This document discusses using a "contextual lens" to drive innovation through consumer interaction data. Some key points: - The contextual lens can be used for affinity clustering to understand how consumer context and defaults change. - It can also be used to innovate new product offers by understanding emerging needs based on contextual data like phase of life changes. - Adopting the contextual lens boosts market engagement and returns by personalizing experiences using contextual data and metrics like a "contextual experience index" score. - The contextual lens is an inexpensive way to better understand digital consumers and innovate new offerings based on their emerging contextual needs and behaviors.

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August 24, 2017
CONTEXTUAL LENS
Driving Innovation with consumer interaction data

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 Interaction touchpoints
A
further reading
Contextual experience

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Calculus of desire
further reading
 Chunking, nudge, and nag

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 Habit 45%
 Decision Making 55%
Interaction relevance
further reading

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Context in data
 Experiment with cues & rewards
 Identify Interestingness in data

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INTERACTIONCHANNEL
Accounts
Preferences
Offer & Response
Scores
Transactions
Interaction history
 Offer Inventory
 Single Product
 Bundled Offers
 Affine Offers
DATA STREAM
How to deploy the contextual lens

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Using the contextual lens
 contextual experience index (cei)

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Offer engineering
location based search based proximity based
Interestingness
# of data change epochs
location based
search based
proximity based

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Understanding emerging needs
Phase of life events, channel
Interactions
Data
Drivers:
Phase of life changes,
channel
interaction changes
Affine cluster,
Interestingness
Phase of Life
Contextual
Lens:

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Takeaway #1: The contextual lens can be used for
affinity clustering
Understand default choices
How context changes the default choices

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Takeaway #2: The contextual lens can be used to
innovate new product offers
Wellness routine
sensors
Bodysuit HAR Sensors,
BCI Sensors, Routine poses
Data
Drivers:

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New offering innovation
Wellness routine
sensors
Deviation from
“typical” range
Bodysuit HAR Sensors,
BCI Sensors, Routine poses
Data
Drivers:
Deep Learning, Random
Forest, Interestingness
Contextual
Lens:

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Takeaway #3: The contextual lens boosts your
market engagement returns

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Experience optimization setup
A. FIX B. ENHANCE C. CREATE D. OPTIMIZE
Data
Drivers
Surveys,
interviews
Customer Journey
Maps
Journey
Management
Yield Management
Trigger
Weekly/Monthly
/ Waveless
Detractor score
Daily/Hourly/Near
Real-time
Delta Threshold
score
Near Real-time,
Real-time
Path to success
score
Proactive
Contextual
Experience Index
score
Analysis/
Model
• NPS Driver
• Market
Basket
• Channel Lift • NPS Driver
• Affine
Cluster
• Interestingness
• Trigger Event
Habituality

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Takeaway #4: Adopt the contextual lens- it is
inexpensive
1. Tie cei to business outcomes (address prioritization and design)
2. Provide cei data-entropy driven backing (address what really matters)
3. Model drivers of cei (address understanding, design, and measurement)
4. Track cei lift on “suggestibility” (address economics)
5. Share cei (address delivery and culture)

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CONTEXTUAL CUES
AFFINE ASSOCIATION
FEATURE EXTRACTION
RAW INGEST
Long Range Incremental
Gen. 3 Gen. 2 Gen. 1
Context in data
 Total cost of extraction
and use
Circa
2014

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Recap
 Adopting the contextual lens will help you understand your
digital consumer’s emerging needs better
 Context helps product designers innovate new offerings
 Understanding how context changes the default choices helps
with affine clustering
 It is economical to take advantage of the contextual lens today

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Questions or comments?
Connect with me on LinkedIn and reach out if you are visiting
the Boston Area!
Madhu Raman