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Data creativity with sensorsUnlocking mobile personalization using sensor data
Filip Maertens@fmaertens
A perfect storm called ubiquitous computing
US$ 19Trillion in global GDP due to the Internet of Everything by
2020
Cisco & GEUS$ 300Billion
incremental revenue by 2020
Gartner
40.9billion
connected devices by 2020
155million
connected cars by 2020
100million connected light
bulbs by 2020
+1trillion
connected sensors by 2020
2.5billion
smartphones by 2020
$12billion
wearable market size by 2020
about smart devices and dumb experienceshow smart devices struggle to bridge the intelligence expectation gap
Machines will need to be cognitive if consumers want personalized experiences
Gartner, Nov 2013; Four Phases of Cognizant Computing
Sync Me See Me Know Me Be Me
Your smartphone as a first generation sensor hub and smart agent
CPUGrowing processing
power
SensorPervasive sensing
capabilities
ConnectivityInterconnected edge
computing capability
Two sides to the data story
Declared
Observed
ContentStructured, explicit, self-declared, and static
ContextUnstructured, time-
series, observed, and dynamic
2000 - verbal 2010 - nonverbalexplicit sending of content implicit sensing of context
sensor data: source for context-awareness with this new source of data, new levels of intelligence are presented
situationalawareness goes beyondsimple geo-fencing. In thebackground, pervasive sensing, learning and classifying the situation a user is in.
behavioralprofiling is based on real and observed behavior, not on snapshots of declared data, e.g. Likes or Search queries. These personas are the most accurate.
Sleeping Alone Driving
Stress …
Arriving at Home
About to go to Work
…
EVENTS
MOMENTS
Pet Owner
AthletePROFILES Workaholic
Aggressive Driver Unique User
…
…
A user accepting sensor data is defined by the expected value
Exp
ect
ed
Valu
e
User Acceptance
Accelerometer
Gyroscope
In-App Usage
Wi-Fi
GPS/Location
Light Sensor
Browsing History
CalendarMessages
GSR/HR
Microphone
Camera
Tomorrow, everything becomes a channel
RelevantEngaging only at the
right moment
GlanceableDelivering value in
milliseconds
PersonalApproaching on the
right channel
The channel defines tolerance for mistakes
Tole
ran
ce
Channel
Wearable
Push
Social Network
Implants
SMS
Car
Media recommendations
some practical examples of context awarenessStart delivering a more convenient life through context aware intelligence
EVERY THAT
DO
Workaholic
Aggressive Driver
About to go to Work
In the next 30 minutes
Sleep
Less than 4 hours
Driving
Started
StressIncrease
Cars and cities are capable of understanding your mobility behavior
Automagically deliver the right songs based on the context you are in
Online advertising: based on explicitsignals, expressed by humans
Mobile advertising: based on implicitsignals, learned by machines
CLICKS SENSORS
Richer, real-time and fluidpersonas
Clicks, page views, andaudience segments
Turning advertising in a meaningful and helpful experience on mobile
the road ahead to the ultimate personalizationWe’re only at the beginning of this huge evolutionary step. Many challenges ahead.
The evolution of personalization
Transactional experiences
Social experiences
Context-aware experiences
Sentient experiences
Data Manual Social Contextual Behavioral
Sourcing Static Explicit (crowd) Implicit (sensed) Pervasive
Style Broadcast Conversational Adaptive Cognitive
Intelligence Expert systems Deterministic Probabilistic AGI
Timing Responsive Real time Semantic time Predictive
Challenge Easy to use interface
Keep a high user engagement
Identify the right moment
Cross-channel & non linear
Awareness Role Profile Situation Self
1980+ 2000+ 2015+ 2025+
Artificial Intelligence Affective Computing
Rethinking the ambient intelligence paradigma pervasive computing principle that is sensitive and responsive
Embedded &
Networked
Internet of Things
Context aware
Sensor fusion
Personalized
Behavioral profiling
Adaptive
A.I. & learning
Anticipatory
Predictive analysis
Privacy
Trust & Privacy
UX
Human Centric UX
Start using behavioral and contextual aware technology today
Data creativity with sensorsUnlocking mobile personalization using sensor data
Filip Maertens@fmaertens
