Data Observability and Its Importance in Determining Intent - DataScienceCentral.com

In my blog "The Importance of Determining Intent", I discussed the importance of determining user intent to create an "intelligent" user or stakeholder experience. Analytics-centric organizations specialize in determining and codifying a user's intent in order to provide a more engaging, relevant, hyper-personalized experience (Figure 1). Figure 1: Using "Intent Determination" to Create an Intelligent Customer Experience To create an "intelligent" user experience requires leveraging AI/ML to analyze a deep history of the user's interactions to determine the user's intentions, and then coupling those intentions with current trends, patterns, and relationships to match those intentions with a deep understanding of the available content to recommend the most relevant action. We reviewed how digital marketing companies, such as those featured in Figure 1, determine user intent. These companies accumulate a deep history of each individual user's interactions including what sites or content they visited or viewed, how long they spent with each site or piece of content, what they clicked on, what they did not click on, and their contextual search requests. They analyze the user's interaction history, and match that with current trends and behaviors of similar cohorts, to determine and codify (think propensity scores) the user's intentions (areas of interest) that drives real-time recommendation decisions.