Slides of the course on big data by Clement Levallois from EMLYON Business School.
For business students. Check the online video connected with these slides.
-> An exploration of the opportunities and limits that data brings to personalization.
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Data & personalization
From segmentation to personalization
Beyond behavior: tracking individual bodies
Algorithmically curated worldviews for individuals: -> the limits
Personalizing without data
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1. From segmentation to personalization
Segmentation helps refine the picture
from a mass of data to meaningful subgroups of data points.
Why not go down to extreme segmentation: segments the size of an individual?
Major websites do it (Amazon, Yahoo!, Netflix, etc.)
Ads providers do it (Facebook)
News feed do it (Prismatic, Pulse)
Advantages: pinpoint accuracy and relevance
Inconvenient: operational costs
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Is data-based personalization too hard?
If the industry can do mass customization on hardware, this should be possible on software
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2. Beyond behavior: tracking individual bodies
Internet of Things
More sensors, more data created by or connected to individuals
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Smart Body Analyzer
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One page from the 2012 report
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Just N. Felton?
“Autodesk employee Blake Menezes wears his Jawbone Up as part of a global corporate health challenge.
Menezes keeps the activity data to himself, but other employers are exploring ways to monitor their staff's wearable devices to help keep a lid on rising health care costs.”
(photo via Autodesk)
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3. Curated world views
Personalization of content = taylored experience, equated with comfort and luxury. Good!
But negative impact on:
Serendipity: experiencing pleasant surprise by stepping outside of one’s own habitual environment.
The sense of belonging: the desire to part of a community, sharing similar codes and references
Autonomy: individuals might prefer to curate their environment by themselves, and not by algorithms they don’t control.
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Sept 04, 2014. The Wall Street Journal reported Wednesday that Twitter is planning to debut a Facebook-style, algorithmically curated newsfeed.
The idea of a curated newsfeed is angering many who believe that Twitter's non-interference in the content stream is a feature, not a bug.
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4. Wait! Personalizing without data?
The Zappos case:
A focus on customer service
Delivered by human contact (call center in the US managed without scripting nor limit on call time)
No insistence on data in their corporate culture (vs Amazon).
Is data outside of the picture?
No! Zappos does data-based personalization on their digital channels!
But data is a supporting tool not a replacement for a great customer relationship.
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This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com).
Contact Clement Levallois (levallois [at] em-lyon.com) for more information.