not enough budget, not enough advertisers, not enough campaigns. Too much of everything you don't want.
1000x the volume and focus on 1 advertiser. And simplify the questions.
-- For reference, Meta has a paper asking a question most would find silly. It's the only important question, though.
why do advertiser outcomes vary? What explains the differences? It's not obvious that performance should vary, at all.
This is the sample volume:
- 3.94 billion ad opportunities
- 200,000 advertisers across 25 industries
- 700,000 ad campaigns
- 100% of observations focused on Facebook/meta ads
This is hard. Full stop. Hard for the same reasons there's no ultimate marketing platform "to rule them all".
This is the No Free Lunch theorum in action. It states that no algorithm is universally optimal across all problems, as performance depends on the specific context.
Adapted to ads, no single combination of ads platform, campaign setup or attribution model works best across all advertisers.
More on this some other time.
