Presented By O’Reilly and Cloudera
Make Data Work
March 5–6, 2018: Training
March 6–8, 2018: Tutorials & Conference
San Jose, CA

Marketing at future speed

Kevin Lyons (Nielsen Marketing Cloud)
1:30pm–2:00pm Tuesday, March 6, 2018
Data-driven business management, Media, entertainment, and advertising
 Location: LL20 B

For marketing AI to work at its best, new models need to be automatically built, trained, and launched with little to no marketing or tech involvement. Most available AI modeling solutions take days, even weeks, to get off the ground and don’t scale very well to handle the complex marketing needs of big companies.

Kevin Lyons explains how Nielsen has moved beyond batch (aka offline) learning to build Online Learning, an AI technology that automatically adapts to changes in the data stream it sees and gets more accurate over time. Kevin offers an overview of the technology and shares client uses cases that demonstrate the strategic opportunities it presents now and in the future. He also details the relative strengths and weaknesses of the most prevalent machine learning solutions available and how they can best be applied.

Photo of Kevin Lyons

Kevin Lyons

Nielsen Marketing Cloud

Kevin Lyons is senior vice president of data science for digital technology at Nielsen, where he is responsible for leading the vision and execution of Nielsen Marketing Cloud’s analytics and data optimization activities. Previously, Kevin was vice president of analytics and business intelligence at x+1, a leader in audience targeting that leverages sophisticated statistical modeling to surpass traditional online marketing techniques, where he strove to maximize profitable website user behavior via analytics and real-time decisioning; spent over a decade as a vice president responsible for web and marketing analytics at QualityHealth.com, a leading website providing consumer health news and information, and at Harte-Hanks, a large marketing service provider; and served in account management at Grey Direct. Kevin holds a BA in Russian language and Eastern European studies from the University of Illinois at Urbana-Champaign, an MA in medieval history from the Ohio State University, and an MA in applied statistics from Hunter College.