Dr Rami Mukhtar

Big Data:

Personalisation

for Enterprise Ambiata.com

What is

personalisation?

Personalisation: my search engine

Personalisation: my e-tailer

5

Why is

enterprise so far

behind?

Selling butter

Progress?

Solution: contextual marketing?

Marketing Innovation + Segmentation = Targeting

The reality

Contextual marketing: manual and coarse

A/B

Testing Live Campaign

Go

Live?

Innovation Launch Try Again

What goes wrong?

Sat 11:00 am

Thu 10:00 pm

✓ ✗

2104

2026

What goes wrong?

✗ Not Relevant! Nespresso Boutique Bondi Junction

Reality: consumers today

Consumer

Real-time

influence

External

unpredictable

Real-time

Personalisation

Segmentation

Big Data

Web Logs

Smartphone

Telemetry

POS

External Data

Machine to

Machine

Inventory

systems

Loyalty Data

Inventory

systems

Coarse

Static

Expensive

Features

Free Text Transactional Mobile Web

•Topics

•Sentiment

•Measure

statistics

•Entity

relationships

•Behaviour

•Location entity

statistics

•Browsing

behavior

•Dwell times

•Conversion

statistics

Machine learning

100,000’s +

variables

Source Assets

Signal

Extraction

Customer

Modeling

Customer Context/

Behaviour Segment of one

Marketing with Machine Learning

Hosted

Personalization

Service

Marketing

Innovation

1:1 out

1:1 out

1:1 offers

Source Assets

Data in

Is your enterprise ready?

Have source data assets plumbed?

Channels support automated decisioning?

Have change management in place to deploy?