speaker: adriaan boscorporate.basic-fit.com/cms_data/contents/california/media/results… · select...
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SPEAKER: Adriaan Bos
DATE: 7 November 2019
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INTRODUCTION
2
Director Business Control & Analytics
Joined the Company in July 2011
15+ years experience in Finance & Control
Previously worked in Telecom, FinTech and Audit
Focusses on the story behind the numbers and value creation through data
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DATA SCIENCE OPPORTUNITY
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DATA PLATFORM TO ENABLE DATA-DRIVEN BUSINESS
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Decision Support
01
Root CauseAnalysis
02
Site Selection
03
Product Management
04
Performance Management
05
Modular cloud based data platform utilized for business value
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AI IS ALREADY PART OF EVERYDAY LIFE
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MemberValue Delivered:
AlgorithmRecommendation
Engine
“If you like squats you will also like GXR Booty “
Voice AssistantNLP
“Book a Live GX lesson next Thursday at
19:00”
Cross Sell
“To reach your gain muscles goal buy Nxt Level Protein
Powder”
CongestionPrediction
“If you change the order of your work out routine, you don’t have
to wait for the cross-trainer”
Known use cases can be translated to deliver value to members
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DATA SCIENCE AS ENABLER OF CUSTOMER VALUE
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The logic behind the data science calendar is customer relevance
Time
CustomerValue
Optimize current processes
Cross- & upsell
Customer insight
Length of stay
S
Increase customer relevance
One-to-one marketing
Dynamic work-out schedules
M
New / Disruptive
AI lifestyle coaching
L
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DIGITAL INITIATIVES
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DATA INTENSIVE
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TAILORED SOLUTIONS FOR MASS PERSONALISATION
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Business Knowledge
Memberattributes
Clubattributes
Behavioral patterns
External Data
Algorithms Next Best Actions
Data
Use business knowledge and data to build intellectual property
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REINFORCING VIRTUOUS CYCLE STRENGTHENS PROPOSITION
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Better Predictions
More Users
Better Actions
MoreData
Data Science cycle
Head start as a result of extensive userbase
Usage
Quality Neural Network
Normal Improvement
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DATA SCIENCE RESOURCES
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Data preparation ~ 80%
Data science ~ 20%
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STANDARDIZED PROCESS TO ENSURE VALUE CREATION
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Discuss data sources
and processes with
domain experts
Define OKR’s and
KPI’s
Collect, clean,
structure
and enrich data
Build machine
learning models and
select the best
performer
Flagging
memberships in
database and
deliver Proof of
Concept
Bring the PoC to a
production
environment
PoC
Relatively short cycle of iterations
Step-by-step process, adapted from industry standard CRISP-DM
2. Data preparation 3. Data analysis 4. Modelling 5. Evaluation1. Approach Operationalisation
Exploratory data analysis to determine correlations and the relevant input features
Not pure linear and sequential but iterative process.
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BUILD OWN IP WITH HELP FROM BEST IN CLASS PARTNERS
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To inspire, update, train & build data science capabilities
Infrastructure Methodology Knowledge
Extensive
Partners structure
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IN-HOUSE CENTRE OF EXCELLENCE
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To build, run & maintain the tailored algorithms
Data Engineering
Data Analysis
Data Science
In-house
Centre of ExcellenceInternational experienced team
Use of best-practices
Open-source tools
(Python, R, Anaconda)
Analytics Tools
(PowerBI, Azure, Google Suite)
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SENSITIVITIES
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Clueless Creepy
Cool
RelevancePrivacyBias
Focus on diversity and
inclusiveness
Continuous monitoring and
improvement processes
Privacy by design
Full Compliance with GDPR /
AVG rules
Increased algorithm
awareness among
consumers
Being relevant is key to
engage members
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CREEPY METER
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CreepyYou just weighted and you get: ”Buy NXT Level fat burners with 10% discount”
Clueless
You just logged a record on Strava but you get: “I missed you in the spinning class”
Cool
On Saturday you get: “You set your goals on 3 times per week and your almost there! Try now this GXR class @ home”
Clueless Creepy
Cool
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BUILDING BLOCKS FOR SUCCESS
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First Mover
Advantage
Data-Rich
Head start
Business
Knowledge
Focus
& Conscious
Resources &
Partners
Virtuous
Cycle
Omni-
Channel
Approach
Data Science to enable the digital initiatives
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“From “KNOW-IT-ALL”…
to “LEARN-IT-ALL.”
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