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EMERGING TECH AND THE
NEXT E-COMMERCE REVOLUTION
WE HELP BRANDS AND STARTUPS DRIVE
REVOLUTIONARY CHANGE
WHAT MAKES ME QUALIFIED TO TALK
ABOUT THE FUTURE?
3
“I’M NOT TRYING TO PREDICT
THE FUTURE.
I’M TRYING TO LET US SEE
THE PRESENT.”
William Gibson
FOUR BIG TRENDS THAT ADD UP TO THE
NEXT E-COMMERCE REVOLUTION
BIG DATA
Dressipi.com
THE STARTING POINT FOR MASTERING BIG DATA:
MINING ALL YOUR CURRENT DATA SOURCES
GETTING IT IN ONE PLACE
BEING ABLE TO ANALYSE IT
DOING ALL THIS IN REAL TIME
PRESENTATION NAME HERE
“THE NEXT FRONTIER FOR INNOVATION,
COMPETITION AND PRODUCTIVITY...
RETAILERS USING BIG DATA TO ITS FULL
POTENTIAL COULD INCREASE THEIR
OPERATING MARGIN BY MORE THAN 60%”
McKinsey – mckinsey.com/insights/business_technology
8
9
Personalisation solution that helps customers quickly find the clothes they love
and more importantly the ones they’re going to keep.
Over 1 million women have created “Fashion Fingerprints” – a data driven fashion profile
that enable Dressipi to make brilliant recommendations to them.
Over 10 million new data points per month which Dressipi use to make
recommendations even better.
RELIES NOT JUST ON DATA,
BUT ON THE RIGHT DATA.
10
11
Knowing whether someone has long legs is useful.
Knowing how they feel about that is vital if you’re to avoid showing them mini-skirts
when they’d much rather be wearing trousers.
BODY
SHAPE
STYLE COLOUR SIZES BRANDS
REVEAL
AND
CONCEAL
FEATURES MEASUREMENTS
Ff Bs St Cl Sz Br Rc Ft Ms
USING FASHION FINGERPRINT DATA, DRESSIPI WERE
ABLE TO PREDICT THE HIGHEST SELLING AND LOWEST
SELLING NEW SEASON DRESSES WITH 90%
ACCURACY...
12
BEFORE A SINGLE ITEM WENT ON SALE
IMPLICATION:
PEOPLE ARE LOYAL TO THINGS WHICH OFFER THEM
UTILITY – AND THERE ARE EMERGING PLAYERS WHICH DO
THE UTILITY OF RECOMMENDATION BRILLIANTLY
SMALL DATA
Jawbone UP
15
“IF YOU CAN’T GET TO A TOOL
WITHIN TWO SECONDS, YOUR USE OF
IT GOES DOWN EXPONENTIALLY.”
Thad Starner, Technical Lead Google Glass
Source: http://www.wired.com/gadgetlab/2013/12/wearable-computers/2/
HTTP://DEVICES.WOLFRAM.COM
2013: 22 MILLION WEARABLE CONNECTED DEVICES
2018: 177 MILLION WEARABLE CONNECTED DEVICES
Source: Cisco / http://www.cnbc.com/id/101392725
IMPLICATION:
WHILE MANY OF US ARE STILL STRUGGLING TO MAKE
SENSE OF OUR EXISTING DATA, THE AMOUNT AND
TYPE OF DATA AVAILABLE IS ABOUT TO UNDERGO
RADICAL CHANGE
19
“THE DIFFERENTIATOR
IN THE MARKET, IS
GOING TO BE THE
ABILITY OF
COMPANIES TO MAKE
SENSE OF THE DATA,
TO PUT IT IN CONTEXT,
AND THEN TO HELP
THEIR USERS
ACTUALLY ACT ON IT,
AND CHANGE THEIR
BEHAVIOUR..”
Andrew Rosenthal, Health Lead Jawbone
20
DATA SHOWED THANKSGIVING WAS THE WORST DAY OF
THE YEAR FOR TAKING EXERCISE.
TEST GROUP ASKED TO COMMIT TO BEING MORE ACTIVE.
24% TOOK THE PLEDGE, AND TOOK AN AVERAGE OF 1,400
MORE STEPS THAT DAY.
Source: http://www.slashgear.com/jawbone-talks-context-in-bid-to-rule-wearables-slashgear-interview-06319626/
"WHAT'S EXCITING ABOUT THIS IS THAT IT'S EVIDENCE OF
THE ABILITY TO USE PRECISE DATA, TO THE RIGHT PERSON
AT THE RIGHT TIME, TO GET THEM TO CHANGE THEIR
BEHAVIOUR IN A MEANINGFUL WAY."
Andrew Rosenthal, Jawbone
SMALL JUST GOT AGILE
Tictail
23
24
DO FOR ONLINE RETAIL WHAT
TUMBLR DID FOR BLOGGING
25
40,000 STORES
26
MAGENTO:
STARTS AT £10K/YEAR
ADDING EMAIL CAPTURE
POPUP:
CHANGE REQUEST,
THREE DAY
TURNAROUND,
£1,300 COST
27
TICTAIL:
FREE
ADD “FOLLOW PLUS”
APP IN SECONDS
$2/MONTH COST
28
YOUR OWN PERSONAL E-COMMERCE COACH:
AFTER ONE YEAR OF THE TICTAIL FEED IT WAS
GENERATING 137,000 PROMPTS EVERY MONTH,
WITH A 71% COMPLETION RATE,
DRIVING A 500% INCREASE IN TURNOVER.
Source: Tictail
IMPLICATION:
THE PLATFORM ADVANTAGE OF BIG E-COMMERCE
RETAILERS HAS JUST BEEN BLOWN OUT OF THE WATER
THE SEMANTIC WEB
State.com
32
THE SEMANTIC WEB
We throw huge technical resources at trying to work out what things are,
and what they mean.
The semantic web is a vision of the internet where we can find, share and combine
information much more easily.
It’s been called the Giant Global Graph by Tim Berners-Lee...
THE SEMANTIC WEB IS A
VISION OF AN INTERNET
WHERE WE CAN FIND,
SHARE AND UNDERSTAND
INFORMATION MUCH
MORE EASILY.
“THE GIANT GLOBAL GRAPH”
Tim Berners-Lee
33
34
state.com
iPhone app: search for State
35
POSITIVENEGATIVE
21% LESS LIKELY TO
LIKE THE iPHONE
35% MORE LIKELY TO
LIKE THE iPHONE
Source: State
IMPLICATION:
THE ADVANTAGE OF SOME OF THE BIGGEST PLAYERS
IN THE INTERNET COULD BE SWEPT AWAY BY
THE SEMANTIC WEB
37
GREAT AT GUESSING WHAT A WEB
PAGE IS ABOUT
LIKE DATA PROVIDED THE BEST
MASS SET OF INTEREST PROFILES
FOR TARGETTING
38
THE SEMANTIC WEB COULD
WIPE OUT THESE ADVANTAGES
FOUR GLOBAL TRENDS...
AND ONE MORE THAT I’VE SPOTTED
“WE’RE PLANNING TO TAKE ON AMAZON FOR X”
THE TIME IS COMING FOR AN E-COMMERCE REVOLUTION
DOES MY EXISTING BUSINESS HAVE
A DEFENSIBLE ADVANTAGE?
“WE’VE GOT DATA ON
EXISTING CUSTOMER BASE”
“WE’VE GOT A HUGE
AMOUNT OF DATA”
“WE’VE GOT A SOLID
TECHNICAL PLATFORM”
“WE’RE REALLY GOOD
AT SEARCH”
Customers are loyal to
those who understand and
serve them best
Even if you’re using your
existing data, the frontier of
data collection is changing
The arrival of the Sematic Web
could totally rewrite where
power sits in the online world
Anyone new is likely to get
a better platform than yours
at a fraction of the cost
THE TECHNOLOGIES FOR THE
NEXT E-COMMERCE REVOLUTION
ARE ALREADY HERE.
ARE YOU READY?
IU-HQ.COM
FRANK@IU-HQ.COM
@FRANKLAMPEN
STATE: FRANK

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The Next e-Commerce Revolution

  • 1. EMERGING TECH AND THE NEXT E-COMMERCE REVOLUTION
  • 2. WE HELP BRANDS AND STARTUPS DRIVE REVOLUTIONARY CHANGE
  • 3. WHAT MAKES ME QUALIFIED TO TALK ABOUT THE FUTURE? 3
  • 4. “I’M NOT TRYING TO PREDICT THE FUTURE. I’M TRYING TO LET US SEE THE PRESENT.” William Gibson
  • 5. FOUR BIG TRENDS THAT ADD UP TO THE NEXT E-COMMERCE REVOLUTION
  • 7. THE STARTING POINT FOR MASTERING BIG DATA: MINING ALL YOUR CURRENT DATA SOURCES GETTING IT IN ONE PLACE BEING ABLE TO ANALYSE IT DOING ALL THIS IN REAL TIME
  • 8. PRESENTATION NAME HERE “THE NEXT FRONTIER FOR INNOVATION, COMPETITION AND PRODUCTIVITY... RETAILERS USING BIG DATA TO ITS FULL POTENTIAL COULD INCREASE THEIR OPERATING MARGIN BY MORE THAN 60%” McKinsey – mckinsey.com/insights/business_technology 8
  • 9. 9 Personalisation solution that helps customers quickly find the clothes they love and more importantly the ones they’re going to keep. Over 1 million women have created “Fashion Fingerprints” – a data driven fashion profile that enable Dressipi to make brilliant recommendations to them. Over 10 million new data points per month which Dressipi use to make recommendations even better.
  • 10. RELIES NOT JUST ON DATA, BUT ON THE RIGHT DATA. 10
  • 11. 11 Knowing whether someone has long legs is useful. Knowing how they feel about that is vital if you’re to avoid showing them mini-skirts when they’d much rather be wearing trousers. BODY SHAPE STYLE COLOUR SIZES BRANDS REVEAL AND CONCEAL FEATURES MEASUREMENTS Ff Bs St Cl Sz Br Rc Ft Ms
  • 12. USING FASHION FINGERPRINT DATA, DRESSIPI WERE ABLE TO PREDICT THE HIGHEST SELLING AND LOWEST SELLING NEW SEASON DRESSES WITH 90% ACCURACY... 12 BEFORE A SINGLE ITEM WENT ON SALE
  • 13. IMPLICATION: PEOPLE ARE LOYAL TO THINGS WHICH OFFER THEM UTILITY – AND THERE ARE EMERGING PLAYERS WHICH DO THE UTILITY OF RECOMMENDATION BRILLIANTLY
  • 15. 15 “IF YOU CAN’T GET TO A TOOL WITHIN TWO SECONDS, YOUR USE OF IT GOES DOWN EXPONENTIALLY.” Thad Starner, Technical Lead Google Glass Source: http://www.wired.com/gadgetlab/2013/12/wearable-computers/2/
  • 17. 2013: 22 MILLION WEARABLE CONNECTED DEVICES 2018: 177 MILLION WEARABLE CONNECTED DEVICES Source: Cisco / http://www.cnbc.com/id/101392725
  • 18. IMPLICATION: WHILE MANY OF US ARE STILL STRUGGLING TO MAKE SENSE OF OUR EXISTING DATA, THE AMOUNT AND TYPE OF DATA AVAILABLE IS ABOUT TO UNDERGO RADICAL CHANGE
  • 19. 19 “THE DIFFERENTIATOR IN THE MARKET, IS GOING TO BE THE ABILITY OF COMPANIES TO MAKE SENSE OF THE DATA, TO PUT IT IN CONTEXT, AND THEN TO HELP THEIR USERS ACTUALLY ACT ON IT, AND CHANGE THEIR BEHAVIOUR..” Andrew Rosenthal, Health Lead Jawbone
  • 20. 20 DATA SHOWED THANKSGIVING WAS THE WORST DAY OF THE YEAR FOR TAKING EXERCISE. TEST GROUP ASKED TO COMMIT TO BEING MORE ACTIVE. 24% TOOK THE PLEDGE, AND TOOK AN AVERAGE OF 1,400 MORE STEPS THAT DAY. Source: http://www.slashgear.com/jawbone-talks-context-in-bid-to-rule-wearables-slashgear-interview-06319626/
  • 21. "WHAT'S EXCITING ABOUT THIS IS THAT IT'S EVIDENCE OF THE ABILITY TO USE PRECISE DATA, TO THE RIGHT PERSON AT THE RIGHT TIME, TO GET THEM TO CHANGE THEIR BEHAVIOUR IN A MEANINGFUL WAY." Andrew Rosenthal, Jawbone
  • 22. SMALL JUST GOT AGILE Tictail
  • 23. 23
  • 24. 24 DO FOR ONLINE RETAIL WHAT TUMBLR DID FOR BLOGGING
  • 26. 26
  • 27. MAGENTO: STARTS AT £10K/YEAR ADDING EMAIL CAPTURE POPUP: CHANGE REQUEST, THREE DAY TURNAROUND, £1,300 COST 27 TICTAIL: FREE ADD “FOLLOW PLUS” APP IN SECONDS $2/MONTH COST
  • 28. 28
  • 29. YOUR OWN PERSONAL E-COMMERCE COACH: AFTER ONE YEAR OF THE TICTAIL FEED IT WAS GENERATING 137,000 PROMPTS EVERY MONTH, WITH A 71% COMPLETION RATE, DRIVING A 500% INCREASE IN TURNOVER. Source: Tictail
  • 30. IMPLICATION: THE PLATFORM ADVANTAGE OF BIG E-COMMERCE RETAILERS HAS JUST BEEN BLOWN OUT OF THE WATER
  • 32. 32 THE SEMANTIC WEB We throw huge technical resources at trying to work out what things are, and what they mean. The semantic web is a vision of the internet where we can find, share and combine information much more easily. It’s been called the Giant Global Graph by Tim Berners-Lee... THE SEMANTIC WEB IS A VISION OF AN INTERNET WHERE WE CAN FIND, SHARE AND UNDERSTAND INFORMATION MUCH MORE EASILY. “THE GIANT GLOBAL GRAPH” Tim Berners-Lee
  • 33. 33
  • 35. 35 POSITIVENEGATIVE 21% LESS LIKELY TO LIKE THE iPHONE 35% MORE LIKELY TO LIKE THE iPHONE Source: State
  • 36. IMPLICATION: THE ADVANTAGE OF SOME OF THE BIGGEST PLAYERS IN THE INTERNET COULD BE SWEPT AWAY BY THE SEMANTIC WEB
  • 37. 37 GREAT AT GUESSING WHAT A WEB PAGE IS ABOUT LIKE DATA PROVIDED THE BEST MASS SET OF INTEREST PROFILES FOR TARGETTING
  • 38. 38 THE SEMANTIC WEB COULD WIPE OUT THESE ADVANTAGES
  • 39. FOUR GLOBAL TRENDS... AND ONE MORE THAT I’VE SPOTTED
  • 40. “WE’RE PLANNING TO TAKE ON AMAZON FOR X”
  • 41. THE TIME IS COMING FOR AN E-COMMERCE REVOLUTION
  • 42. DOES MY EXISTING BUSINESS HAVE A DEFENSIBLE ADVANTAGE?
  • 43. “WE’VE GOT DATA ON EXISTING CUSTOMER BASE” “WE’VE GOT A HUGE AMOUNT OF DATA” “WE’VE GOT A SOLID TECHNICAL PLATFORM” “WE’RE REALLY GOOD AT SEARCH” Customers are loyal to those who understand and serve them best Even if you’re using your existing data, the frontier of data collection is changing The arrival of the Sematic Web could totally rewrite where power sits in the online world Anyone new is likely to get a better platform than yours at a fraction of the cost
  • 44. THE TECHNOLOGIES FOR THE NEXT E-COMMERCE REVOLUTION ARE ALREADY HERE. ARE YOU READY?