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Rethinking personalization – from consumer to context

Wednesday, November 18

How do you attract and retain today’s highly-evolved consumer? This is a question that keeps marketing teams inventive and inspires business leaders to adopt change for progress. Here is where AI models step in. Excelling in extracting data and analyzing them to predict consumer behavior, AI-led personalization presents brands today with the power of understanding the consumer better than ever before. For businesses to successfully implement such models, they need to understand how true personalization works. While personalization depends on the consumer, the consumer’s behavior depends on the context of their current disposition. This is why it is imperative for enterprises to rethink personalization, from consumer to context.

In Fractal’s latest on-demand webinar, experts rethink personalization, exchange ideas on approaching the process, and discuss associated concerns, possible solutions, and examples.

Anurag Vaish
Anurag Vaish

Anurag Vaish

Co-Founder, FinalMile Consulting & Chief Practice Officer - Behavioral Sciences & Design, Fractal

Anurag is an Entrepreneur, Behavioral Science and Design Practitioner, Advisor and Mentor. In 2007, Anurag helped found Finalmile Consulting, the first Behavioral Sciences based strategy and design firm in the world. In these years, he helped build & institutionalise Behavior Architecture - a research, strategy and design process - to influence complex contexts like HIV, Sanitation, Road & Rail Safety, Financial Inclusion, Children and Adult Learning.

In his current role, he is mandated to build the Behavioral Sciences and Design practice at Fractal and institutionalise a problem solving method that integrates AI, Engineering and Design.

He is an ardent Liverpool and F1 fan with an insatiable appetite for travel, discovery and open water diving.

, Chief Practice Officer – Fractal and Co-founder - FinalMile Consulting,
Rahul Desai
Rahul Desai

Rahul Desai

Client Partner ,

Rahul leads Algorithmic Decision Making at Fractal. He brings in 16 years of experience in analytics including:

  • Algorithmic decisioning making, Customer Loyalty and Analytics at Fractal
  • Structured derivatives, FX, Interest trading, Market and Credit Risk at HDFC Bank, Barclays India
  • Revenue management and analytics for Wyndham Europe and US

Rahul believes in driving deep impact with clients through the trifecta of AI, Engineering and Design. He has a keen interest in Deep Learning, Reinforcement learning, Evolutionary algorithms and Distributed AI.

, Client Partner- Fractal, and
Kevin McCurdy
Kevin McCurdy

Kevin McCurdy

Global Partner Leader - Consumer Goods ,
Amazon Web Services

Kevin E. McCurdy is Global CPG Segment Lead – APN for AWS responsible for identifying and engaging relationships with strategic ISV and SI Partners for the AWS Global CPG Vertical. Prior to that he served as Vice President, Demand Signal Management at E2open, Inc. He was Co-Founder and Vice President of Strategic Accounts for Orchestro, Inc. which was acquired by E2open. He has led engagements with leading CPG companies including: The Coca-Cola Company, General Mills, Kellogg’s, PepsiCo, Newell Brands, Scott’s-Miracle Gro, Unilever, Kimberly-Clark, and Kraft-Heinz.

He also was Co-Founder and Vice President of Business Development and Services at Mercari Technologies, Inc. which delivered space optimization solutions for CPG and retail companies. Previously, Kevin served as Director of Business Consulting at Manugistics/JDA.

Kevin has 25+ years of experience in supply chain management, category management, and demand signal management working with leading global CPG companies and retailers. He holds a Bachelor of Science degree in Business Logistics and International Business from the Pennsylvania State University. He also studied British Economics and the European Union at the University of Manchester in Manchester, England.

, Global Partner Leader, Consumer Goods – Amazon Web Services, demystify how context-based data signals can be used to enhance the personalization. Present, real-time data plays an important role in understanding the consumer’s current behavioral context. This combined with historical data, creates a decision environment that empowers decision-making. All this data, together with an acute understanding of human behavior, emotions, and motivating factors, helps figure out the trigger for positive consumer response.

The personalization process involves a four-step framework; Sensorizing - everything, Encoding – the entity and the environment, Orchestrating – the nudge for a response, and Learning – with every new signal. Establishing such a framework helps achieve successful neuro-marketing while also calling for responsible and ethical AI practices. With such Big Data comes big responsibility!

Watch the experts discuss all this and more, including ROI of personalization, personalizing with weak behavioral signals, and establishing transparency and trust.