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Digital Talk: How to use end-to-end data science in marketing

Although many organisations are working on data science, the DDMA AI Maturity Test has revealed that only 10% of them have multiple AI applications in production. Organisations are able to predict which customers are the most likely to cancel and they know which products to recommend to who. They can also determine call centre staffing levels using sophisticated forecasting models. However, it is not always easy to identify what the best next step in the deployment of Data Science should be for your organisation and in your context, or how you should set it up in an end-to-end manner.

During this Digital Talk, you will learn how to generate marketing impact at different stages of your data strategy development. We do this based on an article we have written on several basic principles and the trinity of people, process and technology, supplemented by two speakers who will explain their own end-to-end use cases in the field of marketing.

What will you learn on 25 May:
• Summary of the main findings of the AI maturity test that was conducted by the DDMA AI committee, providing background on the state of AI in the Netherlands.
• How to maintain focus on the result
• People: from knowledge and competencies of individual analysts to the organisation of data teams
• Process: application of the six process steps of discovery, alignment, data preparation, modelling, testing and deployment
• Technology: various technical possibilities from ‘No Code’ such as KNIME, Dataiku out of the box APIs such as Google Recommendations AI, applying ML with SQL to languages such as Python and TensorFlow
• The role of senior management in the change process
• How to teach non-analytical teams how to benefit from the models
• How to focus on customers instead of products
• How to reduce vendor lock-in by adopting public cloud as the centre for data and analytics
• How to implement an end-to-end process to provide customers with recommendations
• How to use consumer data to make AI-driven recommendations

Sprekers & talks

Kevin DuijndamKevin DuijndamAI Committee member and Personalisation Programme Manager - KLM Royal Dutch Airlines 
DDMA AI Maturity Test

Kevin will give a summary of the main findings of the AI Maturity Test that was conducted by the DDMA AI committee, providing background on the state of AI in the Netherlands.

Vinça MattensVinça MattensMember of the DDE Committee and Manager Customer Value Management Enterprise - VodafoneZiggo
Business Impact with Data Science

Optimise your data models and your sales! Practical tips in the areas of People, Process and Technology to ensure you achieve business impact through data projects. Applicable at every stage of your data strategy and relevant for every organisation that works seriously with data or wants to start doing so.

Jesse ScholtesJesse ScholtesMarketing Automation Lead - T-Mobile Netherlands
T-Mobile Marketing automation transition

In this presentation, you will learn about the journey T-Mobile Netherlands underwent to become more data-driven. I shall address the organisational changes and marketing technology to achieve this goal.

Carmen Mihu Carmen Mihu Product Owner - Philips
Buddy - the In-house Product Recommendation Engine

“Buddy” is a consumer-focused solution, first tested in September 2020, and born from our belief that the best recommendations come from those who know us best. “Buddy” – the AI data-driven recommendation engine – proved that it increases conversion and retention rates by unlocking, bringing together and processing implicit and explicit consumer data from multiple sources and delivers personalised product recommendations at the right time in the consumer’s journey, aiming to offer content and service recommendations in future. This initiative is part of a larger programme aimed at helping Philips become a trusted partner in the consumer’s self-care journey.

Amit GyananiAmit GyananiData Science Lead - Philips
Buddy - the In-house Product Recommendation Engine
Jan Hendrik FleuryJan Hendrik FleuryChairman of DDE Committee and Commercial Director - Crystalloids

Jan Hendrik has been associated with the DDE Committee since 2012 and has chaired the Committee since 2017. Besides his role at DDMA, he is Commercial Director at Crystalloids. He helps companies gradually organise their data and technology to optimise both the customer journey and the business journey. The customer journey is all about personalisation and relevance for customers and audiences. The business journey serves internal roles such as reporting, data science, finance, E-commerce, CRM and customer service with timely and accurate information.