Event Details

Industrial Problem Solving Day: BBC - Building a dynamic segmentation workflow

Building a dynamic segmentation workflow

The BBC has a large and diverse audience spanning various media, demographics and types of content. As part of our digital strategy, we are looking to develop better ways to segment its audience based on its behaviour across its digital platforms (Website, iPlayer etc.). We will use this to give a more personalised experience to our users, and will also inform decision-making around the strategy for the BBC to adapt to the media landscape of the 21st century.

Segmentation approaches are ubiquitous in marketing and unsupervised clustering methods are well-established for identifying groups of similar behaviour in a static context. The task we set to you is to design a workflow not just to segment our users, but to track and adapt to changes in behaviour and taste over time in a fast changing media environment. Such a workflow should allow, for example, users to smoothly transition between segments as their behaviour changes over time, as well as being able to detect new and emerging behaviours.