Hyper Group’s Director and Co-Founder, Damon Bryan, will be presenting: ‘The Data Science behind Data Personalisation’. BIBoss is an award-winning networking event for leaders in Business Intelligence and Data Science. Hyper Group’s Director and Co-Founder, Damon Bryan, presented: ‘The Data Science behind Data Personalisation’ and Infinity Works' Technical Director, Neil Dunlop, presented: ‘AI, where are we now?’, including a discussion around demystifying the preconceptions of AI.

2. It’s all about creating rich and relevant customer
experiences tailored to the individual. As data volumes
explode driven by technology advancements, now is
the time to apply hyper-personalisation…

3. “Personalisation wasn’t supposed to be a
cleverly veiled way to chase prospects around
the web, showing them the same spammy ad
for the same lame stuff as everyone else sees.
No, it is a chance to differentiate at a human
scale, to use behavior as the most important
clue about what people want
and more important, what they need."
Seth Godin
3

4. WHAT DO WE MEAN BY HYPER PERSONALISATION?
4

5. 5

6. 6
• Physical and Digital Footprint
• Further understanding through Data Science
• What are their emotions, what jobs do they
need to complete, what do they enjoy, how
do they like to interact with you etc
• Enabled by research and brought to life by
customer journey mapping

7. 7
1. Easy, fast and frictionless experiences
2. Valuable and enjoyable interactions
3. Relevant and inspiring content
4. Helpful and friendly service
5. Successful and useful consumer outcomes
“The combined cost
saving effect of
personalisation”
70%“conversation rate
improvement after
personalisation”
15%“Increased profits from
personalisation engines used
to recognise customer intent”

8. Nearly 40% of consumers have left a
website because they were
overwhelmed by too many options
Accenture
50% of consumers want companies
to be more transparent about how
their data is being used
CBI
71% of marketers feel overwhelmed by
data and 69% feel it's distracting them
from their core marketing duties
Transunion
8

9. 9
2
&
1
3 4
&

10. 1
2
3
4
5
6
7
8
Sensors, Beacons
Cameras, RFID, GPS
Mobile Apps,
AR & VR
Artificial Intelligence, Chat-
bots etc
Cloud computing, data
streaming
Semi-conductors, Edge
Computing
Automation, Machine
Processing
Big Data Warehouse, HDB &
RDB
Machine Learning, BI &
Reporting
1
1
1
2
3
5
6
7
4
8
3
2
4
1
5
6
8
8
DECISION
ENGINE
10

11. AFFINITY
ATTRIBUTES
- Product & Customer Affinity
- Behavioural Affinity
- Customer Decision Trees
- Product & Customer Attributes
- Product Clusters
- Driven by affinity analytics
11

13. • Massive processing power
• Billions of customer interactions
• Customer expectation of real-time
• Daily or intra-day
recommendations expected
• Movement towards cloud & SaaS
• Affinity analysis
• Collaborative filtering
• Natural language processing
• Clustering & segmentation
• Transactional data
• Product review data
• Survey on sign up
• Onsite browsing data
• Offsite digital audiences
• Dwell time on browsed pages
• Search terms used onsite
13

14. WhatWho
WhenWhere
Next Best Item / OfferNext Best Customer / Segment
£
Next Best Channel / Location Next Best Time
14

15. 15
Visualisation of data is key to uncover
insights
The application of Machine Learning
and Analytics within the same platform
as BI enables human led optimisation
Understanding key metrics such as sales
or availability in real-time vs forecasts
enables quicker decisions to be made

16. 1 432
Create personalisation plan
to meet objectives
Uncover insights to inform
personalisation
Define business objectives for
personalisation to support
Undertake analytics & research
to understand customers &
journeys
5 876
Create content, campaign
& experience assets
Orchestrate
personalisation activity
Test, measure, learn,
iterate & optimise
Undertake gap analysis to
inform planning
16

17. 17
Personalisation & Data Strategy
Through our strategic development
framework, we help businesses to prioritise
the customer data initiatives that deliver the
biggest gains and quick wins.
We are experts in applying advanced analytics
and machine learning & AI to the complexities of
customer data whilst being fully focused on the
commercial impact.
Data Science & Machine Learning
We develop real-time personalisation solutions
using proprietary affinity based techniques,
either utilising your existing technology stack, or
delivered through our own SaaS based platform.
Technology & Solutions

18. t: +44 7930 916861
e: peter@hyper-group.co.uk
t: +44 7900 363790
e: damon@hyper-group.co.uk
t: +44 7736 312165
e: thomas@hyper-group.co.uk
t: +44 7432 284612
e: adam@hyper-group.co.uk
18

19. AI Right Now
Solving real-world challenges and driving
innovation in business
Neil Dunlop
July 2019

20. Is AI changing our world?

24. Help me speak Japanese

26. AI is hard?
4
misconceptions

27. 1/ Hard to define
2/ Only for big things
3/ Difficult to implement
4/ Won’t deliver R.O.I.

28. 1/ Hard to define

29. 2/ Only for big things

30. 3/ Difficult to implement

31. AI has poor ROI
4/ Won’t deliver R.O.I.

32. AI is changing how we do
business...

33. McKinsey AI Report

34. 2
Case studies of
everyday AI

35. Case study
1

37. CS2

39. Case study
2

41. CS2

42. 1/ Price
2/ Exclusivity
3/ Redundancy

43. 4
Key Enablers

44. 1/ Available computer power
2/ Accessible algorithms
3/ Lots of data
4/ Structured ways of working

49. Recommendation
Forecasting
Image & Video Analysis
Document Analysis
Text Analytics
Text To Speech
Speech to Text
Conversation
Translation

50. Quintillion +
Quintillion +
Quinti
---------------
Lots!
(bytes per day)

53. AI is becoming a
commodity

54. AI is getting easier to do

55. AI is becoming less expensive

56. AI is for everyone

57. AI is changing our world!

58. It’s time for AI Right Now