big data & personalized content in your cms

Big data & Personalized content in your CMS

Peter Lem, MSc., VP Engineering O2MC I/O

7th October 2016

peter.lem@o2mc.io

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How I got here

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Jeroen Wijdeven De Ideeënfabriek

Big data

Facebook, the largest online social-network, collected 300 petabytes of personal data since its inception – a hundred times the amount the Library of Congress has collected in over 200 years

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Big data

• Volume - The immense scale of data coming towards us.

• Variety - All the different forms of data, from website to sensor data.

• Velocity - The speed at which data are generated.

• Veracity - The uncertainty of how accurate data are.

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Big data

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The world of connected devices, appliances, machines and what not is growing at the speed of light.

Disruptive technologies - Netflix

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Big data companies

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The disruptive nature of these technology companies is caused by

• On demand, user friendly user interface• Personalized value• Connected to / owning data nobody else is

Big data companies

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Startups hypes

• Uber: valued at 17 billion, without making any profit• Facebook: 8 billion stock value, 1 bilion revenue,

190 bilion market value

Power of big companies

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1966• US vs Russia• Costs: 25 billion

The new world: power of big companies

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2016• Tusk (Telsa) vs Bezos (Amazon)• Valued at: 12+12 billion

The new world: power of big companies

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Unpurposed data

Behavioral data

Primarydata

• Data can be reused without losing value• Different types of data with different

values and volumes

Big data

Machine learning

– Algorithms and not business rules determine what is best based on data

• Provide data and the algorithm will figure out what to do

– Predicting what is going to happen

• Autonomous cars

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Big data

• Risks

– Connecting all the data and processing it requires massive amounts of computing power

• And flexibility of each system

– Data governance is a challenge

• Are we allowed to combine all data sources to gather information about an individual?

• E.g. Facebook friends suggestions based on Whatsapp contacts

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Big data

• Ethics

– How to handle predictions that go beyond human capacity

• E.g. Minority Report

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Big data

• Consider data as an asset, not as costs

• Transparency is key, user should always be in control

• Social science important to deliver personalized value

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Simplify Data Life Cycle Management

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Traditional data processinginefficient and costly data management process

Our solutioningest any data source for downstream

business implementationssimple, sustainable and secure

Philips HUE: Creating more engagement through better recommendations

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Philips HUE are Wi-Fi-powered

light bulbs that can take any color

you like to create exactly the

right mood. The longer HUE lights

are used, the more they become

a part of people’s lives. To further

extend this bond, Philips

approached O2MC I/O to develop

a new app that would create

spot-on recommendations for

personal light scenes

Can we apply this online?

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Traditional personalisation

Persona matching plugin

Umbraco

3rd Party

1) request www.website.com

2) return HTML

4) return content

3) execute HTML and get content

Our shared principles

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• Personalization and A/B testing• Integrated solution in stead of content replacement

• Single point of design• Optimal performance

• Real time• Multiple touch points

• Not just 1 way of measuring success, entire customer journey is important

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Architecture – personalization with O2MC I/O

send c

onte

nt

with personalised content

Persona matching plugin

Umbraco

1) request www.website.com

3) return HTML

5) return content

4) execute HTML and get content

2)

Ask for

conte

nt

7) collect other data

Getting personalised content

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• Umbraco requests the best content for visitor given set of content items to consider• Real time content status taken into consideration• No fixed setup of tests• Multiple tests per website

• O2MC Platform provides content item (id) back to Umbraco• Content management and design in Umbraco• Include other data points as well such as weather• Use business rules or machine learning

Measuring content item effect

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• Each page contains 1 line of Javascript code to each page as well as the visitor id

• O2MC Platform can use the SLoC to capture all interactions from this point forward• Not just direct ´click´ on content but also engagement

scoring in orders• Change data model without changing content• Real time extension with data

Environment

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• O2MC Platform can run on any platform, installed on Azure, AWS and several others

• DocDB, MongoDB or MySQL for storing the data• Configuration in files, configured in studio environment

O2MC Platform

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Next steps

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• Proven integration, looking towards scalable extensions

• Integrated reporting (in Umbraco)• Configuration through Umbraco• (Deployment) packages

Your opportunity

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Unique websites (e.o.) with real time, personalized content using detailed, omnichannel data

• You can bring customer specific data together in one single environment

• Learnings across several of your customers and personalization algorithms

Questions?

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Peter Lempeter.lem@o2mc.io