Aimia turns to artificial intelligence to lift its data game


For a provider of loyalty programs across some of the biggest brands in the world, it’s pretty important Aimia gets personalisation and customer engagement right.

Which is why the leader in loyalty marketing, services, technology, and data platforms recently turned to artificial intelligence (AI), to better utilise its vast amount of data.

Director of insights and analytics at Aimia, Scott Pete, told CMO one of the challenges it faces is it’s dealing with a lot of different types of industries including CPG, retail, travel and hospitality. The customer base, the way they interact, and purchasing behaviours vary tremendously, he said.

“And the data sets aren’t the same. They vary from hundreds of thousands of customers to smaller programs, tens of millions in the larger ones. So, what we needed to do is to improve our ability to understand the engagement levels in those audiences. But with the volumes of data that we’re dealing with, it can get a little daunting if you use traditional query tools and that type of thing,” Pete explained.

“We got into machine learning [ML] over the last six or so years, and we’ve been moving more and more into the ML side. And then we came across Driverless AI about a year ago and decided to see if that might help us improve our time to market and accuracy of the models, which is which is how we started.”

As Aimia was already using H2O elsewhere in the business, it decided to run a trial of Driverless AI, which uses automation to accomplish key machine learning tasks quickly by offering automatic feature engineering, model validation, model tuning, model selection and deployment and machine learning interpretation.





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