Personalization and value creation

last modified: 2017-10-21

EMLyon logo corp

Clément Levallois

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1. From segmentation to personalization

Segmentation helps refine the picture from a mass of data to meaningful subgroups of data points.

Why not go down to extreme segmentation: segments the size of an individual?

  • Major websites do it (Amazon, Yahoo!, Netflix, etc.)

  • Ads providers do it (Facebook)

  • News feed do it (Prismatic, Pulse)

Advantages: pinpoint accuracy and relevance Inconvenient: operational complexity

amazon personalization
Figure 1. How is an Amazon page (old version!) personalized

2. Beyond behavior: tracking individual bodies

The relation between connected objects and personalization
Figure 2. The relation between connected objects and personalization

A list of bodily aspects being measured with examples:

Table 1. Location
Bodily MeasurementDeviceCompanyProductPicture

Location

Mobile phone

Samsung, Apple, etc.

Phone

gmap location history
Table 2. Movement
Bodily MeasurementDeviceCompanyProductPicture

Movement

Wrist band

Nike

Fuelband

fuelband
Table 3. Gestures
Bodily MeasurementDeviceCompanyProductPicture

Gestures

Arm band

Thalmic Labs

myo
Table 4. Weight, heart rate
Bodily MeasurementDeviceCompanyProductPicture

Weight, heart rate

Body scale

Nokia

withings
Table 5. Sleep
Bodily MeasurementDeviceCompanyProductPicture

Sleep

Undermat

Nokia

aura
Table 6. Fingerprint
Bodily MeasurementDeviceCompanyProductPicture

Fingerprint

Mobile Phone

Apple

iPhone 5

fingerprint
Table 7. Facial recognition
Bodily MeasurementDeviceCompanyProductPicture

Facial recognition

Mobile Phone

Apple

iPhone 8

facial recognition
Table 8. Emotions
Bodily MeasurementDeviceCompanyProductPicture

Emotions

Camera

SightCorp

crowdsight
Table 9. Behavior in public places
Bodily MeasurementDeviceCompanyProductPicture

Behavior in public areas

Multiple devices

AGT International

agt

Pedestrian traffic

Cameras

Placemeter

A description of how AGT monitors large audiences in public events (click on the pic for the full document):

agt 2

Video showing how Placemeter monitors pedestrian traffic:

a. The Feltron reports

nicholas felton3
Figure 4. Nicholas Felton

Nicholas Felton is a designer and data artist who produced printed annual reports from 2005 to 2014.

Reports on what?

Reports on his bodily data and social life, which he measures constantly

b. Not just Feltron

Insurance companies are interested in boosting individual health, using connected objects as monitoring devices

autodesk

Companies are looking to provide a 360 degree solution to health and well being through constant monitoring:

Monitoring on health is also a B2B market to achieve "corporate welfare". See Nokia’s brochure on the topic.

These technologies open a vast number of issues: from data privacy to the redefinition of well-being, and the grey boundary between monitoring and surveillance.

A full session of this series is devoted to discussing these issues.

For the moment, let us just repeat cautionary remarks already mentioned in a different session:

a. "personalization" has been blamed for reinforcing "bubbles" or "tribes" views of the world (paying version of the paper, free version here).

Content personalization is also blamed for favoring political polarization via an "echo chamber effect": social media tend to show me content I already agree with (paying version of the paper here, free version here).

b. Personalizing the customer relationship, even when effective, is not inherently a good thing.

It has been shown that the Coca-Cola #ShareaCoke campaign is effective at making more children choose a soda with a label to their name, over a healthy drink (paying version of the study here, free version not available).

c. Does personalization always need technology?

Companies rated with the best customer service do personalization differently: with humans.

See how Zappos offers a great service to their customers:

or see (in French) how Trainline makes its customers happy.

The end

Find references for this lesson, and other lessons, here.

round portrait mini 150 This course is made by Clement Levallois.

Discover my other courses in data / tech for business: http://www.clementlevallois.net

Or get in touch via Twitter: @seinecle

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