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- [Yohai] Im Yohai, Optimove Chief Data Scientist, and here with me is Nitay Alon, a data scientist in Optimove Research Lab. Now, when it comes to analysis of campaigns, marketers and data analysts usually tend to use a very specific set of tools. They usually base their analysis on the average, they may look on the median, sometimes they add few common statistical tests like t-test or z-test to check the difference between the averages, but thats about it. And, in this session, I would like to share with you a more scientific approach on how to conduct campaign analysis, and the key motivation is to allow you to squeeze the data of your campaigns and get more insights of it. Actually to be able to ask and get answers to highly relevant questions regarding your campaigns. Now, in order to do so, I will share with you our mindset, how we, as scientist, address this challenge, and I will also share with you some of our secret knowledge about how the data really looks like, and what ar