Maher Lahmar
Maher Lahmar
Head Data Science at Google
Track: Business Administration
“What You Can Not Measure, You Can Not Improve” Testing and Measurement at Google Ads Business
Google ads business organization plays a critical role in helping advertisers achieve their marketing objectives. Sellers and marketers interact with advertisers to offer services that vary from early onboarding, to sales and support. Understanding the value added (effect) of these interactions (treatments) is important to optimize strategic decisions and run effective sales operations at scale. In this presentation, we describe the business context and the key strategic and operational decisions that are driven by scientific testing and measurement. We then describe our journey towards building a scalable, universal testing and measurement platform. This platform is evolving towards enabling the ingestion and management of data, and application of a variety of causal inference and machine learning models to allow recurrent measurement and ad-hoc experimentation. Finally, we outline some of the business and technical challenges we face in designing a scalable, rigorous solution, and our approach to operationalizing these capabilities, and influencing decision makers. We conclude with future enhancement directions for the platform.
