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Our retail banking market demands now more than ever to stay close to our customers, and to carefully understand what services, products, and wishes are relevant for each customer at any given time. This sort of marketing research is often beyond the capacity of traditional BI reporting frameworks. In this talk, we illustrate how we team up data scientists and big data engineers in order to create and scale distributed analyses on a big data platform. By using Hadoop and open source statistical language and tools such R and Python, we can execute a variety of machine learning algorithms, and scale them out on a distributed computing framework.