jonathan catling, las vegas sands corp, presentation at the chief data & analytics officer...

Chief Data & Analytics Officer Forum 2016

Big Data, Analytics, Data Science.…. What is next? and what do Asimov, Turing, Chomsky and Norvig have to do with Hotels, Casinos, Restaurants and

Conventions?

Jonathan (Jon) CatlingDirector Global Data Architecture

Las Vegas Sands Corporation

What is the Chief Data / Analytics Officer?

Business Strategist

Executive Leader

Drive Operational Improvement

Custodian Savant

Data Centre

Boardroom

In the business model of an integrated resort, 5-7 distinct businesses compete and cooperate

to deliver a unique service that makes your experience different to that of another.

Integrated Resort

Hotel

Casino

F&B

Entertainment

MICE

Compete and Cooperate (share of wallet vs resort boundary)

Unique service.

But this is a world where the majority of employees are NOT knowledge workers...

and customers are not focused on technology…

definitely not focused on technology……but technology must deliver competitive advantage that supports and enhances or

transforms your experience.

Las Vegas Sands Integrated Resort

Integrated Resort

Hotel

Casino

F&B

Entertainment

MICE

Compete and Cooperate

Unique service.

Defining the Customer

Customer360

Persona

Preferences

Behaviours

Interests

CUSTOMER PERSONA - STRUCTURED

TYPE / DEFINITION CATEGORY

SUB-CATEGORY SUB-CATEGORY ATTRIBUTE

CLASSIFICATION

PREFERENCE FOOD & BEVERAGE

TYPES OF CUISINE

STATED  

MEAT STATED  

RESTAURANTS

STATED FINE DINING

STATED CASUAL DINING

STATED FAST FOOD

STATED NAME

BEVERAGES

STATED ALCOHOLIC

STATED WINE

STATED NON-ALCOHOLIC

STATED HOT BEVERAGES

• Stated / Preference• Stated / Behaviour• Stated / Interest • Observed / Preference• Observed / Behaviour• Observed / Interest• Derived / Preference• Derived / Behaviour• Derived / Interest

StatedObservedDerived Preference

BehaviourInterest

Persona

Persona980+ data points

Reference Data must be consistent

1500 types of sports

how many types of football

opportunistic vs expected.

ProfilePreference = individualProfile = group

Check In

Business Intelligence

Analytics

Source Data Management Data Transformation

Prescriptive Analytics Predictive Analytics

Descriptive Analytics Clean Quality Data

Raw Data

Data Warehouse

Data Marts

OLAPODS

Data Marts

From…..

Business Intelligence

Analytics

Source Data Management Data Transformation

Prescriptive Analytics Predictive Analytics

Descriptive Analytics Clean Quality Data

Raw Data

Data Warehouse

Data Marts

OLAPODS

Data Marts

To …..

And then add some more

…one day encapsulate the data with the functions of data mining, hopefully to move towards a “self-aware” independent piece of information… (Dan E. Linsteadt, 2002)

http://tdan.com/data-vault-series-1-data-vault-overview/5054

Chomsky vs Norvig What is Artificial Intelligence

Chomsky vs Norvig What is Artificial Intelligence

Data

Context

information

Portability

Knowledge

Action

em-Power

+ = + =+ =

Intelligence

=

Data

Context

information

Portability

Knowledge

Action

em-Power

+ = + =+ =

…where does this leave us?

Data

Context

information

Portability

Knowledge

+ =+ =

AI ConciergeChatbot / Chatterbot

Call centres

Facebook

Personal Host

Web pages

Are you ordering from the menu? :AIC

Me: yes

What would you like? :AIC

Me: Is the caviar Russian?

Me: ok, and the wagyu burger with foie gras and a bottle of bollie.

The Caviar is Canadian. :AIC

Ok, let me repeat the order for you…..

Me: i want to order room service

Check In

thank you