“People who use iPhone spend 50% more time in your app compared to all the users.”

As simple as the above statement might be, it is the most sophisticated, fastest and easiest way to guide the media analysts on how to optimize the ad campaigns.

Its simplicity is deceiving because how come one single line can possibly make an impact on the business? It can if people act on it.

If you reverse engineering it you can see that: there is a process collecting gigabytes of device usage data; there is process aggregating the data; a model is running an analysis on the data; there are a parser and formatter constructing the insight.

Facebook is doing this with Automated Insights. They might not have the insights your company need, but use it as inspiration to build a system that can provide such insights.


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Leo Celis