Dr Rami MukhtarBig Data:Personalisationfor Enterprise Ambiata.com
What ispersonalisation?
Personalisation: my search engine
Personalisation: my e-tailer5
Why isenterprise so farbehind?
Selling butter
Progress?
Solution: contextual marketing?Marketing Innovation + Segmentation = Targeting
The realityContextual marketing: manual and coarseA/BTestingLive CampaignGoLive?Innovation Launch Try Again
What goes wrong?Sat 11:00 amThu 10:00 pm✓ ✗21042026
What goes wrong?✗Not Relevant!Nespresso Boutique Bondi Junction
Reality: consumers todayConsumerReal-timeinfluenceExternalunpredictableReal-timePersonalisationSegmentation
Big DataWeb LogsSmartphoneTelemetryPOSExternal DataMachine toMachineInventorysystemsLoyalty DataInventorysystemsCoarseStat...
FeaturesFree Text Transactional Mobile Web•Topics•Sentiment•Measurestatistics•Entityrelationships•Behaviour•Location entit...
Machine learning100,000’s +variablesSource AssetsSignalExtractionCustomerModelingCustomer Context/Behaviour Segment of one
Marketing with Machine LearningHostedPersonalizationServiceMarketingInnovation1:1 out1:1 out1:1 offersSource AssetsData in
Is your enterprise ready? Have source data assets plumbed? Channels support automated decisioning? Have change manageme...
Big Data: Personalisation for Enterprise NICTA - Dr Rami Mukhtar
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Big Data: Personalisation for Enterprise NICTA - Dr Rami Mukhtar

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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.

Published in: Technology, Business
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Big Data: Personalisation for Enterprise NICTA - Dr Rami Mukhtar

  1. 1. Dr Rami MukhtarBig Data:Personalisationfor Enterprise Ambiata.com
  2. 2. What ispersonalisation?
  3. 3. Personalisation: my search engine
  4. 4. Personalisation: my e-tailer5
  5. 5. Why isenterprise so farbehind?
  6. 6. Selling butter
  7. 7. Progress?
  8. 8. Solution: contextual marketing?Marketing Innovation + Segmentation = Targeting
  9. 9. The realityContextual marketing: manual and coarseA/BTestingLive CampaignGoLive?Innovation Launch Try Again
  10. 10. What goes wrong?Sat 11:00 amThu 10:00 pm✓ ✗21042026
  11. 11. What goes wrong?✗Not Relevant!Nespresso Boutique Bondi Junction
  12. 12. Reality: consumers todayConsumerReal-timeinfluenceExternalunpredictableReal-timePersonalisationSegmentation
  13. 13. Big DataWeb LogsSmartphoneTelemetryPOSExternal DataMachine toMachineInventorysystemsLoyalty DataInventorysystemsCoarseStaticExpensive
  14. 14. FeaturesFree Text Transactional Mobile Web•Topics•Sentiment•Measurestatistics•Entityrelationships•Behaviour•Location entitystatistics•Browsingbehavior•Dwell times•Conversionstatistics
  15. 15. Machine learning100,000’s +variablesSource AssetsSignalExtractionCustomerModelingCustomer Context/Behaviour Segment of one
  16. 16. Marketing with Machine LearningHostedPersonalizationServiceMarketingInnovation1:1 out1:1 out1:1 offersSource AssetsData in
  17. 17. Is your enterprise ready? Have source data assets plumbed? Channels support automated decisioning? Have change management in place to deploy?

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