Disney's Marketing Data Visualization
summary
Built a central MEDS marketing effectiveness data store that ingests about 8 million records a week into Teradata, runs ETL and regression in SAS, and surfaces validation and scenario tools in Tableau. Dashboards show weekly CPM and impressions, Gantt campaign timing for cleaning, and parameter-driven knobs for optimization; an example model finds an optimal spend point near 109% of baseline. The interactive Tableau visualizations reduce model turnaround time and let media teams explore tradeoffs live.
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chapters (10)
- 0:00Introduction and speaker background
- 3:57Legal disclaimer and role at Disney
- 5:22Marketing data process overview
- 7:09Why Tableau for marketing mix modeling
- 9:38Wrangling messy marketing data
- 16:25Data validation with Tableau
- 20:22Modeling process and data preparation
- 22:30Optimization and scenario planning
- 31:49Feedback and impact on organization
- 34:19Q&A session
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