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MEET: Dr. Tom Osborn - Adjunct Professor at UTS for Data Mining and Analytics

MEET: Dr. Tom Osborn - Adjunct Professor at UTS for Data Mining and Analytics


Sense Making


Sense Making originated within Organisational Theory, Information Systems and HCI. It has more recently emerged within Knowledge Management.

Sense Making has a natural contribution to make in Data Mining across multiple domains, populations and geographies. I will argue for this and try to excite the audience about it.

The gist of Sense Making is to exploit the ontologies and objectives of linked but disparate domains. Ontologies characterise "what exists" - entities, attributes, processes, etc - in specific domains of knowledge.

Where multiple domains need to operate together, for example in a business organisation, the ontologies and objectives are often vastly different ways of viewing and using the net resources of the organisation. Traditional data modelling is effective at organising data resources within a domain, but effectively silos domains so they can't share their valuable content and lessons - at least not without a lot of politics and technical challenges.

I will walk through one view of Sense Making in practice, with an emphasis on automation, adding conceptual examples from the {Marketing, Sales, Finance, Consumer} combined domains and more generally for research which is cross-domain and involves "Big Data". Discussion and interruption is encouraged.

PRESENTERS BIO: Tom is a specialist consultant in Customer Analytics and Marketing Metrics, working withclients, research agencies and affiliates in marketing services and advertising.

He has a PhD inmathematical modeling of complex dynamical systems and up to 1998, was a senior lecturer atthe University of Technology, Sydney, specialising in Simulation and Modeling, AI, BehaviourPrediction and Machine Learning. He is currently an Adjunct Professor position at UTS forData Mining and Analytics.

Tom’s ongoing alliances include: Modelling Consultant for iGoDirect; AnalyticsConsultant with The Leading Edge; Data Strategist and Modelling Consultant with DataInsight+Solutions; Marketing Mix Modelling Consultant with Brand Finance; RetailCatchment Modelling Consultant with Salmat Data Solutions. Earlier he was Director of AI &Modeling for NUIX Pty Ltd (computer forensics), Data Strategist at GPYR and recently wasChief Scientist at Brandscreen.

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  • Will S.

    Hi All, Here is the link from last nights presentation:


    1 · February 13, 2013

  • Nakata

    Thank you, it's a very good presentation. If possible, could I have the ppt file? Thank you in advance.

    February 12, 2013

    • Loic

      Yes I will be happy to have the ppt too.

      February 13, 2013

  • Ian

    Very interesting presentation. Thank you.

    February 12, 2013

  • Nick V.

    Insightful and refreshing to see the diversity of techniques applied! Thanks Tom!

    February 12, 2013

  • A former member
    A former member

    Sorry for the last minute change. I have to make client meeting.

    February 12, 2013

  • MarkT

    Double booked....

    February 12, 2013

  • Dennis G.


    February 12, 2013

  • Hung L.


    February 11, 2013

  • SATYA U.

    Hi Will....I am unable to attend.Apologies

    February 11, 2013

  • A former member
    A former member

    Hi Will...need to change my RSVP from Accept to Not Attending..apologies for late notice.

    February 11, 2013

  • James N.

    Sorry I have to attend a Google event, I can not make it =(

    February 8, 2013

  • Stephen G.

    Like Chris I can stand

    February 4, 2013

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