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A Brilliant Collection of Marketing Analytics & Data Science Insights

ConstellationsPhoto by Pixabay

“When a collection of brilliant minds, hearts and talents come together . . . expect a masterpiece.” – inspirational quote (Successories.com)

I’m fortunate for the opportunity to feature a collection of profiles about many brilliant industry experts in my May and June Brilliance@Work posts.

I’m also grateful to these individuals for sharing their insights on how to deploy marketing analytics and data science to drive our businesses and organizations forward.

This week, these experts and many others will be presenting at the Marketing Analytics & Data Science Conference (MADS) in San Francisco, California. Watch for my MADS conference posts on LinkedIn, Twitter, Google+ , Starry Blue Brilliance , and The Market Research Blog,

In the meantime, here’s a summary of all the Brilliance@Work MADS conference presenter profiles:

R&D Informatics Expert Laura Aguiar. Learn how Laura and her data science team support R&D informatics innovation at Roche.

Laura Aguiar

Laura Aguiar

Data Storytelling Expert Earl Taylor. Learn how Earl and MSI use quantitative and qualitative data to help their members stay on the forefront of marketing thought and practice.

Earl Taylor

Earl Taylor

Industrial Internet Expert Beena Ammanath. Learn how GE is leading the Industrial Internet.

Beena Ammanath

Beena Ammanath

Marketing Measurement Expert Eric Callahan. Learn how to implement successful measurement programs.

Eric Callahan

Eric Callahan

Mobile Analytics Expert Danfeng Li. Learn Alibaba’s strategy in the mobile marketplace.

Danfeng Li

Danfeng Li

Technology Researcher Wayne Huang. Learn how social media is transforming the way consumers interact with brands.

Wayne Huang

Wayne Huang

Data Detective Camille P. Schuster, Ph.D. Learn how the questions you ask while analyzing the data are critical for successful business outcomes.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Generational Marketing Expert Jane Buckingham. Learn about the importance of understanding generations for business success.

Jane Buckingham

Jane Buckingham

Marketing Metrics Expert Don Sexton. Learn about the importance of Customer Surplus Factor (CSF) for business success.

Don Sexton

Don Sexton

Business Storytelling Expert Nancy Kazdan. Learn why the real goal of communication is human connection.

Nancy Kazdan

Nancy Kazdan


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Brilliance@Work: Mobile Analytics Expert Danfeng Li

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. Throughout May, we’ll feature Marketing Analytics & Data Science experts.

Danfeng (Dan) Li is a Director at the Alibaba Group, where he oversees the web/mobile analytics team that provides business intelligence and predictive analysis solutions for web pages, mobile apps and smart devices. He’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

Danfeng Li

Danfeng Li

As a preview to his presentation “Get More Whales out of Your Mobile Game Players,” Dan shared some insights on Alibaba’s strategy in the mobile marketplace.

Peggy L. Bieniek, ABC: How did Alibaba help grow the global online and mobile marketplace?
Dan Li: In 2003, Alibaba created the Taobao platform to help micro and small businesses sell their products online for free. For the first five years, Taobao did not generate any revenue and did not become profitable until 2010. During this time frame, it grew from 0 to more than 95% of the Chinese online marketplace.

We truly believe that we can only benefit by helping small businesses. We were very patient and applied strategies that are applicable to China businesses, like a customer care system called WangWang, and Alipay to address trust and credit challenges. Of course, Alipay became a very successful story in itself.

A couple of years ago, we noticed the trend that people were moving from shopping online to shopping on mobile. We established many strategies to encourage people shopping on mobile. Mobile sales quickly surpassed online sales. We were just a small step ahead of our customers and our competitors.

Now being the largest marketplace online and on mobile, we continue our innovation with the help of our 10 million merchants and billions of consumers through personalization, streamlining logistics, and experimenting with a C2B business model.

PB: What are key strategies for successful mobile game monetization?
DL: The key is to find the potential “whale” players who are willing to pay for your game. We built machine learning models to help identify those players. We target our sales and marketing efforts to them. The key for us to do this successfully is we know a lot about new customers through monitoring user behavior across games and apps.

PB: How will mobile game monetization change in the future?
DL: I can only speak for the Chinese market. Right now, venture capital (VC ) money is not that easy to get, so monetization becomes more and more important in the near future. Also, in the Chinese market, the game industry is still very simple. We need a more data-driven approach to make the process more efficient.

PB: What will people gain from attending your presentation at the conference?
DL: I’ll share some of our efforts to help the game industry in China and some statistics and trends in the Chinese mobile gaming industry.

Want to hear more from Dan? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.