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The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
The Web Revolution: Data, Design & Driving Results
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The Web Revolution: Data, Design & Driving Results

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Presented by John Simpson at the 2011 Hubbard One Innovation Forum.

Presented by John Simpson at the 2011 Hubbard One Innovation Forum.

Published in: Technology, Design
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  • Early 90s - Way for companies to push out information…that THEY thought YOU cared about. Legos circa 1996. at the time, Legos was a $1B organization.
  • Late 90s - Notion that websites need to be “sticky.” Should entice people and keep them entertained for long enough to buy something. It was all about how many people you could get to your web site. Some firms still have games on their recruiting sites!
  • Then they tried to make it sticky – if you built it, they will come. Value in aggregating…but provided no insight! Just different views of your data! Finance.com story from Accenture.
  • Next is the idea of firms building an online business. Originally borders strictly focused on storefronts. So they partnered with Amazon to provide their online business. Partnership ended, storefronts closed, and Borders is now strictly online. Never understood the value of the online channel…data!
  • Now everyone got on board.People sought to make lots of money and hyped up the commercial aspects of the Internet. Not going to wait two weeks for dog food. At this point, we still aren’t learning much about what our audience wants.
  • Early 2000s – emergence of web as a platform for collective intelligence. Move from “stickiness” to syndication. Everyone contributes to the data. Printing press is dead, people had used the web as a one way printing press. Now a conversation begins.
  • www.thejohnnycashproject.com
  • Think of what twitter has done with journalism…data is now real-time and automatic. Its brought real time journalism about subjects you care about from people you care about.
  • Now, we realize that data can be intelligence. In fact, it can be more profitable than an immediate sale.
  • Real-world objects have “information shadows” on the web. Pull more “things” into the web. Think about how many devices you have that are connected to the internet. Phone, iPad, laptop, Playstation, Apple TV… all provide data on you!
  • Real time shot of H1’s offices in Chicago. This takes the My Sky Status. Google Goggles, app, take a picture of anything, and tells you what it is.
  • It knows that where I went to school, where I shop, that I own a home, and I ride bikesI knows intimate knowledge of what I search on, what interests me, when I am onlineIt even knows how I like to consume information and that I like to watch videos of myself on Youtube
  • The “web page” as a discrete piece of chunked data is gone.
  • take a real-life scene, or (better) a video of a scene, and add some sort of explanatory data to it so that you can better understand what's going on, or who the people in the scene are, or how to get to where you want to go
  • Real-world objects have “information shadows” on the web. Pull more “things” into the web. Think about how many devices you have that are connected to the internet. Phone, iPad, laptop, Playstation, Apple TV… all provide data on you!
  • Transcript

    • 1. THE WEB REVOLUTION:DATA, DESIGN & DRIVING RESULTS<br />John Simpson<br />Director of Sales<br />
    • 2. The Start of Web Marketing<br />
    • 3. If You Build It…<br />
    • 4. …They Will Come<br />
    • 5. Clicks and Mortar<br />
    • 6. Dot-Com Boom<br />
    • 7. Early Web 2.0: Collective Intelligence<br />“I think the vision of the Internet as a democratizing medium.. as everyone's printing press.. is real. We got distracted from that by the mass hallucinations of the bubble.”<br />Craig Newmark,<br />Founder of Craigslist<br />
    • 8. Redefining Collective Intelligence<br />
    • 9. The Rise of “Real-Time”<br />
    • 10. Data as Intel<br />
    • 11. Web Meets World<br />
    • 12. The Internet of Things<br />
    • 13. “The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past.”<br />-Tim Berners-Lee<br />
    • 14. Your Anonymity<br />
    • 15. Lost Anonymity – Big Picture<br />1.<br />On a personal level, the benefits of participation will far outweigh the costs. <br />The number of data points you have on your clients is going to grow exponentially, targeting will become more precise and you will have more feedback than ever before. <br />2.<br />
    • 16. The Value Exchange – A Short Test<br />
    • 17. The Value Exchange – A Short Test<br />
    • 18. The Value Exchange – A Short Test<br />Like it or not, your anonymity has a price!<br />
    • 19. My price? Free email with no space limitation.<br />Still Don’t Believe Me?<br />
    • 20. Its Already Happening – Personalized News Discovery<br />
    • 21. Where the Value is – Law Firms Tip-Toeing into Personalization <br />Dickstein/Katten example<br />
    • 22. Where the Value is<br />“In short: Websites are gaining the ability to decide whether or not you'd be a good customer, before you tell them a single thing about yourself.”<br />“The findings offer an early glimpse of a new, personalized Internet where sites have the ability to adjust many things—look, content, prices—based on the kind of person they think you are. - WSJ<br />
    • 23. Your Anonymity<br />RFPs!<br />
    • 24. Death to the RFP – Big Picture<br />1.<br />Asynchronous information problem minimized<br />2.<br />The internet moves beyond referring links/traffic to referring meaningful data across sites.<br />
    • 25. What Does “Magic Circle Law Firm” mean to a computer?<br />
    • 26. Non-Normalized Data can be Queried!<br />
    • 27. Non-Normalized Data can be Queried!<br />Will our services ever be offered on Froogle? <br />
    • 28. The Semantic Web – Making Sense of the Data<br />Microformats are a simple technology that enables computers to better understand web pages. <br />
    • 29. The Semantic Web – Making Sense of the Data<br />
    • 30. The Semantic Web – Making Sense of the Data<br />
    • 31. Facebook’s Open Graph – A Revolution?!<br />“But beyond that, those same lines of code are driving a powerful and fundamental transition underneath the pages themselves: transforming them from the bits and bytes of HTML code, text, and images into much-needed, and much sought-after, meaning. In essence, Facebook is taking these enhancements and initiating the first major advance in deciphering the Internet since the hyperlink itself.”<br /> - Ben Elowitz, CEO, Wetpaint<br />
    • 32. Facebook’s Open Graph<br />IMDB tells Facebook that “the Rock” is not a geological phenomenon, but a movie<br />Facebook profiles you (age, location, friends, sex, status, education) with the “the Rock”. <br />Advertisers pay to market to these profiles on Facebook, and other sites.<br />
    • 33. Facebook’s Open Graph – A Marketers Dream? <br />
    • 34. Your Anonymity<br />RFPs!<br />The Web Page<br />
    • 35. Death of the Web Page – Big Picture<br />1.<br />Content, Content, Content. <br />2.<br />Web experiences will become much richer, ushering a new level of design innovation<br />
    • 36. The Death of the Web Page?<br />In the future, its less about the web site URL, and more about the content<br />Broadband connections will have profound effects<br />
    • 37. The Rise of Content Marketing<br />“content engineer” <br />
    • 38. The Rise of Content Marketing <br />“Like it or not, you are a publisher” – Brain Traffic<br />
    • 39. LawFirm.com Content, Served Directly to In-House KM!<br />
    • 40. Implications for Design<br />
    • 41. Implications for Design<br />Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages. <br />
    • 42. Implications for Design<br />
    • 43. Implications for Design<br />
    • 44. Implications for Design<br />Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages. <br />
    • 45. Your Anonymity<br />RFPs!<br />The Web Page<br />Reality as you know it<br />
    • 46. Absolute Reality? Big Picture<br />1.<br />The ability to layer data upon our reality, will create enormous marketing opportunities.<br />2.<br />Exposure to your brand will happen faster than ever before.<br />
    • 47. Augmented Reality, Circa 2002<br />
    • 48. Augmented Reality That We Can Relate To<br />Augmented reality has been used in sports for almost a decade. <br />
    • 49. The Reality of Augmented Reality<br />2011<br />2002<br />
    • 50. Augmented Reality - Why is This Important?<br />“Layar is an application that overlays your view of the real world with waypoints representing your favorite coffee place, the movie theatre you're trying to find, or in this case, where some of that $787 billion from the American Recovery and Reinvestment Act is going.”<br />
    • 51. Augmented Reality - Why is This Important?<br />DATA<br />REALITY<br />+<br />
    • 52. Augmented Reality - Why is This Important?<br />Phew!<br />
    • 53. Your Anonymity<br />RFPs!<br />The Web Page<br />Reality as you know it<br />Monopoly of the internet by humans and their computers<br />
    • 54. Monopoly - Big Picture<br />1.<br />As more “things” attach to the Internet itself will become “intelligent”<br />2.<br />The Internet will actually alter human intelligence.<br />
    • 55. Internet of Things<br />
    • 56. Internet of Things <br />
    • 57. Nike Marketing Via “Internet of Things”<br />“By registering for the race with nikeplus.com runners can simply run from their home, track their run with a Nike + iPod nano sport kit, iPod touch, iPhone or Nike+ SportBand…<br />
    • 58. The Last Frontier – Modeling Intelligence<br />“With literally billions of sensors connected to the Internet, our ability to gather massive amounts of data has never been greater. With the right filtering and analytics, people across all disciplines will turn this data into new knowledge and wisdom that will change our lives for the better.”<br />-Dave Evans, Chief Futurist, Cisco<br />
    • 59. Internet <br />Less memorization and storage<br />New literacy, e.g. screen literacy<br />Cognitive competitive advantage favorsReading, writing, arithmetic and retrieval will become key, as people who can find [information] fastest and make sense of it will be at a marked advantage over those who struggle to find information and have less capacity to synthesize and organize this wealth of data that we have <br />- Adapted from interview with Lew Rainie, Pew Research<br />
    • 60. Your Anonymity<br />RFPs!<br />The Web Page<br />Reality as you know it<br />Monopoly of the internet by humans and their computers<br />
    • 61. Parting Thoughts<br />“(the) real opportunity lies in developing the capability to do something with the data”<br />“(the creation of strategic data assets and business processes is) one of the last remaining points of differentiation”<br />- Tom Davenport, Author “Analytics at Work”<br />

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