View Natalino Busa's profile on LinkedIn

Principal Data Scientist, Director for Data Science, AI, Big Data Technologies. O’Reilly author on distributed computing and machine learning.​

Natalino leads the definition, design and implementation of data-driven financial and telecom applications. He has previously served as Enterprise Data Architect at ING in the Netherlands, focusing on fraud prevention/detection, SoC, cybersecurity, customer experience, and core banking processes.

​Prior to that, he had worked as senior researcher at Philips Research Laboratories in the Netherlands, on the topics of system-on-a-chip architectures, distributed computing and compilers. All-round Technology Manager, Product Developer, and Innovator with 15+ years track record in research, development and management of distributed architectures, scalable services and data-driven applications.

Tuesday, March 4, 2014

Big Data: why you cannot pass on this offer any more.

Why big data? Traditional marketing is failing. People are today proficient in shunting intrusive marketing. Via phone, and via email of course. But also in-app, in-video, in-game unsolicited marketing is rejected time after time.

As Seth Godin has predicted,  this revolution is called permission marketing. The king is not the seller, but more than ever before, the user. And this marketing revolution is centered on understanding the user, with his history, his dream and goals, his desires, his weaknesses, his feelings.

This is indeed possible, but it requires a much more data, and more importantly requires data from many different sources and it requires to correlate data across profiles, matching and comparing one user profile to all other profiles. This is quite different than the traditional aggregated analytics performed so far in BI departments. Personalized permission marketing requires your business to extract targeted analytical features which define the user's sentiment and intentions among hundreds of less relevant characteristics. And this is in a nutshell a big data analytical approach to marketing.

Failing to understand the customer, and failing to implement a data-driven, customer centric, analytical big data engine is equivalent to surrender your business and declare failure. It’s not a matter of if you are going to provide personalized big data-driven marketing and products. It’s only a matter of when this is happening, hoping that your business can catch up with the aggressive crowd of young companies with their data-driven products and services.


Does your business need big data?
I would go for "yes" ...


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