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Ps071 Digitalshorts

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I developed this presentation to illustrate how the topics of data, openness, attention profiling and behavioural segmentation were coalescing into an extremely interesting change in eCommerce and digital marketing.

Hitherto, the web has allowed us to "do old business, digitally" but were are approaching the first opportunity for a radical new, encompassing and qualitatively different internet experience.

To those not versed in the building blocks of data, open exchange, profiling, mobile, location-awareness and behavioural change, the new web will look like a form of 'magic'.

This presentation takes us through this framework, from data to epiphenomenology and magic.

I gave the presentation in Manchester, Brighton and London in February 2009.

Here's the original intro blurb from Econsultancy.com:

"Two years ago Ian Jindal called "downturn" in Manchester while reviewing the e-commerce prospects for 2007. This time, Ian will cover some developments that are more upbeat and which will gain traction a little sooner than two years. Fresh from one of the most tense peak seasons in our brief e-commerce history Ian will review the Christmas trading, the winners, losers and considerations for digital businesses in 2009. Ian will also develop a favourite theme of behavioural data and interaction to propose a model to consider, anticipate and exploit the phenomena that arise from new uses of data.

Topics broached will include:

· Christmas trading results - winners, losers and lessons for e-commerce in 2009

· Reprise of data, metadata and mashups - where did all the Web 2.0 promise go?

· Discussion of the new economic models that could emerge from behavioural and "attention" metadata - the 'attention economy'?

· A proposed model to consider and anticipate networked data interaction - phenomena and epiphenomena"

Published in: Business
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Ps071 Digitalshorts

  1. 1. Digital Shorts Manchester, February 2009 www.ianjindal.com www.internetretailing.net Tuesday, 3 February 2009
  2. 2. Digital Shorts 1.Context 2.Christmas 3.Social - shopping 4.Data 5.Phenomena 6.Future Tuesday, 3 February 2009
  3. 3. 1. Context Tuesday, 3 February 2009
  4. 4. 1. Context Tuesday, 3 February 2009
  5. 5. 2. Christmas Tuesday, 3 February 2009
  6. 6. 2. Christmas • Boxing day busiest of year (down 5% • £4.7bn online over Christmas: 14% YOY YOY) • November - highest YOY of 26% • John Lewis Christmas day traffic - twelve • Growth is slowing in ecommerce but still times higher than 2007 above offline • PC World, Currys, Dixons - 30-40% • eCommerce - 16% for H2 (IMRG) increase (mainly large TVs) • Offline - 0% for H2 (source: ONS) • Christmas Day: 3.8m (14% down), but sales 21% higher at £102m. • Customers bargain-hunting • Pre-Christmas sales and January started immediately after last posting date! Tuesday, 3 February 2009
  7. 7. 2. Christmas 118% Product. Price. Promise Tuesday, 3 February 2009
  8. 8. 2. Christmas Discounting and vouchers Canny interplay with retailer sales Tuesday, 3 February 2009
  9. 9. 2. 2009? Tuesday, 3 February 2009
  10. 10. 2. Christmas 2008 2009 Rising tide floats all boats Gaps in the market for those with sharp elbows - and the will to use them! Growth Cash Innovation ROI Range Focus Competitors Customers PPC SEO and Conversion Ebullient Ruthless Tuesday, 3 February 2009
  11. 11. 3. Social Tuesday, 3 February 2009
  12. 12. 3. Social 83.85% higher conversion (20+ reviews) • Reviews becoming standard • User “stories”, not just ratings • 78%: “customer recommendations are the most credible form of advertising” (Nielsen) Tuesday, 3 February 2009
  13. 13. 3. Social 19% 81% • Reviews becoming standard • User “stories”, not just ratings • 78%: “customer recommendations • • Top style-setters become “Mavens” Customers become sales-people are the most credible form of • Based on page views AND product • Social networks become retailers advertising” (Nielsen) clicks • Co-shoppers as retailers (ThisNext) Tuesday, 3 February 2009
  14. 14. 3. Social • Configure all panels, materials, colour • Preview your custom shoe • nikeid.nike.com Tuesday, 3 February 2009
  15. 15. 3. Social • Configured option • Buy “your” show • Feedback to Nike on trends, colours • May put into production Tuesday, 3 February 2009
  16. 16. 4. Data Tuesday, 3 February 2009
  17. 17. 4. Data • Data evolution – accurate – enriched – meta – actionable – mashed – semantic – autonomous & predictive Tuesday, 3 February 2009
  18. 18. 4. Data Hyperdata Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  19. 19. 4. Data Hyperdata Metadata Data Business analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  20. 20. 4. Data Hyperdata Metadata Data Business Services analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  21. 21. 4. Data Hyperdata Metadata Mashups Data Business Services analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  22. 22. 4. Data - metadata ★ Metadata – Segmentation and metadata for increased relevance. – “Behaviour” is useful metadata - if you can capture it - ‘ignore ratio’? – Capture offline as well as online - warranties... Tuesday, 3 February 2009
  23. 23. 4. Data - Mashup and metadata ★ Metadata – New services – Links to commerce Tuesday, 3 February 2009
  24. 24. 4. Data - modelling for the future Tuesday, 3 February 2009
  25. 25. 4. Data Hyperdata Metadata Mashups Data Business Services analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  26. 26. 4. Data Hyperdata Web2.0 Metadata Mashups Data Business Services analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  27. 27. 4. Data Hyperdata Web2.0 Metadata Mashups Data Business Services analysis Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  28. 28. 4. Data Hyperdata Web2.0 Social Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  29. 29. 4. Data: personal and placeful and propagated Tuesday, 3 February 2009
  30. 30. 4. Data Hyperdata Web2.0 Social APML Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata Microformats 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  31. 31. 4. Data • “Doing” not “viewing” – Making Social Networks “transactional” – You can “do”, not just “view” – From web to desktop – Web to web Tuesday, 3 February 2009
  32. 32. 4. Data – Google - hCard format added to Search results. – One click to add the result to your address book. – Could do the same with calendar items, or recommentations Tuesday, 3 February 2009
  33. 33. 4. Data – Attention Profiling Markup Language - www.apml.org – Beyond ‘personal’: interchange and exchange value of behaviour Tuesday, 3 February 2009
  34. 34. 4. Data Show us some APML!! Tuesday, 3 February 2009
  35. 35. 4. Data Hyperdata Web2.0 Social APML Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata Microformats 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  36. 36. 5. Data: When the network knows more than anyone Tuesday, 3 February 2009
  37. 37. 5. Data Hyperdata Web2.0 Social Network Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  38. 38. 5. Data Hyperdata Web2.0 Social Network Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  39. 39. 5. Data Hyperdata Web2.0 Social Network Predictive Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  40. 40. 5. Data Hyperdata Web2.0 Social Network Phenomena Predictive Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  41. 41. 5. Data Location, location, location (and mobile) Tuesday, 3 February 2009
  42. 42. 5. Data: Hypodata? Tuesday, 3 February 2009
  43. 43. 5. Data: Hypodata Hyperdata Web2.0 Social Network Phenomena “Brain Scanners can predict a Predictive Metadata decision up to 10 seconds Responsive and self-configuring before a person is aware of Mashups Data Business Services analysis making that decision” Endodata Responsive; Nature Neuroscience, April 2008 ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  44. 44. 6. Next? Tuesday, 3 February 2009
  45. 45. 6. Next? Hyperdata Web2.0 Social Network Phenomena Predictive Metadata Responsive and self-configuring Mashups Data Business Services analysis Endodata Responsive; ‘agents’ Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  46. 46. 6. Next? Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  47. 47. 6. Next? Hyperdata Web2.0 Social Network Phenomena Metadata Data Endodata Hypodata 0 1 3 10 100 1000s+ Number of freely connected nodes where exchange cost is near zero Tuesday, 3 February 2009
  48. 48. 6. Any sufficiently advanced technology is indistinguishable from magic Tuesday, 3 February 2009
  49. 49. 6. Any sufficiently advanced technology is indistinguishable from magic ESP? Epiphenomena Open Structured Data Phenomena Network Social Web 2.0 Business Nodes Tuesday, 3 February 2009
  50. 50. So? Tuesday, 3 February 2009
  51. 51. So? ★ Customers - cynical, savvy, disloyal, discriminating, demanding ★ Market - slowing, saturated, competitive ★ Data - partial, expensive, not owned, not exclusive, not understood entirely ★ Behaviour and Phenomena - attention and money are limited; free data and interact; plan services for delight, relevance and utility ★ Entering a magic phase - web is bigger than any one/thing. Again. Tuesday, 3 February 2009
  52. 52. So what? ★ Proposition - value, clear, consistent - must “ring true” in all dimensions and times ★ Use don’t own - build on ‘free’ ★ Invest in data - create, collect, exchange, borrow, give, sell, rent... combine ★ Standout - good time to achieve distinctive and profitable position. ★ Time and place - every time, every place, everywhere: selling and serving by mobile in time and place ★ Plan to serve: customer service, not ‘self-serving’ Tuesday, 3 February 2009
  53. 53. Thank you Digital Shorts Manchester, February 2009 www.ianjindal.com www.internetretailing.net Tuesday, 3 February 2009

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