The serial entrepreneur predicting the future

Ivan Mazour may be the son of a Russian billionaire, yet the Old Etonian is his own man. At just 33 years old, he has founded his seventh company.

Ivan Mazour is often referred to pejoratively as "the son of a Russian billionaire", says Elliott Haworth in City AM, yet the Old Etonian is "very much his own man". Just 33 years old, he has founded his seventh company, Ometria, a "customer insight" and marketing platform that aims to be the best yet at predicting how customers will behave in the future.

We're all used to websites predicting what advertisements we might like to see. But the difference with Ometria is that instead of using third-party data showing what websites you've visited, it analyses first-party data past store visits, online purchases, interactions and behavioural insights. When run through machine-learning algorithms, it will attempt to predict that customer's next purchase, and target advertising in a way that is "highly personalised and non-intrusive" and across multiple devices.

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