Building a Machine Learning Company that Decodes Web Analytics, with Per Damgaard

The most important thing is to have an AI-enable infrastructure. It sounds very boring, but that was the learning that I got from the bank as well. It’s actually very easy for us to build the model, but what took a long time was to have the AI infrastructure that enables us to do so.Per: The most important thing is to have an AI-enable infrastructure. It sounds very boring, but that was the learning that I got from the bank as well. It’s actually very easy for us to build the model, but what took a long time was to have the AI infrastructure that enables us to do so.Ginette: I’m Ginette.Curtis: And I’m Curtis.Ginette: And you are listening to Data Crunch.Curtis: A podcast about how data and prediction shape our world.Ginette: A Vault Analytics production.Ginette: Before we get into this episode, let’s bring you behind the scenes at Data Crunch. We’re going to show you what we’ve learned about your tastes so far.According to the podcast analytics, which are still rudimentary and can only tell us so much, you really liked our last episode with DataOps. You also enjoyed the "No PhD Necessary" episode, the "How Artificial Intelligence Might Change Your World" episode. Almost all of you have loved the history of data science series. In fact, the third one in the series is our most popular episode in terms of how much of the show you listen to. But in terms of sheer listening numbers, the Hilary Mason episode, titled "The Complex World of Data Scientists and Black-Box Algorithms," tops our charts, with the Ran Levi episode, titled "Deep Learning—A Powerful Tool with a Name that Means Nothing," coming in second place. What this seems to tell us is you like interesting data history, you like interesting projections into the future, and you like learning practical ways you can be successful with data projects.But since the podcast analytics are still rudimentary, we want to hear if our conclusions are correct. So if you want to steer our future seasons, let us know what you want to hear more about by filling out a short survey. Just go to datacrunchpodcast.com/survey, and we would love to hear from you!Today we talk to the cofounder and CEO of a Danish company that employs machine learning to gather insights on what content on your website leads people to take action. If you’re looking into building a company using artificial intelligence or machine learning, this episode will be of particular interest to you because he talks about the impetus for his idea, some tools he used to build his product, some challenges, how he hired his team, when he uses or discards algorithms, and how he packages his product. And you can even try a free version of his product, which he mentions at the end of the show.Per Damgaard Husted: My name is Per Damgaard Husted. I'm the founder and CEO of Canecto. Canecto is a new way of doing web analytics based on machine learning, and the reason we do machine learning is because we want to understand the intention of the users so that we can predict how they are interacting on the website. We focus a lot on how content influences people to make decisions on a website, so it sort of compliments the user journey that you have and the UX and the SEO, but we focus on the content.Curtis: So how did Per come up with this idea of extracting insights from users’ interaction with content?Per: The background was that actually I needed this tool. I was a manager in one of the big Danish banks, and I was in charge of the online banking elements, and I got a lot of traffic, or we got a lot of traffic statistics about what's going on, but I didn't really know anything about that users’ intent. I wanted to make our website better. I wanted to understand what motivates them. I wanted to understand what content we produced. We produced a lot of content in the bank, and we had no tools that could explain how the users’ interaction with the content drove them to take specific a...