INBOUND15 Technology Trends Shifting Customer
Behavior Why technology is changing the way we think, buy and communicate. Kyle Lacy Head of Marketing Strategy OpenView Venture Partners

INBOUND15 What do I do?
I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy

trends vs reality
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what’s next?
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what’s now?
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INBOUND15 • Moments • Mobility
• Audience Effect • Data at Scale • Cloud Computing • Machine Learning • Humanizing Automation Trends Shifting Consumer Behavior @kyleplacy

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1 Moments Matter
@kyleplacy

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Photos by Seth Casteel INBOUND15@kyleplacy

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2 Mobility
@kyleplacy

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INBOUND15 (Millward Brown, 2014) Americans
now spend 151 minutes per day on smartphones, more than on TV or laptops @kyleplacy

INBOUND15 (Google, 2015) 66% of
all time spent on ecommerce sites is done across a mobile device

Photo by lzf, iStock Photo
Photo by lzf, iStock Photo 1 in 5 searches on Google are related to location. (Google Data, Global, March 2014) INBOUND15

INBOUND15 (Millward Brown, 2014) By
2017 there will be over 20 billion connected devices. @kyleplacy

Mobility is seamless.
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@kyleplacy INBOUND15@kyleplacy

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@kyleplacy INBOUND15@kyleplacy

INBOUND15 Mary Meeker 40% of
global mobile users have a smartphone. INBOUND15@kyleplacy

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There is still massive growth
potential for smartphones. INBOUND15INBOUND15@kyleplacy

@kyleplacy@kyleplacy INBOUND15@kyleplacy

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@kyleplacy@kyleplacy $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$
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3 Audience
Effect

INBOUND15 Whoever owns the audience…
owns the experience.

$678B
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$178B
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$90B
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$68B
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INBOUND15 Eric Schmidt, Chairman, Google
Most people think our main competitors are Yahoo! And Bing. It’s actually Amazon. INBOUND15@kyleplacy

via ben-evans.com
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INBOUND15 Scott Galloway, NYU Stern
Over the last nine months Amazon’s shipping costs have gone up more than 40%... INBOUND15@kyleplacy

INBOUND15 Scott Galloway, NYU Stern
Their shipping fees were $3B, but they spent almost $7B on transportation costs… INBOUND15@kyleplacy

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@kyleplacy
@kyleplacy #mixwest14

INBOUND15 • 34,000 cities •
190 countries • 1 million listings • Over 30 millions nights booked The Power of Airbnb @kyleplacy

INBOUND15
5 Big
Data
@kyleplacy

INBOUND15 5 Big Data Data
at Scale @kyleplacy

Courtesy of Alex Tellez +
Amy Wang + H2O Team INBOUND15@kyleplacy

one.
Moments
Matter
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INBOUND15 Dan Ariely, Professor at
Duke Big data is like teenage sex… everyone talks about it, nobody really knows how to do it, everyone else is doing it, so everyone claims they are doing it.” @kyleplacy

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6 Cloud
Computing
@kyleplacy

INBOUND15 Om Malik Cloud computing
has changed how startups are built and companies are scaled. @kyleplacy

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INBOUND15 1. Data contains information
of great business / personal value. 2. If you can extract those insights from the data, you can make better decisions. The Hope of Big Data Predicting future stock movements = $$$ Netflix movie recommendations = better experience = $$$ @kyleplacy

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7 Machine
Learning
@kyleplacy

INBOUND15 Machine learning is the
technology that automatically finds patterns in your data and uses them to make predictions for new data points @kyleplacy

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INBOUND15 Our technology application generates
news stories, industry reports, headlines and more – at scale and without human authoring or editing @kyleplacy

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INBOUND15
8 Humanizing
Automation
@kyleplacy

INBOUND15 David Walmsley We must
move from numbers keeping score to numbers that drive better actions. @kyleplacy

INBOUND15 1. Analytics should be
worshipped 2. Content should (and will) be personalized 3. Understand industry trends 4. People are paramount 5. Don’t underestimate your community Tracking the Trends @kyleplacy

You are not marketers. social
media managers engineers content experts writers technologists INBOUND15@kyleplacy

You are experience makers and
managers. INBOUND15@kyleplacy

The experience is the only
thing that makes you relevant. INBOUND15@kyleplacy

INBOUND15 What do I do?
I am a marketer. I’ve written 3 books. Head of Marketing Strategy OpenView Venture Partners Previously at ExactTarget & Salesforce @kyleplacy