Beyond analytics: how A.I. can impact YOUR business

Dr. Sébastien Foucaud

sebastien@sbsf-consultancy.com

http://sbsf-consultancy.com

DIGITAL ANALYTICS FORUM 2016

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

(Prof.) Dr. Sébastien Foucaud

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๏ PhD in Astrophysics ๏ 15-year long career in Astronomy (6 as Professor) ๏ Scientific expertise in Cosmology (Universe and

Galaxy evolution) ๏ Technical expertise in Data Analytics, Statistics,

Data Mining, Machine learning, Simulations, Data Centres, product development, Big Data Technology

>10 years

>1 year

>1 month

CrossLend | Head of Data Science Feb 2015 - July 2015

FinTech, Risk management, Compliance

OLX | Head of Data Innovation Aug 2015 - Sep 2016

Classifieds, User segmentation, Moderation, Data strategy, Business Intelligence

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Dr. Sébastien Foucaud

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Scout24 | Head of Data Science since Oct 2016

Classifieds/Marketplace, Data Strategy, Personalisation, Recommendation, Lead generation, UX/UI

certace | Member of Advisory Board since Oct 2016

Data Science, Data Strategy

SBSF Consultancy | Data Strategy Consultant since Oct 2016

Data & Business Strategy

Ron Leishman

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence is no SciFi…

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence is no SciFi…

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It is here and now!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence is no SciFi…

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It is here and now!

…and we are rather late!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Daily Artificial Intelligence

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Daily Artificial Intelligence

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Daily Artificial Intelligence

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Daily Artificial Intelligence

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“One recurring theme throughout the history of AI / machine learning research is that we are terrible at determining exactly what aspect of human intelligence is remarkable.” Zachary C. Lipton, UCSD

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence invades all spaces…

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

… even where we were not expecting it!

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence, when the giants join forces!

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Artificial Intelligence, when the giants join forces!

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

But innovation is still fostered by startups …

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Embracing the data

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Embracing the data

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Embracing the data: call a data scientist

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Business Insights

Analyses / Modeling

Data Collection

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How we see the world

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

How scientists see the world

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Data Scientists not the most business-savvy people

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Data Scientists not the most business-savvy people

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Practical (and real) use cases

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• Moderation and quality content How machine learning can help prevent fraud and spam? How it can ensure global quality content and enhance user experience?

•Personalisation How AI can help provide the best user experience? And deliver the right content, to the right user, at the right moment!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Moderation and quality content

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‣ 2,000,000 ads a day ‣ 30 sec. on avg. for classifying (CS: 500 people/24h)

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Moderation and quality content

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‣70% automatically accepted or rejected + categorisation for free + reliability at 95% + 180 sec. for classifying (CS)

Classifier

Customer Support

Model

New Ad

AcceptedRejected

AcceptedRejected

30%

70%10%

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

User experience

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Personalisation

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User Segment

A

User Segment

B

Item Segment

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Item Segment

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User Segment

B

Item Segment

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‣ Mobile devices transformed radically the user experience

‣ Know your customer better! ‣ Delivering the right content, to the right

person, at the right moment + Customer Lifecycle Management + Content Lifecycle Management

‣ Recommendation > Search ‣ User segmentation

+ unsupervised & supervised ML + dynamic lifecycle segments + dynamic behavioural segments

‣ Dynamic pricing

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Innovating…

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Innovating…

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Innovating = Formulating problems properly

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Innovating = Formulating problems properly

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S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Innovating = Formulating problems properly

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Machine learning problems can be difficult for an often overlooked reason. For many settings in which we might want to introduce an AI agent, the problems are not well-formed. That is, it's not at all obvious what objective should be optimized.

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Business & Data Strategies begins with Smart Data

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Aligning Business & Data Strategies ‣ Abundance is not wealth: + not all Data is useful (Big vs Smart) + choose your battle (limit storage) + avoid data gluttony

‣ Predefine use cases

‣ Develop Data Wisdom

‣ Define success (KPIs)

‣ Data acquisition

‣ Data governance

Right strategy from inception:

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Data Mining Strategy

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Data Pre-processing

• Distance metrics • Sampling • Dim. reduction (PCA, SVD)

ValidationTesting

Model Learning

Supervised • kNN • Decision trees • Bayesian Classifiers • Logistic regression • SVM • ANN

Unsupervised • k-means • Density-based • LDA • Bayesian non-parametric

• Test samples • Metrics

• A/B testing • Metrics

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Data governance: solid base to build from

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‣ Right data & right meta-data + getting what you need and only that + knowing what you get when you get it! + clean and safe data + right infrastructure ‣ Essential step (or everything else collapse!), requires right partnership!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Data governance: solid base to build from

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‣ Right data & right meta-data + getting what you need and only that + knowing what you get when you get it! + clean and safe data + right infrastructure ‣ Essential step (or everything else collapse!), requires right partnership!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

SBSF Consultancy

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info@sbsf-consultancy.com

http://sbsf-consultancy.com

Work with you to: ‣ Identify and formulate the business problem ‣ Review all available data to understand type, depth, expanse and quality ‣ Align Business strategy with Data strategy ‣ Build successful use cases ‣ Driving bespoke, cost-effective product development that makes practical sense ‣ Consolidate data governance (through established relation with AT Internet)

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

certace

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info@certace.com

http://www.certace.com

The digital expert marketplace for data science projects: ‣ independent “ace” data science experts at the forefront of their fields ‣ solving your toughest data challenges ‣ save long-term costs associated with permanent hires ‣ immediate impact on your business

‣ SBSF + certace: winning combination for designing right strategy, appropriate use cases, and implementing them!

S. Foucaud - ATi Digital Analytics Forum - 2016/10/25

Thanks!

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