Open Brand Summit: Dan Shust

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Open Brand Summit: Dan Shust

  1. 1. Image: Flickr - Marcin IgnacDan Shust - VP, RESOURCE LabCONTEXTNOT OPTIONALEXPERIENCE REWIRED1
  2. 2. con·textThe set of circumstances or factsthat surround a particular event,situation.CONTEXT NOT OPTIONAL2
  3. 3. CONTEXT NOT OPTIONAL3
  4. 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. 5. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans5
  6. 6. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans6
  7. 7. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans7
  8. 8. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans8
  9. 9. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans9
  10. 10. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans10
  11. 11. Maturing of Social DataContextual SDKsAlways Connected SensorsExponential SharingIncreasingly MobileBrand OscillationCONTEXT NOT OPTIONALConsumer Behaviors Technology EnablersContextually drivenexperiences willincrease ROI andcustomer brand loyalty.WhatItMeans11
  12. 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. 13. CONTEXT NOT OPTIONALTEMPERATURE13
  14. 14. CONTEXT NOT OPTIONALTACO BELLTEMPERATURECONTEXT NOT OPTIONAL14
  15. 15. CONTEXT NOT OPTIONALWEATHER15
  16. 16. CONTEXT NOT OPTIONALABERCROMBIE16
  17. 17. CONTEXT NOT OPTIONALLOCATION17
  18. 18. CONTEXT NOT OPTIONALWALMART18
  19. 19. CONTEXT NOT OPTIONALOPENGRAPH19
  20. 20. CONTEXT NOT OPTIONALETSY20
  21. 21. CONTEXT NOT OPTIONALAMBIENTSOUND21
  22. 22. MINDMELDCONTEXT NOT OPTIONAL22
  23. 23. CONTEXT NOT OPTIONALAMBIENTSOUND23
  24. 24. MINDMELDCONTEXT NOT OPTIONAL24
  25. 25. CONTEXT NOT OPTIONALFACIALRECOGNITION25
  26. 26. RESOURCE LABCONTEXT NOT OPTIONAL26
  27. 27. RESOURCE LABCONTEXT NOT OPTIONAL27
  28. 28. LOCATION,IMAGERECOGNITION,PASTBEHAVIORCONTEXT NOT OPTIONAL28
  29. 29. CONTEXT NOT OPTIONALCOMMONWEALTH BANK29
  30. 30. LOCATION,TOUCH,INTEREST,ETC.CONTEXT NOT OPTIONAL30
  31. 31. SHOPPERCEPTIONCONTEXT NOT OPTIONAL31
  32. 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. 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. 34. CONTEXT NOT OPTIONALSelect the existing or planned experiences thatcould benefit the most from contextualenhancement.3.WINNING IN A CONTEXT DRIVEN WORLD...34
  35. 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. 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. 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. 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. 39. For more information about the ResourceLAB contact:Dan Shust, Vice President – ResourceLABdshust@resource.comtwitter: @getshustTHANKS!39

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