Domino's trials neural network to tailor pizza deals

Domino's Pizza Enterprises built a proof-of-concept using machine learning to personalise vouchers and deals for customers in Australia. The master franchise, which operates in nine countries, is an early tester of an AWS service called Personalize, which was only made publicly available last month. Speaking at the recent AWS Summit in Sydney, Domino's lead data scientist Thomas Atkins said the pizza maker wanted to find a way to scale its ability to personalise deals using a wider array of "variants", such as time of day, pickup or delivery, price, and type of pizza. "Making communication via SMS and all our marketing channels personalised is a real challenge because of scale," Atkins said. "To get from segmented marketing to personalised marketing requires a really deep level of automation. "With the typical level of automation that we have, we can do campaigns with four to six variants relatively easily, but there are a number of manual steps that make this a little bit cumbersome.