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Open Brand Summit: Dan Shust

  1. 1. Image: Flickr - Marcin Ignac Dan Shust - VP, RESOURCE Lab CONTEXT NOT OPTIONAL EXPERIENCE REWIRED 1
  2. 2. con·text The set of circumstances or facts that surround a particular event, situation. CONTEXT NOT OPTIONAL 2
  3. 3. CONTEXT NOT OPTIONAL 3
  4. 4. THE END OF ASSUMPTIONS There is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.” HBR - Use Big Data to Predict Your Customers' Behaviors CONTEXT NOT OPTIONAL 4
  5. 5. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 5
  6. 6. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 6
  7. 7. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 7
  8. 8. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 8
  9. 9. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 9
  10. 10. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 10
  11. 11. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 11
  12. 12. CONTEXT NOT OPTIONAL MARGARET STEWART Facebook - Director of Product Design “When you put information about yourself out there, that’s a transaction. You need to feel that you’re getting something back in return.” MAKINGITWORTHIT 12
  13. 13. CONTEXT NOT OPTIONAL TEMPERATURE 13
  14. 14. CONTEXT NOT OPTIONAL TACO BELL TEMPERATURE CONTEXT NOT OPTIONAL 14
  15. 15. CONTEXT NOT OPTIONAL WEATHER 15
  16. 16. CONTEXT NOT OPTIONAL ABERCROMBIE 16
  17. 17. CONTEXT NOT OPTIONAL LOCATION 17
  18. 18. CONTEXT NOT OPTIONAL WALMART 18
  19. 19. CONTEXT NOT OPTIONAL OPENGRAPH 19
  20. 20. CONTEXT NOT OPTIONAL ETSY 20
  21. 21. CONTEXT NOT OPTIONAL AMBIENTSOUND 21
  22. 22. MINDMELD CONTEXT NOT OPTIONAL 22
  23. 23. CONTEXT NOT OPTIONAL AMBIENTSOUND 23
  24. 24. MINDMELD CONTEXT NOT OPTIONAL 24
  25. 25. CONTEXT NOT OPTIONAL FACIALRECOGNITION 25
  26. 26. RESOURCE LAB CONTEXT NOT OPTIONAL 26
  27. 27. RESOURCE LAB CONTEXT NOT OPTIONAL 27
  28. 28. LOCATION,IMAGERECOGNITION, PASTBEHAVIOR CONTEXT NOT OPTIONAL 28
  29. 29. CONTEXT NOT OPTIONAL COMMONWEALTH BANK 29
  30. 30. LOCATION,TOUCH,INTEREST,ETC. CONTEXT NOT OPTIONAL 30
  31. 31. SHOPPERCEPTION CONTEXT NOT OPTIONAL 31
  32. 32. CONTEXT NOT OPTIONAL Be aware of the importance of advanced context and how it can be used in real-time to create more personalized brand experiences. WINNING IN A CONTEXT DRIVEN WORLD... 1. 32
  33. 33. CONTEXT NOT OPTIONAL Identify the most important contextual variables for your brand/product based on business needs, etc. Remember, this is a contract with the user. What are you giving in return? 2. WINNING IN A CONTEXT DRIVEN WORLD... 33
  34. 34. CONTEXT NOT OPTIONAL Select the existing or planned experiences that could benefit the most from contextual enhancement. 3. WINNING IN A CONTEXT DRIVEN WORLD... 34
  35. 35. CONTEXT NOT OPTIONAL Test integration of individual contextual variables in the lowest impact method possible before full integration or adding multiple variables. 4. WINNING IN A CONTEXT DRIVEN WORLD... 35
  36. 36. Have fun and lean forward! It’s going to be an exciting era for marketers.5. CONTEXT NOT OPTIONAL WINNING IN A CONTEXT DRIVEN WORLD... 36
  37. 37. The Power of Simple Simple interfaces, complex functions Context Not Optional Personal, predictive consumer experiences Everywhere Commerce Shopping anything, anywhere, anytime Retail Rewired Blurred channels, seamless engagements The Fine-Tuning of Social Pastime concentration, network calibration Mass Individuality User-proposed, -customized and -generated Loyalty Plays Real-time relevance, tracking and rewards Mobile Superpowers Digitally enhanced senses and insights Tomorrowland Connected, social devices DIGITAL TRENDS BRIEFING 2013 37
  38. 38. The Power of Simple Simple interfaces, complex functions Context Not Optional Personal, predictive consumer experiences Everywhere Commerce Shopping anything, anywhere, anytime Retail Rewired Blurred channels, seamless engagements The Fine-Tuning of Social Pastime concentration, network calibration Mass Individuality User-proposed, -customized and -generated Loyalty Plays Real-time relevance, tracking and rewards Mobile Superpowers Digitally enhanced senses and insights Tomorrowland Connected, social devices DIGITAL TRENDS BRIEFING 2013 38
  39. 39. For more information about the ResourceLAB contact: Dan Shust, Vice President – ResourceLAB dshust@resource.com twitter: @getshust THANKS! 39

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