Inside Big Data Week Chicago 2014: How Big Data Ensures the Right Person Gets the Right Message at the Right Time

At 1:40pm on May 7th, James O’Hara, Vice-president and co-founder of Extended Data Solutions, will discuss how data drives variable video messaging.  His company provides the PersoniCom™ variable media services that deliver a highly personalized video or voice message unique to each recipient.

Variable Video Messaging is the delivery of personalized and/or highly targeted, one-to-one video messages to customers, consumers, registered users, shareholders or any end-user message recipient. By leveraging best Big Data practices in the application of variable video messaging, organizations can deliver the right information, to the right individual at the right time.

We asked him a few questions about PersoniCom variable media messaging, his company, and what Big Data Week viewers will learn from his presentation.

Q:  Tell us more about variable video messaging?  Its not like robo-calling, is it?

No, it’s quite the opposite of robo-calling. Rather than blasting a single generic message to a universe of recipients, PersoniCom Variable Media Messaging is the delivery of highly personalized and/or targeted rich media messages. These messages can be delivered to individuals that are browsing a website or logged into a social media platform. They can also be delivered via a personalized URL (PURL) that has been included in an outbound email campaign or text message to a smart phone.

Q: How did Extended Data Solutions get into this business?  Where do you see it going in the next 5 years? 

Extended Data Solutions got into business in 2003 by focusing on variable voice messaging – the delivery of highly personalized and targeted voice messages to landlines, opt-in cell phone subscribers and email recipients. In the next five years we see our business more acutely focused on variable video messaging in a variety of industries including health care, consumer products and publishing among others. PersoniCom is all about delivering the right information, in a very simple format, to the right recipient at the right time – and we see variable video across any device as a perfect way to enable that.

Q: Without giving too much away, what are 1 or 2 things that a viewer will learn or take away from your presentation?

The objective of the presentation will be to provide attendees with an understanding of how Big Data can be leveraged to drive variable rich media strategies and objectives and will cover historical data, live/on-demand data and data collected via Social Media platforms.


Big Data Week in Chicago is a partnership between Cook County Government and BLUE 1647.  (http://blue1647.com).   BLUE1647 is a Pilsen-based entrepreneurship and technology innovation center focused on education (through classes and workshops), workforce development (through apprentices and internships), and economic development in technology and 21st century skills. Most events will take place at BLUE 1647 (http://blue1647.com).


For more information about the events taking place visit: https://bigdataweek.com, https://bigdataweek.com/chicago or follow Big Data Week on Twitter at @CHGbigdataweek,  @bigdataweek.  Big Data Week uses hash tags #bdw14, and #bdw14chi.

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