jonathan catling, las vegas sands corp, presentation at the chief data & analytics officer...
TRANSCRIPT
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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
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What is the Chief Data / Analytics Officer?
Business Strategist
Executive Leader
Drive Operational Improvement
Custodian Savant
Data Centre
Boardroom
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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.
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But this is a world where the majority of employees are NOT knowledge workers...
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and customers are not focused on technology…
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definitely not focused on technology……but technology must deliver competitive advantage that supports and enhances or
transforms your experience.
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Las Vegas Sands Integrated Resort
Integrated Resort
Hotel
Casino
F&B
Entertainment
MICE
Compete and Cooperate
Unique service.
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Defining the Customer
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Customer360
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Persona
Preferences
Behaviours
Interests
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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
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Persona980+ data points
Reference Data must be consistent
1500 types of sports
how many types of football
opportunistic vs expected.
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ProfilePreference = individualProfile = group
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Check In
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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…..
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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 …..
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And then add some more
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…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
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Chomsky vs Norvig What is Artificial Intelligence
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Chomsky vs Norvig What is Artificial Intelligence
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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
+ =+ =
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AI ConciergeChatbot / Chatterbot
Call centres
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
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Check In
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thank you