Over the last decade Internet Properties have become masters of product and service personalisation allowing data to be used to provide a customer experience tailored to the individual. The discovery of these technologies by businesses has fuelled enthusiasm for a Big Data approach and has also presented challenges of multi-channel deployment across traditional and digital channels. In this session, Dr Rami Mukhtar will elaborate on the challenges through a case study, describe techniques available to enterprise, and will address the business constraints to consider.

2. Dr Rami Mukhtar
Big Data:
Personalisation
for Enterprise Ambiata.com

3. What is
personalisation?

4. Personalisation: my search engine

5. Personalisation: my e-tailer
5

6. Why is
enterprise so far
behind?

7. Selling butter

8. Progress?

9. Solution: contextual marketing?
Marketing Innovation + Segmentation = Targeting

10. The reality
Contextual marketing: manual and coarse
A/B
Testing
Live Campaign
Go
Live?
Innovation Launch Try Again

11. What goes wrong?
Sat 11:00 am
Thu 10:00 pm
✓ ✗
2104
2026

12. What goes wrong?
✗Not Relevant!Nespresso Boutique Bondi Junction

13. Reality: consumers today
Consumer
Real-time
influence
External
unpredictable
Real-time
Personalisation
Segmentation

14. Big Data
Web Logs
Smartphone
Telemetry
POS
External Data
Machine to
Machine
Inventory
systems
Loyalty Data
Inventory
systems
Coarse
Static
Expensive

15. Features
Free Text Transactional Mobile Web
•Topics
•Sentiment
•Measure
statistics
•Entity
relationships
•Behaviour
•Location entity
statistics
•Browsing
behavior
•Dwell times
•Conversion
statistics

16. Machine learning
100,000’s +
variables
Source Assets
Signal
Extraction
Customer
Modeling
Customer Context/
Behaviour Segment of one

17. Marketing with Machine Learning
Hosted
Personalization
Service
Marketing
Innovation
1:1 out
1:1 out
1:1 offers
Source Assets
Data in

18. Is your enterprise ready?
 Have source data assets plumbed?
 Channels support automated decisioning?
 Have change management in place to deploy?