<ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>LBi “Truman Session” talk </li></ul><ul><li>London, Februar...
<ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>Epiphenomenology and Magic </li></ul><ul><li>Point of Sale ...
Number of freely connected nodes where exchange cost is near zero
Number of freely connected nodes where exchange cost is near zero Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1...
Number of freely connected nodes where exchange cost is near zero Hyperdata Web2.0 Social Metadata Data Endodata Hypodata ...
When the network knows more than anyone
Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0...
<ul><li>Over 100 million customers profiled </li></ul><ul><li>40% active across multiple retailers </li></ul><ul><li>70 bi...
Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0...
Hypodata
“ Brain Scanners can predict a decision up to 10 seconds before a person is aware of making that decision” Nature Neurosci...
“ ABSTRACTA headphone-type gaze detector for a full-time wearable interface is proposed. It uses a Kalman filter to analyz...
Hypodata - MIT’s “Sixth Sense” http://www.flickr.com/photos/whiteafrican/3253881037/ Pattie Maes’s TED talk on MIT’s “Sixt...
Augmented and supplemented Reality University of Washington, 2008:  http://uwnews.org/article.asp?Search=contact+lens&arti...
Any sufficiently advanced technology is indistinguishable from magic
Nodes Open Structured Data Business Web 2.0 Social Network Phenomena Epiphenomena ESP?
“ They’re ‘doing’, not just ‘viewing’ – appropriation, not passive “use”  <ul><li>With us everywhere </li></ul><ul><li>Acc...
“ They’re ‘doing’, not just ‘viewing’ – appropriating the digital domain
Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
The “Outernet” – Marking and spraying… http://www.junaio.com / <ul><li>Mobile device </li></ul><ul><li>Screen </li></ul><u...
 
 
How will this impact digital businesses and eCommerce?
<ul><li>“ Concept Store” – taking control of the brand image, ambiance and merchandising </li></ul><ul><li>Training the cu...
Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but tonight, because of what we did </li></ul><ul><...
Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but today, thanks to profit-algorithms and data, </...
Obama-Preedy Pricing Principle <ul><li>Vouchers - expire when stock reaches 10 or fewer (eg buy it now) </li></ul><ul><li>...
Performance With thanks to Michael Ross, eCommera. Bad analogy is not his responsibility though... KPI type What Example V...
eCommerce metric Sales/Square foot?
eCommerce metric π/εs
π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second   <ul>...
Thank you
www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org   http://twitter.co...
<ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>LBi “Truman Session” talk </li></ul><ul><li>London, Februar...
Upcoming SlideShare
Loading in …5
×

Ps100 Lbi

773 views

Published on

Presentation to LBi in a "Truman" session - an informal show/tell/provoke session of 22 minutes, delivered in February 2010.

Building on previous themes of marketing magic, epiphenomenology, data and the Obama-Preedy Pricing Principle, this presentation is a swift run-through of the key concepts to stimulate discussion.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
773
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ps100 Lbi

  1. 1. <ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>LBi “Truman Session” talk </li></ul><ul><li>London, February 2010 </li></ul><ul><li>www.ianjindal.com </li></ul>
  2. 2. <ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>Epiphenomenology and Magic </li></ul><ul><li>Point of Sale </li></ul><ul><li>Obama-Preedy Pricing Principle </li></ul><ul><li>Metrics </li></ul>
  3. 3. Number of freely connected nodes where exchange cost is near zero
  4. 4. Number of freely connected nodes where exchange cost is near zero Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+
  5. 5. Number of freely connected nodes where exchange cost is near zero Hyperdata Web2.0 Social Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’ APML Microformats
  6. 6. When the network knows more than anyone
  7. 7. Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0 Social Network Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’
  8. 8. <ul><li>Over 100 million customers profiled </li></ul><ul><li>40% active across multiple retailers </li></ul><ul><li>70 billion user-generated reviews </li></ul><ul><li>4.2 billion reviews served each month </li></ul><ul><li>575 retailers (October 2009) </li></ul><ul><li>http://www.texastechpulse.com/bazaarvoice_releases_traffic_stats/s-0021683.html </li></ul>When the network knows more than anyone
  9. 9. Number of freely connected nodes where exchange cost is near zero When the network knows more than anyone Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Business analysis Services Mashups Responsive and self-configuring Responsive; ‘agents’ Predictive
  10. 10. Hypodata
  11. 11. “ Brain Scanners can predict a decision up to 10 seconds before a person is aware of making that decision” Nature Neuroscience, April 2008 Hypodata
  12. 12. “ ABSTRACTA headphone-type gaze detector for a full-time wearable interface is proposed. It uses a Kalman filter to analyze multiple channels of EOG signals measured at the locations of headphone cushions to estimate gaze direction. Evaluations show that the average estimation error is 4.4® (horizontal) and 8.3® (vertical), and that the drift is suppressed to the same level as in ordinary EOG. The method is especially robust against signal anomalies. Selecting a real object from among many surrounding ones is one possible application of this headphone gaze detector.” http://portal.acm.org/citation.cfm?doid=1125451.1125655 via http://liftlab.com/think/nova/2006/06/09/wearable-gaze- detector-in-the-form-of-headphones/ Hypodata
  13. 13. Hypodata - MIT’s “Sixth Sense” http://www.flickr.com/photos/whiteafrican/3253881037/ Pattie Maes’s TED talk on MIT’s “Sixth Sense”: http://www.youtube.com/watch?v=blBohrmyo-I Mashups Responsive and self-configuring Responsive; ‘agents’
  14. 14. Augmented and supplemented Reality University of Washington, 2008: http://uwnews.org/article.asp?Search=contact+lens&articleid=39094 <ul><li>Easy to dismiss as hacked-up geekery... </li></ul><ul><li>But - contact lenses with LEDs being developed </li></ul><ul><li>Even without 3D AR, even coloured ‘confirmation lights’ could have impact. </li></ul>
  15. 15. Any sufficiently advanced technology is indistinguishable from magic
  16. 16. Nodes Open Structured Data Business Web 2.0 Social Network Phenomena Epiphenomena ESP?
  17. 17. “ They’re ‘doing’, not just ‘viewing’ – appropriation, not passive “use” <ul><li>With us everywhere </li></ul><ul><li>Accesses data </li></ul><ul><li>Interlinking </li></ul><ul><li>Connected </li></ul><ul><li>Visualisation </li></ul><ul><li>Touch interface... </li></ul><ul><li>Location (GPS) </li></ul><ul><li>Direction (compass) </li></ul><ul><li>Image processing... </li></ul>
  18. 18. “ They’re ‘doing’, not just ‘viewing’ – appropriating the digital domain
  19. 19. Augmented Reality - brands and interaction http://www.metroparisiphone.com/index_en.html
  20. 20. The “Outernet” – Marking and spraying… http://www.junaio.com / <ul><li>Mobile device </li></ul><ul><li>Screen </li></ul><ul><li>GPS </li></ul><ul><li>Gameplay overlays </li></ul><ul><li>Personal scores </li></ul><ul><li>Network scores </li></ul><ul><li>Network-invoked events </li></ul><ul><li>‘ hearts’ and ‘kisses’ left for others... </li></ul><ul><li>Oh, and SMS </li></ul>
  21. 23. How will this impact digital businesses and eCommerce?
  22. 24. <ul><li>“ Concept Store” – taking control of the brand image, ambiance and merchandising </li></ul><ul><li>Training the customer </li></ul><ul><li>Vendor Relationship Management and live prototyping opportunities </li></ul><ul><li>Direct brand engagement - what about the retailer? What’s their value? </li></ul>What’s the point of a store?
  23. 25. Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but tonight, because of what we did </li></ul><ul><li>on this day, </li></ul><ul><li>2. in this election, </li></ul><ul><li>3. at this defining moment </li></ul><ul><li>Change has come to America” </li></ul><ul><li>President-Elect Obama, Victory Speech, November 2008 </li></ul><ul><li>http://news.bbc.co.uk/1/hi/world/americas/7434843.stm </li></ul>
  24. 26. Obama-Preedy Pricing Principle <ul><li>“ It’s been a long time coming, but today, thanks to profit-algorithms and data, </li></ul><ul><li>on this day, </li></ul><ul><li>in this location, </li></ul><ul><li>for this defining product </li></ul><ul><li>for this individual customer </li></ul><ul><li>Fixed pricing has ended in retail” </li></ul>
  25. 27. Obama-Preedy Pricing Principle <ul><li>Vouchers - expire when stock reaches 10 or fewer (eg buy it now) </li></ul><ul><li>Stacked discounts: sale, cashback, card-holder, end of sale, channel... Why? </li></ul><ul><li>According to availability </li></ul><ul><li>Proximity of alternatives (time and space) </li></ul><ul><li>Time limited: premium for first (eg 3GS), nephew’s birthday </li></ul><ul><li>Extent to which has shopped around </li></ul>
  26. 28. Performance With thanks to Michael Ross, eCommera. Bad analogy is not his responsibility though... KPI type What Example Volume Feed the machine Site visitors, viewers Margin Extract maximum nutrients. Chew well. Profit per visit, per session, per episode Minimise waste Don’t dribble; don’t leave the stalks Minimise out-of-stock visits Return on capital employed Calories in > effort to eat. ie “no salad” ;) Return on inventory, return on equipment, return on staff Retention Eat again, more easily (remember the potato patch) Customer satisfaction, order frequency, churn.
  27. 29. eCommerce metric Sales/Square foot?
  28. 30. eCommerce metric π/εs
  29. 31. π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second
  30. 32. π/εs Profit per engagement second. http://www.internetretailing.net/news/editorial-video-on-profit-per-pixel-second <ul><li>Customer-focused </li></ul><ul><li>Limits are attention and display-space </li></ul><ul><li>Pan-channel </li></ul><ul><li>Commercial </li></ul><ul><li>Cross-functional </li></ul>
  31. 33. Thank you
  32. 34. www.ianjindal.com www.internetretailing.net www.innoparticularorder.com www.europeanecommerceforum.org http://twitter.com/ianjindal Thank you
  33. 35. <ul><li>Making and Measuring Marketing Magic </li></ul><ul><li>LBi “Truman Session” talk </li></ul><ul><li>London, February 2010 </li></ul><ul><li>www.ianjindal.com </li></ul>Thank you

×