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Big Data: Simpel of niet?Rutger Mooy9 Februari 2016
nr.For 18 years Marktplaats connects people
19992017
Our heritage
nr.8.2M unique visitors per month and still growing
10M
Listingsper month
6.1M
Marktplaats appactive installs
8.2Mper month
Reach
40%Searched for new products
whereof
Unique reach with buying intent
nr.The Traffic Landscape
nr.
nr.Connecting our users
BUYERSELLERBUYER30M times per year
nr.Selling and Searching
Success depends on active ability of users to articulate their needs"slee" ?
Bob
nr.Can we automate?
nr.Item Recommender StrategiesYou viewed item X. Item Y has a title similar to item X.Recommend item Y.
You viewed items X and Y. Break down X and Y into properties.Recommend items scoring high on these properties.Supply-based
nr.Item Recommender StrategiesCollaborativeYou viewed item X. Others who viewed X, viewed Y.Recommend Y.You searched for S. Others who searched for S, also searched for T.Recommend items matching search T.
nr.Item Recommender StrategiesCategory-basedYou viewed items in category C. Recommend items from C.You viewed items in category C.Others who viewed items in category C, also viewed items in category D. Recommend items from D.You viewed items in category C.Items in category C are similar to items in category D.Recommend items from D.
nr.Item Recommender StrategiesRecent SearchesYou searched for S. Recommend items for search S.Start simple!
nr.Bandit
RECOMMENDATIONS
LOG
USER PROFILESERVICE
INTELLIGENT BLENDER
ABCD
Recommend using 4 strategiesLog interactions (clicks) per strategyAggregateUpdate according to preferences
3
21
90% Exploitation: recommend what user likes10% Exploration: try out different strategiesBe:Personal, Relevant, Fresh, Valuable
nr.User Segmentation
Click rate per categoryMFexample dataSegment users to detect patternsVisualize!
nr.Key Data Building Blocks
Diversification,PersonalizationSkewedness
Feedback Loop
Pattern Detection
Segmentation
Collection
nr.Data Culture
DaSc
PMScienceTechBusinessDEVAnalyst
Data to Information
Information to ValueValue to Action
nr.Relevance
nr.