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Open Brand Summit: Dan Shust

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  • 1. Image: Flickr - Marcin IgnacDan Shust - VP, RESOURCE LabCONTEXTNOT OPTIONALEXPERIENCE REWIRED1
  • 2. con·textThe set of circumstances or factsthat surround a particular event,situation.CONTEXT NOT OPTIONAL2
  • 3. CONTEXT NOT OPTIONAL3
  • 4. THE END OF ASSUMPTIONSThere is an “opportunity to deliver services and marketingwith unprecedented precision and accuracy, meeting andexceeding customer expectations in extraordinary ways atevery turn.”HBR - Use Big Data to Predict Your Customers BehaviorsCONTEXT NOT OPTIONAL4
  • 5. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans5
  • 6. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans6
  • 7. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans7
  • 8. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans8
  • 9. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans9
  • 10. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans10
  • 11. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans11
  • 12. CONTEXT NOT OPTIONALMARGARET STEWARTFacebook - Director of Product Design“When you put information about yourself out there,that’s a transaction. You need to feel that you’re gettingsomething back in return.”MAKINGITWORTHIT12
  • 13. CONTEXT NOT OPTIONALTEMPERATURE13
  • 14. CONTEXT NOT OPTIONALTACO BELLTEMPERATURECONTEXT NOT OPTIONAL14
  • 15. CONTEXT NOT OPTIONALWEATHER15
  • 16. CONTEXT NOT OPTIONALABERCROMBIE16
  • 17. CONTEXT NOT OPTIONALLOCATION17
  • 18. CONTEXT NOT OPTIONALWALMART18
  • 19. CONTEXT NOT OPTIONALOPENGRAPH19
  • 20. CONTEXT NOT OPTIONALETSY20
  • 21. CONTEXT NOT OPTIONALAMBIENTSOUND21
  • 22. MINDMELDCONTEXT NOT OPTIONAL22
  • 23. CONTEXT NOT OPTIONALAMBIENTSOUND23
  • 24. MINDMELDCONTEXT NOT OPTIONAL24
  • 25. CONTEXT NOT OPTIONALFACIALRECOGNITION25
  • 26. RESOURCE LABCONTEXT NOT OPTIONAL26
  • 27. RESOURCE LABCONTEXT NOT OPTIONAL27
  • 28. LOCATION,IMAGERECOGNITION,PASTBEHAVIORCONTEXT NOT OPTIONAL28
  • 29. CONTEXT NOT OPTIONALCOMMONWEALTH BANK29
  • 30. LOCATION,TOUCH,INTEREST,ETC.CONTEXT NOT OPTIONAL30
  • 31. SHOPPERCEPTIONCONTEXT NOT OPTIONAL31
  • 32. CONTEXT NOT OPTIONALBe aware of the importance of advanced context andhow it can be used in real-time to create morepersonalized brand experiences.WINNING IN A CONTEXT DRIVEN WORLD...1.32
  • 33. CONTEXT NOT OPTIONALIdentify the most important contextual variables foryour brand/product based on business needs, etc.Remember, this is a contract with the user. What areyou giving in return?2.WINNING IN A CONTEXT DRIVEN WORLD...33
  • 34. CONTEXT NOT OPTIONALSelect the existing or planned experiences thatcould benefit the most from contextualenhancement.3.WINNING IN A CONTEXT DRIVEN WORLD...34
  • 35. CONTEXT NOT OPTIONALTest integration of individual contextual variablesin the lowest impact method possible before fullintegration or adding multiple variables.4.WINNING IN A CONTEXT DRIVEN WORLD...35
  • 36. Have fun and lean forward! It’s going to be anexciting era for marketers.5.CONTEXT NOT OPTIONALWINNING IN A CONTEXT DRIVEN WORLD...36
  • 37. The Power of SimpleSimple interfaces, complex functionsContext Not OptionalPersonal, predictive consumer experiencesEverywhere CommerceShopping anything, anywhere, anytimeRetail RewiredBlurred channels, seamless engagementsThe Fine-Tuning of SocialPastime concentration, network calibrationMass IndividualityUser-proposed, -customized and -generatedLoyalty PlaysReal-time relevance, tracking and rewardsMobile SuperpowersDigitally enhanced senses and insightsTomorrowlandConnected, social devicesDIGITAL TRENDS BRIEFING 201337
  • 38. The Power of SimpleSimple interfaces, complex functionsContext Not OptionalPersonal, predictive consumer experiencesEverywhere CommerceShopping anything, anywhere, anytimeRetail RewiredBlurred channels, seamless engagementsThe Fine-Tuning of SocialPastime concentration, network calibrationMass IndividualityUser-proposed, -customized and -generatedLoyalty PlaysReal-time relevance, tracking and rewardsMobile SuperpowersDigitally enhanced senses and insightsTomorrowlandConnected, social devicesDIGITAL TRENDS BRIEFING 201338
  • 39. For more information about the ResourceLAB contact:Dan Shust, Vice President – ResourceLABdshust@resource.comtwitter: @getshustTHANKS!39

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