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Talk Title: A Glimpse of Experiments in Google Search Ads
Ads-Metrics is the quantitative analysis/data science team that supports Search Ads. We work with the engineering and product teams responsible for driving Google's revenue and business growth. At Google, we make data-driven decisions, and experimentation is at the heart of what we do. This talk will cover the overlapping experiment infrastructure that supports thousands of various types of experiments simultaneously, how to measure the counterfactual effects and long term user effects, and how to combine experiments and observational data to learn a correct credit attribution.
Bio: Kathy Zhong manages a Search Ads Metrics team at Google that focuses on new product areas including Local Ads, Responsive Search Ads, and Language Targeting. She drives efforts to validate and improve logging data, design experiments for rigorous measurement, develop evaluation metrics to assess quality and revenue trade-off, and explore new opportunities to shape product growth. Kathy has an M.S. in Statistics and a Ph.D. in Electrical Engineering.
This event is part of the CME 500 Technical Talks series.