How data hones conversations at scale at Moneysupermarket

Orlando Machado speaking at Ignite We’re talking about conversations at enormous scale. As chief data scientist at Moneysupermarket.com, Britain’s largest price comparison website, Dr Orlando Machado looks after a database of 20 million individuals who at one time or another have sought a better deal on car or home insurance, finance or energy. The brand’s conversations with those individuals take place at mass-market scale, ranging across TV campaigns, mass email mailings and self-service interactions on web and mobile apps. Speaking at Nimbus Ninety’s Ignite Summit in London this month and in conversation afterwards with diginomica, Machado explained how his team uses data analysis to maximize the impact of each interaction. Even the TV advertising is painstakingly targeted to optimize its effectiveness. Last year’s #EpicStrut campaign, featuring a businessman twerking along a…


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