Gergely Kalmár

Senior Consultant Digital Analytics, Webrepublic AG


Gergely Kalmár is leading the digital analytics team of Webrepublic. Before joining forces with one of Europe’s top independent digital services agencies, he was working at the CERN Tier-2 Budapest computing center and Morgan Stanley on various data engineering, modeling and analysis projects.



Programmatic Advertising from a Data Scientist’s Perspective

The Swiss digital marketing industry is inevitably shifting towards programmatic advertising, which poses tremendous challenges for all involved parties – companies, publishers and agencies alike. As the technical infrastructure is getting more complex, it is increasingly difficult to properly collect, integrate and analyse the appropriate data sets, while those players who succeed first get a strong competitive advantage on the market. Luckily, it is not required anymore to employ a swarm of data engineers and data scientists to get started, as many of the critical business questions can be answered with relatively little effort using off-the-shelf tools. In this session we will review the data landscape related to programmatic advertising, while also learning about the related analysis techniques that any company should be able to deploy from small businesses to international corporations.

Take aways/Lernziele

After this session you will have a detailed understanding of the data points that programmatic advertising systems can provide you, as well as the tools and techniques that can help you turn these data sets into valuable business insights. You will specifically learn about simple audience clustering methods that reveal your most optimal target audience, as well as models that can be used for multi-channel marketing mix optimization initiatives.

Produkte, Unternehmen, Technologien

  • DoubleClick, Google Analytics, Google BigQuery, SciPy