Chief Data Scientist, LEGO
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Orlando sees his mission as bringing data to life and realising its true value. With over two decades of working with data (long before it became fashionable) he looks at the opportunities data presents businesses, from driving revenue and improving customer experience to as-yet unexplored new innovations. Orlando describes how rapid technological advances are enabling organisations to learn ever more about customer behaviour. This feeds in to product development and targeted communications, but it also raises questions about security and the balance between convenience and intrusion.
Orlando Machado is the Chief Data Scientist at Aviva, one of the world's largest insurance companies. He previously held the same role at MoneySuperMarket.com, the price comparison website. As well as demystifying questions around AI, data science and algorithms, he examines the real value of data to organisations. He demonstrates how it can provide a competitive edge for businesses, whilst also looking at the ethical and privacy concerns inspired by working with ever more and more personal information.
At Aviva Orlando leads a team of data scientists, analysist, engineers and statisticians charged with gaining ever-greater understanding of Aviva's more than 30million customers worldwide. In doing so they aim to create better experiences and more relevant products and content.
Prior to his role at Aviva Orlando was recruited as Head of Customer Science and built the data science division of MoneySuperMarket. The online price comparison site had access to huge amounts of customer data and Orlando assembled a team of data experts and CRM specialists to make the best use of it. The team came to lead the company's mission to put customers at the heart of all its decisions from targeted marketing to providing a tailored experience.
Rapid changes in technology as well as processing resources means there is a huge (and growing) amount of data available to organisations via customers’ phones and online activity. This offers great potential for companies seeking to learn about customer behaviour, inform the development of new products, or personalise communications. Equally there are threats, both in keeping the data secure, but also in using it in ways users might feel are invasive or inappropriate. Orlando, who sees his mission as to ‘bring data to life’, explores all of the current and future possibilities with engaging examples and though-provoking ideas.
Orlando joined MoneySuperMarket from dunnhumby, the cutting edge customer insight company most famous for their work building the Tesco Clubcard system. Working in a number of areas of the business, he led developments that helped create personalised multichannel customer experiences and offered insights into non-grocery purchases.
Before dunnhumby he led the UK analytics team for Wunderman, the world’s largest online communications agency. Previously he worked at the BBC on forecasting future technology requirements, and in academia, in the field of epidemiology. He is a non-executive director of Cambridge University Press & Assessment Board, and has been ranked top in DataIQ's list of most influential people in data-driven business.
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